What is Brand Experience?
Across all markets, consumers enjoy shopping and spending their hard-earned dollars with some brands more than others. And we only have to look to Amazon and Walmart, the two largest and most profitable retailers in the U.S., for evidence of that. The reason for this goes beyond low prices alone. It speaks to what market researchers refer to as the “brand experience.”
What Is Brand Experience?
For those not familiar with the term, brand experience refers to the sensations, thoughts, feelings, and reactions consumers have in response to shopping for particular brands. Most manufacturers are well aware of this, which explains why so many invest heavily in research and development, package design, and even choosing an ideal color scheme for their advertising campaigns. Everything is deliberate and carried out in such a way as to leave a long-lasting, favorable impression on consumers. Apple, Samsung, Amazon, and Walmart are good examples of manufacturers and retailers who do an excellent job when it comes to leaving a long-lasting, favorable impression on consumers. And they do so by appealing to as many of the five human senses that influence buying behaviors and buying patterns as possible. These five human senses are as follows:
The more a product, manufacturer, or retailer can appeal to the five human senses that influence buying behaviors and buying patterns, the more successful they will be in delivering an excellent brand experience, according to Dr. Aradhna Krishna. In one of her books, entitled Customer Sense: How the 5 Senses Influence Buying Behavior, Krishna says appealing to two or more senses allow businesses to create more memorable and satisfying experiences for their customers. Along with appealing to these five senses, these businesses and many others also believe in making brand consistency a top priority.
Consistency and Brand Experience
According to several studies, consistency plays a critical role in delivering a good brand experience to consumers. These studies note that consistent brand communications, logo design, and even packaging can go a long way toward creating an emotional bond with consumers, not to mention building trust and loyalty based on past experiences. Since we are on the topic, it is worth pointing out that many of the companies that made it onto Forbes’ list of most valuable brands are the ones that have stayed true to their logos, slogans, packaging, and other attributes.
All in all, good brand experiences, which includes consistency on all levels, benefit everyone involved. For brands, not to mention manufacturers and retailers, it can drive customer loyalty and increase revenue. For consumers, a good brand experience creates an emotional bond and trust that is priceless.
Team Jason S Bradshaw