Glossary of Branding Terms
What is brand experience?
Brand experience is the sum of all experiences and interactions that a customer has with a brand, along visual, physical, auditory and olfactory touchpoints.
These include, for example, the website, a corporate film, the design of a digital company presentation, a system for digital product literature, as well as trade fair appearances, shops or sound. But the brand experience is also shaped by the product, customer service and personal encounters with employees and the company’s management.
What makes a good brand experience?
A good brand experience is characterized by consistency, attractiveness, authenticity and relevance. Other important features include user and customer friendliness and responsiveness to customer needs. A strong brand experience consists of a chain of positive experiences and interactions at all branded touchpoints. Ideally, the brand experience creates an emotional connection between the brand and the customer, increases customer satisfaction, strengthens trust in the brand – and thus promotes brand loyalty.
How is a good brand experience developed?
To make a brand the leading brand in its segment, a clear, strategy-based brand positioning is required. The positioning forms the basis for the development of the brand experience: the brand idea and the attributes of the brand personality are translated into visual elements (logo, imagery, colors, typography, animations, secondary design elements, layout, etc.). These design elements interact to create a coherent and intuitive brand experience that conveys the positioning.
What is the difference between brand identity and brand experience?
Both terms are often used as synonyms. However, the term brand identity is increasingly being replaced by the term brand experience. In addition to the actual identity, brand experience also encompasses the external view of the brand, namely the sum of all experiences and interactions that a stakeholder has with a brand, along visual, physical, auditory and olfactory touchpoints. UI/UX (user interfaces / user experience) also play a key role.
What are the most common mistakes when implementing a brand experience?
