Running a brand experience can be the best way to differentiate your brand from your competitors and create a lasting relationship with your target audience. However, this doesn’t mean creating a brand experience is always easy.
In this blog, our prize experts will cover everything you need to know about what a brand experience is and how to run a successful brand experience that will connect with your target audience in a meaningful way. We’ll cover:
- What is a brand experience?
- The benefits of running a brand experience
- What is a brand experience strategy?
- How to create a brand experience in 5 simple steps
What is a brand experience?
Confusingly, the term brand experience has two slightly different meanings depending on the context.
The term ‘brand experience’ is used to describe how customers and potential customers perceive your brand. This includes every aspect of your company, brand, and products or services, including the user experience of your website and the quality of your customer service. Considering how your customers feel about your brand and working to have a positive brand experience should be a key part of your overall marketing strategy.
However, in experiential marketing, ‘a brand experience’ refers to a branded event or experience designed to improve your overall brand experience, engage your target audience, and create a buzz around your brand. Sometimes, brand experiences are referred to as experiential experiences, events or activations.
These events can be physical, in-person events based in a specific location or virtual experiences that appeal to customers across cities or even countries. They often include various immersive games, challenges and activities designed to excite potential and existing customers. The interactiveness of these events also encourages sharing on social media, which helps to amplify the reach of your brand experience.
Benefits of running a brand experience
Running a brand experience has many benefits, from boosting short-term sales to fostering long-term customer loyalty. Here are some key reasons why a brand experience is so important:
- Create a powerful and memorable brand association. Allowing customers to experience your brand in a physical way creates a stronger, more emotional connection with your brand. This leads to long-lasting brand loyalty, better customer relationships and stronger customer satisfaction.
- Increase brand awareness. The more interactive your brand experience is, the more likely your brand name will stick in people’s minds and encourage them to choose your brand over your competitors. You can also amplify your brand reach further by encouraging hashtags and user-generated content to be shared on social media.
- Support the launch of new products. Running a great brand experience can be a great way to support the launch of a new product, as it gives customers a chance to try your new product in a fun environment. This helps reduce the perceived risk of purchasing something new and creates a buzz around your new product offering.
- Audience insights. An in-person brand experience allows you to interact with your customers, gain valuable insights into their behaviour, and get customer feedback on your products or services.
What is a brand experience strategy?
A brand experience strategy is essential if you want to run a successful brand experience and improve how customers perceive your brand. Your brand experience strategy should include a plan of action for improving your brand experience across the customer journey. It should be based on your insights about your target audience and will likely include running brand experiences.
How to create a brand experience in 5 simple steps
If you’re running a brand experience for the first time, it’s easy to feel overwhelmed, and it can be difficult to know where to start. Follow these five easy steps to set yourself up for success.
1. Decide on the goal of your brand experience
Like with any marketing campaign, the first step should be to determine what you want to achieve. You should be clear on what you want your brand experience to accomplish and what metrics you’ll track to measure your success. Ensure any goals you set are SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound). For example, you might aim to obtain X number of new leads by a specific date as a result of your brand experience.
2. Create an experience that will appeal to your target audience
There is no point in creating an amazing and interactive brand experience that appeals to the wrong people or doesn’t engage with your target audience. You should take the time to research your existing customer base and understand who you want to target with your branded experience. This will help you design an event that appeals to them and generates the most engagement.
It’s also essential to consider your brand identity when planning your experience. You should ensure your event aligns with the rest of your messaging and brand tone of voice.
3. Design an engaging and interactive brand experience
Planning your experiential activation is one of the most challenging parts. You’ll need to consider aspects like venue, location, activities, prizes, staffing, etc. Working with an experienced experiential agency can be the best way to ensure your brand experience runs smoothly and achieves what you want it to achieve.
4. Consider user-generated-content and engagement
User-generated content and hashtags should be integral to planning your brand experience. These help to amplify the reach of your brand experience, reach more potential customers and create a buzz around your event.
5. Implement your event and evaluate its success
After your event or experience, you’ll need to measure your brand experience’s success using the key performance indicators (KPIs) you decided on in the planning phase. This will allow you to measure the results of your event and make changes for future brand experiences that will help you make even more of an impact.
Brand experience agency
Another Way is an experienced brand experience and experiential agency that focuses on driving measurable and long-lasting results.
Our team creates bespoke brand experiences designed to connect to your unique target audience in a meaningful way. We leverage emotions and storytelling to forge powerful relationships that last beyond the confines of your branded event.
Andrew, our founder, has been in the Promotional Marketing industry for over a decade. He has used his ‘heads-up’ thinking to design and implement successful brand experiences for the likes of Airbnb and Ferrero.
We can help you create a comprehensive brand experience strategy to boost engagement, increase retention rates and attract new customers. Whether you want to run an event to support the launch of a new product or run an influencer experience, you can rely on our global network of contacts and trusted roster of talent to deliver your perfect brand experience.
Our team will handle every part of your brand experience, from coming up with the initial concept to the post-event evaluation to help you measure your results.
We offer:
- Brand strategy and identity consultations
- Physical, digital and hybrid experiences
- Brand partnerships
- Experiential activations and events
- Location and venue sourcing
- Travel, logistics and event management
- Post-event evaluations
If you’re interested in running a brand experience or event, we would love to help. Give us a call at 0778 948 5123 or email us at [email protected] to find out more about how we do brand experiences differently.
Or complete our online form, and a member of our team will contact you as soon as possible.
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