Let's get your BX together

Implementing Brand Experience

The world today is overloaded with choices. People therefore do not solely buy products or services, they buy brands with a purpose, core values, and emotions, which in turn adds value for them.

On top of that, we live in a more digitalized world where everybody is shouting loud, and where it becomes more and more difficult for companies to stand out and communicate their value. Even though digital companies pay more attention to User Experience and Online Advertising, this does not mean that differentiate from the rest. The only way to be relevant for their users and keep ahead of competition is by creating unexpected and unique brand experiences.

Your goal should be to generate differentiating, consistent and surprising brand experiences to convert potential users to satisfied customers, satisfied customers to enthusiastic customers, and enthusiastic customers into brand ambassadors.
"Brand Experience is about creating unique value, loyalty, and trust. It's about your users' emotions and attitudes towards your brand as a whole while interacting with it at different touchpoints."

BX is about your users'...

...emotions
Emotions are the reason why people buy your product and later on they justify it with logic
...experiences
Experience is the trigger that causes specific emotions in your users
...touchpoints
This is where your user gets in touch with your brand & experiences these emotions
Benefits of an integrated BX focus
‣ Better alignment between your strategy, brand, and users
‣ Brand decisions that meet real user needs
‣ Clear focus and a better decision-making process
‣ Consistent branding across all channels and better brand building
‣ Higher user/ customer/ client satisfaction and loyalty
Things to keep in mind
Brand Experience is not your idea of the brand, it comes from what your users think about you.

Decisions should be based on facts and data. You are probably not interested in someone's opinions about customers but actual data and feedback from users.

Go away from thinking in silos. The process of detecting Brand Gaps and creating unique Brand Experiences map must be cross-disciplinary.
Collaboration is key for proper BX execution

How to implement BX in your organization

1
Align Strategy, User and Brand
Bring different departments to one table. Start with the initial purpose of your company, your vision, and the reason what makes you different and valuable, your unique value proposition. Then check if your user's needs, your brand values, and your business goals are all aligned.
2
User Emotions
A fundamental part of understanding your user's perspective is knowing what he says, feels, does and thinks about your brand at different touchpoints. Use not only your available quantitative data but consider also qualitative data received from social listening tools, shadowing techniques and user empathy models.
3
Dramatize the User Journey
Dramatize your user's Brand Experience along the user journey. Exaggerate the key touchpoints where you want to bring your brand promise to life. Forget timid tinkering. Make it memorable.
4
Moments of Truth & Action Points
Discover critical moments of truth along the user journey and convert them into positive Brand Experiences. Come up with a set of innovative, surprising, and memorable ideas. Prioritize these opportunities and convert them into concrete action points, defining ownership and timing.
5
Unique BX Execution
Stand for something and be brave enough to stand up for it. Only that way, you'll stand out. Be bold, try out new things. Keep in mind: No matter how meticulous your prep work is, there will always be room for improvement. With BX you have to be willing to dive in and learn along the way.
6
Ongoing Assessment
BX is not a one-shot task that leads to immediate results since it takes time to change your user's brand perception. Measure, improve and communicate continuously the results of your BX actions with your team. BX is an iterative process, where some elements such as your overall strategy, brand, and users should remain consistent.

Get your free BX Canvas

The BX canvas is a great tool to help you understand the inter-dependency of Strategy - User - Brand in a straightforward, structured way. Using this canvas will lead to insights about possible brand gaps and identify where you can improve user sentiment with Brand Experiences.

Through designing a unique Brand Experience, you will be able to generate an emotional bond with your clients, differentiate your company from your competitors, and ultimately, impact your business results.
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