Redefining Brand Experience

A brand experience is a brand’s action perceived by a person. Every interaction between an individual and a tangible or intangible brand artefact can be seen as a brand experience. Such interaction might be the opening of a bottle of lemonade, the visit of a website or branch as well as a glimpse on a billboard in the public space. Those places of interaction are called →touchpoints. Hence a brand experience can include one or more of a recipient’s five senses and cause any kind of response.

In addition to a direct interaction an indirect one – such as friends, experts or celebrities sharing their perception of a product or service – can be considered as a brand experience as well. A person’s perception of brand, her or his brand image, is often determined by a number of brand experiences over a period of time including one or more →touchpoints.

A few business owners whom I spoke to shared about their business passionately, on how they spent a substantial budget to ramp up their marketing effort, did a revamp on their logo, stationery (i.e. letterhead, business cards) and website. Some even went the extra mile by renovating their office to suit their new marketing collaterals.

A lot of buzz were being generated during the rebranding process, so much so that when it was completed, sales went up on average by about 20-35% – quite a decent ROI.  People were curious to know what the change is about, and were willing to purchase and try out the product.  After a few months of hype, business owners started to feel the sense of reality slowly creeping in.  Sales started going on a downward trend, repeat customers were getting few and far between, and it is affecting staff morale as well.

We can categorise the customer brand experience to three broad categories:

1) Pre-sales
This stage is usually where advertising and promotion is done to attract customers to your store.  Is the message you’re trying to convey in line with your marketing and company’s objective?  Did you educate your customers well enough for them to make the effort to visit your store?  If the customers require more information, did you provide them with a website link so that they can be better informed of your products, and make a justifiable comparison with your competitors?  Alternatively, you can also set up a hotline number to respond to queries.

2) Sales
At this stage, your potential customers have seen your advertisement, done their own research and determined that it is worthwhile to pay your store a visit.  How will your store greet them? Research has shown that store ambience and background music will play a part in the customer’s purchasing decision process.  The lightings must be bright enough to showcase your products properly, while ambient lightings should provide a comfortable environment to put your shoppers at ease.  Soothing music will also provide a form of relaxation and may encourage them to stay at your store longer.  Signages and product specifications must be clearly displayed so that shoppers can navigate through your store easily and gain a deeper understanding about your products.

3) After-sales
Congratulations! Your potential customers have made the purchase from you and leave your store happily.  But wait – this is not the end of the brand experience.  In fact, this is just the beginning.  At this stage, customers will be interacting with the product they’ve just purchased from your store.  Are they satisfied with it?  If they are not, are there any ways they can seek assistance?  You can consider the following after-sales services:

  1. Warranty/Guarantee
  2. Hassle-free Return/Refund
  3. Customer Service Hotline or Online Support Forum
  4. FAQ to be shown on the website
  5. Thank you email/letter to customers for purchasing your product

The last stage is the most crucial as this will determine whether you can retain your customer successfully.


 As you can see, developing a positive brand experience is not just about revamping or redesigning your logo and stationery.  In fact, the entire brand experience should wrap around a customer – how you engage them successfully – so that he or she can make a well-informed decision to purchase your product, is satisfied with it, and eventually return to make a repeated purchase.

 If you or your company is keen to explore or develop a customer brand experience strategy, feel free to This email address is being protected from spambots. You need JavaScript enabled to view it. for a chat. At Cihan, we aim to be the preferred chanel that provides an integrative creative approach to your branding and marketing needs. Having a one-stop centre ensures that your marketing message is put across to your target audience more efficiently & effectively. The communication process will be shortened and as such, you need not spend too much time, effort and money dealing with different agencies.

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