A brand experience is the sum of all interactions and impressions that a customer has with a company.

It is a key component in the success of any business and can be anything from the shopping experience to the customer service to how they feel about your website. Additionally, brand experiences are often associated with marketing and advertising campaigns.

Ultimately all brand experiences exist for one reason: to create an emotional connection between the consumer and the brand.

We live in a world where customer experience is everything. You can have the best product or service, but if your customers don't like your brand, they won't buy from you.

The problem is that it's hard to know what people will think of your brand before they have experienced it.

Creating and executing an engaging brand experience connects you with your audience, cultivates customer loyalty and builds your business in the long run.

The components of any brand experience are difficult to measure, but some indicators can help you gauge your progress.

Brand experience management (BEM) is an important part of developing your brand’s reputation and creating loyal customers. A strong BEM strategy will help you to create more effective marketing campaigns, improve customer service, and increase sales.

Many elements make up a good brand experience:

• 1. A versatile brand identity
• 2. A well-designed website
• 3. Customer service that responds quickly and effectively
• 4. Unique products or services offered at competitive prices
• 5. A team that acts as loyal ambassadors for your brand

Although we live in a world with many different brands, the most successful brands are ones that create and maintain a memorable experience for customers. This is what sets them apart from the rest of their competitors. Customers will always remember how you made them feel when they interacted with your brand.

The purpose and values of a company will shape the message that it wants to convey to the world. The purpose of a company is what it sets out to do and the values are what it stands for. These two pieces of information are important because they both contribute to the core of your brand experience. To establish an emotional connection with your audience, you need to communicate content that is about more than specifications and price. Be authentic, transparent and empathetic by staying true to yourself and what your company stands for.

Taking into consideration all of the different ways in which someone might interact with your business is an important part of marketing. It's critical to consider the need for various materials that will be used on different platforms and channels. Creating seamless interactions between these channels, platforms and the related brand collateral ensures your customers have an uninterrupted and smooth connection with your business.

Many companies are trying to integrate all aspects of their brand, but they don't always apply it consistently. This includes applying the logo and colour scheme to all collateral, such as brochures, business cards and signage. You should also pay special attention to how online and digital experiences complement the in-person perception of your business.

Your team is the most influential part of your business. They're the ones working on your product, designing new features, and helping customers with their needs. The best brands in the world are built from the inside out. If your team doesn’t believe in your message and mission, chances are you’ll have a hard time convincing anybody else.

If you feel the need to better invest in your business’ brand experience, I strongly advise calling in the help of the brand, marketing and communication specialists to guide you on this journey. Although you will always remain the expert on your own business, collaborating with other professionals who are experts in the field of brand experience will enable you to design a world-class brand experience founded on your own business's unique purpose, value and identity.

KRAFT designsmiths® has developed proprietary frameworks for creating an integrated brand, engaging experiences and effective communication strategies that will amplify your brand message and skyrocket your customer perception in no time.

Design your brand experience and grow your business.