To create emotionally resonant brand experiences, marketers need to understand the nuances of what makes an experience truly great. The elements for an effective brand experience can be broken down into microexperiences, which is not the sum itself, but the invididual units that form the complete experience.
With a profound understanding of experience design in combination with the integration of the microexperience perspective into your experiential strategy, brands can create expansive brand experiences that consumers can readily interact, engage and absorb.
Imagine the last rollercoaster ride your were in. You probably remember the thrilling peaks of the ride; the moments of exhilaration are naturally the most memorable to you. But what brands seemingly neglect are the very intervals that build up to form the emotional peaks of the experience. It is within these ‘quieter’ microexperiences of the rollercoaster ride that holds as much weight as the peak moments. Without these ‘muted’ moments, the peak moments of the experience are depowered becoming less memorable to us.
Effective brand experience design involves the meticulous mapping of the customer experience journey from its peaks to the lows. It is the process of optimising every single touchpoint within the experience in order for your brand experience to achieve maximum emotional impact.
What consumers see is the sum of the experience, but what brands need when designing brand experiences from conception to execution is to adopt the perspective that each individual microexperience add up to complete a memorably satisfying whole. This is the next frontier of marketing: a microscopic understanding of the often complex and nuanced world of consumers’ brand experience journey.