Why brand experience — and why should it be on your radar this year? Let me share some thoughts.
When we talk to our clients about brand experience, we find some interesting things. Other companies come in and say things such as “You need a new website” or “You need a new email campaign.” They pitch something very specific.
While we can deliver all of those things, we prefer to focus on the big idea of brand experience.
Brand Experience Is Holistic
For us, it’s not just, “How do you communicate with your customers?” It includes how you communicate with your employees, your partners, suppliers, vendors, distributors.
All of those people hold a piece of the chain created by your business processes.
So why brand experience?
Because it’s bigger than customer experience. It looks at everyone associated with a brand, regardless of role. And it forces you to think holistically.
One Experience Affects Another
When we begin to have conversations with prospective clients, we ask, “What’s it like to call your customer contact center?”
- How does calling the contact center impact the customer’s experience on your website?
- How does it impact what happens when that customer walks into a retail store?
All of those things fall under the brand experience umbrella.
Why Brand Experience
To be clear, brand experience is more than digital experience.
Brand experience tracks and maps both online and offline interactions. It considers a person’s interactions with your brand as well your competitors. And it focuses on a bigger vision of the overall impact your brand has on the people associated with it.
In addition, brand experience extends beyond the awareness and acquisition journey to encompass the sales journey, the product/service usage journey (support), and, lastly, the loyalty/advocacy journey.
Bottom line: Brand experience encourages a big-picture lens to evaluate experience in all of its contexts while also assessing the impact it has on every person affiliated with your brand, whether that person is a customer, employee, supplier, vendor or another stakeholder.
Reframing the CX Vision
In other words, we’re looking from end-to-end to understand the drivers of a business, and our clients trust us more and more to deliver on that vision.
As author and futurist Brian Solis recently noted, experiences take empathy, thoughtfulness, and intent. “It’s time to design experiences you want people to have, remember and share,” he said.
Solis is principal analyst at Altimeter, the digital analyst group at Prophet. “Customer experience (CX) is the new marketing and customer experiences (what they have, feel and share) become the new ‘BX’ (brand experience),” he wrote.
The future, he predicts, belongs to companies that go beyond branding, marketing, and customer experience “to create a complete world where every touch and each reaction was by design.”
“Each touchpoint should spark desired reactions and sentiment and consistently remind people why they love your brand experience, and why they can’t live without it.”
Build a strong foundation for excellent experiences. If you’ve already done so, take a second (or third or fourth) look and reinforce the foundation for excellence you have in place. It’s worth it — and there’s never been a better time to perfect it.
Feel free to contact me if I can help.
Atlanta-based Arke develops strategies and implements digital technologies for better brand experience for your customers.