This need arose because customers are now looking for something beyond simple products and services. They are looking for experiences. In this scenario, brands that want to achieve success need to build a relationship that generates engagement, transforming simple buyers into ambassadors of their products and services.
In this post, you will learn how brand experience has become a trend and why it is necessary to deliver more customer experience. Stay tuned!
What is brand experience?
Brand experience, translated into Portuguese as brand experience, is a marketing strategy used by businesses in a wide range of segments so that their brands can interact with customers and partners through integrative experiences. In other words, experiences that are capable of generating value and positive emotional perception.
The main objective, in this context, is for consumers to be enchanted vp purchasing officer email lists by the brand through a strong relationship and for them to be able to interact with products and services, using multiple senses.
This is a current reality, as people are already buying and making their choices based on their feelings about brands. This is because the basic utility of a product is no longer enough to attract buyers, since today's consumers understand that quality is a company's obligation, not a differentiator.
Given this reality, to attract consumers, it is necessary to delight them with strategies that go beyond essential needs.
Why does brand experience mean so much more to customers today?
Today we have a more demanding consumer, because he is aware of his rights and duties. He also does a lot of research before buying with the help of the internet.
Therefore, as he knows his purchasing power, he expects to be surprised in several aspects, mainly emotional, transforming the shopping experience into a relationship with the brand.
We can understand that brand experience is the experience that the consumer establishes with a brand through affinities and purposes, being a personal and interactive circumstance.
In this scenario, the experience can be negative, positive or even indifferent. That is, every interaction with the brand will be transformed into moments that lead to the experience. To do this, a feeling will be transmitted in some way, favoring the formation of the image that other customers have of that product, service or brand.
How is brand experience applied?
Leading brands have already understood the need to connect with their customers, and to do so they seek to provide innovative, different and unique experiences.
To achieve this, it is necessary to have a consistent brand experience strategy to build what the brand represents to the consumer. Therefore, it is necessary to understand that experiences that leave a mark are intentional and need to raise awareness by activating the emotional side, going beyond what we consider tangible.
In this way, taste, smell, hearing, touch and vision are used to design a good brand experience strategy for each point of contact with the customer.
However, it is also necessary to pay attention to the basics: delivering quality in the product or service, maintaining delivery deadlines, among other points.
Customer satisfaction is also no guarantee of loyalty. You need to surprise the consumer in a unique way so that they perceive value in the brand, and to do this you must align interactions that cultivate loyalty.
We have selected two examples of companies that invest in brand experience. Check them out!
Nubank
A fully digital bank with no banking fees or charges, Nubank stands out not only for its innovative proposal, but also for the humanization of its brand .
The company maintains several relationship channels, which provides greater agility in resolving issues presented by customers. Nubank brings concepts that have made it the most beloved brand among its consumers, presenting an innovative, young and at the same time simple relationship proposal with the bank.
Apple
Responsible for bringing the first desktop in history to market , Apple is a pioneer in computing and also recognized as the most valuable company in the world.
Valued at US$800 billion in market value, the brand is recognized for offering an irresistible experience from the moment the consumer enters the store.
This is possible because its owners understood that offering a product was no longer enough. They needed to become part of their consumers' lives. Today, the company has true fans who follow it faithfully, especially after the launch of the iPhone.
What are the advantages of investing in brand experience?
Trust and respect are some of the main advantages of brand experience. They mainly revolve around the possibilities that these perceptions can provide for your brand.
Therefore, to win consumer preference , effective communication is necessary in order to understand your audience and also find new possibilities.
Other advantages of brand experience are:
brand stability in the market;
the brand's success makes it possible to renew products, which may be better accepted by consumers;
most remembered brand, positioned ahead of the competition;
satisfaction with the products and services offered by the company;
consistency in the market, that is, the brand begins to represent trust and solidity, which generates greater market value.
By developing techniques for building relationships between consumers and brands, brand experience can be put into practice and yield great results without the need for large investments. The secret is to discover how to delight and surprise your customers.
And there's no complication: a surprising experience can arise from the balance of genuine emotions with the right marketing tools .
Remember that you need to create and measure the personal and emotional impact across all of your brand's communication channels to build relationships and stand out from the competition, reinforcing the brand experience.
Have you ever thought about a brand experience strategy for your brand? Share this post on social media so that more people can learn about this concept and interact with the topic!
