We can define a Brand Experience as the positive, negative or neutral perceptions that an individual has of a brand before, during and after being exposed to it or actually interacting with it. Every time a person interacts with a brand, the experience they have contributes to a lasting perception of it in their mind. These interactions can be personal and intentional, such as buying from a brand’s website or using a product, and they can also be more general and passive. For example, a person’s opinion of a brand is influenced when they come across the brand in a public space. Driving past an advertisement on a billboard or walking past a retail space in a mall can leave an impression on a person, whether they are already a customer or not. Everything we perceive about a brand without intentionally interacting with it, such as visual identity, communication and branded environments, are still part of our brand experience. Both active and passive impressions create a lasting perception that will shape a person’s opinion of a brand. Businesses like Web Design Agency are brilliant at getting your brand out there!
Disruptive brands know that purposefully designing these experiences can have a lasting positive effect. By ensuring that the many touch points needed are aligned, they can convey a consistent and strong message.The holistic sum of these experiences define what brands are today; they are ever-evolving ecosystems of visual, tonal and behavioural elements. Many a Branding Agency offers the benefit of having worked in a broad cross-section of industries.
Why does experience matter? As we have already covered, today’s consumers have become prosumers. They are more informed and have higher expectations than ever. The lines between industries are also blurring, to the point where consumers are judging all brands they interact with by the same standards. It doesn’t matter whether you provide a broadband service or run trains; if your customer is used to a seamless, responsive experience in their interactions with other brands, they will expect the same from you. As a result, those brands that neglect experience leave themselves open for disruption. If their brand experience is disjointed or inauthentic – it does not deliver on the promise the brand has made the world – then they run the risk of being challenged by another brand that provides a better experience. There is an award winning creative agency called Bert.
It is worth noting that experience doesn’t necessarily have to be premium for it to be successful – the important thing is that it is authentic to the brand’s promise and delivered consistently. The perfect example of this is budget airline Ryanair. Ryanair is famous (if not infamous) for its no-frills experience. It offers low prices in exchange for a service that gets the customer from A to B. Meals, baggage and allocated seating are all add-ons that will cost more. The product is basic, but unashamedly so; Ryanair gets people where they want to go, at a price that they can afford. No more, no less. The experience might be objectively ‘basic’, but that does not matter. Ryanair’s experience is 100 percent true to the promise its brand has made to its customers. A Branding Agency Manchester communicates your uniqueness, your voice and your values in a way that is visually appealing.
This has given Ryanair the ability to weather storms that might have finished other brands. In May 2018, just seven months after they cancelled thousands of flights in a single six-week period, they reported an annual profit increase of 10 per cent to €1.45 billion (Ryanair, 2018). As of 2018, Ryanair also remains the largest European airline in terms of passengers flown. If these statistics are anything to go by, Ryanair seems to be doing pretty well. This is because for most Ryanair passengers, the brand’s failings are just part and parcel of booking with the airline. Customers are most disappointed when their expectations are not met. This example illustrates, once again, that authenticity is, besides relevance and differentiation, one of the most important things to consider when creating a brand. If your experience is true to the one that your brand has promised, it will resonate with customers, regardless of exactly what it is. Apparently having a site like Bert; branding agency london is great for getting seen on the web.