How to Build a Better Brand Experience

Picture this: you’ve been in business for a few years now, and you’re looking to grow.  Your business has all of the things that you’d need to get out there: a well-designed logo, an interactive website, and you’re starting to get the hang of this social media game.  Something’s missing though.  You’ve got a set of loyal clients, but business has been slow, and it’s getting harder and harder to find new clients to fill the gaps.  Between the downturn in the economy and watching your competitors close up shop, you’re not sure what’s going to happen next, or what else you can try.  Maybe you need a new logo?  A catchy new website? How about more social media posts?

Wait!  Before calling up your designer, developer, or hiring a new PR specialist, take some time to think about your brand and what you’d like your clients to experience when they’re thinking, remembering, or talking about your brand.  Maybe what you’re actually missing is some consideration for your overall brand experience.

What is Brand Experience?

Brand experiences are how your clients interpret all of information they collect about you and your business. Your brand’s imagery, web and social media presence, and customer service all contribute to how your brand is experienced by your clients.  It’s the overall look and feel of your brand, and you’ll hear people talk about how this image or that font is “on brand” or “not on brand.”

Great!  Where Do I Go From Here?

The easiest way of thinking about brand experience is putting it in terms of a development project.  You’re the project manager and have a specific vision for how you will conduct business.  You’ve got principles, core values, and products that you want to bring to market.  By ensuring that everything that you do, everything you produce, and everyone working on the project understands and complies with these core principles and values, how your brand is experienced by your client will naturally reflect the same.

Though it’s easy to get caught up in the details of needing a logo, or a website, or a social media coordinator, it’s important to not lose sight of the bigger picture.  It’s easy enough to get a designer to build you a logo, a developer to get you online, and a PR specialist to handle your social media, but what you might actually need is to take a step back and think about what your business is as a whole.  In doing this, you can ensure that your brand experience is reflective of all of the great work that you do, and attract clients who believe in the same principles and values you do.

Looking to improve the way your clients experience you brand?  Contact us today for a consultation!