30 November 2012 2 Comments

How Experiential Branding helps brand engagement

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Branding Experiential,Branding, Benefits of Experiential branding,Experiential Marketing,Brand Management,Brand Communication,Brand and Social MediaWe live in the age of niche. The earlier you understand what you stand for the better. In the years’ past, marketing communication professionals were group under just one umbrella name. Today, it appears, many branches had sprung up. Some are now experiential marketers among others. The latest addition or may be it has always being there and we do not know is Experiential branding which has become a differentiating niche of some firms.

The essence of experiential branding today is hinge on what Maya Angelou once said. Angelou was quoted as saying ‘I have learnt that people will forget what you said, people may forget what you did but will never forget how you make them feel’. So a brand cannot really connect except it takes advantage of this new slogan. A corporate organization once defined an experiential brand as ‘A brand that creates an entire 360-degree experience which can envelop people. An experiential brand is one that can not only be seen, but also be felt, heard, smelled and tasted’.

One key factor associated with successful experiential brands is that they are nurtured over time. Their strength comes from their roots. Their yield comes from innovative thinking; effective direction and memorable customer experiences. Since brand must constantly connect and interact with the consumers, brand must always create an environment where consumers are highly excited and fully engaged with the brand. Through this brands are able to build stronger interest in the brand.

To really do this well, brand must be able to craft its story with words and images that can strengthen the brand feel and better experience of the consumers.

More than anything else the story must evoke ‘live, emotional feel/experience’ of the consumer. In other word, the story must make the brand memorable. So why should brand custodians consider experiential branding?

It triggers emotional connection: when properly done, experiential branding like experiential marketing triggers a better emotional connection with the brand.

It triggers social appeal: in addition to the above, experiential branding triggers social appeal in the target with a feeling of wanting to belong or to showcase personal affinity.

It develops the power of creativity in brand message: since the brand custodians understand the basic of emotional connection, engaging experiential branding often triggers uncommon creative [power in branding messaging in order to strengthen the brand’s feel.

It helps to trigger your differentiation and create an ‘in-route’ for buy-in: when properly done, experiential branding also helps in promoting brand differentiation which will eventually provokes the connection. If a brand cannot effectively handle this, few experiential branding firms are springing up that can be considered

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