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    Creating and Maintaining the Perfect Brand Experience

    If you were to take a minute of your time to click into Google, and input the following search: “How to plan the perfect event”, you will receive over 82 000 000 results in less than a single second.

    The internet, which has and continues to be a solid and invaluable part of our everyday lives, is swarming with manuals, scattered articles, e-books, presentations, and videos with guidelines on how to host the perfect event, and whom to call for assistance. Hosting a successful event depends largely on skilled organisers, flawless planning and impeccable execution. But what is said about achieving the perfect brand experience? Who do you appoint to clinch your desired brand image into the mind of each consumer?

    What does a Brand Experience entail?

    J. Josko Brakus, Bernd H. Schmitt, & Lia Zarontello describe a brand experience as the following:

    “Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments”

    In simpler terms, 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 through the use of a product, the visit of a website or branch, as well as a glimpse on a billboard in the public space. A brand experience can include one or more of a recipient’s five senses and it can cause any kind of response.

    Every consumer has the potential to become an unassigned ambassador; therefore there exists much power in their perception of your brand.

    How can you create and maintain the perfect Brand Experience?

    Understanding how consumers experience brands is critical, so in translation, the first step towards achieving the perfect experience for your brand would be to work towards trying to understand how consumers experience it. Retaining this understanding also assists marketing professionals through the process of composing effective strategies, and identifying a target audience.

    There are several types of experiences that constitute towards a complete brand experience:

    1. Product Experience: When consumers interact with a product. I.e when they search, examine and evaluate a product.
    2. Shopping and Service Experience: When a consumer interacts with a store’s physical environment, its personnel, policies and practices.
    3. Consumption Experience: When a consumer consumes or uses the product.
    These are the main consumer experiences brands are encouraged to unpack, evaluate, customise, solidify and…maintain. But how?

    Activations: Permanent Interiors, Exhibitions, Road shows and Mall Displays

    After you have conducted the necessary research to identify your audience’s current experience with your brand, if you’re not satisfied, it is your next task to change this. Compose a change implementation strategy, implement and let your audience know that improving their brand experience is your priority.

    Consider investing in a new design of your permanent interiors, these being your offices and physical stores etc, adding elements that will enhance brand experience. Launch an activation and reach out to your audience through a road show or mall display. Book exhibit space at your next big exhibition show and grab attention with a striking custom exhibition stand that is designed to demonstrate your newly adopted focus towards improving your consumer brand experience.

    Exhibitions create and extend brand experiences. CEIR’s global research shows that 58% of visitors attend exhibitions for the hands-on interaction with the products, while 51% of exhibitors choose exhibitions because of the face-to-face interaction. Consumers crave genuine interaction, and at an exhibition, the consumer is able to speak to individuals who represent and “make” the brand, people who give the brand a voice; therefore giving the brand itself a “human quality”.

    In conclusion, once you achieve your own customised “perfect” brand experience, it bears fruit to brand attachment, a positive brand image, consumer delight, and consumer loyalty.

    SSQ Exhibitions is a design and project management agency that is dedicated to creating targeted brand experiences, especially customised for YOU! If you would like to contact the SSQuad to discuss your requirements for your next project, give us a call on: 011 792 1241 or email us at: This email address is being protected from spambots. You need JavaScript enabled to view it.

    Information retrieved from the following source:

    - J. JOŠKO BRAKUS, BERND H. SCHMITT, & LIA ZARANTONELLO in ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’ [2]

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