Page 161 - MICROHUB Handbook - ENGLISH

What makes brand experience important?

Positive experiences help the creation of deeper connections, tend

to inspire the audience, and what you are most interested about at

this point, deliver results. Your brand experience, the lasting

impression it leaves, can be the deciding factor on whether your

brand will be chosen, revisited or recommended to a friend or other

company. Having said that, it is now easy to comprehend why

companies will invest a large percentage of their marketing and

branding budget to find ways to create impressive and attention

grabbing brand experiences.

However attention grabbing does not mean letting go of the

consistent brand experience, the consistent brand experience is the

foundation for all interactions and impressions. Brand consistency

is KEY in creating lasting customer relationships and increasing

brand recognition, which in turn will increase sales and client base.

There is a balance to be found between consistency and exciting

campaigns. You need to take the middle road and do both well,

creating exciting campaigns that

are fresh and trendy while

remaining as consistent as

possible to your brand image

and narrative.

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