Through brands, organisations can build, develop and maintain
long-term relationships with people.

Brand Experience

Brands play a significant part in successfully leading companies into the future.

People experience brands through concrete encounters with the product, in advertising, on the internet, in editorial articles in the media, in conversations with friends and acquaintances, or simply through casual contact in our daily environment. The sum of all these encounters forms the brand experience.

Consciously we only perceive and explicitly process a fraction of this brand information. Nevertheless, all conscious and unconscious encounters with a brand shape our image of brands and significantly influence our preferences.

The brand experience is channel-specific, but also holistic due to the combined effect of content, signals and channels. This trinity is the strategic foundation for managing the brand experience and will be the lead currency in brand management in the digital and post-digital age.

The brands that come out on top are the ones that know how to measure the brand experience precisely, manage it creatively and effectively, and ultimately maximise it.

The role of marketing in brand experience

The primary goal of marketing must be to build and maintain long-term relationships between people and brands. There are three essential levers through which these (brand-human) relationships can be enabled, developed and shaped:

Content

The creation and delivery of interesting and relevant content that comes from the core and context of the brand.

CRM

The added value of developing customer relationships based on knowledge and awareness of the actual behaviour, attitudes and needs of people.

Activation

To activate people through relevant offers, at the right time and through the best possible channels.

The focus in marketing must not be singular, that is, must not be placed on short-term KPIs such as conversion and sales. To create a sustainable preference among the target group, the long-term effective brand values, the holistic brand experience and the resulting trust must be taken into account.

BRAND EXPERIENCE IS THE GUIDING DIMENSION OF BRAND MANAGEMENT

People experience brands through a variety of encounters. The sum of all these conscious and unconscious encounters – whether digital or analogue, experienced directly or indirectly, initiated by the brand or unintentionally – shapes our image of brands and significantly influences our preferences. It is brand management’s job to manage the brand experience holistically to create an exceptional brand experience and increase the brand preference and ultimately sales. With a deep understanding of the relevant touchpoints in a category and about how the brand is perceived along these touchpoints, future activities can be managed optimally and investments deployed strategically.

CENTRAL STRATEGIC QUESTIONS

What are the relevant points of contact in the category? What is the quality of the experience at each point of contact? Are there moments of interaction with the brand that are relevant, but are not yet being used optimally? Which touchpoints are not conveying the right brand image? Which  touchpoints should be used and combined to maximise awareness and effectiveness? How efficiently is the marketing budget being used per touchpoint, and how can the utilisation of resources be optimised?

THE RESULTS

Relevance of the touchpoints: Ranking of the touchpoints by importance.

Brand Experience Wheel: Performance of the brand at each touchpoint in terms of reach and quality.

Touchpoint performance: Identification of touchpoints whose function is not aligned with brand positioning.

Touchpoint strategy: Identify potential for increased reach; improved quality of experience; distinguish from competition; make recommendations to optimise brand experience at each touchpoint in the customer journey; offer strategies to link touchpoints with strong reach and impact.

Return on brand investment: Compare resources and brand experience to determine investment efficiency and derive recommendations for budget allocation.