What makes for a good brand experience exactly? The Nike tick. The golden arches of McDonalds. The Apple symbol. They’re all recognisable brands whose logos can stand on their own.
But these brands are much more than their logos: they each promise a particular feeling and brand experience. McDonalds promises quick, consistent food at a reasonable price. Apple promises sleek, user-friendly technology that empowers your life. Nike promises health, vitality and an active lifestyle.
These brands have seen success as their brand promises have resonated with people on an emotional level. And as we’ve said before, a brand that people connect to emotionally is a brand that they will remain loyal to.
Beyond The Symbol: How to Build a Brand Experience
Marketing is all about the kind of experience you deliver to your customers with each and every interaction. The more compelling the experience, the faster you will build brand loyalty. While you may not have the marketing budget of Nike, Apple or McDonalds, there are plenty of ways in which you can enhance your brand experience. Here are two of the main ones for starters:
– Create and Inspire Emotion
Consumers want to see that brands have a personality and values to which they can relate. Companies can no longer afford to set up a barrier of billboards and TV commercials between themselves and the customer. Instead, they need to roll up their sleeves and get involved. Two great examples of brands doing just that are Ben & Jerry’s and Innocent Smoothies.
Both brands bring awareness to important issues, to do their part in making the world a slightly better place. The brand promise is that when buying their products, you’re not just buying an ice cream or a fruit drink. In some small way you’re contributing to something greater than yourself, and that rewarding feeling is immediately connected to the product and brand experience.
– Be Consistent
A consistent brand fosters a sense of brand loyalty in its customers. This concept applies to every detail, from company uniforms and product packaging to architectural style and colour schemes. When a customer comes across your brand, it should inspire thoughts of established cornerstones of your brand experience.
Since it was first published issue in 1925, The New Yorker is an excellent and time-tested example of a brand that has survived the passing of time. It has a definable and consistent style that managed to grow and integrate well with the digital world establishing it as a trustworthy brand icon.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 50 30442 or email us on firstname.lastname@example.org.