Creating brand experiences is a vital part of getting audiences to consider a new player among a wide field of propositions. When a brand launches on a market, with its range of products or services, it is crucial to include brand experiences that will facilitate connections and leave long-lasting impressions in the minds of audiences.
A brand experience is the sum of all sensations and feelings that an audience feels when a brand communicates or gets in contact with them. Through experimental activations, brand experiences should raise awareness, inspire, and eventually persuade audiences that theirs is the best solution to fit their needs.
Brand and user experiences are connected but not interchangeable. The one thing they have in common is that they aim at triggering a response from experiences thrown at an audience. A brand experience expects a response from a brand’s concept, messaging, and overall marketing strategy, while a user experience aims to trigger a response from customers interacting with the brand’s products or services. A positive brand experience will lead more people to come closer to purchasing or acquiring the brand’s product offer. For example, a brand experience might lead customers to click on an ad they see online and land on the e-commerce page where they’ll eventually make a purchase. On the other hand, a positive user experience depends on how intuitive, fast, and easy the process or service is. Chronologically, a user experience happens after the brand experience.
Visual assets are a great way to support and enhance great brand experiences, especially to:
The first thing great visuals should do is bring the brand to the attention of potential customers. Online or offline, general audiences are hit with multiple messages every minute, and it is often hard to stand out from a crowd and have an impact. A great concept can help set a brand apart, but no one will actually take the time to understand it and see its value and originality if it doesn't include a great visual.
Take a simple product like pasta. The item itself may vary slightly from brand to brand but not enough to make a real difference in a consumer’s mind. So what’s the difference between two brands that sell the same thing? The lifestyle it communicates. A pasta brand that communicates values such as conviviality, authenticity, and healthy nutrition will appeal more than a pasta brand that communicates values that aren’t in line with the foodie persona. When picking between two brands, customers will sooner go for a brand that they can relate to, that they can aspire to emulate, that they can look up to or be inspired by. A successful brand experience must include visuals aligned with the values in question.
The flock of messages thrown at any given person every day makes it hard to distinguish and spend more time engaging with one particular brand. In the same way that a brand needs to appeal to a demographic or an audience, it is important for a successful brand experience to be able to engage people, and make them want to spend more time with their concept and value proposition, either because they are moved, entertained or intrigued. Visuals are of course great assets for engagement. A killer video ad on YouTube will make people watch it all instead of skipping it. Social media posts that delight audiences will make them like, comment, or respond to a post, and swipe up to the official website to spend more time browsing through the brand’s products and services.
As part of any fully fleshed strategy, creating great visual assets are essential to creating successful brand experiences. As your team develops brand experiences to promote different activities and campaigns, make sure your visual asset game is as good as it can be, and that you have the best visuals right at your fingertips to be repurposed or used to create and support the different projects. Gather and organize all the images, illustrations, and logos, and organize them in a way that’ll make content creation as seamless as possible. Investing in the right image management software can be a huge plus for your creative workflow. For truly seamless and intuitive management and support of a rapidly growing visual collection, software like BOOM Worksite can definitely help you get organized and make it easier to create visual assets, especially thanks to:
A central image library to store all content. A cloud-based system not only provides a reliable way of accessing images for branch office staff and home-based workers but also ensures you can scale up your image library without the problem of running out of storage capacity.
Fast image search. You can use tags to categorize and organize images. Meanwhile, employees can use filters to narrow search results and quickly isolate those images that are most relevant to their needs.
Image sharing. Securely distribute images to the people who need them, along with the ability to configure custom permissions to restrict access where necessary.
Batch conversions. Different web channels and sales platforms have their own technical requirements for image formatting. With BOOM’s worksite, you can convert large volumes of image files in batches, saving you a great deal of time.
Tracking. Managers can track image uploads and downloads to keep an eye on who is using what images, for what purposes, and how often.
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