When asking yourself what is brand experience? You should consider the brand experience as a customer’s emotional journey when interacting with your brand. It’s more than just a transaction; it’s about how they feel every step of the way.

Every touchpoint shapes their perception of your brand from the moment they see your ads to when they reach out to engage directly with your team. Imagine your brand as a story unfolding before your customers’ eyes.

Each interaction is a plot twist, building suspense or excitement and leaving a lasting impression. It’s not just about what you offer but how you make them feel.

Brand experience is like painting a masterpiece, blending the colors of user experience, customer service, and brand identity to create a captivating picture. Every stroke matters, and every detail counts, shaping the overall impression of your brand.

So, as you craft your brand experience, consider the narrative you’re weaving. How can you make each interaction memorable, thought-provoking, and meaningful? How can you engage your audience in a way that sparks curiosity, fosters connection, and leaves them wanting more?

It’s important to realize that brand experience is subjective. Even if you aim to create a certain experience, each person might feel differently about your brand. This means some customers might react differently than you intended despite your best efforts.

So, instead of trying to please everyone, the aim is to create an experience that speaks to your brand’s mission and values and resonates with the majority of your target customers as they engage with your brand.

What Makes An Exceptional Brand Experience?

A robust brand experience isn’t just a nice-to-have; it sets you apart from competitors and connects with your audience and consumers profoundly and emotionally.

It’s your competitive edge.

It makes your brand stand out in a crowded market and resonates deeply with your audience. Combined with outstanding consumer engagement, your results will be to acquire and retain customers – fueling the expansion of your business and your work.

Here are the elements of an exceptional brand experience:

1. Consistency

This should be your foundation.  It can be daunting when your brand experience is not established, or it can be relatively simple to execute if you have all your brand assets -brand messaging, visuals, website/social, and consumer engagement. Once established, experience across channels can seamlessly follow.

Voice

Your brand voice and tone should resonate with your target audience and stay true to your purpose. When developing your content strategy, you will identify and survey your ideal customers to develop personas that define your brand voice and tone for effective communication. After establishing this, you can follow through with brand narrative and storytelling in visual and written assets.

Visual

The brand visuals developed are the cornerstone of an effective brand communication strategy. When every aspect of your visual identity—from logos and colors to typography and imagery—is aligned, it creates a powerful and memorable impression. This consistency builds trust and credibility with your audience, reinforcing your brand’s identity, and making it easier for customers to recognize and engage with you across various platforms and channels. Maintaining consistent brand visuals establishes a strong foundation for building long-lasting relationships with your audience and driving business growth.

2. Positive emotional connection – Create good vibes for brand loyalty

Ultimately, consistent consumer engagement strengthens your brand’s reputation and enhances the overall brand experience, driving consumer loyalty. The relationship between your brand and a trusted experience leads to consistent loyalty and strong referrals to build new relationships.

3. Personalization

Personalizing your brand experience to attract customer personas and preferences adds brand value. Why? Because you have created an experience that resonates with the consumer in ways they may not find in other spaces. With an era of over-saturation, finding connection through purpose-based alignment resonates with your ideal customers who hold similar values.

4. Engagement

Consumer Engagement

Consistent consumer engagement involves maintaining a cohesive and engaging experience across all interactions with your brand, including customer service, social media interactions, promotions, and community engagement efforts.

Activities that encourage advocacy

When customers see themselves as within your brand, it fosters a sense of ownership. To activate this in your brand experience, you can promote customer-generated content, resharing and replying to social media comments and questions, actively seeking customer feedback, and selecting relatable brand ambassadors to inspire advocacy.

What is a brand experience agency?

Working with a brand experience agency can offer a valuable outside perspective and the advantage of their experience working with many brands in similar situations. They work with you to understand what will set your brand apart and devise a strategy to effectively showcase it to the world. They can help you define the unique brand experience you want to achieve and how to go to market from the strategy to the actual execution.

What does a brand experience agency do?

Unlocking the potential of your brand experience involves partnering with a brand experience agency to ensure every visual and written aspect authentically reflects your brand’s essence.

Here’s how diving into your brand strategy with an agency can transform your business:

Craft your unique selling proposition (USP).

Discover what sets you apart from the competition and communicate your value proposition clearly to your audience. You’ll uncover what makes your brand unique by delving deep into your target demographics and product/service strengths.

Craft your distinct brand voice and tone.

Forge a communication style that resonates with your audience across all channels. Define your brand’s personality traits and adapt them to various contexts, whether authoritative in a professional setting or playful on social media. Consistency is key to maintaining authenticity and fostering lasting connections.

Shape assets that embody your brand.

Translate your brand’s identity into tangible elements like logos, color schemes, and messaging. Each asset should reflect your personality and evoke the desired emotions from your audience. Regular audits and refinements ensure your visuals and content stay relevant and impactful.

Strategize impactful events.

Plan events that align with your brand’s objectives and engage your target audience effectively. Whether boosting brand awareness, generating leads, or nurturing customer loyalty, a well-crafted event strategy tailored to your audience’s preferences can drive meaningful results.

Brand experience examples we love:

These brands illustrate how a dedication to social good can be integrated into various aspects of the brand experience, from product design and marketing to community engagement and activism.

Warby Parker:

Besides their ” Buy a Pair, Give a Pair” program, Warby Parker is dedicated to providing access to vision care for underserved communities. Through partnerships with nonprofits and initiatives like VisionSpring, they help people worldwide access affordable eyeglasses and eye care.

Ben & Jerry’s:

Ben & Jerry’s is known for more than just its delicious ice cream; it’s also a socially conscious brand that advocates for issues like climate justice, racial equity, and LGBTQ+ rights. Their commitment to social justice is integrated into their brand experience, from their product packaging to activism campaigns.

 

Airbnb:

While not traditionally considered a social good brand, Airbnb has made strides in promoting inclusivity and community empowerment. Their “Open Homes” initiative allows hosts to offer free housing to refugees, disaster survivors, and other individuals in need. This program demonstrates Airbnb’s commitment to using its platform for positive social impact.

Lush:

Lush is known for its handmade cosmetics and commitment to ethical sourcing, environmental sustainability, and animal welfare. Their brand experience includes interactive store experiences, transparent ingredient sourcing, and campaigns for social justice and environmental conservation.

Here are a few examples of our brand experience work encompassing all the elements we’ve been discussing: experience, branding, and strategy.

KEYS Empowers

To take a fresh look at philanthropy and social impact, 3PC conceptualized an event program and customized a series for KEYS Empowers called “A Change In Palate” to bring key benefactors and changemakers into the same room to rethink impact and change for Baltimore City youth and families. This Baltimore-based nonprofit organization serves its community by motivating, educating, and transforming opportunity populations through non-traditional, unconventional, and non-linguistic methods of self-discovery.

Our event management services team crafted a memorable fundraising dinner for the nonprofit organization, which included Event Conceptualization, Event Design & Branding, Vendor Sourcing, Program Development, Venue Sourcing, Catering Management, and Sponsorship Support.

The goal of the dinner, which was held on Giving Tuesday 2022, was to break the barriers between funders and nonprofits, curate a space for deep discussion, and create change that enhances equity in philanthropic giving.

The Last Penny

Our brand identity design services team refreshed the brand of an up-and-coming cocktail bar in the heart of Baltimore. The Last Penny needed a total brand refresh. From the look and feel of the bar to the visual branding, The Last Penny was looking to attract a fresh wave of patrons while refining its atmosphere and aesthetics. We enhanced their appeal through a strategic rebranding effort and elevated the overall experience for existing and prospective customers.  View the project.

Mission & Movement

Our business strategy services team worked on Business Development & Operational Consulting for Mission & Movement. This nonprofit organization works with corporations, schools, brands, and individuals to develop sustainable practices that align with personal values through various initiatives. We successfully guided them through the development of key projects and partnerships. Additionally, we delivered compelling visual assets for their brand.

View the project.

 

 

3 Pillars Co. is a Baltimore City Certified Women-Owned and Minority-Owned Business Enterprise (M/WBE) and an accredited agency through the International Air Transport Association.

We are a global brand experience agency specializing in events, design, and business strategy. Let us help you make an impact.

Talk to us today!

A global, brand experience agency specializing in events, design, and business strategy.

3 Pillars Co. is Certified/Accredited by:

Baltimore City Certified Women-Owned and Minority-Owned Business Enterprise (M/WBE)

International Air Transport Association(IATA) Accredited

NAICS: 54143, 54161, 561920