What distinguishes KLM and Heineken from other brands? Or Rituals, Coolblue? Exactly, a strong brand experience. One that you feel and experience as a customer. A brand experience that aligns with the core of the organization. An experience that customers want to be a part of. Because nowadays, organizations can no longer survive just by sending an attractive advertising message. No, nowadays the target audience buys an experience. A lifestyle. The organization and the story behind the brand are more important than ever. To make this successful, it is important that this brand experience is consistent. But how do you achieve that?

First of all, what is brand experience?

A brand experience is the way the target audience perceives the brand. An impression and the feeling that remains after interacting with communication expressions, events, or a commercial. The brand experience is essentially a complete picture of all touch points with the brand. It is of course important to respond well to this. These emotions, feelings, or thoughts can indeed be influenced by strong brand campaigns, an interesting communication strategy, and good behavior from an organization. Positive experiences with a brand lead to positive associations, a better position in the mind, and the ultimate goal: more revenue. So ensure that the overall experience is right. That it ignites the right emotional, cognitive, and physical stimuli in the brain. Only then can you make it resonate!

TIP 1:
A clear brand promise

What does the brand promise to customers? Make sure this is crystal clear. What is the feeling associated with it and what core values correspond to it? Document these choices in a brand promise; what you as a brand believe in. This is the foundation for a unique and memorable brand experience. And also the basis for all communication and expressions across other channels. Moreover, adhering to the brand promise yields results: it creates trust. Ensure that both the rational, cognitive promises align with the associated emotion. Complete the circle.

TIP 2:
Use a story

Telling stories is an age-old tactic to exchange engaging information. Novels, fairy tales, history, a life experience. It all hinges on a good story. With a good beginning, middle, and end. Storytelling is a powerful marketing tactic that can give a brand character or create a specific setting. A story makes a brand personal and real - it is impactful communication. Then let this story resonate in multiple places so they connect with each other. Take the target audience on a digital journey. Give them a sensation. Let them feel something!

TIP 3:
A sharp visual identity

If we alter or omit the brand names of the world’s most famous logos, will everyone still recognize the brand based on color and design? For a consistent brand experience, a recurring look is therefore essential - a strong concept and design. Create a recognizable visual identity: from tone-of-visuals and videos to color usage and font styles. Then use the same style for all expressions. Don't forget to adapt the visuals to the best practices per channel. The difference is significant between, for example, LinkedIn and TikTok. Tailor the expressions per communication channel.

TIP 4:
Branch the brand experience across the customer journey

To create a consistent image, the brand experience must connect everywhere. This does not mean that the message should be exactly the same. On the contrary. To keep the target audience engaged, the story must match and enrich everywhere. The different touch points strengthen each other in the bigger picture. The feeling must align with each phase in the customer journey. This ensures that the experience with a brand feels the same everywhere, but the message is tailored to the goal of the communication. For instance, deploy a solid social media strategy in the awareness phase. In the consideration phase, a strong testimonial video follows. Followed by a convincing activation campaign.

Getting started with building a consistent brand experience

There is no one-size-fits-all blueprint for an ideal brand experience. Every brand is different. A good brand experience emerges through brainstorming, refining, and collaborating. That’s why we at SowiesoHelder work with an effective tool: the Brand Accelerator©. This is a co-creation session where a creative strategist, an art director, and a creative copywriter tackle the strategic issue together with the client during a brainstorming session. This could involve a successful brand story, a unique positioning, or an effective campaign that needs to be developed. After the joint session, we quickly move on to producing the communication tools, such as a hybrid event, a powerful commercial, or a corporate film. Whatever emerges as the strongest medium and channel from the brainstorm.

Can your organization use help in creating a consistent brand experience? Feel free to contact us to learn more about our Brand Accelerator®