Top Brand Experience Examples For Brand Managers
Product marketing teams, social media marketers, and ofcourse brand marketers often look for brand experience examples that can highlight how audience insights can be used to build a high-performing brand image as well as an immaculate audience engagement.
In this article, we aim to show how brand experience insights can improve brand engagement, customer loyalty, brand equity, sales conversions, sales leads, and in the process, help you build a more thriving brand image that is relatable to a wider audience.
What’s The Difference Between Brand Experience and Customer Experience?
Before delving into brand experience examples, let’s address how brand and customer experience differ and why it’s important to know the difference. Brand experience is how people perceive a brand and feel about it based on the way it`s designed and marketed, the sociological aspects it’s related to, the stimuli that are associated with it (music, art, artists, life events), and to a certain extent, customer experience.
The main difference between customer experience and brand experience though, is that to experience a brand, one need not be a customer. But for customer experience, one needs to have purchased or have been in the purchasing process of any product or service related to the brand. So, where you need to be very careful that your operational function is pristine for a great customer experience, there is a much wider scope that can affect the brand experience - and one that you can use to your advantage.
There is a scene in the famous Audrey Hepburn comedy film, Breakfast at Tiffany’s, where the protagonist Paul enters Tiffany’s with his partner Holly, in order to buy an engagement from what is Holly’s beloved store. The problem is that he has only $10. The salesman informs them that there is nothing at the iconic store that is close to what they can afford, except a Sterling Silver telephone dialer, which ofcourse, is not romantic.
However, he mentions that Tiffany’s could engrave something for them for the price of $10 so that they don’t leave the store empty-handed. To his surprise, he is given a ring to engrave, one that Paul found in a CrackerJack box. The salesman agrees to engrave the ring saying, “It is very unusual madam. But you’ll understand that Tiffany’s is very understanding.”
This is one of the most classical brand experience examples to express how a brand can transcend socio-economic divides through brand positioning. It represents how strategically a brand can manage to leave a lasting impression on many a mind, even after 50 years of the project and the subsequent ups and downs of market dynamics.
How Do You Measure Brand Experience?
In order to measure and get an accurate picture of how your brand is faring in the public eye, it is best to conduct a voice of the customer analysis with as large a dataset as possible using machine learning (ML).
AI algorithms in an ML-based brand experience analysis platform use many ML tasks such as natural language processing, sentiment analysis, semantic classification and clustering, text analysis, and others, to extract the right insights that you need for your brand analysis. This happens in the following steps.
Step 1: Data collection
You can enter the data in the brand experience platform dashboard using URLs of customer reviews on Google reviews, Youtube, Facebook, and review websites like TrustPilot and others. You can also enter the URL of online news articles or blogs. Or, you could also directly integrate apps like Survey Monkeys to the platform or upload survey results in an excel format.
The more data you analyze, the more accurate your insights will be. You will see how this affects data, further in the article, as we analyze some brand experience examples.
Step 2: Data preparation
The model now prepares the data that is collated from various sources.
- Audio/Video - Social media videos and Podcasts are transcribed through speech-to-text software so that they can be processed for text analytics later for sentiment mining. This is how the model extracts brand insights through YouTube comment analysis or to get TikTok insights
- Captions - Any caption overlays appearing in videos are recognized and captured
- Text - Comments, reviews, blogs, news, emails, and all other text material are gathered and prepped for analysis. It is important to note that a clever ML platform or API will also collect emojis for analysis so that you get a more accurate analysis of the comments.
Step 3: Analyzing the data
The brand experience model now analyzes this cleaned and prepped data.
- Model training - The brand sentiment analysis model is first trained with training data. This can be even more specialized with data related to different industries like hospitality, healthcare, banking, etc.
- Multilingual data analysis - NLP algorithms process the data applying the specific speech tagger meant for each language and thus remove the need for machine translations.
- Topic classification - The topic classifier attaches a theme to a text such as “food”, “drink”, “accommodation”, etc.
- Custom tagging - Custom tags are created for aspects such as “appearance” or “price” found in the brand experience data.
- Sentiment analysis - All the data is now processed for sentiment analysis. The aggregate of sentiment scores for all aspects and topics is calculated, giving you aspect-based sentiment analysis as well as the overall brand experience score. This can be seen in a more detailed manner in the brand experience examples illustrated following this section.
Step 4: Visualizing brand insights
All the brand experience insights are presented on a visualization dashboard in the form of graphs and charts. These visualizations can easily be shared amongst team members and the larger organization. You can also set alerts for social mentions or keywords, as well as alter entities without coding.
Top Brand Experience Examples
We decided to analyze Wendy’s brand experience because of Wendy’s snarky but vivacious social media persona, which goes far beyond customer experience. The brand seemed to have found the secret of becoming a Twitter favorite to even people who were not Wendy’s customers.
As brand experience examples go, we found that the brand showed a high ranking in positive sentiment overall. But is that enough for a brand? That was the big question for us. Can a brand have longevity only based on brand perception or does it need to align with goals that are meant to ensure good customer experience on a consistent basis? To do this we analyzed two of Wendy’s locations in Toronto and discovered facets that brand and product managers will find interesting.
While people did love the brand for its persona, customers were not particularly satisfied with the food, customer service, convenience of the store locations in question, and many other factors. Although this had an insignificant effect on the overall brand loyalty, it showed that even though a brand’s sentiment score may be high, it may not truly reflect customer sentiment and may eventually negatively influence business and revenue.
In the attempt to get worthwhile examples of brand experience analysis, we chose a viral McDonald’s video on TikTok. The video was a hoot with numerous comments. While the creator of the video also created similar videos for other brands, the McDonald’s video intrigued us.
When analyzing the video using Repustate’s signature all-in-one sentiment analysis AI tool for brand and customer experience, Repustate IQ, we got several interesting insights that could be very compelling to marketing managers.
We realized that the brand was doing exceptionally well and its brand experience was positive and sustained. But there were certain things that customers wanted more from them. Even though customers loved the menu, they wanted the chain to carry onion rings - something the brand has never integrated into its menu options even though other chains like Wendy’s, Hero Burgers, Five Guys, and others have.
Is this a brand strategy, or is the brand interested in giving people what they want - that is another project. But what was important in this analysis was the fact, that there are hidden nuggets that a brand manager and the larger product and marketing team can find that can open new avenues to increased sales, revenue streams, and improved customer loyalty.
3. Toronto Maple Leafs
Among examples of brand experience analysis for the sports industry, Toronto Maple Leafs’ was our first choice for the project. We chose to analyze the hashtag #leafsforever on TikTok and Twitter - two social media favorites - in order to see how brands in the Sports & Entertainment industry could use AI to increase revenues through improved in-stadium experiences.
To get a really thorough picture, we had to analyze significant enough data. The model pulled close to 4000 comments from both data sources and gave us the sentiment score for the Sports team. As mentioned above, this was important in order to get accurate insights.
We found that people love the Toronto Maple Leafs but what we also saw was that ticket prices were a concern, and so were other factors that were important to spectators, including the App service for the stadium, food and beverage, parking convenience, and many others.
4. MAC Cosmetics
This was another very interesting brand experience case study that we conducted using Repustate IQ given the popularity of MAC. We noticed that there was an usual negative sentiment around a new product that was launched, even though the viral MAC video over the new lipstick had high positive metrics.
On investigating what this discrepancy was, we found a very amusing reason for the negative sentiment. As a classic example of a problem good to have, the negativity came from the fact that MAC cosmetics underestimated the popularity of the newly launched lipstick, which resulted in them being understocked.
It was ironic that the brand was experiencing negative sentiment because it was too popular and thus was not able to cope with the increasing market demand for its product.
This was certainly one of our most interesting brand experience examples, which you can read in detail later on. But it goes to emphasize that customer experience may be different from brand experience but it can certainly affect a brand’s brand experience.
Sentiment analysis of customer trends, market drivers, and product popularity with a survey on social media or traditional methods could have easily helped MAC avoid this problem.
Learn more about social media sentiment analysis.
As the brand experience examples illustrated above show, Repustate’s brand experience platform allows you to analyze market sentiments, your competitors, brand associations, monitor trending themes, changes in purchasing behavior, brand engagement levels, and much more.
The model is built on a powerful named entity recognition (NER) system that can identify millions of named entities like famous persons, places, currencies, brands, and such, to give you high-precision insights into your brand perception. Further, aspect-based sentiment trends tell you exactly what you need to do to improve your brand strategy and overall brand experience.
Being specially built for social media, the model understands social media jargon, code switches, abbreviations, and emojis, so you never get false positives or negatives. Get customer experience analysis insights from a variety of sources including Reddit, Amazon reviews, Instagram, and numerous others.