Create a Memorable Brand Experience in 7 Simple Steps

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How to Design an Impressive BX

How to Design an Unforgettable Brand Experience

September 14, 2021
6 minutes


Learn how to design a memorable brand experience for your target audience and promote your brand consistently through personalized and experiential strategies.

Rarely do people think about brands in real life: we think things over, we purchase because of need or want, and after the transaction is done, we don’t put too much thought into what happened. But, in reality, a great brand and its story don’t end there.

Customer loyalty is built through a great experience every step of the way, from the customers learning about the company, to them being rewarded for their regular returns.

If you are considering how to improve or build your overall brand experience from scratch, here are some general tips that will help you kickstart the process.

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Learn all about your ideal customer

To be able to give them a personal experience beyond what they expect, you should know who your customers are.

Some of the most important details to know about them are not just demographic statistics, but their interests and values. Who do you create experiences for?

Here is what to look out for when making a detailed buyer persona.


  • Hobbies and interests: Know what your target audiences like to do in their free time and what they deem to be fun. Their hobbies and interests should tell you where you can find them in their leisure time and what locations or events would attract them to your brand.
  • Values and beliefs: Different demographics have different values on a pedestal. Offer a brand experience that will make your ideal customer trust your company because it stands for the same values as them.
  • Inspirations and achievements: What inspires your customer, and how do they like to celebrate important achievements? Make your brand a part of their happy and celebratory moments.
  • Routines and habits: This will tell you a lot about where your ideal customers can be found, what their day is going to look like, and what they do as a way to relax or empower themselves.
  • Places of interest: Cafes, restaurants, festivals, public transport and public spaces, are all places where your brand can place an experiential marketing campaign, pop-up shop, or similar.
  • Tools and gadgets they use: Are they Apple or Android users? Are they more likely to be on a PC? Which social media platforms do they use?

Ask current customers for feedback

Who can better testify for the user experience your company provides, than the users themselves?

If you already have a business that has a stable user base, don’t be afraid to ask them how they perceive your brand.

Here are some questions to ask:

  • What feelings do they relate to your brand?
  • What does your brand mean to them?
  • What are the first words they think of when thinking about your company?
  • Why is your product or service different from the competitors’?
  • Do they have any memorable experiences tied to your brand?
  • How would they best describe your brand image?

If you don’t already have a brand image and guidelines, in the process of creation, you will probably be working with a marketing or branding agency. They can perform focus groups and ask for first impressions around what that brand looks like and what feeling it evokes.

This can help you learn in which direction you should move with the branding, or help you discover important details that you might be missing. What do audiences need and expect, that they don’t get from the first impression? How do competitors fail in meeting their needs?

All of these things are important and should be learned from first-hand users, rather than hypothesized.

Involve every aspect of your customer’s experience in your brand experience strategy

One of the things that make the brand experience extremely important is that it includes every single interaction and touchpoint a customer has with your brand.

Whether it is a TV ad that they first discovered the brand through, the customer service they received from an agent or the feeling they have when unpacking a new product, it is all part of their customer journey.

When creating and planning your BX and its design, keep in mind that you should implement it every single step along the way.

Consider every touchpoint, from digital assets to physical experiences, and even the way you nurture them after becoming customers. Whether it is the email interaction, how you deal with an angry customer, or the way you celebrate them being customers for years, the same emotions and values should be in mind.

Your customer’s needs, emotional state, and brand purpose should all be considered when creating your brand journey. Consider the encounters consumers will have with your offering before, during, and after they consume or experience it, and how you can make each one special.

brand-experience.jpg Cartoon by Yasushi Kusume, Innovation and Creative Manager at IKEA, explaining the touchpoints of brand experience Source: Design Council

Set goals and measure them

In order to know how well your strategy is performing, you should set goals and expectations ahead of time.

Before even implementing your BX, you should set key measuring indicators that will help you follow the success of your strategy. How should customers react? How many of them will you expect to become regular customers? What are your shortfalls and best successes?

Through measuring your strengths and weaknesses, you will be able to optimize and pivot easier when needed.

Create great experiences and memorable feelings

A very important thing that many companies and marketing teams forget, is that when designing a brand experience, they should have the customer on the forefront of all plans, not their own brand and how they perceive it.

Instead of talking about the brand and how it will help create memorable experiences, create them in each meeting point with your customers. It’s not about selling an idea and making people believe in it, but in giving them that feeling and making sure they will remember that.

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Regularly optimize

If it works, don’t fix it. If it doesn’t work, try to see where the problem lies and optimize with what you have.

Brand experience isn’t something that you can recreate and try to implement every year or so, so you should stick to the values and brand mission.

However, you can pivot the actions that make your customers remember and trust in you. Whether you need to improve your marketing, the way your employees interact with customers or perhaps change the website, the answer might lie anywhere.

Use consistent branding

It is essential to maintain a consistent brand identity.

Visual aspects that establish the brand and help customers recognize and remember it should be included in both digital and offline brand experience efforts (logos, brand marks, fonts, colors, etc.).

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Stefanija Tenekedjieva

September 14, 2021

Journalist turned content writer. Based in North Macedonia, aiming to be a digital nomad. Always loved to write, and found my perfect job writing about graphic design, art and creativity. A self-proclaimed film connoisseur, cook and nerd in disguise.