BRAND EXPERIENCE DESIGN
It's Emotional. Personal. Immersive.
BX – Brand Experience: the emotional and tangible experience that people have before, during and after engagement. The NEXT generation of Branding does not start with creative, but with human-centered experience design.
those who experience it.
– Brian Solis
We tend to confuse brand experience with brand style guides. This is our font, this is our message, this is our imagery. That’s creative and design. That is not brand experience, it’s brand reference.
Brand Experience is what you do to help someone achieve something, whether it’s an aspirational call to action, functional or both.
We don’t spend enough time thinking about that, but the best companies do. Your Brand Experience is now the signature of the brand.
Customer Experience is the sum of all engagements they have with your organization throughout the life cycle. It’s how they define your work.
An experience is simply, something you feel in a moment. Something you sense, you interpret and it can be measured by how you react as part of the customer journey.
CHANGE BECOMES A HUMAN STORY
As business thought leaders Brian Solis, Simon Sinek, and Donald Miller point out, our traditional business models are too old. We need to rethink, step back and question everything.
1. What’s not only the right thing to do.
2. What’s the best thing to do.
It’s all how we see the world. Are we ready to see the world differently? Every person is in the moment. The best we can do is try to understand, inspire, and influence it in productive ways. And to have empathy.
Then start by asking the question, “What is the experience we want people to have?” And how does that play-out in each moment of truth. There’s what we say, what we talk about, and what we do. And then, there’s what real people experience when they decide to make a decision with or without your brand.