Why Brand Experience Matters

A brand is more than a product or service, it’s how people feel when they see the name, colour, an icon, hear that one sound, smell that smell... it might even just be one word. But it just hits, and there’s emotions attached.

These elements that lead to the emotional connection is what we call brand identity. If you want to elevate one step further, you look at the brand experience as a whole.

I've mastered the art of helping brands connect with their audience in innovative, authentic, meaningful ways. Think: a combo of graphics, marketing and psychology to get the best customer experience, which = success for you and love from them.

Here, I’ve covered the basics of brand experience design by diving into the essential elements: graphic design, user experience (UX) design, marketing and psychology.

Each chapter offers actionable tips to help you understand the foundations.

What is Brand Experience?

Brand experience design is about crafting intentional, cohesive interactions between your brand and your audience.

Think of it like planning a party: every detail, from the food to the music, contributes to the vibe.

Why It Matters:

Differentiation:
In a saturated market, your brand experience is what sets you apart.

Emotional Loyalty:
Customers return to brands they connect with on an emotional level.

Word-of-Mouth Magic:
People share experiences, not just products.

Graphic/visual design as the foundation of your identity

Visuals are the first impression of your brand.

Done right, they establish trust, evoke emotions, and create recognition.

Making considered choices:

• It’s important to make decisions that make sense, not just to you and your preferences but also to your ideal customer.
• Choosing colours, fonts, imagery, icons, anything visual, will have an impact on the perception of your brand from the second eyes are on it.

Being consistent:

• Use the same colours, fonts, and styles across all platforms to create a unified brand identity.
• Develop a style guide to keep everything cohesive.

User Experience to guide the way

User experience (UX) design ensures that interacting with your brand is seamless, intuitive, and enjoyable.

Simplicity is key:

• The human brain craves simplicity. If your website is confusing or cluttered, visitors will leave.
• Visual Hierarchy: Make the most important elements (like CTAs) stand out.
• White Space: Give content room to breathe—it improves readability.

Customer journey mapping:

• Awareness: How do people find you?
• Consideration: What makes them stay?
• Decision: What pushes them to convert?
• Bonus: What will get them to come back?

Micro-interactions:

These are the small details that add delight, like a button changing colour when you hover over it or a friendly message popping up,
it’s the things that aren’t expected but feel good to see.

Marketing that resonates

Marketing is your chance to tell your brand’s story, but it’s not just about selling, it’s about creating connections.

Brand messaging:

• Your messaging should answer three questions:
• Who are you?
• What do you stand for?
• Why should people care?
• But here’s my personal favourite add on:
• How will you make life easier?

Content marketing:

• Educate: Share content that solve your audience’s problems.
• Entertain: Create engaging, shareable content
• Inspire: Use emotional content to align with your audience’s values.

Funnels (but not in a gross way):

• Think of marketing as a journey:
• Top of Funnel (Awareness): Grab attention
• Middle of Funnel (Consideration): Build trust
• Bottom of Funnel (Conversion): Seal the deal