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Definition

brand experience

Contributor(s): Laura Fitzgibbons

Brand experience is a type of experiential marketing that incorporates a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or company name. Through a combination of various modes a consumer uses to interact with a brand, companies attempt to create a general atmosphere of goodwill, dependability or trust to create an association between the brand and a specific need or emotion.

Typically handled by marketing or managerial staff, brand experience is about creating a sensory user experience in order to become memorable to consumers. By connecting and engaging with the target audience, this strategy helps convert brand awareness to brand loyalty.

Examples of brand experience

Many aspects of a customer’s experience contribute to how they view a brand. Companies rely on a large number of components to influence the attitudes associated with their brand, including many of the following.

  • Advertisements targeted at a specific or broad audience are created as an extension of the feeling and personality of the brand.
  • Designers choose colors for their ads, web content, and other marketing materials that evoke desired feelings in customers at different stages.
  • Companies attempt to weave themselves into the stories of their community, incorporating political views, holidays, and important life milestones into their branding.
  • Well-resourced customer service helps to give customers a positive view of their user experience and makes them more likely to make a purchase or return as a customer
  • Organizations attempt to create a strong online presence that brings their brand to mind when a potential customer has a need that the company can meet. Companies create their brand’s online presence through their websites, social media accounts, blogs and apps.
  • Promotions like discounts and coupons or customer reward programs bring in new business and create positive experiences for customers.
  • Creating catchy jingles or slogans may cement a brand in a customer's mind.
  • Logos, branding, store layout and signage can be designed to try to convey specific desired emotions, like trust, excitement, or dependability.
  • Many companies release a regular newsletter or periodic press releases with information that is interesting to their target audience and include news about the brand.
  • Companies may pay for product placement or hire spokespeople to have their products appear in movies, commercials or in the same shot as famous endorsers to encourage customers to use their brand.
This was last updated in October 2018

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