The language of brand experience
The first point of contact between brand and consumer invariably remains language. How the message is constructed determines whether we remember the brand and further - whether we reach for its products and services. The language and construction of the message is a fundamental element of the brand-consumer contact. This is where building a relationship with a brand begins.
People still love out of the box, bold stories. When we add to all this the element that binds them together into a unique community, we can create a story they will identify with. Thus, they will get closer to the brand and begin to identify with its values. And from that, it's a small step to the only right consumer choice.
Brand experience must be credible
Gen Z pays a great deal of attention to authenticity, so it is important for brands to be honest and transparent. And if they are additionally environmentally conscious, they have already won new customers.
In this case, think green
The eco-consciousness movement enters this year stronger than ever. Ecology is one of the most relevant issues for the younger generation, but not only. More and more people are paying attention to how their actions affect the environment. And yet, what they do also relates to enjoying the benefits your brand offers.
It's worth looking at your brand's communications through the lens of ecology and other socially important issues. However, be careful in embedding your brand in an "eco" context. When constructing such communication, it is easy to fall into the trap of greenwashing. Don't pretend that your brand is doing something eco when the truth is different. A hyper-engaged community is certainly a faster detective than Sherlock Holmes. If it uncovers a falsehood, don't count on leniency.
Experience, experience, and more brand experience!
Brand experience is about experiencing. In the near future, the desire to experience something great will grow. "Something great" is different for each of us. What is common is that we all want to feel a part of things that matter to us. It is therefore insanely important - and I'll emphasize it again - to listen to the communities that are important to the brand and engage them in the brand's signature ideas and movements. Create interactive and immersive experiences that allow you to better understand and engage your brand's audience.
And the icing on the cake - technology
Keep an eye on developments in technology, as it’s having an increasing impact on the way people interact with brands. Intelligent voice chats, chatbots, and virtual communication are increasingly being used to create relationships with brands. The issue is an evolutionary one, nevertheless, we are already closely following what is happening on the market and learning how to use technological innovations in communication.
And last but not least, in 2023 one should be bold. Taking risks and experimenting with new ideas can lead to the discovery of new opportunities and, above all, the development of many a business.
Pssst... Don't be afraid of AI, it's not at all true that you will be left without a job.
PS. OpenAI on December 5 passed the Turing test. The future looks in exceptionally warm colors.
Check out how brand experience affects creative and event.
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