Edward Boatman • Sep 20th, 2024
As a brand, customer perception is one of the most important metrics. A positive customer perception can lead to repeat customers and increased brand loyalty. So how do you ensure customers have a positive perception of your brand? It all starts with the brand experience.
Creating the best brand experience starts with an effective brand experience strategy. Everything about your brand plays a role in customer perception and the brand experience, so building a better branding experience is a concerted effort.
Learn more about the brand experience and how Lingo can help you create the best brand experience for your customers.
The brand experience is the way customers feel about your brand when they’re interacting with it. Everytime somebody visits your website, reads a social media post or purchases a product, you want them to have a positive experience. The brand experience includes every stage of the customer experience, including advertising, products and services, customer service and more.
The brand experience is crucial because of the effects a positive and negative brand experience can have. Think about some of the brands you trust the most and how that impacts the way you interact with those brands. Maybe there’s a food brand you know you can count on, or perhaps you have a go-to brand for appliances and electronics.
When customers have a positive experience with a brand, they’re more likely to come back and keep making purchases. If you create an excellent brand experience, some of your customers may even recommend your brand to friends and family.
A positive brand experience can also lead to widespread brand recognition. Major brands like Coca-Cola, Apple and Nike have spent decades working tirelessly to create a recognizable brand and positive brand experience. Over time, these brands have become some of the biggest names in their respective industries.
Creating a good brand experience isn’t as simple as having a catchy slogan or choosing the right logo. While your messaging and branding matter, the brand experience is more about the core values and actions of your brand. Let’s take a closer look at the individual elements that create a great brand experience.
Consistency is one of the most important things to focus on if you want to provide a better brand experience. You communicate with your customers across multiple channels — social media, advertising, emails, customer service and more. Maintaining consistency across all these channels is one of the best ways to create a seamless brand experience.
Whether you’re posting on social media or sending out emails to your customers, make sure you’re consistent with your visuals, brand values and tone. Your brand should have a singular identity that it embodies everywhere.
If you want to create the best brand experience for your customers, you need to communicate with them. Keep customers in the loop about new products and services you’re working on and reach out regularly with special offers. The more you communicate with your customer base, the more your brand will stick in the minds of your customers.
With a digital-first branding strategy, there are tons of channels you can use to reach your target audience. Combining email marketing, social media, and other forms of advertising and communication helps you reach more people.
The brands people love connect with their customers on a personal level. People want to be a part of the brand experience — and you can make that happen through personalization. Some examples of personalization include:
These simple ideas can help you tailor the brand experience to your target audience. When people connect with brands on a personal level, it creates a better brand experience.
Getting people to engage with your brand is one of the best ways to get them excited. People want to feel like they’re a part of your brand, so encourage people to engage with your brand through social media and other channels.
You can encourage your customers to give you feedback, interact with your brand on social media, and create cool content that you can share. When your audience is engaged, your brand has a bigger impact.
Some of the most successful brands have built a large following by putting people before profit. Consumers are smarter than ever, which means they can tell when you’re using pushy or gimmicky sales tactics to turn a profit. Brands like Nike that connect with people on an emotional level often create a better brand experience.
So, what does putting your customers first entail? Here are some strategies you can try:
So many people connect with brands on a personal level, which means the perception of your brand is more important than ever. The public perception of your brand can be a deciding factor for potential customers.
In 2015, Chipotle had its first E. coli outbreak. As a result of multiple outbreaks and lawsuits, many people saw Chipotle as a dirty restaurant and refused to eat there for a period. While Chipotle’s reputation has recovered, some brands have struggled with the effects of negative public perception for decades.
Everything you do — from the values you embody to your products and services and customer service — has an effect on how customers perceive your brand.
Now that you know what it takes to create the best brand experience, you might be wondering what you can do to boost your brand. Everything you do as a brand has an impact on the brand experience. Let’s take a look at what you can do to make sure you’re creating a positive brand experience.
Every brand uses visuals — from brand logos and color palettes to typography and font. Choosing the right visuals for your brand can help you become a staple in the minds of your customers.
Color psychology is an important factor to consider. Fast food restaurants commonly use red because it’s been shown to stimulate hunger. Yellow is bright and fun, which is why it’s also common among fast food restaurants and snack brands. Colors invoke emotions, so choose the right palette.
Your logo can also say a lot about your brand. Different shapes, fonts and key elements can transform how people feel about your brand when they see your logo. Softly curved shapes can have a more relaxing effect on people, while shapes with sharp edges can cause feelings of anxiety.
For natural and holistic brands, integrating natural elements like leaves or drops of water can have a soothing effect on customers.
Think about a brand like McDonald’s — that’s the type of universally recognizable brand you want to create.
With so many options to choose from these days, people are picky about the brands they support. For some people, brand values are one of the biggest factors when choosing between two brands.
Food and beverage companies can display their values by being transparent about the natural ingredients used in their products. If you’re an online retailer, you can use sustainable packaging to show your customers you care about the environment.
Showcasing your brand values gives people a better understanding of what they’re supporting when they support your brand. If your values align with the values of your customers, they’re more likely to support your brand.
Branding isn’t just about what you say — it’s about how you say it. Finding the right tone and voice for your brand is one of the best things you can do to connect with your audience.
Brands used to be boring, but yours doesn’t have to be. Social media is a great way to display the fun side of your brand while keeping customers in the loop about new products. Brands like Denny’s and Wendy’s have had a lot of success with humor on social media.
Not all brands are fun and lighthearted. If your brand represents a serious cause or you provide a highly professional service, your tone and voice should reflect that.
Find out what works for your brand and make sure your tone is consistent across all channels.
There are so many causes to be passionate about today, and a growing number of people like it when brands take a stance on social matters.
Think about some of the issues within your industry and what you’re passionate about. Maybe you want to use more sustainable materials to protect the environment, or maybe you believe in making sure healthy food is also affordable. Working to solve these problems gives people a positive perception of your brand and encourages brand support.
While social awareness can boost your brand in many ways, it can also have negative effects. Think about the gravity of the stance you’re taking and whether it makes sense for your brand to take a stance on that issue.
At the end of the day, the user experience (UX) and customer experience (CX) play key roles in the overall brand experience.
UX is the general experience customers have when they purchase a product or use your website. Is your website easy to navigate? Did everything work? Do users feel confident that their information is secure? All of these questions factor into the UX.
The CX covers every stage of the customer process, including pre-purchase, consumption and post-purchase. Optimizing every stage of the CX makes it easier for customers to buy and consume your product.
Take some time to make sure every UX/CX element is optimized — from your website and online store to your customer service platform.
Looking for ways to improve the brand experience for your potential customers? Check out some of the strategies below.
Telling a story is almost always an effective way to encourage people to connect with your brand.
Nike and Gatorade are prime examples of effective brand storytelling. These brands often use commercials featuring real athletes, with a narrative that inspires the viewer and creates a connection between those brands and that inspiration.
Apple is also known for weaving inspiring stories about innovation, creating a connection between Apple devices and the creatives who rely on them.
If you want your brand to stick in the minds of your customers, you need to do something to set your brand apart.
Whole Foods is far from the only grocery retailer, but they occupy a distinct space within the industry. Partnering with innovative brands, focusing on local markets and adopting environmentally friendly practices has helped Whole Foods separate from the pack.
Anything you can do to separate yourself from competitors strengthens your brand and improves the brand experience.
Listening to your customers is one of the biggest keys to creating a better brand experience. Use feedback to fine-tune the brand experience based on how people feel currently.
There are lots of ways you can encourage customers to provide feedback. When a customer makes a purchase, you can offer them a 10% off coupon if they write a short review.
Just making it easy for customers to provide feedback through your website or social media can help you get the feedback you need to create a better brand experience.
Creating a positive brand experience can help your brand become a staple in your industry. Every aspect of your brand — from your logo to your stances on social issues — affects the brand experience.
With Lingo, it’s easy to make sure your brand is consistent across every channel. Keep all your digital assets in one place and encourage every team to create and collaborate. Contact us to book a demo and learn how Lingo can help you perfect your brand experience.