What is a positive brand experience like?

We've all had different experiences with the brands we use every day, but have you ever wondered what makes some of them more satisfying than others? Don't miss this article to learn what a positive brand experience looks like and what you need to do to improve yours.

By the Gerund team

You've surely heard the phrase «everyone talks about their own experience,» and when it comes to the experiences we have with the brands we use, it's absolutely true.

Have you ever had a negative experience with your bank? What about your cell phone provider? Have you told other people about your experiences when you've had negative ones?

On the other hand, have you ever had a good experience with a brand? It's usually less common, but when it happens, users or customers of brands tend to talk about it too, because good brand experiences are shared.

We have already seen in previous publications What is brand experience and how to work on it to be relevant, but do you know how to identify if your brand experience is positive?

Here are some signs that can help you get to know them. Keep reading!

The purpose of your brand is evident

We've already talked about the importance of having a purpose; that reason for being for any brand beyond just making money.

However, nowadays it's not enough to have a documented purpose on a website or in your social media bio; your purpose has to materialize.

Beyond knowing it, your audiences have to be able to live it, which is why we can say that great brands are those that have managed to reflect their purpose in their daily interactions with their customers or users.

Let's think, for example, about the case of Dove, a brand whose purpose around self-esteem and inclusion is clear, but is materialized in the very design of its products, the way it promotes them, and even in specific programs designed to encourage women around the world to feel good about themselves.

Your brand is consistent

One of the keys to any brand with a well-built experience is that all its elements - from visual aspects like its logo, color palette, or typography, to the way it expresses itself and communicates with its audience - are consistent.

Let's take an example: imagine a person goes to a bookstore and receives wonderful treatment from the staff; they are greeted by name, their interests are listened to, and they are given recommendations tailored to their profile, in addition to all the amazing elements of the store.

It's clear this person would be satisfied with their visit, right?

Let's imagine now that the same person wants to make a purchase a couple of months later, but this time, online. Upon entering the bookstore's website, they can't find the product categories, they write to the support chat and receive no response, and even the website's identity is very different from the physical bookstore's.

In that case, it doesn't matter if your first experience was very positive, the entire experience you had with the brand is, on the whole, negative.

If the interaction a person has with your brand in a physical environment does not correspond to the digital interaction—or vice versa—we can talk about an inconsistency that, in the long run, will affect the perception of your business.

Your experience is designed with users in mind

We already know that there are many aspects to consider when creating a brand experience, but definitely the most important are your users or customers.

When a brand experience is designed with the user's needs, interests, and barriers in mind, it shows; and when it's not, it shows even more.

Consider the steps a person takes when interacting with your brand. Is it a simple interaction, or does it feel more like a bureaucratic process? Is it pleasant and functional? Or even better, if you were your own customer, would you want to interact with this brand?

If not, ask yourself what could be improved to better meet the real needs of the people you are addressing.

Your brand listens to its customers, adapts, and evolves

Nowadays, there are multiple mechanisms to listen to your customers and understand their needs and points of friction when interacting with your brand or product.

A positive brand experience is one where people feel heard, especially if that feedback is used to improve and adapt to new contexts and ways of interacting.

If your brand is open and receptive enough, listens to its users, and knows how to adapt to improve, then we are surely talking about a positive brand experience.

The previous points are key to determining if your brand experience is well-built, solid, and valuable to your customers.

If you think there are aspects that aren't quite well-executed, remember there's always room to learn and improve.

Don't hesitate to write us If you think we can contribute to building or optimizing your brand experience, working together we can definitely make it much better.