There is a lot of confusion around brand experience and the misunderstanding has caused some businesses to have a brand experience gap, which is the difference between the brand promise and the actual customer experience, i.e. when the experience does not meet the customer's brand expectation.
Brand experience encompasses all the experiences online and offline a customer has with a brand, from the initial brand awareness to complex brand interactions and touchpoints. Businesses that have a fragmented approach and the lack of integrated framework for designing, delivering and evaluating the brand experience creates a gap between the brand promise and actual customer experience.
A recent research by Kingston University explored how brand experience is developed and managed by practitioners and identified the challenges faced in brand experience management.
Based on the research findings, a conceptual framework was proposed to assist managers with brand experience strategy development and implementation. For more information about this research, please see, An Exploration of Brand Experience Development and Management, by Patricia Harris, Caroline Kluppel-Strobel and Raida Shakiry.
In a digital world, a brand is defined by the user experience it delivers, so having similar websites that deliver a standard user experience (UX) differentiated only by the visual brand identity elements is not enough to differentiate your brand against your competitors. To succeed, your business needs to deliver great and memorable brand experience that meets your users’ brand expectation based on your brand promise.
To create a great user experience that delivers on the brand promise, your business needs to have a clearly defined brand experience strategy and needs to adopt a user-centred design process in order to design and deliver consistent brand experience. So, to bridge the gap between the band promise and actual user experience, there needs to be closer collaboration between marketing and user experience professionals. Working closely and ensuring that UX Design is considered at a strategic level will help to design and deliver a consistent brand experience.
To learn more, please see our Brand and User Experience Design Workshop >
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