Brand Experiences Don’t Live In A World Of Their Own. They Have To Be Evaluated Against Customer Expectations
Unknown to you, every potential and existing customer of yours, when he hits a contact point with your brand, comes with an expectation set in his mind. This dictates how he perceives and devours your brand. He measures the experience he gets from your brand with the expectations he had in mind. Your brand may come off favorably or unfavorably in this evaluation.
How a brand’s method of storytelling is set matters a lot.
So what then is brand experience? The dictionary defines “experience” as “an event or occurrence which leaves an impression on someone.” So brand experience is that elusive “impression” your brand leaves on someone who comes across it, as against the expectations he had of the encounter.
At Solohacks Academy, we’ve found that there are four things that matter here:
- Where and when did the potential customer come across your brand touchpoint (point of contact)?
- What shaped his expectations of the encounter in his mind at that moment?
- What experiences did he get from the contact with your brand at that touchpoint?
- What resulted from that contact? Was the potential customer impacted enough by his experience to explore your brand further?
We hope this article will help you learn what the expectations of customers are – so that you can choreograph brand experiences that match up to or exceed expectations.