As we work in marketing, marketing communications and design, we talk about this everyday.
Strictly speaking of course, you cannot ‘create’ one since experience – by its very nature – is in the hands of the person doing the experiencing.
That said, there are some steps brands can take:
1. Orchestrate the message
Keep repeating the message of your brand – consistently and frequently – to minimise cognitive strain. Make it so familiar to audiences that they recognise it immediately.
2. Select and apply the most effective touchpoints
Find the best approach for your targeted audience, one that will deliver your message in the most cost-effective manner.
3. Create a meaningful, relevant and distinctive touchpoint execution
Make the most of every product’s concept, appearance and user-interaction to grab the audience’s attention and fully communicate the message of your brand.
So how people do people experience an event.
It’s commonly believed that there are two types of ‘self’ in us all. One is the ‘experiencing’ self; the other is the ‘remembering’ self.
The experiencing self is the one that tells you whether you are feeling pleasure or pain when you experience an event. The remembering self is the one that tells you whether you felt pleasure or pain after the whole event. It’s the self that controls our memories.
The pre-purchase, purchase and post-purchase phases are the time spent by the customer looking for the right product is the pre-purchase phase. The purchase phase comes when they buy it. And the post-purchase phase arrives once they get it home and start to use it. This last phase also includes what is called the end-time.
For me the ‘two selves’ theory is more than just useful when improving and refining your brand experience. In an age of lightning fast social media, when almost anyone anywhere can share their opinion about any product or service at any time, it’s vital. Selling to a customer is no longer enough for success. Today you have to ensure that customers enjoy the experience you offer not just while they experience it, but also afterwards when they recall it.
If your aim is to increase the long-term growth in your brand value and equity by maximising your brand experience, it will be the end-phase that exerts the most influence. It will be the customer’s remembering self that wields the most power. Because what people feel when they ‘leave’ your brand is what they’ll remember and, more than likely, pass on to their friends. That will be their experience of your brand.