Brand experience can be summarized by sensations, feelings, cognitions, and behavioral responses to your brand by consumers. It has a major effect on customer loyalty and satisfaction, but is often merely a second thought in most digital marketing strategies.

According to Harvard Business School, 95 percent of our purchase decision making takes place in the subconscious mind.

The Dimensions of Brand Experience

A 2009 study measuring brand experience, defined four dimensions: sensory, affective, intellectual, and behavioral.

1. Sensory: the brand makes a strong impression on visual or other senses, or is interesting in a sensory way
2. Affective: the brand induces feelings and sentiments
3. Behavioral: The consumer engages in physical actions or bodily experiences when using the brand
4. Intellectual: The brand stimulates curiosity, problem solving, or thinking

Brand experience is a strong predictor of buying behavior — if a brand stimulates the senses, makes the person feel good, and engages the mind and body, a person will be much more likely to become a repeat customer.

The study also found that brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality.

Brand Personality

• Creates resonance with your target audience
• Differentiate your brand
• Adds value to the name

The most widely-used brand personality model used in marketing was developed by Jennifer Aaker. This model identifies five dimensions: Sincerity, excitement, competence, sophistication, and ruggedness. The best brands choose to focus on one (maybe two) of these dimensions.