Let’s discover brand experience and how your brand identity helps you build it. In a nutshell, brand experience is a type of relationship your brand develops with your audience. It involves all the five sensors people use daily, which brands utilize to build familiarity and experience. The information people receive transforms into the feelings they build and associate with your brand. Brand experience is a great way to help people feel better about themselves and create a positive impression of your brand.

The brand experience ultimately helps brands create brand awareness, promote loyalty, add value, stay competitive, and impact people profoundly. Hence, reinforcing the positive brand experience at every touchpoint with your customers is vital.

When developing your brand identity and branding, approach it with intention and purpose. Brand identity is the ambassador of your brand and the first point of contact with your customers. The well-rounded impression you provide when they first encounter your brand helps build long-lasting relationships with them. It stirs their emotions and curiosity and make them want to explore your brand, returning for more. 

Create the foundation of your brand.

Like everything else, your brand identity rests on the brand strategy that is unique to your brand. The clarity around the people your brand serves, its character, tone of voice, and the awareness about your competition sets the overall vibe. It’s way easier to build cohesive brand assets that are true to your brand’s core and avoid reinventing the wheel every time you show up for your brand. Essentially, it affects your brand experience and the opportunity to build lasting customer relationships.

Maintain visual consistency.

Deliberate brand identity is the first touchpoint your people have with your brand. Humans receive and process 90% of all the information through their visual censors. They develop specific emotional patterns associated with the information your brand puts in front of them. The goal is to evoke and maintain strong positive feelings through consistency and familiarity. Your brand identity should resonate with your audience and offer this unique, memorable experience.

Send a strong message.

Messaging is a magic sauce your brand can use to convert your people. It is the second touchpoint with them after your brand graphics. It always plays off of whom your brand serves. The tone of voice your brand uses should directly resonate with these individuals. Concise and catchy slogans and headings of your messaging should give them further opportunity to discover more in larger blocks of text.

Develop meaningful storytelli ng.

Storytelling is powerful because it helps people differentiate and remember your brand. Moreover, a meaningful and genuine story makes them stay and pay closer attention. It is what comes after your brand identity and messaging gets them in the door. Invite your people into your world through blogging, socials, and about page on your website.

Be where your people are.

Where are your people hanging out? It could be YouTube, social media, real life, etc. You should adjust your visuals and content to fit into that specific ecosystem. The easier you make it for your people to find your brand and connect with it, the smoother the experience they get.

Cohesive brand experience meets your people at every stage of their familiarity with your brand. Whether they just discovered your brand or have been loyal for years, it’s crucial for any intentional brand to respect and honor where they are. Brand experience is built over time. If you are here for the long run and true transformation of your people’s lives, the effort is absolutely worth it. I am working 1-1 with lifestyle business owners to help them impact their people through the power of a deliberate visual identity. I am here for you, should you strive for that, too.