Brand Experience – What It Is and How to Optimize It


Your brand is experienced in many ways and evokes feelings, thoughts or behaviors. It’s all a part of your brand’s identity, messaging, design and environment. The key for effective brand management is creating a positive and memorable brand experience for customers. Read on to find out how you can optimize the brand experience for your organization.

The Lego Brand Experience

An example of a company that innovated a great brand experience is Lego. Lego designs its brand experiences for customers before, during and after purchases. It does this through multiple touch points that evoke thoughts, feelings and behaviors from customers.

Lego lets you experience their brand hands-on without making a product purchase. You can do this at its many stores or giant Legoland destinations across the globe. You can also find giant Lego animal ‘sculptures’ like the iconic giraffe at the Sony Center in Berlin. The company also creates movies, video games and is now looking into virtual reality for a more ‘minds-on’ experience.

The question now is how to get your product – which might not be as tangible as Legos – to evoke a memorable and positive brand experience for your customers? Technological changes have made it much easier for marketers to create new, effective brand experiences. Below are some brand experience strategies to implement.

brand experience
Lego enhances its brand experience with many different touch points.

Educe a Sensory Response

Connect your brand and its products with something customers can smell, taste, feel, see or hear. This makes it more memorable and – if your product is complicated or intangible – connects it with something more familiar.

Remember, your sense of smell is tied into memory more than the other senses. This evolutionary vestige can be used to create a more positive and memorable brand experience. For instance, many people like tea. So you could strategically place tea in images in your website, like in landing pages for webinars. And at events, you could bring tea with your logo on it or even serve tea.

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When developing your own sensory brand experience, keep in mind what you want your customers or prospects to feel when they engage. M&M’s is a candy so the taste and smell was already there, but their branding took it a step further and brought something new into the mix: customers’ sense of touch. The “Melts in Your Mouth and Not in Your Hand” slogan evoked new experiences with the product. Get creative with your brand to innovate something memorable.

brand experience
Associate your brand with smells and tastes to make it more memorable.

Construct a Less Transactional Brand Encounter for Consumers

Position your brand in ways that don’t bash its target market over the head with constant sales language. Give consumers a chance to come to their own conclusion about deciding to use your product or stick with your brand. Build content around brand that gives audiences valuable insight into a specific field, technology or software. Associate your brand with articles and blog posts that are learning experiences instead of sales pitches.

A great example of a company who builds a brand using helpful, informative pieces is Hubspot. It has built an informative blog without pushing product, and the success of the company speaks for itself. Model your content around Hubspot’s strategy in order to create a successful brand that gives consumers an enlightening episode each time they learn about your brand.

Intrigue your target audience with brand material that doesn’t attempt to sell to the customer.

Gamify Your Brand Experience

The smartphone boom introduced many of your potential customers to mobile gaming rewards. Mobile gaming incentivizes gamers to drop in regularly though rewards. Use this structure to create a gaming feel for your brand.

An excellent example of ‘gamifying’ is publishers and their forums. Online publishers learned years ago that there was a low penalty for readers switching to other publications. And with information proliferation, much of the content is similar. So, they set up forum structures built around giving readers points for comments and other engagements. This rewarded loyalty to that publisher.

The engagement model from publishers can be brought to other industries. For instance, in an ecommerce store, you can give points to customers who rate the products they buy. This creates a reward-based brand experience that evokes the same feelings they get from mobile gaming.

brand experience
The mobile gaming experience is a good model for brands.

Use AI to Boost Brand Experience

Think of all the ways a potential customer interacts with your brand. Some may show up on your website. Others might only see you on an e-commerce store and later when they receive the product in the mail. Changes in technology have modified brand interaction and given marketers different tools to engage with in the myriad touch points of the current market.

A powerful new innovation for creating a customized brand experience is artificial intelligence. AI gives quick individual recommendations for branding efforts. For instance, AI systems can predict which colors customers find more appealing. Your visual brand can be crafted using specific colors using this information from the AI system. This can also be utilized in email marketing or product packaging.

Learn more about branding with these 5 Essential Brand Management Principles.

Prioritize Your Digital Asset Management System

Manage digital assets to deliver a smooth brand experience across all channels. Your digital asset management system (DAM) should be the center of all branding activities. Canto DAM has many capabilities to improve your company’s brand experience. It even has AI functionality like auto-tagging for images.

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