BRANDING METHODS
The Enterprise Transformation Catalyzer
Experience Strategy
Transforming Your Brand from Persona to Universe
In today’s market, it’s becoming increasingly challenging to capture and engage customers through traditional communication and marketing approaches alone. Brands need to develop a tangible, consistent, and holistic experience that convinces and engages their customers. This is where experience strategy comes in.
Pain Point
All brands are eager to communicate with their (potential) customers the value of the brand to further engage them. However, it is getting more and more difficult to convince customers through solely traditional communication and marketing approaches.
What Is Experience Strategy
The experience strategy is meant to define how a brand converts its value or positioning into a tangible, consistent, and holistic experience that convinces and engages consumers.
An experience strategy answers these 4 questions:
01
Persona
Who are our target customers and what do they aspire for?
02
Journey
What is their typical way of engaging with a brand?
03
Touchpoints
What are the critical touch points on the journey and what do they mean / how do they impact consumers?
04
Experience Universe
What kind of world does the brand want to create for the consumers through all the touch points leveraged?
What’s A Good Example of Experience Strategy?
Lego is a great example of interpreting and expressing its brand in a highly engaging and consistent way of experiencing.
Knowing its target audience person as children and adults passionate about creativity & imagination. However, Lego did not use a traditional communication approach to build its brand. We never saw an advertisement or promotions for Lego. Instead, Lego created experiences through key touch points in their target audience’s journey: Lego flagship store, Legoland, Lego movies, and Lego gaming.
Through these touch points, Lego creates a consistent experience universe that encourages consumers to create on their own, explore, imagine, and immerse. The experience all comes with the signature element of the brand, Lego bricks.
How Is Experience Strategy Different from Brand Strategy?
A brand strategy defines the key elements of the brand: value, beliefs, personality, and universe.
An experience strategy defines how the brand converts and interprets the brand strategy into a tangible convincing experience that allows consumers to engage with the brand.
How Can It Help with Your Enterprise Transformation and Why Is It Important to Your Company?
Consumers would not believe and understand what the brand means to them and could bring to them unless they experience and are convinced. The Experience Strategy enables to deliver the experiences more outstandingly, more consistently. The Experience Strategy enables the participation of many parties contributing to it, Typical deliverables include:
- Sensorial Brand Definition
- “IP events” Definition
- Retail/ Physical pop up Definition
- Brand e-Magazine
- Experience Roadmap
- a more consistent brand in consumers’ minds
- a sustainable brand in a more efficient way
In conclusion, developing an experience strategy is crucial for brands that want to stay ahead of the curve in today’s market. By creating a consistent and tangible experience, you can engage with your customers on a deeper level and build a more sustainable brand in a more efficient way
