Brands continue on a path of constant transformation. Businesses are increasingly undifferentiated and need to strengthen their ability to move from selling products to offering solutions, and for this they can find a great tool through the creation of memorable and distinctive experiences.

To the extent that the effectiveness of traditional advertising and communication decreases, content has gained persuasive power and customer loyalty. It doesn’t matter the sector. Brands recognize that it is necessary to add value beyond directing customers to their products. Today it is necessary for brands to become a source of inspiration, something that really matters to people.

The power of brand stories, through
storytelling
, is more important than ever in building immersive experiences. No one is willing to buy “things”, but the intention changes completely when behind them there is an interesting story aimed at a certain audience that understands and values it.

A good experience does not replace a bad product, but a good experience that the brand offers to its customers will increase differentiation and preference over others. The brand experience will undoubtedly be a critical factor for the success of companies in the coming years and brands have no choice but to take an active role rather than a reactive one.

A customer experience strategy must be based on a business vision that places the brand as a catalyst for the process, with the aim of providing unique and unrepeatable value. For this reason, it is advisable to review the brand strategy to ensure that its promise and purpose will be conveniently translated into the form of an experience. Stories and experiences built around purpose have been shown to strengthen relationships with customers, to the extent that they identify with a series of values that represent them. It is clear that shared values create shared meanings, which carry strong emotional connections.

And, once again, this is a concept that must start from within companies through a brand culture that empowers the figure of employees. They are the first ones who must feel that they are part of something greater and how their performance affects something that transcends their more direct functions. We could call it
employee experience
, which is as relevant as customer experience because there is no doubt that an empowered team has a positive impact on the perception of a brand. The way you treat employees will be the way they treat customers.

On the other hand, shifting from a multichannel to an omnichannel environment can mean placing greater emphasis on creating experiences in a way that is relevant to customers. This is not something new, but it is still repeated all too often, physical environments that are not aligned with digital environments. Customers don’t see brands in silos and expect their multiple experiences with a brand across all touchpoints to be coordinated and seamless.

People connect with brands that understand us and inspire confidence. In the coming years, customer-centric strategies will continue to grow, giving greater power to customers and more opportunities to companies that really know how to truly integrate the concept. Remember, you may forget what someone told you, but you sure won’t forget how they made you feel. There is no substitute for experience.

 

Carlos Puig Falcó

CEO of Branward


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