Brand Experience And Product Experience: What They Are And Why They Are Important
/We often hear the word “experience” when we talk about businesses, and it’s usually the customer experience. Of course, customer experience is an important business aspect you need to think about as 76% of people will switch to a competitor if they have just one bad experience.
However, there are also two other types of experiences: brand experience and product experience. These two terms often get mixed up or lumped together. And while they are related to each other, they’re unique concepts and you need to understand both of them to truly understand their importance.
The meaning and importance of brand experience
Brand experience is a much wider term than customer experience and it describes the overall experience a customer has with your brand. It doesn’t rely on just one factor as it consists of a number of different elements such as the brand’s marketing strategy, the products or services, what kind of customer service the brand offers, and so on.
It takes a long time for a customer to form an opinion on a brand because they need to have enough experience with it.
The reason why brand experience is so important is that it allows for the brand to create exciting interactions and have customers form a good opinion of the brand and company as a whole. It also leads to increased brand recognition, long-lasting customer relationships, and high retention rates.
When you’re creating your brand experience strategy, you need to realize that it won’t happen overnight. But some small things you can do include participating in popular culture, personalizing your brand’s message, and talking about what makes your brand unique.
When talking about brand experience, it’s also important to mention that customers have certain brand expectations. Customers know what they want and have certain expectations regarding the products they buy. And if you’re able to anticipate those changes and meet their needs, it will factor into your brand experience.
Product discovery
Before we move on to product experience, we need to talk about the importance of getting your products in front of customers in the first place. You can do that with product discovery.
It’s very important to make sure your potential customers can find your products without too much effort. Product discovery isn’t just about getting your products in front of customers anymore; it’s also an experience in its own right. It’s about allowing your customers to find your products on multiple channels and in various ways.
For example, if you sell cool new gadgets, you can consider listing them on a product discovery platform that simplifies products exploration. Of course, product discovery will always lead to your website and that is where you really have to focus on this experience.
Here are just a few ways you can improve product discovery on your website:
Design an inviting homepage. Your website’s homepage needs to be inviting and intriguing enough to get people to keep browsing and looking at your products. Some of the elements you can use to achieve this include promotional banners, social proof, and trending products.
Ensure simple and intuitive navigation. Some of your website visitors will be on your site just to browse, without looking for a product in particular. You can help them find the perfect product by allowing simple navigation and using detailed categories and sub-categories.
Insert a fully optimized search bar. As much as 72% of sites completely fail site search expectations. If you want to improve product discovery, you need to have a search bar that works exactly how the customer envisions.
The meaning and importance of product experience
As we’ve already mentioned, brand experience is a much wider concept than product experience, but the customer can’t have one without the other.
Product experience refers to the experience a customer has while using one particular product. This includes the emotions they feel, their thoughts, as well as the motives they have for purchasing the product.
This experience usually relates to the features and quality of the product they try out. In fact, it shows whether or not the product can actually meet the needs and expectations of the customer.
Moreover, product experience also shows if the brand that makes and sells the product manages to fulfill all of the promises they make while advertising the product. However, this also counts towards customer expectations.
Product experience is important because today’s consumers have very high expectations and the first impression they make of a brand is made through product experience. If this first impression isn’t positive, they will move on to one of the brand’s many competitors.
If you don’t show that you can meet the needs your customers have and ensure the product you’re selling actually serves the purpose it’s supposed to, your brand won’t get far.
Final thoughts
Every type of experience is important for a business that sells products or services; from the initial product experience the customer has once they first try out a product or service all the way to brand experience once they’ve had enough time to form an opinion of the brand itself.
Now that you know what brand and product experience are and why they’re important, it’s time to improve them and find success.
