What is Brand Experience, and Why is It Important?

In the digital age, brands aren't the only ones telling compelling stories anymore. With the rise of social media, consumers are also sharing stories that influence their communities. What does this mean?

The future of marketing depends on being wholly people-centric. Today, brands need to focus on creating lasting impressions by continually connecting and engaging with their audiences.

That's where brand experience comes into the picture.

Brand experience is good marketing

Marketing is most successful when it's relational. Brand experience marketing is a type of experiential marketing that encompasses a wide range of activities from corporate events and customer service to a user's experience on a website—all of which engage a brand with its audience.

So, what is "brand experience," and why do you need it?

Let's start the conversation by defining our terms first.

Brand experience definition

Brand experience is about formulating a meaningful encounter before, during, and after someone interacts with any touchpoint of your brand. It's how customers holistically and tangibly experience your visual brand identity.

Ultimately, the purpose of fostering a better brand experience is to create a deep, emotional connection between your brand and your audience. It's an instrument that influences brand affinity.

Brand affinity definition

Brand affinity describes consumers who align themselves with a particular brand that shares common values. These shared values create a meaningful relationship between the brand and the buyer, typically resulting in consumers becoming brand advocates.

Brand advocate definition

Brand advocates are people who champion your brand through word-of-mouth marketing. They tell their friends about your products/services, leave positive reviews, create content on your behalf, and cheer you on as loyal consumers.

(Every brand wants consumers to become brand advocates, and maintaining an outstanding brand experience will do just that.)

Brand loyalty definition

Brand loyalty is similar to brand affinity, but it's measured differently. It describes the positive association that consumers have towards a particular brand. It's measured by continual purchases of a brand's products or services made by consumers regardless of deficiencies or better alternatives presented by competitors.

So, how does brand experience influence brand affinity, brand advocacy, and brand loyalty?

Well, before you can share brand values, empower brand advocates, and build brand loyalty, you have to provide an unforgettable brand experience.

4 reasons why brand experience is important

Have you had a fantastic customer service experience that you remember years later? Or maybe a terrible one? Every touchpoint of your business is an opportunity to make a lasting impression on consumers.

Here's why brand experience matters and how it can help your business grow.

1. Establishes a relationship

All brands can be personified. Every brand possesses distinct characteristics to connect with its audience, resulting in a lived experience.

If you view brands like people, it's easier to see how they build relationships with consumers. An intentional brand experience establishes a lasting connection with individuals, leading to those individuals becoming brand advocates.

2. Fosters community

Once a brand establishes a relationship with its audience, it begins to form a loyal following. Those loyal followers share the brand with their friends, creating a wider reach. The brand expands into a larger community through word-of-mouth marketing, experiencing the brand through friends first. Meaning, your audience is an extension of your brand experience.

The emphasis is put on a collective experience, but never underestimate the power of one person. Everyone has a community they're a part of, so one person advocating (or trash-talking) your brand can make (or break) your community.

3. Builds trust

Once people buy into a brand's message, trust begins building. Trust is essential to effective marketing. You can't just say, "We're the best!" and expect people to believe you. In a world that can hardly believe the media or government, 54% of Americans say they trust businesses.

However, trust can be earned and shattered in a moment of poor judgment.

Brand experience allows businesses to make real-life impressions on their audience by hosting live events such as walks, runs, concerts, and community outreaches. These in-person events help position the brand in a positive light and build trust with new and current audiences.

4. Encourages engagement

Brands that consistently communicate with their audiences encourage interaction and deepen their connections, fostering a dynamic relationship. Brand experience takes engagement to new levels when paired with face-to-face events, as mentioned earlier. Plan a physical experience for your audience if possible, leaving them feeling inspired and involved in your brand story.

When in-person events aren't possible, create digital experiences via social media through collaborations, advocacy, campaigns, IGTV, or workshops. Engagement is ongoing. If you aren't sure what the people want, ask them! Share polls through social media or email marketing platforms to discover what motivates and inspires your audience to connect with your brand.

Physical or digital engagement can help to humanize the brand, so people find it accessible and relatable.

Brand experience marketing is the key

In closing, fostering an intentional brand experience is a valuable marketing strategy not to be overlooked!

When implemented successfully, your brand will reap the benefits of brand experience. For example, a broader reach, new brand advocates, a larger, more loyal community, consumers' trust, and an emotional connection formed through shared values that keep people coming back for more.

How do you begin crafting your brand experience? You start with brand strategy.

Need help creating one? Fill out a client application here and request a brand strategy intensive for your business.