It is essential not to forget that brands are emotions, feelings capable of generating all kinds of stimuli until the consumer feels fully involved and the protagonist of an unforgettable experience. The brand experience has become a concept that transcends the product or service itself. Brands that manage to transform themselves into an experience, and manage to integrate themselves into people’s lives, are assured of success. There’s Apple, Red Bull, or Coca-Cola. In the twenty-first century, these are the ones that really make a difference, especially in an environment where products and services are hardly distinguishable from each other in terms of their intrinsic qualities.

As the study Experience Brands: Making a Difference, conducted by Elena Delgado and Estela Fernández of the University of Murcia, points out, “companies are looking for alternative ways to build and maintain deeper bonds with customers.” To this end, leading brands are turning their attention to creating brand experiences that highlight the sensory, cognitive, emotional, social and behavioral nature of consumption. This experience is the direct result of the perception of the brand, and the relationship between its promise and the value assigned to what is perceived.

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The problem is that, on many occasions, there is a significant gap between one and the other. Both at the time of delivery with unfulfilled promises and throughout the overall experience. It often happens that customers are treated in one way during the moment of purchasing a product and then the attention is relaxed. The brand experience does not depend on a specific moment, but rather on the treatment a customer receives throughout the process (information, sales, after-sales).

For this reason, it is essential to establish quality experiences throughout the entire relationship. The current digitalized environment only increases this gap and brands have to be prepared for it. This is a very latent reality in the world of food, where what is promised is often more than what is received, but it is by no means exclusive to this sector. Consumers are constantly transforming the way they think and act, and any good or bad experience is available to everyone, in real time.

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One of the main problems is the result of the way in which many companies are still organized, in the form of watertight departments with little communication between them. If each area is dedicated to only one part of the business and there is no true connection between all of them, it becomes much more difficult to deliver global and coherent experiences. To avoid this, it is undoubtedly necessary to have leadership and commitment from the management itself, which is capable of drawing up a roadmap in the brand experience and achieving internal alignment. But it is also essential to associate experience with the role of an element of value creation for the brand.

No matter what channel they use to interact with the brand, customers want to receive a similar experience. To achieve this goal, brands should analyze and reframe each touchpoint and create customer feedback processes. Likewise, it is important to generate high-quality personalization and improve the consumer experience through engagement.

In today’s fast-changing retail environment, nothing remains static. Including customer expectations. Old satisfaction models need to be reviewed and redefined based on customer insights. It’s important to understand their behavior in order to design complete brand experiences and avoid falling into the void at any of the brand touchpoints.

For more content on Brand Experience, we invite you to read our post Brand About #4

 

Marta Lopez

Account Manager at Branward®

Photos: Shutterstock