Building a Successful Brand Experience Is More Than Colors and Slogans—Here’s Why

Branding: whether you’re a new entrepreneur or a highly experienced magnate, you’ve most likely heard of this concept in one way or another.

And in a world where consumers no longer base their purchases on pure specifications and price alone, it’s a much more essential factor than ever.

As the modern buyer grows more nuanced with specific preferences, branding—or brand experiences, in particular—shows itself as an increasingly impactful influence on whether someone buys something or not. In the field of ecommerce, this is especially evident because of how competitive the space is and how a brand shapes the journey and decisions a buyer makes between finding out about a product and eventually purchasing it. 

For ecommerce businesses and DTC brand owners, this all points to one key realization: building an effective brand experience is just as important as finding the right product to sell.

But, the growing importance of branding also brings up one question in the minds of many learning more about it:

Brand experience

What does it take to build a successful brand experience?

In a recent episode of The EcommOps Podcast, hosts Dayu Yang and Simon De Raadt sit down to answer this question and dive deeper into the ever-growing importance of building impactful brand experiences. Throughout their discussion, they delve into the specifics of effective brands and expound on essential lessons that most players in the ecommerce industry overlook. 

If you’re looking to equip your ecommerce business with a powerful brand experience that converts and creates loyal customers, then this podcast episode is a must-listen.

Here are some of the most important takeaways from Dayu and Simon’s insightful conversation:

1. Great branding transcends logos and packaging; it is fundamentally about building a relationship and developing trust with customers.

While most entrepreneurs believe that branding is confined to the purely-visual, the reality is that the experience and psychology of customer interaction serve as crucial elements and factors to consider in the process of building an effective experience.

Here are a few words Dayu had to share about the essence of great branding:

So there’s no clear answer on what necessarily a great brand is. The really only clear answer is what a brand should be is building that relationship with its customers, having its customers trust them, and having its customers want to buy from them, regardless of what they do. Anything around marketing and all your marketing campaigns, your email campaigns, that’s just gravy. That’s just reminding the customer to buy from you a little bit faster.

If you’re setting your sights on reinforcing your ecommerce business with an effective brand experience, then it’s crucial to remember that relationship-building and trust are just as important as your visual elements. 

2. Understanding your customer base, their needs, and expectations is crucial for crafting a brand that resonates and retains its audience.

Without a clear understanding of who you’re developing your business’s brand for, you’ll end up with an overall experience that yields no returns—as Dayu says:

Yeah, I think a big part of [building successful brand experiences] is, well, first actually understanding your customer base and what you’re trying to do and then figuring out what that connection should be to them. And now when I mean by connection, I literally mean everything: every single touch point, not just what you see or you feel.

Once you understand your customer base down to the deepest level, only then will you be equipped to build a brand—and accompanying brand experience—that works.

3. A brand’s true test lies not in one-time purchases but in its ability to foster repeat business and a consistent experience.

While positive feedback and extended reach may seem like indicators of an effective branding effort, the reality is that continuous patronage and consistency still stand as the most effective parameters to gauge your strategy’s success with—as Simon says:

Packaging brand experience

Great branding, it means a lot of things. You can look it up from the consumer’s perspective.  In the supply chain, it just basically comes down to, in our case for the DTC brand, what is the consumer experience that covers everything. And for that experience, you have to nail down the whole supply chain from whatever touch point there might be, whether that is online, offline, the product, the packaging, everything that comes with it..

To improve your overall brand strategy, it’s best to aim for and measure against rates of repeat business and the consistency of experience your ecommerce or DTC brand provides.

4. Data-driven strategies must focus on genuinely understanding the consumer to serve their needs effectively and eventually increase revenue.

With the two aforementioned factors in hand, you’ll be able to better carry out your ecommerce brand’s brand experience strategy with a far more informed approach and a keen eye for the most important metrics along the way.

Here’s what Dayu had to mention about the core of building data-driven strategies:

Data-driven [strategies don’t] stop at making more money, making more revenue is the outcome, right? But you can’t skip the step of looking at your consumer purchase data, your goal is to better understand your consumer. That is the necessary middle step. And then once you understand your consumers, then you figure out how to better sell to them, and how to improve the experience. And that’s actually really important because you can’t do everything right.

By combining a data-driven strategy with a degree of customer obsession, it becomes far easier to overcome common hurdles that lie along the process of building a powerful brand experience.

5. Diversification for brands should be strategic and based on customer feedback rather than expansion for the sake of growth.

Although it may seem like a profitable move to add more products and aspects to your ecommerce business or DTC brand, the reality of it all is that you’ll likely experience the opposite effect instead.

Here’s a piece of advice Simon has for ecommerce brand owners looking to diversify:

You can start much more low-key. And what I mean by low key is you have a product in mind, try it, introduce it to your audience, especially if you have a community, get them feedback, maybe even launch a unique product and say, ‘I’m going to have 50 of these’, let’s see how it goes. You’re not losing any client or consumer in that aspect by just leveraging what’s available without going immediately all in and maybe damaging everything you’ve built up in the past years, but just testing it with smaller quantities, with a lean supply chain, with limited investment, not too much overthinking, because when you overthink, you tend to be wrong because everything is suddenly starting to include everything—and sometimes, it’s unpredictable”

Instead of adding more products for the sake of diversity and profit to your ecommerce brand, it’s a better decision to test incrementally and adjust based on customer feedback before making a significant investment.

EcommOps Podcast

Final Words

This episode of The EcommOps Podcast with Dayu Yang and Simon De Raadt serves as a crucial resource for ecommerce businesses and DTC brand owners aiming to refine their branding strategies. The conversation highlights the importance of building a brand that goes beyond visual elements, emphasizing the significance of understanding customer needs, crafting consistent experiences, and utilizing data-driven approaches. 

For those looking to elevate their ecommerce brand, integrating these insights will not only enhance their brand experience but also foster a loyal customer base, ultimately driving long-term success.

If you loved the insights from this in-depth episode on branding and brand experiences, you can access more of The EcommOps Podcast’s insightful episodes on our website. Follow us on LinkedIn for the latest updates.

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