The Power Of Brand Experiences
In today’s society, having a good product is no longer enough. Consumers no longer simply buy. They want to be convinced by your brand first and then your product. They don't choose a random brand, but a brand that has life in it. Not a brand that has no identity or only one person at the helm who says what the vision and identity of the brand is.
Although the search for the product may take longer, this does ensure longer & deeper customer loyalty. With a conscious choice, the choice for your next purchase is made in no time. A new customer becomes a returning customer, which ensures a sustainable development of your brand.
How do you ensure that consumers choose you?
Consumers are looking for brands that resonate with their own lives and their vision of it. A brand that radiates a 'way of living'. Those consumers are the core of a strong community - the secret of today's successful brands.
How do you create a strong community?
Strong communities aren't created by only letting them in after they've made a purchase. Invite your (potential) customers without obligation. Show that you are not necessarily coming to get something, but rather bringing something. Give them a taste of the life in which your product/service lives and is part of through a brand experience. This may be different for each brand!
How we would approach a Brand Experience for example:
A skincare brand - create a non-binding quiz on the website in which people can describe their skin type based on a number of questions. Based on the answers, they receive a number of tips for the best products that fit and why it is important.
A plant webshop - create an (online) downloadable guide (holidays or seasonal) in which you give away a lot of inspiration around your product. Is your vision 'a greener life for everyone'? Then add recipes that match your vision, give away tips that go beyond just greener plants (such as sustainable clothing & eco-friendly cleaning tips).
An athleisure clothing brand - a pop-up lounge where you can not only enjoy the clothing itself, but you will find everything that belongs to the lifestyle of the brand. From the right gym accessories to branded coffee cups & other items from other brands that fit within the 'way of living'.
And many more ideas for many types of brands!
Stop chasing new customers over and over again and build a strong community. Invite them without obligation and don't immediately ask for anything in return. This way you create a favorable factor, so that they voluntarily (and even enthusiastically) join your growing community. They will ensure that you have more room to build a brand that inspires generations - not just today.
Start building your community today - we're here to help!