Brand Experience as Business Driver
In marketing, much attention is given to brand positioning—the art of defining how a brand is perceived in the minds of its customers. Positioning determines a brand’s identity, purpose, and value proposition, ensuring that customers understand what makes it different from competitors. But while positioning is critical, brand experience and execution are just as important. These elements bring a brand’s promise to life, shaping how customers feel and interact with it in realtime.
A strong positioning means little if it’s not backed up by a delightful brand experience. The way a brand executes its service, whether online or in-store, can make the business and brand thrive but if done poorly, it can also lead to customer disappointment and harm the business.
The Role of Brand Experience in Driving Business
A well-executed brand experience builds emotional connections and creates lasting impressions. It ensures that customers not only enjoy the product or service but also feel valued by the brand.
In eCommerce, for example, brand experience manifests in the purchasing process, the unboxing moment, and the after-sales experience.
In the physical retail world, brand experience starts the moment a customer steps into the store. The way they are greeted, the atmosphere created by the layout and design, and the interaction with the staff all shape their perception of the brand. Rituals does this excellently by offering every customer a cup of tea while they browse.
Similarly, SK-II, a luxury skincare brand, delivers a sensory experience by applying their signature ingredient “Pitera” via their hero product the clear lotion on customers’ hands.
On the other hand, if a brand neglects the quality of its experience, it can directly impact its business results. A powerful example of this is Starbucks. The company was renowned for its warm, inviting “third place” environment, a space that wasn’t home or work, but a place for people to relax, talk, and enjoy their coffee. The handwritten notes on cups, the comfy chairs, and the cozy atmosphere were all elements of the Starbucks experience that made it a beloved brand.
However, over the years, Starbucks has moved away from that original promise. The once-comfy chairs have been replaced by harder wooden ones, making the space less inviting for customers to stay. The handwritten notes, sometimes including friendly compliments or pick-me-ups, have been replaced by printed orders—removing a key aspect of the brand's famed human connection.
Brand-bulding means being clear on your client's needs and pains, your purpose (why you exist), your benefit and how it differentiates your brand from the competition. It also requires that your stay true to your promise in your execution - the brand and sales experience your brand is offering is a critical part.