The branded product experience is linked to the experiences and emotions felt by the user or consumer.
Key concepts to understand branded product experience.
What is the difference between a product and a service? A distinction that is often made between the two concepts is the way in which the customer relates to the product or service.
With respect to the service, the customer actively participates in the experience, whereas with the product, the customer only acquires and uses it.
For example, if we take the case of a restaurant, a customer experiences through the service provided on the premises, but, however, the customer cannot take it home and use it as if it were an individual product.
These concepts are relevant to understanding brand experience, since branded product experience brings product and service together to create real value for customers.
As Semrush points out, “Brands now know that it is not enough to sell products or services, their offer must be accompanied by experiences and emotions, they must be able to make the user vibrate, they must transmit to their audience the values and ethics that they declare as their identity“.
Experience design in branded products.
So we ask ourselves why would anyone spend so much and expect so much for a product that, according to any rational analysis, has neither head nor tail?
This raises an important point. Brands’ customer experiences are most powerful when they are designed to meet the needs of clearly identified target groups.
Brands’ customer experiences are even more memorable when they combine elements of product, process and people into a seamless, fully integrated experience.
In an increasingly uniform world, some companies stand out for their individuality and their passionate quest to create branded product experiences that go far beyond the product itself, creating uniqueness in the people who consume them, through different attributes, add-ons….
In all sectors there are product brands that differentiate themselves and attract a loyal clientele and, in some cases, this client evangelizes other clients. Sometimes this is due to:
- The product is perceived to work better.
- The product is pleasant to use.
- The product is trendy.
- The shopping experience creates entertainment value.
- The brand provides a desired lifestyle.
How do organizations build brand loyalty by wrapping their products in an experience?
To do this, the main thing is to really understand the individual needs of the chosen target customers. It is about being prepared to create products and associated services that engage customers in the use of your products, creating differentiating experiences.
We have examined the impact of people, processes and products in creating a branded customer experience and have seen that it is a way to win in the marketplace.
However, the next challenge is how to sustain it over time. To do this, we need to use platforms that measure customer experience and establish a time comparison.
Allswers is a simple software that makes customized models based on the brand’s needs and with which you can obtain valuable information about customers and their behaviors.
Brands that take care of customers are brands that support long-term growth; and through Allswers, and its free trial, all the data is available to you.
Loyalty is an important characteristic that means planning for the long term with positive relationships and returning the favor by being a brand that is true to your customers’ needs and expectations.