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Transcript
Brands are a collection of experiences nowadays. We no longer believe that just logos or ads are enough to help people connect with our brands. A brand experience is all about emotions and authentic storytelling in order to connect and build relationships with our customers. So brand experience management is aimed at managing all the experiences that we, as customers, have with a brand. To set up a brand experience strategy, one needs measurable goals. That is quite analytical. A few examples of such goals are conversion rates, walkbys, returning customers, engagement rate, things like that. The brand experiences are used to meet the goals. So a few examples of brand experiences are customer experience events, content experiences, hospitality experiences, or for example, sponsorship experiences. And that is where the creativity part kicks in. Brand experience is all about helping your customers to create a certain feeling and build a relationship around your brand. So as a company, you can execute, build a fantastic brand promise and communicate it loud and clear to the outside growth. The customer has one bad experience, it’s already bad for your whole reputation. So you really don’t want that because it hurts your brand. That is why it’s important to communicate the brand promise and what you want to do with branding, with everybody in and outside of your organization. For example, the receptionist, customer service, sales people, but also the HR people. Everybody has to know about the brand promise and your branding strategy and they’re all a part of it. So, for example, if I go to your business for a job interview and I have a really bad experience, it hurts your business. But it’s also an experience that I have with your business. So that’s why it’s both internally and externally important.
