Brand experience means the creation of a perceptible brand environment. It is the application of the corporate design to all touchpoints. Since the target group perceives the brand through the individual media.
The central element of the brand experience today is usually the website. It is often the first connection with the brand and provides all information about their products and services. This is where the brand and its vision must be palpable in design, structure, image and message. The same applies to all other communication measures. Analogue and digital. From brochure, annual report and flyer to signage system, mobile app, social media and newsletter.
What is the story of the brand? This does not only mean whether the company has been on the market since 1920 or 2020. It is rather a question of storytelling. In other words, it is about wrapping the information about a brand into an interesting story. We all love stories. Storytelling in combination with visual communication makes a brand tangible.
After strategy and corporate design, the brand experience is the final step in the development of a brand environment. It shows whether the branding works or not. Sometimes a website does not offer the experience that the customers want. But that is often only the tip of the iceberg. We get to the bottom of things in joint workshops during the brand strategy phase. And we notice again and again: A redesign of the website is not enough. To achieve the desired brand experience, we have to rethink the strategy and thus the corporate identity.
Even if an established brand enjoys a good image, it doesn’t mean that it will stay that way forever. In Switzerland alone there are around 515,000 registered trademarks. Competition is fierce and the modern world is in a constant state of flux. The trick to stand out? To surprise the target group again and again. With a strategically sharpened corporate design that takes into account the recognition built up over many years or with a small, effective campaign. The astonishing translation of an idea, i.e. advertising, completes the branding process.