Think about today’s most recognizable brands: Apple, Coca Cola, Nike, Starbucks, IKEA, Red Bull. Besides being on the top 100 list of the most valuable brands in the world, those companies have another thing in common: An ability to establish a unique and meaningful experience that keeps customers coming back for more.
But why see all the trouble? New researches indicate that unique experiences engage customers and connect them emotionally to the company and brand. Organizations have taken brand loyalty one of their main objectives — and for a reason. Companies have discovered that loyal customers are more profitable for the business because of the regular stream of income. In addition, establishing a unique experience advantages companies and assists them to differentiate from competitors.
There are infinite amount of factors to be taken account when building a unique experience. Brand experiences occur in any interactions with a company and its products or services. Thus it can arise unexpectedly, for instance when you are exposed to advertising. Experiences occur also when interacting with a store’s physical environment or its employees.
So everything you see, hear or feel is a piece to the puzzle that builds up the experience. It’s how the barista pours steamed milk producing a floral pattern for your latte or how personnel greet you when you walk in. It’s how a product is designed and packaged. Every time you search, examine and evaluate, shop and consume products, you are experiencing.
Have you ever think about why do you buy a specific product or go to the same coffee shop over and over again? It is the positive brand experiences that keep us coming back for more. Today’s consumers are expecting experiences from companies and what’s best — they are ready to pay for it. Consumers want to feel that they are part of something special. The way I see it, companies should start taking the effort to invest in creating a unique and meaningful experience. When a brand establishes to evoke an experience, at best it can lead to satisfaction and into long-term customer relationships.