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Brand Experience Strategy

When it comes to branding, we will think about brand strategy but here comes the question: how the brand converts and interprets the brand strategy into a tangible convincing experience that allows consumers to engage?

What Is Brand Experience Strategy?

Brand Experience Strategy answers these 4 questions     

  1. Persona   Who are our target customers and what do they aspire for? 
  2. Journey  What is their typical way of engaging with a brand? 
  3. Touchpoints  What are the critical touch points on the journey and what do they mean / how do they impact consumers? 
  4. Experience Universe  What kind of world does the brand want to create for the consumers through all the touchpoints designed and leveraged?  

What Is a Good Example of Brand Experience?

Lego is a great example of interpreting and expressing its brand in a highly engaging and consistent way of experiencing

  • Persona  Knowing its target audience persona as children and adults passionate about creativity & imagination. 
  • Journey  Instead of using traditional communication approaches (advertisement or promotion), Lego created experiences in their target audience’s journey: Lego flagship store, Legoland, Lego movies, and Lego gaming. 
  • Touchpoints  Through the experience journey, Lego will provide key touchpoints to their target audiences. 
  • Experience Universe  Through these touchpoints, Lego creates a consistent experience universe that encourages consumers to create on their own, explore, imagine, and immerse. The experience all comes with the signature element of the brand, Lego bricks.   
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How is Brand Experience Strategy different from Brand Strategy?  

Brand Experience Strategy
Defines how the brand converts and interprets the brand strategy into a tangible convincing experience that allows consumers to engage.

Brand Strategy
Defines key elements of the brand: Value, Beliefs, Personality, Universe.

Consumers would not believe and understand what the brand means to them and could bring to them unless they experience and are convinced. The Brand Experience Strategy enables to deliver the experiences more outstandingly, more consistently. It enables the participation of many parties contributing to it. Typical deliverables include: 

  • Retail/ Physical pop up Definition 
  • Brand e-Magazine 
  • Experience Roadmap 
  • Sensorial Brand Definition 
  • “IP events” Definition 

For any company that’s looking for a transformation, a good experience strategy will ensure them to build  

  • A more consistent brand in consumers’ minds 
  • A sustainable brand in a more efficient way


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