The term “experience” is being used a lot these days — probably too much, to the point where it’s lost some of its value. The concept of building brand experiences isn’t a new one. After all, the way consumers experience a brand is a fundamental step of brand building.
The reality is there is more to building brand experiences than investing in some experiential marketing campaigns, segmenting your audience, and using events, content marketing, email marketing, ads, and social media marketing to share your stories.
Building a brand starts with building more than just products (or services), logos, and marketing campaigns. It starts with building perceived experiences.
Think of it this way — how does your product affect a consumer’s perceptions and emotional experiences while he or she is using it? What are the real and emotional user experiences? Together, you get a perceived experience that is the foundation of the brand.
All of your brand-related physical experiences (e.g., in-store, at events, in ads, promotions, and so on) must consistently deliver on the perceived experience that consumers expect to get from your brand. If both real and emotional experiences aren’t consistent, consumers will become confused with your brand and turn away from it in search of a different brand that does meet their expectations for it in every interaction (i.e., “experience”).
Brand confusion is the number one brand killer, so tread carefully. Ask yourself – what are you making? Don’t settle for products. Demand experiences — consistent experiences. Your customers will be happier and your brand and business will grow for years to come.
Originally published 6/17/13. Updated 1/2/19.