To experience a Brand properly, one has to give the proper attributes to it. This is important to make brand experience possible. How that works? We have to begin at the very beginning.
To experience a brand also means that it has be to made comprehensible in the concrete sense. How is it possible to transform an abstract entity like a brand to a concrete one, so that it can be experienced properly? We have to provide it with specific features, even better: with human ones. The term for it is anthropomorphism. As humans, we can comprehend something better as soon as it has the same characteristics as us humans. So if we talk about brand identity for example, we connect two layers, we give the abstract concept of brand a human trait. This is not uncommon, we actually do it all the time to structure the world around us and make it more identifiable.
Start with a blank page
A brand is a wonderful projection surface for exactly that mechanism. We can project identity, meaning or emotions; we can provide it with such attributes to make the best out of it. And this is root of the matter: you cannot experience a brand per se, however you can experience the attributes you assigned to it. Connect it with emotions that are based on actual, real feelings. Some brands or products can be touched or actually set in motion a sense of pleasure, just because the product is made for that. Think about chocolate for example. Or the they are connected with positive memories like the toys we played with as children.
The chocolate advantage
Granted, if you manage such a brand, you have an advantage. However, this does not mean that it is impossible for other brands to trigger positive emotions. Think outside the box and focus on the touchpoints with your customers. And create your own chocolate advantage. This is one way to improve brand experience. More about this subject next week on this channel.
Published 23.01.2018 © Brandsoul AG