If you’ve got a business then it’s highly likely that you’ve got a brand, probably one that you spent hours working on and changing until you felt happy with it. But have you stopped and taken the time to consider what your brand experience includes? Branding is a key aspect of a business’ marketing strategy and likely impacts everything that you do. In this blog, we’re telling you how to create a brand experience.
What is branding?
Branding is everything that comes together to encapsulate your business. This can include your logo, colour scheme, fonts, packaging and brand message. You may think that design elements such as your font don’t hold too much importance but they really do.
When people think of branding, the first thing that usually comes to mind is a logo. This means you really need to make sure that your logo is eye-catching and reinforces the other aspects of your branding. Usually it’s not the best idea to use lots of different colours, instead pick a primary colour and then a few supporting colours that can be used within your logo and possibly on your website too.
What is a brand experience?
Brand experience is essentially the way that people feel about your brand and your marketing efforts. This can include opinions of your branding and the user experience on your website.
Your brand experience can be both positive or negative and is not based on objective factors. This makes it difficult for businesses to create a brand experience that everyone likes. With this in mind, it’s important to place the focus on your target audience, rather than focusing on trying to please everyone.
How to create a brand experience
Solidify your branding
This may sound simple but the chances are that you probably spent ages perfecting your branding, whether it was the colours used or the font, it’s important to get it right. A key aspect of branding is your logo so it’s crucial that you create an eye catching design that sticks with your customers. The more consistent that you are with your branding, the more brand awareness you will build.
Present a strong brand voice
Your brand’s voice can include business aims, mission statements and even the way that your staff answer the phone. There are a number of ways that you can easily communicate your brand’s voice, whether it’s on your website or through regular social media content. It’s no good displaying one tone of voice on one platform and a completely different tone elsewhere.
Engage!
With the endless opportunities of social media, there’s really no excuse for not engaging with potential and existing customers. This doesn’t mean you have to be present all the time and constantly waiting for comments, but why not set time aside each week to go through your engagements?
Take your time
A great starting point for improving your brand experience is to assess what you currently have. This will allow you to see ways in which you are succeeding and ways that you could improve. It doesn’t matter if you feel like you’re starting with the basics, you can set small goals and build up your strategy. An effective way to assess your current performance online is to look at metrics such as impressions, shares and reactions to content. For physical products, this may include market research and trials.
Creating a brand experience is important if you want to build your brand. If you need any support with your business’ branding, please don’t hesitate to contact us, we’re more than happy to help.