In the modern era, the relevance of consumer experience is at its peak. Customer experience design revolves around the phenomenon of putting the customer first – to build and deliver solutions that are both effective and enjoyable.
The game changer in online businesses is customer satisfaction. As products and services continue to emphasize customer experience, the key factor of brand differentiation is creating a brand experience that can trigger emotional aspects of the customers and tends to define the buying journey of a product.
The Importance of Brand Experience
Brands are typically defined by the experiences that they offer…
Helping is the new selling…. The key is making brand experiences easier, quicker, and smoother than anyone else. The more helpful a brand is, the higher the probability of its success.
You need to remember that customers want facilitation; all they look for is an omnichannel experience that engenders some sense of control into them.
Consumers are flooded with a barrage of messages from various businesses, both online and offline on daily basis. As a result, it is more important than ever to build emotional connections between consumers and your brand, in a bid to hit and make mark in customers’ subconscious.
How to Create Better Brand Experience
Here are a few relevant tips that can be of significant help in building a brand experience.
> Know Your Customer (KYC)
Incorporation of Artificial Intelligence (AI) in retail branding is due to the opportunity it provides for gathering refined piece of information for their target segment (audience). This extensive knowledge about the market has substantially helped brands to come up with the kind of product that can quickly appeal to their clientele and fulfill their needs for long.
The brand Nike has emerged successful as a sports retail brand. Nike built an empire by broadcasting itself not just as a shoe store, but rather a brand that showcases oriented lifestyle. They have an impressive strategy when it comes to knowing their customers’ needs and wants.
> Engage Through Effective Advertising
We are living in an always-on world, so customers expect brands to be proactive in anticipating their needs and then come up with a quick solution to fulfill the said need. The communication (advertisement) of this solution needs to be sound and efficient.
Successful brands focus immensely on customer engagement; they target value creation, and not just revenue extraction.
McDonald’s has been thriving to use advertising to drive its business. The launch of their product “Happy Meal” has been quite impressive. This customized product offered an ideal platform to connect with mothers’ sentiments, through an ideal blend of emotional storytelling and rational reassurance to shift attitudes and make an impactful statement.
This was followed by the tremendous “That’s What Makes McDonalds” campaign, in which the TV commercial charmingly and engagingly told the truth about the ingredients of a Happy Meal – celebrating the food and connecting it back to the source.
> Make Use of Influencers
Influencer marketing is now the real mainstream and that too, with a good reason. Customers often rely on recommendations of other individuals they encounter on different social media platforms or through celebrity marketing like shoutouts or podcasts.
By associating yourself with an influencer who has trust in you and whose reach, resonance, and engagement meets your requirement, you avail yourself of the credibility that goes along with an already established relationship of interest.
Since almost 20 years, Starbucks release a special edition of their cups around the holiday season. Two years back, Starbucks decided to come up with something special. They released a limited edition of red colored cups decorated with 13 paintings made by customers from around the globe. This collaboration was done to add the personalization phenomenon into their marketing.
These cups became part of Starbucks’ #RedCupArt campaign, in which the customers were invited to paint. This option of painting was also available in stores.
Starbucks Influencer Choices
Starbucks made good strides in outreaching the innovative illustrators and invited them to express their valuable opinions regarding the holiday cup. Following are some of the influencers Starbucks linked with:
Sam Larson, an amazing artist from Portland. His love for coffee cups is quite evident if you go through some of his top content. More than half of his followers are artists themselves.
Heather Rooney, an illustrator and a renowned YouTuber with more than a million followers. While going through her followers, you can see that almost 64% of her followers are quite into art, drawing, and design.
Kelly Klapstein, a lettering artist, who is quite a regular when it comes to posting on her Instagram channel. She posts lettering videos that are being watched by thousands of people, and hence a good pick for influencer marketing.
Successful brands have a strong identity that consumers can relate to. The chief reason for their success is the ability to gain deep understanding of psychology of their audience. Brand experiences are a great way to showcase your thought leadership and convey it to the consumers. Brands have been amazingly effective in communicating the great experience into the mind and heart of the customers.