What brand experience means to us - part one

Marketing and New Business

This autumn, we will be launching our second Brand Experience Index report, so we thought it was the perfect time to explore what ‘brand experience’ means to us – from strategists to designers, writers to receptionists. We asked the people at Rufus what brands came to mind (and why) when they thought of the different facets that make up a meaningful and consistent brand experience. 

 

Cecilia, Marketing and PR manager (@this_is_cecilia)

What brand(s) make you: 

 

Think (sets expectations)

The Financial Times – they’re an authoritative and credible voice in media. Whenever I read one of their pieces I have an expected standard of their reporting – it’s in-depth and detailed.

Feel (creates emotions)

John Lewis – the experts at making you feel. Their ability to tap into a customer’s emotion via their adverts is unparalleled. And people just don’t have a bad thing to say about them. 

Sense (stimulates the 5 senses)

Lush – thanks to their highly scented, brightly colored interactive stores Lush have gone beyond bath bombs and hand cream to become the go to brand for pampering.

Do (enables behaviours and lifestyles)

IKEA – every part of IKEA’s brand experience is active, from the trip to the store, to walking around their make-shift rooms and taking the flat packs home to assemble. They’ve made functional living affordable and aspirational.

Connect (inspires social connection)

Street Feast – arguably not a ‘brand’, but they’re a great example of people choosing to go to a destination for an experience instead of a purpose – you don’t know what you’ll eat but you know you’ll enjoy it.

 

Ash, Receptionist (@WelcomeToBluch)

What brand(s) make you:

 

Think (sets expectations)

Forbes – I don’t know why but anyone who keeps such close tabs on rich people must be trustworthy.

Feel (creates emotions)

Disney – whenever I think of them I have instant feelings of nostalgia and the happiness (except in the first 5 minutes of ‘Up’, when they tore out my heart and threw it away).

Sense (stimulates the 5 senses)

Subway – that smell… You always know there’s a Subway shop around before you see one.

Do (enables behaviours and lifestyles)

Lululemon – Every time I look at their stuff I immediately think of all the times that I should have gone for a run and haven’t.

Connect (inspires social connection)

Wetherspoons – Because drinking alone at a Wetherspoons is (apparently) socially unacceptable.   

 

Emily, Junior copywriter (@emmy_pearce)

What brand(s) make you: 

 

Think (sets expectations)

Consented (magazine) – their journalist prose doesn’t just inform its reader but encourages them to contribute, question the wider world and hold themselves to a higher standard.

Feel (creates emotions)

Audible – they're built on an emotional connect, although they deliver their service via your senses (hearing) it’s our heartstrings that often feel its affect most – whether it’s a crime thriller, romance novel or sci-fi page turner. Audible makes its users feel where they are.

Sense (stimulates the 5 senses)

Oliver Bonas – I think their shops are great at awakening the senses, from the high-quality fabric of their clothing, to the strongly tactile soft and home furnishings, and the easy to test-and-apply cosmetics. They allow customers to immerse themselves into their products before they buy.

Do (enables behaviours and lifestyles)

Strava – the run and cycle tracking app enables its users to track, monitor and improve their habits simply. The UX is helpful but not intrusive and the ability to create a profile and make friends appeals to our primitive desire for competition. 

Connect (inspires social connection)

BuzzFeed – their foundation is social sharing and procrastination. Every one of us has done a BuzzFeed quiz or two to avoid work, and sharing the results is quickly becoming the nature next step in the user journey of BuzzFeed – it creates a connection both with the brand and with our friends.