What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video
you're going to learn what brand experience is and what it's not so you can design an itinerary that
takes your audience on an adventure that leads to the successful outcome that your brand offers
now if you're new to the channel and you want to build brands that go beyond those visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab
the pro brand strategy blueprint the link is in the description now it took a while for me
to take the term brand experience seriously for a while i believed it was along the lines
of brand activation or experiential branding or something along those lines something that
the fortune 500 companies might have a budget for but not the smaller companies of the world
that i was serving but when i realized what brand experience was it really brought into
perspective how much impact it had on building brand awareness and transforming cold leads into
happy customers and then brand advocates so that's what i want to go through in this video i want to
lift the fog on what brand experience is all about so you can take it into your processes and the
brands that you build so what is brand experience well it's the entire ecosystem that lives around
your brand that gives a holistic experience to your audience about what your brand represents
so your customer service is as much part of your brand experience as the products or services
that you sell so this experience consists of every interaction that your audience might have with
your brand so literally everything from your brand identity system to your website your brochures
your business cards your social media pages your blog posts your videos your event stand any kind
of interaction that your audience might have with your brand is part of your overall brand
experience and it's another opportunity for you to solidify the position that you want to own in
the mind of your audience so every single touch point of your brand makes up the brand experience
all of those touch points together are the brand experience so essentially your brand experience is
the sum of all of your touch points so what is brand experience not well it's not brand
activation it's not experiential branding or any kind of branding that is designed to generate pr
generate that kind of attention or awareness now by all means these make up part of the brand
experience any touch point of your brand any form of advertising any form of marketing is part of
the overall brand experience but it's not to be confused or defined as brand experience itself
so why is brand experience so important well if you think about the brands that you do business
with you might do business with apple or with microsoft adobe nespresso nike all of these brands
have people working within the brands analyzing each and every touch point that their consumers
might come in front of and they think about the experience that those consumers should walk away
with and they design each and every touch point to contribute to that experience so over time over
multiple touch points the experience that the audience has with that brand gets crystallized
in their mind and that crystallization of that experience contributes to the position that the
brand wants to own in the mind of the audience so if you think about these brands if they don't
take the time to define the experience that they want their audience to walk away with
if they don't take the time to analyze each and every touch point and then design the experience
around those touch points then their audience will walk away with a different experience that they
want their audience to have and that is a dangerous position to be in because
they can position that brand in a different place in their mind than the brand intends so
this illustrates the point that brand experience plays a major role in the successful positioning
of a brand once a brand defines the position that they want to own in the mind of their audience
they need to work out what kind of experience will contribute or will help to build that image
and that position in the mind of their audience and then design that experience throughout their
brand threat every single touch point so what is brand experience design then well it's the design
of the brand experience but to take it a little bit further than that it's about identifying the
overall experience that you want your audience to walk away from your brand with when they
come to every touch point whether it's on your website or on your social media pages when they
open that packaging of the product what is the experience that you want them
to walk away with what do you want to remember when you know that experience when you have that
crystallized and you know that will contribute towards the position that you want to own
in their mind then it's all about designing that experience throughout every single touch point
designing every single touch point one touch point at a time identifying each and every one
the ones that we went through before your business cards your websites your social media pages your
events stand or whatever touch point that you have throughout your brand different brands
have different touch points you need to identify every single touch point remember the experience
that you want your audience to walk away with and ask the question how can this touch point
contribute towards that brand experience that will then contribute towards that position so let
me give you a quick example of brand experience and how brand experience plays out now nespresso
is a brand that understands brand experience and they meticulously take the time to identify
not just every single touch point but every single aspect of their brand from start to finish
and they're crystal clear on the experience that they want their audience to have as they walk away
from that brand so everything within the brand from the identity system to the website to the
packaging to the pods to the design of the product itself the store experience the way the store
is laid out even the sound of the product itself the sound of that machine the smell of the coffee
all of this contributes towards a beautiful beautiful brand experience that nespresso
has taken the time to design and that is an experience that their customers and i know
from experience myself that is an experience that their customers absolutely love about the
nespresso brand now of course the bigger the brand the bigger the budget the more resources they have
for people to take the time to analyze these types of things to analyze each and every touch point
and design an experience that they want their audience to have and of course the bigger brands
are able to meticulously design a brand experience that they want to give their audience but small
businesses can do this as well it's simply about identifying the position that you want to own
in the mind of your audience identifying an experience that will contribute to that position
and then going through each and every touch point and asking the question how can i use this touch
point to contribute towards that brand experience if you do that well if you take the time to map
out your different touch points and design an experience that will contribute to that position
then that is how you can utilize brand experience in any kind of business and any kind of brand but
i'd love to hand it back over to you and hear your experience about brand experience is there
a particular brand out there that takes your fancy that really takes the time to
go through those touch points and really delivers a certain type of experience at every touch point
and is there a brand that you walk away feeling great about because of that brand experience or
do you have any challenges about mapping out a brand experience for your own brands i'd love to
hear from you in the comments below if you like this video please give it a thumbs up hit that
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other downloads so get yourself involved but as i said i'd love to hand it back over to you i'd
love to hear from you about your experiences or about your challenges i'll do my best to answer
all of those until next time brandon like a master and i'll see you in the next video you