In the last two months, I was tasked with coming up with some creative ideas for a new company’s brand experience. The company was going to begin as an e-commerce shop and a subscription box for gymnasts. I did my due diligence and ordered some subscription boxes to get a feel of how the market was changing as far as brand experience and monthly boxes. I read Columbia’s piece on how brand experience is measured and wrote down everything I received that made me feel something: be it glee or annoyance.
I want to do a quick breakdown for those who are wanting to manufacture a solid brand experience but need guidance on the best way to pick and choose what should make the cut for a first phase launch, second phase, etc.
I’ll keep it short here, because I find informative, long-form articles a pain and a half.
I found (as I’m sure it’s been pointed out previously) that when it comes to sending a customer product(s), the additional supporting items/unboxing assets fall into four intention categories:
Spread the Word — Merchandise (think stickers, t-shirts, patches, etc.). They mostly benefit the company if a customer uses them.
Communication — How it works, how it came into being, what makes the company awesome, understanding the value, thank you's, etc. Begs the question: how is a company speaking to its audience?
Sensation — This is the creative, fun stuff. Such as a branded mirror to apply new lipstick, a piece of jade with a moisturizer, an affirmation magnet with a new book, and so on. This is what will make a client feel they got more than what they paid for (because technically, yes, they did).
Familiarity —Think: box branding (outside, inside folds), envelope style and color, seal options, letterhead, branded tissue paper, etc. These elements show a customer a company's consideration for their experience doesn't end at getting their money.
We all know the definition of brand experience, but to put it simply, these four experience-based intentions and their respective assets give customers more of a reason to love a brand and buy again and again.
I believe a solid two from the list is a great start. Perhaps the company’s icon/mascot or slogan as a sticker (spread the word) while the product is wrapped in brand-approved tissue paper (familiarity). Once it’s time for the second phase which has a larger budget for brand experience, add in a new, branded mailer box with a refrigerator-worthy, spot-glossed notecard or postcard.
For me personally, when I design a brand experience, I am thinking of most people's feelings when they order anything online. They are putting their trust into a company to deliver (literally) on their product and its benefits, whether assumed or taught, whatever they might entail. I am going to make sure this feeling is considered so from the moment they get their delivery, they feel important and seen. Because at the end of the day, brand experience isn’t selling a brand exactly, it’s selling a feeling. Cheers!