With experiences becoming the new status symbol for consumers, brands must react accordingly and quickly to keep up with the time-conscious consumers of today.
Enter brand experiences – when brands create an immersive experience around the product or service to maximise the resonant impact of the brand. Brand experiences help to bring your brand and products to life to convert your customers into lifelong brand fans.
Build a world around your brand.
Brands need to adopt a world-building perspective when designing brand experiences. Creating a world that showcases your brand places your customers right at the centre of your brand world empowering your customers to experience the convergence of their personal aspirations and your brand’s values. In effect, bringing your brand values to life invites your customers to engage in a mutually beneficial relationship with your brand. World-building is not necessarily about creating a spectacle per se; it essentially boils down to a meticulous attention to detail. For example, an experience where your customers are greeted with a welcoming smile can be easily underestimated as an unremarkable gesture, but in fact, it elicits a tangible emotional reaction. It can elevate your brand experience from pleasant to great and from casual engagement to emotional resonance.
Integrate omnichannel experiences.
With the exorbitant number of channels for brands to reach consumers, it becomes vital that brands are optimally integrating their online and offline channels for their brand messages. A successful brand experience is one that can blend the online and offline elements harmoniously to create a unique connection with your customers. Once the brand experience has ended, brands should empower customers to keep the brand message alive using the appropriate channels. Leveraging the power of all your channels with an integrative and consistent approach will lead to a strong, memorable and immersive brand message.
Marketers can harness the power of FOMO (Fear of Missing Out) to create vocal brand ambassadors. People want to be part of something special and exclusive: brands that understand this create brand experiences that are inimitable, exclusive and intimate in scope. In creating a brand experience that cannot be missed, it encourages your customers to share their experiences on channels such as social media, maximising the reach of your brand message further.