Unforgettable brand experiences that really resonate with your customers.
Defining your brand strategy is one thing – putting your brand values and personality down on paper is only the start of the story. This is where experience strategy comes in. It sits at the intersection of the brand and the customer, taking the key principles set out in a defined brand strategy and translating them into a suite of brand-led moments that seek to create the optimal emotional connection between a brand and its audience along the customer journey.
Moments that matter
We call these brand-led moments of magic the ‘moments that matter’. And they can happen at any point in the customer journey across any channel, which is why we approach experience strategy in a discipline agnostic way – focused on outcome, not output – creating cohesion and consistency for the customer.
When we develop experience strategies, we start by building an underlying experience narrative, expressed both visually and verbally, and then translate this narrative to ownable experience touchpoints for the customer that are appropriate to the moment and the mission.
By putting an appropriate experience in place, we can ensure that the experience a customer will have with a brand will always have meaning and deliver emotional return for them and commercial return for our clients.
What an experience strategy can do for you…
1. Deliver distinction
Once a brand strategy has defined what makes a brand differentiated, experience strategy ensures this distinction is felt by the customer when they eventually interact with the brand.
2. Create cohesion
A clearly defined brand strategy and experience strategy creates a more cohesive and joined up approach to focus spend on the areas that will create the best experience for customers and maximise return.
3. Define the brief
Experience strategy utilises customer understanding to establish the customer journey and define what experiential, environmental, comms or digital assets are required to maximise the customer experience – and therefore the brief to creative teams.
4. Create alignment
By establishing the key touch points on the customer journey, it will create alignment for a brand and business – especially helpful for connecting often disparate departments like ops, marketing, finance and property to know where the investment will be most beneficial.
5. Maximise engagement
If the experience strategy is delivered successfully, it will enhance the customer’s experience with the brand creating emotional equity and rich ongoing engagement.
So, how do we do it?
We start by immersing ourselves in your brand. We use a blend of qualitative and quantitative techniques to build a broad understanding of your ecosystem and the world of customers that you want to engage. Through both desk-based and ‘on the ground’ research, including experience audits, safaris and ‘what if’ scenario sprints, we aim to get to the heart of the brand and brief, before exploring how we can build and enhance the bonds between brands and their customers.
The experience toolkit
We express our thinking through our experience toolkit linking together the moments that matter through both relationship and physical customer journeys, ensuring that we consider every sense and the desired emotional responses at each touchpoint, whether it be a product fame point, service signature, environment icon or other experience hallmark.
Finally, we test the rigour of our thinking through test and learn strategies and analytical tools ensuring that our recommendations are on point and landing with the customer
Want to know more about our process or the experience toolkit output? Get in touch.
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