Today’s consumers value not just the act of purchasing a product or service, but the entire experience of interacting with a brand.
This “brand experience” (BX), which spans every touchpoint between the consumer and the brand, has become a core factor in a company’s competitiveness. When a brand experience is positive, consumers show higher loyalty, evolving into enthusiastic brand advocates. Conversely, a negative experience can severely harm the brand’s reputation. That’s why we’re talking about brand experience management today, a crucial practice for creating brands that consumers remember for a long time.

What Is Brand Experience (BX)?

Brand experience refers to the overall impression customers have of a brand over time. It goes beyond merely conveying information about the brand, instead focusing on leaving lasting memories and emotional impact on customers. It’s not just about buying a product or using a service; it’s also formed through a brand’s website, social media, advertising, and various other touchpoints.

How Does Brand Experience Take Shape?

Brand experience is shaped in a variety of ways at the many touchpoints where customers engage with a brand. We can broadly categorize these experiences into five types:

1. Sensory Experience
   This is when a brand appeals to a customer’s five senses: sight, hearing, touch, taste, and smell. Sensory cues are crucial for making a strong first impression and forming memorable associations.

   • Example: Coca-Cola’s distinctive red can and iconic logo design seize consumers’ attention and create a powerful mental link whenever someone sees the color red.

2. Emotional Experience
   Emotional experience is about the feelings—joy, trust, excitement—that a brand evokes in its customers.

   • Example: Apple’s minimalist product design and polished user interface deliver a sense of sophistication and innovation. Owning an iPhone can spark pride, illustrating how Apple satisfies emotional needs, even influencing social perceptions (e.g., “a guy with an iPhone” trending on social media).

3. Cognitive Experience
   Cognitive experience engages customers’ intellectual curiosity and encourages them to think differently. It’s not just about providing information; it’s about sparking deeper thought and fresh perspectives.

   • Example: Nike’s “Just Do It” campaign encourages personal challenges and fosters motivation, serving as a prime example of successful cognitive engagement with consumers.

4. Behavioral Experience
   Behavioral experience focuses on prompting specific customer actions or improving the way they solve problems through brand usage.

   • Examples: The Nike Running app inspires people to run, partly thanks to its ease of sharing results on social media. SoCar’s intuitive app streamlines car rentals, maximizing efficiency and reshaping how customers approach personal transportation.

5. Relational Experience
   Relational experience is about building trust and a deeper bond between the brand and its customers. This occurs when a brand offers special value and sustains long-term relationships through ongoing interaction.

Why Brand Experience Management Is Now Essential

Because brand experience is so significant, effectively managing it has become non-negotiable for companies aiming to connect with modern consumers.

1. Enhancing Customer Loyalty and Long-Term Relationships
   Today’s customers look for positive experiences, not merely superior product features. Satisfied customers develop loyalty, which not only leads to repeat purchases but can also drive organic word-of-mouth. They tend to share their experiences on social media and through reviews, turning positive brand encounters into free advertising. However, negative experiences can harm the brand’s reputation, underscoring the need for vigilance in reputation management.

2. Differentiation and Market Positioning
   In a fiercely competitive market, a standout brand experience is a powerful differentiator. Where numerous products offer similar functions, the tiebreaker often lies in which brand delivers a more memorable experience.

   • Example: Coupang revolutionized delivery in South Korea by pioneering next-day early-morning shipping. Despite imposing a subscription fee, Coupang continues to thrive because it provides such a distinctive and convenient customer experience, reducing customer churn and cementing its leadership in the e-commerce domain.

Start Your Brand Experience Management Now

Real-life brand experiences combine all the factors mentioned above. Each aspect must be strategically designed and managed to leave a unified, positive impression in customers’ minds. If you’re struggling to kick off your brand experience management, consider using Walla, a survey form builder optimized for branding and user-friendly outreach. It might just be the perfect starting point for forging a memorable brand experience.