Brand experience is a combination of feelings and impressions consumers have after interacting with a company at different touchpoints. Positive experience helps establish an emotional connection and build long-term relations with the audience.
In the article, we explain why brand experience is vital and describe its difference from the customer one. Also, we provide ways to measure it using different metrics and improve it to boost your company on the market.
Why is brand experience important?
According to PWC, 65% of buyers think that a positive experience influences them more than a great promotion. These statistics prove that the emotions you evoke can be a powerful tool to improve your company’s performance. Study why brand experience is so vital below.
Consistent positive impressions let you create a strong connection between your company and potential clients. When target consumers get positive brand experiences at every touchpoint, they feel empathetic and loyal to your brand. It helps encourage them to purchase your products for the first time and reduces brand switching later.
Such people are more likely to trust your company and provide qualitative feedback. You can find out more about the audience's needs and preferences and align your efforts to meet their expectations. Also, consumers’ reviews will help you discover problems as fast as possible, fix them immediately and grow faster.
One more important point is that positive experiences lead to higher consumer engagement. Loyal buyers deliver 300% more value to the business over a year. Moreover, satisfied clients are more likely to recommend your brand to their friends and family. According to Semrush Blog, 78% of people talk about their recent positive experiences at least once a week, and 90% of consumers tend to trust a recommended brand. Consequently, you can attract new clients for free using word-of-mouth marketing by providing great impressions.
Understanding all these advantages motivates many companies to improve the impressions they make. However, it is vital to differentiate the brand experience from the customer experience. Continue reading to study the peculiarities of each term.
Brand Experience vs Customer Experience
Both brand and customer experiences concentrate on consumers’ emotions from interacting with the company. They influence each other and look similar, but brand experience is more complex and includes a customer experience.
Brand experience refers to the impressions of all consumers who have already interacted with your brand. They can be your existing clients, potential ones, or people who are just aware of your company. Sources of brand experience can vary from communication with your sales team to interacting with your promotions. Usually, marketers develop long-term strategies to engage consumers, build strong relations and create a consistent image of the company.
Customer experience is a narrower concept. It appeals only to existing clients of the brand and their emotions and feelings after the purchase. Improving the customer experience means delivering more value to consumers through the company's products and services. However, this concept doesn’t include impressions of potential clients after interacting with your website, social media, marketing activities, and other aspects before the purchase.
Now you understand the difference between these two terms. Tracking and optimizing impressions your company provides is essential to improving your performance. Go further to find out the ways to measure the brand experiences of your clients.
How to measure brand experience?
There isn’t one metric to identify the consumers’ impressions of your brand. Measuring brand experience requires collecting and analyzing both qualitative and quantitative data. In this section, we give some tips on how to get a holistic image of the feelings and emotions you evoke in the audience.
Track Net Promotional Score (NPS)
Marketers use this metric to study buyers’ loyalty to the brand and the chance of word-of-mouth marketing. To identify NPS, you need to ask your clients to rate how likely they are to recommend your products to their friends and family. Usually, companies use a scale from 0 to 10.
NPS = (Consumers who rated as 9-10 — consumers who rated as 0-6) / total respondents * 100%
Conduct Customer Satisfaction Score Surveys (CSAT)
This metric lets you measure how satisfied your clients are with a company's products and services. CSAT helps measure consumers' attitudes to specific aspects of the brand’s work. Usually, respondents rate their satisfaction from 1 to 5.
CSAT = Satisfied clients / total respondents * 100%.
Analyze social media engagement
The two previous metrics help collect qualitative data and measure impressions of existing clients. However, studying the experiences of potential buyers may be more difficult. It is where social platforms play an important role. They allow you to collect qualitative and quantitative information, which can help you get a holistic image of the situation.
Firstly, you can use an insights overview to monitor trends in the number of followers, and the reached and engaged consumers and compare this data with the content you post. Secondly, social platforms let you track mentions and consumer reactions to the messages you communicate. Analyzing them will help you find out more about users’ experiences and interact with people to collect their reviews about your company.
Interview focus groups and collect customer feedback
This method helps you collect qualitative data about consumers. You can question different segments of your audience based on their stages in the sales funnel or peculiarities of buyer behavior. Such interviews will let you discover the impressions of both potential and existing clients.
Also, you should be attentive to consumers’ reviews. It is the easiest way to find out more about existing clients’ experiences, as they willingly tell you about the pros and cons of your company. To motivate customers to provide more feedback, you can offer a discount on the next purchase. In such a way, you will discover more about people’s impressions and how to make them better.
While measuring the experience your company provides, you will possibly find roadblocks and weaknesses in your strategy. In the next section, we give some tips on fixing them and building strong emotional connections with consumers.
How to improve brand experience?
According to Forbes, only 39% of business leaders state that their company resonates with potential clients. Such a small percentage highlights problems with giving positive impressions on the market. Find out how to improve the experiences of your buyers below.
- Identify the values of your company and transmit them. To make your business resonate with consumers, it is necessary to understand their priorities. Some people consider their family the most important thing in their life, others are sure that a career is vital. Once you identify them, transmit your position through your branding, marketing activities, service, etc. Also, you can show that your company is socially responsible, as it will make buyers feel more loyal to your brand.
- Develop the visual language and tone of voice. Identify your brand’s colors to help you evoke certain emotions. For example, yellow means optimism and happiness, while blue is about calmness or serenity. Once you choose the colors, develop visual elements, such as logos, packaging, signboards, cards, etc. Then think about the tone of voice that should align with the company's image. Use storytelling to engage people better.
- Evoke emotions and affect certain senses. Emotional connection is the most important aspect of solid relations with consumers. Your brand should provide consistent experiences and create strong associations. It will let you become more memorable and raise people’s awareness and loyalty. One more important point is to influence consumers’ perceptions. This is what determines the rhythm of the music in stores. Think about how affecting senses will help you provide positive brand experiences.
- Make consuming processes effortless and pleasant. Analyze your sales pipeline and find the touchpoints where too many consumers leak out. Then fix the problems and optimize the strategy so that people will be highly-engaged during the whole customer journey. Pay attention to the quality of your service. Create a chatbot for Facebook, Instagram, Telegram, and WhatsApp for free using our chatbot builder to answer customers’ messages faster and better.
- Personalize the brand’s messages. 70% of people state that a brand's understanding of their individual needs improves their loyalty. Segment consumers to deliver relevant messages to each group, make a good impression on potential clients and raise the satisfaction of the existing ones. SendPulse free CRM can help you collect consumer data to personalize content. You can manage all the information in one place and get in touch with buyers through the most convenient channels.
- Provide helpful content. You can write articles with tips on how to use your products that will be appealing to existing clients and guides related to your industry that may be interesting to potential ones. Post accurate and interesting information in your blog or on social media. Such content will help you highlight your brand’s expertise. Moreover, such articles will let you grow organically by attracting already interested clients through the search engine.
Congrats, now you understand what brand experience is and why it is critical, can measure it, and distinguish it from customer experience. Use SendPulse services to improve the experience your brand provides and boost it on the market.
Last Updated: 07.06.2022