The concept of brand and brand marketing is still the same as it always has been: Get someone to like you, encourage them to buy your stuff and then persuade them to keep buying more of your stuff. The most prevalent factors in achieving brand loyalty have always revolved around the simple things such as price, location, customer service and quality. However, the platform in which individual brands look to achieve results has changed dramatically in recent years.
The explosion of online shopping – giving the consumer access to a worldwide marketplace, along with rapidly advancing technology… allows the buyer to ‘experience’ a product in a virtual capacity. This means that the above factors of price etc. may no longer enough to demand strong brand loyalty. Now it’s all about connectivity, familiarity and making life easy for the customer.
Companies are competing in a far more complex marketplace these days and need to be much smarter in their marketing strategies. It is no longer even just about brand identity, awareness and loyalty. Businesses need to build ‘brand affinity’ through ‘brand experience’.
Brand experience relies, not just on visual prompts but by encompassing all sensations and feelings; by generating behavioural responses evoked by brand-related stimuli. A brand needs to create an authentic and memorable ‘experience’. It needs to promote an emotional response in its audience – through strong design, concise brand identity and direct and focussed communications.
An effective brand experience will create valuable interactions between the brand and/or products and services and the user.
A meaningful experience will increase an individual’s brand affinity.
A successful brand experience will deliver on a brand’s promise by proving the benefits of a product or service to a particular individual.