A guide to brand experience
What is brand experience?
The way your brand makes customers feel has a lot to do with the brand experience you offer. Brand experience refers to the overall perception that customers have when interacting with your business. It encompasses all touchpoints across the customer journey, including advertising, digital marketing, products, and customer service.
Customers encounter your brand through various forms of advertising, such as sponsored ads.
They also experience your brand through digital touchpoints, including your website or Store, social media, and other online channels.
This includes the design, quality, functionality, and packaging of your products.
The standard of service you provide has a direct impact on customers’ impressions of your brand. Good customer service can result in positive online reviews and word-of-mouth recommendations.
Customers form holistic perceptions of your brand based on all these interactions, which need to be consistent and engaging to create a positive brand experience.
Why is brand experience important?
Creating positive brand experiences helps you build stronger emotional connections with your customers, which can increase brand awareness and brand loyalty.
Other benefits of brand experience include:
- Brand positioning
- Customer loyalty
- Brand value
Helping your business stand out by strengthening your brand positioning
Building brand trust with customers with consistent brand experiences, making them more likely to repeatedly purchase and recommend your products to others
Increasing the perceived value of your products, helping you build stronger brand recognition and a trustworthy reputation
Brand experience vs. user experience
Although brand experience and user experience are closely related, there are some key differences. User experience focuses on the interaction between a customer and a specific product. It involves the process of designing and optimizing the product to make it easier for them to use to help improve customer satisfaction. Brand experience, on the other hand, is the holistic perception of the entire brand. Both are important in creating a positive customer experience and building customer loyalty, but they focus on different aspects of the customer journey.
How do you create a brand experience strategy?
Creating a brand experience strategy requires a data-driven approach combined with creativity. It is not a one-time effort, and your strategy needs to be constantly evaluated and improved to stay relevant.
- Start with your brand values and customers
- Cater for relevant customer interactions
- Measure and optimize your strategy
You start creating a brand experience strategy by clearly defining your brand. This includes its purpose and values, which will serve as the foundation of your brand experience strategy. Next, you’ll need to understand who your audience is and what they desire. This will help you tailor your brand experience to meet their specific needs.
After defining your brand values and desired audience, you’ll want to identify the touchpoints where customers interact with your brand, and design the experience for each one so that they align with your brand. This will help create a consistent and cohesive brand experience.
Continuously measure the effectiveness of your brand experience strategy, and adjust as needed. Using customer feedback and brand metrics can help you identify areas for improvement. Keep an eye on market trends and innovative ways to improve the customer experience, making sure your brand experience stays relevant and engaging.
Examples of brand experience marketing
Govee uses immersive content in their Stores and Posts to create consistent experiences
To shed a light on their brand and capture the attention of Amazon shoppers, Govee used their eye-catching and immersive content in their Stores and Posts. Creating a signature brand “fingerprint” to use across Stores, Posts, and other advertising products can help leave shoppers with a lasting impression.
For Govee, maintaining a consistent brand experience across Amazon is all about style. “Govee blue” is the brand’s primary color that leaves its mark throughout all of their Store and Posts, along with a consistent, unified font. Their commitment to showcasing their products through high-quality content also helped them build brand equity and stronger customer loyalty.
IMC Toys uses Sponsored Brands to create immersive experiences that drive brand recognition
Manufacturer IMC Toys and their agency partner XChannel used Sponsored Brands to create an immersive brand experience. Their ads featured the brand logo, a custom headline, and multiple products, appearing in highly visible places to help generate brand recognition. Shoppers then clicked through to the IMC Toys Store on Amazon to discover their wider product offerings, and customers could also learn more about the story behind the brand.
Code3 uses Sponsored Display in their multi-ad strategy to optimize their marketing
Code3 uses multiple ads in their strategy to factor in the full shopper journey and brand experience. They created Sponsored Display campaigns that consolidated products previously assigned to separate individual campaigns to larger, multiproduct campaigns. Taking advantage of the Amazon Ads machine-learning technology to help reach audiences with products that might interest them, Code3 also included custom creative in their Sponsored Display campaigns to further provide a relevant customer experience. Meanwhile, they used Sponsored Products auto-targeting as an always-on strategy to continuously update and optimize for the best keywords.
Tips to improve brand experience with Amazon Ads
Advertising is one aspect of your brand experience, so aligning your ad strategy with your overall brand experience strategy can help create emotional connections with customers. Here are some ways to improve your brand experience with advertising:
- Align your advertising strategy with your brand’s purpose and values so that your campaigns reinforce your overall brand experience.
- Consider a variety of advertising types at the same time to help boost the discoverability of your business with multiple ad placements, and reach audiences where they are across Amazon.
- Use storytelling and rich creative assets to create engaging and memorable ads, and to drive emotional appeal among your desired audiences. Remember to use consistent branding across your assets to ensure the brand experience is cohesive.
- Monitor the effectiveness of your advertising campaigns and make necessary adjustments to improve the brand experience.
Want to learn more?
Learn how to create positive brand experiences to help drive brand awareness and consideration of your products in our guides: