Your brand can be experienced in many ways and evoke 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 and find out how you can optimize the brand experience for your organization.
The Lego Brand Experience
An example of a company that’s 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 VR and AR for a more ‘minds-on’ experience.
So, how 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.
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, most 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.
When you come up with your own sensory brand experience, be sure to 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 and innovate something memorable.
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 staying loyal 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.
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 them in the myriad touch points in the current market.
A powerful new innovation for creating a customized brand experience is artificial intelligence. AI can give quick individual recommendations for branding efforts. For instance, you may have a few colors available in your visual branding. AI systems can predict which colors customers find more appealing. This can be utilized in email marketing or even product packaging.
Learn more about branding with these 5 Essential Brand Management Principles.
Prioritize Your Digital Asset Management System
To keep track of all the assets you need for delivering a smooth brand experience across all your channels, make sure you’re managing your digital assets properly. Your digital asset management system (DAM) should be the center of all branding activities. Cumulus, Canto’s enterprise DAM, has many capabilities to improve your company’s brand experience. Cumulus 11 even has AI functionality like auto-tagging for images.
Read more about brand management and DAM in our Marketing Professionals Guide to Enterprise Digital Asset Management ebook.