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Experiential Branding

by Linda Alexander

Experiential branding is a trademarked term coined by McCann-Erickson worldwide. The customer experience has a greater impact on brand perception than other forms of marketing and advertising. Therefore, the experience IS the brand. For brand building to be successful in today's marketing environment, companies must plan the kinds of interactions they want prospects and customers to have with their brand.

Experiential branding encompasses all aspects of integrated marketing. It is the result of every experience your customer has with your brand, your product, and your organization. It includes not only all advertising messages in all media, but also customer service, point of sale interactions, experiences with your brand during research, interactions with your website, and viral (word of mouth) marketing.

Experiential Branding with Prospects

Before the prospect becomes a customer, you must build awareness of your brand, differentiate and position it, set expectations of the experience, establish a quality reputation for your brand, and in short, form a brand identity. Your website is a great place to do all that, since it is such an interactive medium.

With customers, experiential branding includes all of the customers' interactions with your brand and organization. Not all of them are under your direct control, including your website, reviews of your product online and in print, and any mention by your competitors of your brand. However, with the elements you can control, planning the experience is essential. Advertising has always been about creating experiences, and branding the experiential way takes the experience to a whole new level.

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