“Brand Experience” refers to the overall perception and interaction that a consumer has with a brand. It encompasses every touchpoint and interaction a person has with a brand, including but not limited to products, services, customer service, advertising, packaging, and the overall brand identity.
Brand experience is not limited to a single moment; it is a cumulative result of all the interactions and impressions that a consumer has with a brand over time. A positive brand experience can lead to customer loyalty, positive word-of-mouth, and repeat business, while a negative experience can have the opposite effect.
Companies often invest in creating a consistent and positive brand experience to build strong relationships with their customers and differentiate themselves in the competitive market. This involves not only delivering quality products or services but also paying attention to how those offerings are presented, the values the brand conveys, and the emotions it evokes in consumers.
So again, if you think about how you build a brand image – the customers image of your brand, is really a combination of many different experiences. This has evolved out of how “brand building” used to be developed – where mass advertising was used to “tell” your customers about your brand or service.
Today, it’s about the multitude of many different experiences over time that your customer uses to define for themselves, what your brand means. These experiences run from the mundane, to the powerful. From how your staff interacted with them that one time, to an unboxing of a product, to how they felt about an advertisement, to what their peers said about your brand on social media. It’s about their self-definition of your brand. And, if you create the right experiences for your customer, the identification they build with your brand tends to define whether your brand becomes relevant, powerful, and sustaining.