type of brand experience

The Different Types of Brand Experiences

  • Rojan
  • 9 minutes read
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Running a marketing campaign is like an exploration. Many people contribute, there must be a leader, everything needs to be assessed, and in the end you need to achieve a goal.
So, crafting a successful campaign is not an easy job to do and brands must carefully consider special elements to go through it.

In this blog, we introduce the main types of brand experience to help your brand find the best way to boost its market. Stay with us and get familiar with these kinds of experiences. Our aim is to serve you a guide for having great engagement.

Brands can make different types of experiences for their customers. Here we gathered 13 experiences that can be made by brands:

1.Physical Brand Experiences

This kind of experience goes back to sensitive interactions between customers and the real world. They go beyond the old methods of advertising and try to create a memorable experience for consumers. This kind of experience mixes the multiple senses and designs special experiences with the aim of building strong relations between customers and brands. Some activities such as visiting a store, attending an event, or using a product can be defined as a Physical Brand Experience.

Glossier is a beauty brand that was found by Emily Weiss who is a beauty blogger on Instagram.

Emily was successful, but the brand did not know how to get involved in the real market. The marketing team solved their problems by creating physical solutions. The solution was a campaign called “Glossier Pink”. The customer could go to physical places and makeup with Glossier cosmetics. In the end, they could take photos in aesthetic mirrors. This experience was never available anywhere before.

Glossier is a beauty brand that was found by Emily Weiss who is a beauty blogger on Instagram.-min

2.Digital Brand Experiences

Digital experiences for brands refer to brand interactions with customers through digital touchpoints. These relations could occur in brand portals, social media platforms, mobile applications, email, websites, or any other digital space. They can freely surf all products in cyberspace without wasting time.

The customer experience starts when the potential customer starts discovering your brand and begins a conversation and post-sale. These two stages create a central connection and user engagement and create an unforgettable experience for them. As a result, potential customers are turning to loyal ones.

If you are an online shopping lover like me, you face a size problem and are hesitating about whether it fits or not. Here ASOS comes to play the role of a hero. On this website, you can add all your body features like your weight, height, shape of your chest, and even your tummy shape, then by telling your age to Fit Assistant, it recommends the best size for you. This interaction feature of this website creates a great digital experience for users.

asos-size

3.Social Brand Experiences

Social brand experience focuses on how social interaction and engagements affect customer experience. Interaction and engagements are collections of social media conversations, likes, comments, shares, community building, and any other involved in social media profiles.

You can create this kind of experience in two ways:

1- Create content for your social media profiles that users find helpful or interesting.

2- Combining occasions with social media. Holding events or conferences and setting the goal to be boosting your brand awareness by sharing your brand story genuinely. Both people in your social media and events will build strong relationships with your brand.

It happens to all of us planning travel and searching for a suitable place to stay. Airbnb is a great example of using social media to increase brand awareness through social brand experience, but it does not create content by itself. Airbnb created a forum and provided a place for small businesses to introduce their place in. These businesses often tell their story to customers and Airbnb only introduces them in some campaigns with eye-catching titles like “Book some of the most breathtaking properties in the world”.

4.Experiential Marketing

It is a kind of marketing that creates a perspective for increasing the awareness of customers and leads them to have a good experience during shopping. Its approach is to create memorable moments for customers and prospects.

People can experience Experiential Marketing online or offline. The offline experience could be defined as live events, shows, and trade markets and the online conferences or webinars could count as online ones.

If you want to have a deeper understanding and connection with customers, Experiential Marketing is the best way.
Hamleys, the British toy brand, uses a pop-up store in London for Christmas. This brand uses a Christmas theme and presents guests. It also shows some special products lively.

HAMLEYS-christmas-min

5.Virtual Experience Marketing (VEM)

As the name of Virtual Experience Marketing implies, it allows the customers to experience the brand virtually. The strategy is directly involving customers to experience your brand firsthand and create an ever-lasting experience for them. All this kind of experience is digital or virtual, so clients or customers do not need to go to the place, and they experience your services or products in a different way.

Virtual Reality (VR) and Augmented Reality (AR) are two kinds of marketing.

The Pandemic became a great opportunity for these two technologies to develop more and more.

VR takes customers into a completely different virtual world or environment while AR uses real-world environments and makes changes by adding virtual elements.
Carnival Corp created a VR campaign and showed the demo content in the AT&T stores. People who come to the store can experience the demo about a cruise vacation. By putting headphones Carnival Corp makes the experience a more realistic warm trip.

6.Omni-channel Experiences

As its name shows it is related to experiences across several channels and the experience should be the same for users regardless of the platform. Customers can buy a product using a tablet, mobile phone, or a PC and the experience should not be different. Disney uses the omni-channel experience and creates a fantastic realm for those who go to DisneyLand. Disney’s website is mobile responsive, and people can plan a trip to Disneyland. Once they book a trip, they can use My Disney Experience. This tool helps them to locate the attractions in the park and estimates how much time they need for each. This entertainment company also published a program called Magic Band. Magic Band is programmed to act like a hotel room. It stores all your photos with Disney characters and whenever you get hungry you can easily order food.

MyDisneyApp

7.Customer Service Experiences

The super power of Customer Service Experiences is that it can create loyal customers. It is all about the experience of the customer from beginning to end and after purchase. The sales department should provide good interaction with customers and present the best services for them. This support could be from a person on the phone or from a seller in the shop. They must build trust with customers.

Now let’s get familiar with a remarkable example of Customer Service Experiences “Tesla”! This company provides great customer services and assures people when they have Tesla cars time has no meaning for them. It says even if you are stuck in an unpredictable condition or a far place, Tesla is just a call away. It also has a home service for their customers. Customers don’t have to visit a service station in person; experts from customer service come and spend the time needed to finish the job.

8.Sensory Experiences

The sales of Dunkin’ Donuts increased by 29% only by using a sensory marketing strategy. In Seoul, South Korea Dunkin’ Donuts company outfitted Aroma Diffusers in buses and when the Dunkin’ Donuts jingle played over the radio the diffuser released the aroma of fresh coffee. After the jingle finished, the buses mostly would stop near the Dunkin’ Donuts stores. Just that simple a brand can create a Sensory Experience for its customer and boost their sales.

Sensory Experiences work through human five senses like smell, touch, taste, sight and hearing. When a brand combines two or more of these senses it can have a special effect on customers and create a unique experience for them.

brand Sensory Experiences
9.Interactive Experiences

This kind of experience is a multifaceted approach that designs experiences to make the audience active and encourages them to participate in marketing.
This is a personalized connection between customers and the brand. A quiz, game or content could count as an interactive experience, but how?

By asking quizzes from customers, brands can gather valuable data about special products or services. With games, brands can create notable experiences, they introduce particular and fun elements in games. Players can feel the joy and have a memorable experience.

For instance, the Playable Video Game Ad “Narcos: Cartel Wars” gives the ability to people to participate in it without downloading it. It is a marvelous experience that puts pressure on users to buy the game.

cartel-wars-playable-game-ad
10.Cultural Experiences

Cultural brand experiences align with people’s cultures in a specific demographic.

Brands promote their products, by designing events or creating material for advertising by doing cultural research.
For example, for launching a product in a new area, the marketing team should explore traditions, religions and their language. This kind of experience aims to do a desired action for improving the brand according to people’s cultures.

A sensible example is a Coca-Cola advertisement called “America Is Beautiful”. It shows America’s different views and the voice in the background sings America Is Beautiful in various languages.

11.Subscription Box Experiences

I recently bought a book and I was totally surprised by its packaging! It was fantastic. They put it in an astonishingly beautiful box, and they designed it with a silk blue robe. I also found a card with a sentence on it. I experienced an amazing moment and I decided to order all my books from this special store. Subscription Box works like that. Brands create an unforgettable experience for customers through subscription boxes. It is a connection between customers and brands when they try to deliver something physically. They produce a package that converts potential users to real ones.

A great touchable example is cosmetic packaging. Here is the wonderful packaging of Bourjois:

12.Co-creation Experiences

“We have ice cream, baby food, energy drinks, beauty products, bottled water, and so on…” How could it be possible? What I mean is that can a brand have all these products and stay in the market? The answer is Yes! Unilever is an international company that has more than 400 brands under its umbrella. It invites different types of people with various talents to give their suggestions on challenges. The ideal owner would receive executive recognition and a commercial agreement. It means Unilever uses the customer, designers, and many other people’s ideas for operating a business.

This is how Co-creation Experiences work, the process of expanding a new service or product in teamwork. The value is created by joining companies together. Ease of access to knowledge and information altered the function of companies and brands involved. They all encourage customers to share feedback and it is used all over the brand’s market.

13.Storytelling Experiences

Take a look at this video and emotional story about meeting two old friends. Google India provides this video to advertise the Google search engine. Not only does it involve customer emotions but also creates a connection between the story and Google. The girl finds his father’s best friend by searching for memorable things that her father told her about the past and the son’s father’s friend searches about the weather and the way his father could fly to Delhi.

Storytelling comes to help brands to establish a deeper emotional connection between customers and the brand. Storytelling is not just a narrative; it is about where people meet designing experience. We are designing stories for improving human connections and engaging familiar experiences.

Not to brag 😁 but Dream Farm Agency is an expert in telling exciting stories for brands since all mascots need a story universe. Take a look at the story of Peta for instance:

Conclusion:

All brand owners must improve their brand experience to keep their place or enhance their position in the market. There are lots of different ways to boost experience such as storytelling, Omni-channel, virtual reality, and many other things that we talked about above. But which one works better for your brand? If you want to know which is created for your brand you can count on us. Dream Farm Agency with its expert team will help you to stabilize your place in the ever-growing today’s market.

5 / 5. 1


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