The term brand experience (brand experience in English) describes how and why customers set a brand and keep it in their memory. It is the perception that consumers have throughout the relationship with the brand.
Controllable touch points with a brand
For a target group to perceive and internalize a brand, it is necessary for the target group to come into contact with it. Here many points of contact are taken into account. Some examples are:
- In the supermarket, the consumer sees a package or packaging that represents very specific and typical components of the brand (for example, a company logo).
- In the newspaper, there is a report about training in a company or a sponsorship program for young local footballers (public relations).
- A beer ad placed in an advertising column on a busy street.
- Local supermarket flyers placed in the newspaper.
- A customer walks past a company office and notices the logo on a sign above the main entrance.
- On a corporate blog or on a social media channel, a company reports interesting and current events and thus gets in touch with its readers.
The aforementioned points of contact, in which the consumer perceives and internalizes the brand, are controlled options. A company determines when the ad should appear, which teams it would like to sponsor, or how its workers should appear in public.
Uncontrollable points of contact with a brand
However, there are still points of contact that a company cannot control. An example in this circumstance is an enthusiastic customer who talks about a company product or services to friends and family (word of mouth). The company benefits inactively in terms of awareness and image. However, these points of contact that cannot be controlled are problematic when a customer is dissatisfied and wants to express their irritation. It does not matter if he / she tells friends about the negative aspects, posts them in an online forum, a review site, or on the wall of the company's Facebook page, other people will possibly take note of the negative message. . This gives them a negative brand experience in a situation where the company cannot directly intervene.
Every brand should at least try to control this type of brand experience, even if it is indirectly. There are different approaches that can be used to do this. However, the most important thing is to maintain the business relationship with the client and to react promptly and fairly in case of problems.
Ensure a positive brand experience
To create a positive brand experience, it is essential to ensure that the largest number of viable contacts with the company remain positive. The contact must be attractive, surprising, compelling, positive and / or mutually beneficial. The following points can help corporate strategy to achieve this goal:
- be unique (differentiate your brand from the competition)
- keep promises made
- reinforce advertising messages through each customer contact point (for example, with the help of a meaningful tagline)
- be easily accessible through a variety of channels (for example, by phone, fax, email, and various social media channels)
- offer customized products
- focus on the sustainability of corporate communications (e.g. environmentally friendly production or good working conditions for workers)