How to create a stellar brand experience

Why does brand experience matter?

Creating an experience as a brand matters because you are creating memorable and recognizable impressions. This allows you to connect with your audience on an emotional level. People don’t forget experiences or the way you made them feel.

We are showing your audience what it is like to work with you and keeping your product/service top of mind for when they are ready. An epic experience will cause them to rave about you to family, friends, and on social media. 

And finally, it increases brand loyalty. People will think, “WOW! They went out of their way and took a lot of time and effort to make this a reality - imagine what it would feel like to work with them.” We are giving them a reason to stick with us or come back to us for their needs, making the decision to work with us a no-brainer.

What does it take to create a stellar brand experience?

I’ve found that these three components help us map out a stellar brand experience:

1.Defined avatar

When you know who you are serving, you can think of ways to serve them very well. The perception of the experience quality will range for people, this is why having one specific problem to solve will level up the experience. 

Example: You host an event where people can come learn how to build their businesses. It’s vague, the transformation isn’t clear, and events like that are a dime a dozen. 

But, if you hosted an event where realtors could learn how brand themselves and become highly recognizable in their communities, you can go deeper with one type of person instead of barely scraping the surface with general business information.

2. Inclusion & participation

This can be an activity or an exercise that includes the guest. A cooking class, a Yoga class, painting, mini-massages, photo shoots, etc. are a few ways to add memorable experiences, as a reminder we want it to be on-brand or serve a purpose.

Online this can look like facilitating breakthroughs, using engagement features, and including them in topics. 

We have a TikTok series here at The Weber Co. that is called Fizzle or Sizzle, where we rate and review brands and decide what makes them hot or not. (Side note: This name is super on-brand for us because we use eighties language and it reminds me of an MTV series from way back when!) 

In Fizzle or Sizzle, we encourage the viewers to comment a brand that they would like us to rate and review next, and they do! We include them in the conversation which increases engagement and gives them what they want to see while demonstrating our expertise in branding. 

3. Value

This value piece could mean they leave with a gift, mindset shift, or something they probably couldn’t get for themselves. I think we need to get away from the idea that value is only teaching. As humans, we are valuable by nature. Humor, storytelling, entertainment, etc. are all forms of value.

Here are some ideas to create an in-person experience:

Brand coach 

(Hey, it’s me!) I could have an in-person event where I guided entrepreneurs with the right questions and resources to complete their brand guides. 

• Defined avatar is entrepreneurs.

• Inclusion and participation is them answering the questions and gaining clarity. 

• The value is the information, guidance, and support along with the brand guide they leave with. 

An esthetician 

An esthetician could host an event for moms where she did a demo, gave a bag of sample products or a “Skin Elixer” drink with aloe vera, collagen, and other healthy skin ingredients.

• Defined avatar is moms.

• Inclusion and participation is the demo and elixer. 

• The value is the knowledge, samples, and relaxing skin care drink.

Yoga Teacher

A Yoga teacher could have a mommy and me event where the attendees name their own Yoga postures after an animal. After the class, they take pictures doing their favorite pose at the photo booth. This will help them remember the poses (since they named them) and when they hear your (or your brand’s) name they will think of joy, bonding, and the fun they had.

• Defined avatar is mom and child.

• Inclusion and participation is the class and the taking of the photo.

• The value is the exercise, bonding, and photo they get to keep.

If this was helpful for you, we would love to gift you our 3-Part Mini-Course to attract your champagne clients

I’m helping you overcome the most common problem I see entrepreneurs make when it comes to connecting with your “hell yes” clients and customers.