The brand experience describes the experience of customers – or other persons like employees – with the brand. Such a brand experience – positive as well as negative - can take place at every single brand touchpoint along a customer journey.
The brand experience is less important in the brand strategy, but plays a major part in the brand implementation. Only after it has been determined what the brand stands for (strategy) does "bringing it to life" and therefore brand touchpoint management become a key task. This is when it is time to not only communicate the brand but most of all to create positive brand experiences.
The customer journey helps to identify the brand experiences at the individual touchpoints. The collected pain points and gain points show how a brand touchpoint is perceived. The more gain points it has, the more thrilling the brand experience.
The brand rules serve as guideposts for optimizing the touchpoints in terms of brand conformity and ensuring a positive brand experience. They guarantee that the brand – what it stands for and what it promises – and the brand promise can be experienced at every touchpoint. This is the only way to create a thrilling brand experience.
Apple thrills its customers at every touchpoint – be it a store, the product itself, or the web site. At all of these touchpoints, customers can experience the brand Apple with its core values design, simplicity, innovation, usability. This is how Apple ensures a long-term and lasting positive brand experience that customers like to talk about.