Brand Experience
Experience is not the end of the relationship but rather the beginning that is continually being updated as the relationship grows. Building a brand isn’t a one-time effort that creates an ultimate experience, but rather a perpetual, living process that should also be refined and improved because the perception is always being molded.
The Brand Experience is a deliberate outline of the contextual environments where your brand will engage with the audience. From seeing your ad to entering your store or opening your product package to following you on social media, this is the experience that is continually being journeyed and compounded to create their perception of you.
These touchpoints are special moments in your brand journey. They are not only points where your audience engages with you, but fleeting opportunites where you are able to increase perceived value by adding more value to the relationship your brand has with them. We often refer to this as the Theater of Brand as your business performs on stage for your audience. The seating, cast, lighting, writing, costumes, props, and more all form this experience your audience is observing and even engaging with. This is how your business can stop being just about transactions and begin creating a memorable experience for your audience where they will applaude and cheer for an encore!
Our Additional Thoughts on the Subject...
Podcast Episodes
"Theater of Brand: Story, Script and Performance for Business Success"
"What is Brand Experience?"