How to Build an Effective Brand Experience Strategy

Brand experience refers to the impression made at each point in the customer journey. From in-person meetings to online interactions, it impacts engagement and perceptions at every touchpoint. In strategic terms, it’s about the shaping of consistent promotions that connect with your audience’s desires, values, and aims.

Time and care should be taken in the development of brand experience strategies to help brands build trust, consistency, and emotional connection. Such strategies can make a real difference in boosting sales and lasting loyalty.

With a blend of creativity, insight, and cross-channel expertise, De Bono Marketing Communications promise support in the delivery of such impactful brand experiences. Read on as we explain our approach and the benefits of an effective strategy.

What Is a Brand Experience Strategy?

There’s more to brand experience strategy than the design of logos or marketing materials. It’s about the feeling that the customer is left with after every single interaction.

This applies to all forms of contact, from the business website to the physical store and events. Positive perception, participation, and personalisation are key for engagement and retention.

Key Elements of The Brand Experience Strategy

Discovery & Research

The first phase of experience strategy-setting is to build a thorough understanding of your audience. You should be prepared to research and reflect on the behaviour, preferences, and pain points of the people that you’re targeting.

Customer personas and journey maps are a couple of the tools for building experiences that truly connect. They will help you to home in on your audience’s motivations and likely responses to different forms of marketing.

Time must also be spent analysing and benchmarking against the competition, finding opportunities to build a stand-out presence. The collected insights should be used to shape your creative direction and brand positioning.

Strategy Development

With a good knowledge of the target audience and marketplace, we can move on to setting brand experience goals. The SMART acronym is a helpful reference point for goals that are specific, measurable, achievable, relevant, and time-bound. An example would be increasing YouTube subscriptions by 70% over a two-month period.

The effectiveness of your brand experience may also be measured in terms of:

• Brand sentiment

• Engagement across channels

• Brand recognition

• Customer lifetime value

Brand Implementation & Communication

Research and analysis should inform the shaping of all touchpoints, from your website to physical events. Your insights can also be used in the creation of brand guidelines for consistency in voice, tone, and design.

From events and activations to immersive digital journeys, we promise an omnichannel approach for the building of trust and brand differentiation. Our team of experts can help with environmental design, digital user experience, trade show booth design, and much more for consistent audience engagement.

Evaluation & Optimisation

Given the right planning and implementation, your brand experiences can have a long-lasting impact. There should be some assessment based on your goals and success indicators, with the flexibility to adopt new strategies, meet changing customer demands, and separate your brand from the rest.

“Talking the Torque” for Isuzu

Blending traditional marketing approaches with outside-the-box thinking, De Bono Marketing Communications supported Isuzu through every stage of the brand experience process.

Focused on the launch of the Japanese motoring company’s new pick-up truck model, our first task was to ensure the full buy-in of previously disgruntled UK dealerships. This was achieved, with our creative team developing the “Big Pull Challenge” to highlight the vehicle’s market-leading towing capabilities.

Aiming to generate a buzz, we took a 360-degree approach to the dealer launch. A CRM pre-launch, in-showroom activation, and YouTube PR stunt were introduced ahead of the launch day. In-person support was provided across 120 events, with a social media campaign to drive registrations through a microsite.

Marketing kits were also supplied to a range of dealerships for the personalised engagement of prospective buyers.

The stand-out campaign results included:

• A 62.3% rise in the CTO rate

• More than 78,000 views on the Isuzu YouTube channel

• 162 new car sales in a single day

Realising The Benefits with De Bono Marketing Communications

The Isuzu example reflects the positive results that can be achieved with a well-researched and well-executed brand experience strategy. From the strengthening of trust to the enhancement of brand awareness and loyalty, the benefits are clear. And the support of dedicated marketing specialists can make all the difference.

Get in touch to explore the range of brand experience services and discover how strategic creativity can convert audience engagement into lasting growth.