Do you want a loyal customer base that not only interacts with your brand but also spreads the word about your exclusive products and services? Then, the best way to continue down this path is through the creation of an amazing branding experience. This ensures that your profit margin increases, and you know that you have been able to provide your customer base (both old and new) with a branding experience that is robust and positive. Let us discuss the ways in which you can create an amazing branding experience for your customers and help your brand reach new business heights. But, before all that, you must understand what is meant by branding experience.
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What is Branding Experience?
The word ‘brand’ indicates your company and the products and services. What makes a ‘brand’ different from a local manufacturer? A brand involves years of trustworthiness wrapped in a distinct and unique logo, promises, and brand identity. Many years worth of PR and marketing creates a favourable brand image. Branding experience, on the other hand, includes the nuances of how a company as a brand continues to exist and grow. It involves the experiences of your customers (both loyal and potential) through all the brand-customer experiences and branding exercises conducted by the company.
Is Branding Experience different from User Experience?
Yes, it is. User experience is just a part of the branding experience. Brand experience, on the other hand, includes user experience and any other brand exercises that align with the entire message that the brand wants to convey. Branding experience does not end with just a positive customer review. It strongly emphasises branding exercises to build a brand that provides a favourable branding experience to its users. For instance, let us take a look at Nikon. It has created a niche for itself in the camera and photography industry. Through branding exercises, customer engagement, and branding experience, Nikon has curated an interface which offers a holistic experience favourable to the entire brand identity of Nikon.
7 Steps to a Successful Branding Experience
Follow the 7 steps given below to create an amazing branding experience for your customers:
Brand Purpose
Discovering the purpose of your brand is the first step toward creating a favourable branding experience. Ask yourself this question – “Who or what do I stand for? What do I want to do?” Being able to answer this question after proper contemplation is what you require for positive branding exercises. Let us look at an example. What is the purpose of the brand Gucci? Most people will answer, “They sell clothes”. But, if you want to promote a
superior branding experience, you have to think like Gucci. Gucci does not just sell clothes. It is a brand that designs and curates high-quality, fashionable merchandise that ooze style statements. Deciding on the purpose of your brand is an essential step when it comes to launching something new in an already saturated marketplace. It helps you stand out and get noticed by the customer base.
Brand Storytelling
Is this where we tell you to spin bedtime stories for your customers? No, that is not the case. A brand story is a branding experience that is one of the major branding exercises you must undertake. Where did your brand emerge from? What is your brand’s story? Is it a rags-to-riches story? Where do you plan to take this brand next? Sharing your brand’s story makes your customer base treat you as a growing entity they can relate to and understand. It fosters customer engagement and continuity and induces curiosity. Blogs and social media provide the chance for your active and potential customer base to share their own stories with you and encourage your growth even further. For instance, if you have a home-grown fabric brand, then sharing the life stories of your weaving community will foster stronger connections between your customers and the brand.
Brand Consistency
You have to ensure that to create a fulfilling branding experience, you must provide your customers with consistency. It is important that all the parts of your brand machinery speak the same language and convey the brand message in a similar tone, including your brand design, brand voice, and brand image. Ensure that you consistently use the same logo, typography, and brand colour palette so that your customers do not lose trust and do not get confused. Your employee attitude and social media communication should also align with your entire brand personality.
Brand Engagement
Creating a branding experience means engaging the sensibilities of your customers. Provide your customers with the means to engage and communicate with you over social media. Let them post pictures of your products and tag you after declaring how much they loved your stuff. This way, you will gain further visibility and improve your profits through social media shares, comments, and likes. Sending freebies, contacting niche-specific social media influencers, and throwing online competitions and giveaways are all positive branding exercises.
Experience Over Sales
A product goes through three stages with a customer – the pre-buying stage, the service encounter stage, and the post-buying stage. The customer must not only be satisfied with your product or service but also have a fruitful experience where they have an enjoyable time buying your product, using your product, and getting after-purchase services from you.
Let us imagine you are a jewellery brand. You will need to provide your customers with branding exercises wherein they can easily locate your store, trust that the employees are trained to help them, click aesthetic pictures with their perfect fit, and get high-quality products. This is the branding experience they will ultimately pay for, after all!
Engage Creative Content Generators
Yes, engaging creative content generators is now a modus operandi for most brands who work on branding experience generation. Try to include people who are unique content producers and in sync with what your brand signifies and stands for. Hiring a digital creator to include comic strips or relatable meme material is always a great way to increase brand engagement. Writers on your team must create content that urges people to react or comment and ask questions about who you are and what products you offer. Designing good giveaways, discounts, or small-scale lucky draws will help more customers understand your brand and participate in the branding exercises.
Change with the Times
Just like the world has changed to keep in sync with the technological advancements, you must also adapt and evolve with the times as a brand. As social media garners an even more important position in marketing and creating a customer base, make sure you up your marketing game and gather a unique idea of popular trends, culture, and customer feedback. Understand your customers’ needs and plan the branding experience accordingly.
Conclusion
A branding experience involves several branding exercises like the ones mentioned above. These ensure that your brand gets better visibility and accessibility and, in turn, add up to greater profits. Creating a unique relationship with your customers increases customer satisfaction and enables more customers to join your loyal pack. Ultimately, if the customer is happy, the brand is happy. Curate a branding experience accordingly.