Let’s get your BX together
People no longer buy products and services since they are all homogenous, interchangeable mass-products. They already have everything they need. In a digitalized world where everybody is shouting loud, it becomes more and more difficult for companies to stand out and communicate their true value. Even though companies pay more attention to User Experience, this does not mean that they create uniqueness.
People buy what impresses, surprises, attracts, delights and captivates their emotions.
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 those specific emotions in your users
- …touchpoints
This is where your user gets in touch with your brand & experiences the emotions
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.
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. Dramatically over-index 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 your user’s 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, but some elements should remain consistent like your overall strategy, brand, and users.
What are the benefits of an integrated Brand Experience 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
Your next steps for BX
Are you interested in finding out more about Brand Experience? Visit our Website and download a free BX Canvas that will help you:
- aligning strategy, brand and users
- ensuring brand consistency
- detecting brand gaps and
- coming up with unique solutions
