7 Steps to a Better Brand Experience
Updated: Oct 27, 2021
Now that the world is coming back to life following the Covid lockdown, many companies are scrambling to regain lost business. Your customers haven’t forgotten about your brand, but you may want to examine your brand messaging and positioning strategies to see where you may be able to improve consumer recall and recognition. We’ve assembled 7 steps to a better brand experience:
1. Develop your brand’s personality.
Create your brand’s personality—the set of human characteristics related to your brand name that will help consumers identify with the brand.
2. Create a user experience.
The right kind of user experience and strong visual and sonic brand assets can attract customers who will perceive the brand’s values and personality to be similar to theirs. Careful attention must be paid to color palette, tone of voice, visual logo, graphic elements, sonic branding and audio experience, and interactions at all touchpoints to ensure proper reflection of the brand personality.
3. Make it simple, relatable and memorable.
While there is a “minimalistic” movement in branding, startup brands need visuals and audio with more “juice” in order to differentiate themselves and stand out in a sea of competition. The focus must be on delivering a user experience that sparks consumer loyalty and advocacy. There’s nothing worse than a great brand whose assets deliver a disappointing user experience. Providing an exceptional user experience should be a part of your brand—perhaps the most important aspect of it.
4. Draw attention to the benefits of the brand.
All the visuals and audio in the world can’t make up for a brand that doesn’t deliver some type of benefit or value to the consumer. Branding is about more than just an eye-catching logo and sonic identifier—it’s about communicating the uniqueness of the brand and what it can do for your target audience. If you find a niche and solve a problem with your product, it’s more likely that people will purchase your brand because it is unique.
5. Create a brand experience at every consumer touchpoint.
A touchpoint is any point of interaction between a consumer and a brand. They’re critical interactions within the customer journey—key moments that can either build or destroy customer trust. But, touchpoints are meaningful only if and when the company understands them and can transform them into user experiences.
6. Understand what drives customer loyalty.
Understanding your customers and what drives them them toward loyalty (or brand abandonment) is the first step in delivering a superior customer experience. Once you know the kind of experience customers crave, you can begin infusing that experience in all touchpoints for consistent brand experience delivery. The key is to remember that touchpoints are precise and specific.
7. Take an inventory of touchpoints from the consumer’s perspective.
Touchpoints include websites, billboards, email communications, customer service call centers, and the like (business touchpoints), but don’t forget to include customer touchpoints: online demos, credit card transactions, mobile apps, online chats and other things that are very important to consumers and to building a relationship with them. And don't forget to use sound and music to make every touchpoint a customer relationship-building opportunity. For more information about sonic branding and the application of sound and music in brand messaging and customer experience, visit our sonic branding page or email us at firstname.lastname@example.org.