What is brand experience and how to build it?

By BluExperience | June 29, 2025 | EVENT

In today’s competitive marketplace, a mere product or service is not enough to attract and hold a consumer’s attention. The customer expects something more – a unique experience that they can associate with a specific brand. One of the key tools in building deep relationships with audiences, increasing brand awareness and driving sales is an effectively designed brand experience. Why is it so important and how to turn it into practice? We give you a hint!

Brand experience – what is it? Definition

Brand experience, or brand experience, is becoming an increasingly popular concept in marketing. And rightly so, as it has a real impact on the perception of a company and its market success. What is behind this phenomenon? Starting with the definition: brand experience is the sum of interactions, impressions and feelings that customers have when they interact with a brand. It is more than corporate identity or key viusal – the concept is not just about the color scheme of advertising products, logos or promotional materials. Brand experience goes far beyond aesthetics, encompassing the totality of impressions and emotions that a brand evokes at every stage of contact with the viewer. The brand experience consists of a number of different types of elements, including the way the brand communicates with customers, the language used, the rules that organize the company’s various processes, etc. The totality of these elements creates a certain image of the company in the mind of the recipient. This is what brand experience is.

What can be gained by taking care of the brand experience?

With a good brand experience, many benefits can be achieved, both for the company itself and its customers. An effectively shaped brand experience makes the consumer more quickly identify the brand as trustworthy. This, in turn, makes the customer more likely to return to it and continue shopping. If customers’ interactions with a brand are valuable, it increases the chances that they will recommend it to others. As a result, a loyal audience grows, and positive recommendations translate directly into increased sales. A good brand experience can also be an important competitive advantage. At a time when the market offers many similar products and services, it is an excellent experience that can set a company apart from its competitors. Brands that care about the feelings, emotions and impressions of their audiences are more likely to be perceived as credible, innovative and valuable. This attracts new customers and strengthens relationships with existing ones. The effect of an effectively designed brand experience also results in greater consumer engagement.

How to create a great brand experience strategy?

The basis for building a brand experience is a coherent, well thought-out and tailored strategy of action. To create it, you need to:

1. Define the brand – define its purpose, values and identity.
2. Know your target audience – analyze consumer needs, expectations and behavior.
3. Create a customer journey map – visualize the customer’s experience at successive stages of contact with the brand.
4. Ensure personalization – adapt interactions to individual customer preferences.
5. Seek innovation – follow trends and implement the latest technologies.
6. Engage the team – train employees to become brand ambassadors.
7. Measure results and optimize actions – systematically collect customer feedback on their experience and make decisions based on that.

Brand experience in practice

A well-thought-out brand experience allows you to create memorable and diverse experiences that strongly engage your audience. Of course, you can use various points of contact with the brand (touchpoints), i.e. places where potential customers encounter the brand. A great opportunity to interact with the brand is provided, for example, by company events. It is worth organizing conferences, trade fairs or webinars – they provide an excellent opportunity to build relationships with the audience, influence emotions and senses and shape a positive brand image.