Maria Paula Martinez RodriguezDesign & Branding Strategy MA
Delivering Compelling Brands through Experience Design
Translating brand values into an interactive experience in the retail industry
'Consumers today connect with brands in fundamentally new ways. That means traditional strategies must be redesigned to accord with how brand relationships have changed.' The consumer decision journey has changed towards people sharing, rather than receiving experiences. As a consequence collaborative consumption tends to play a major role in the customer decision journey. There is also a major shift from passive behavior to a participation culture. All of these facts raise the customer consciousness and expectations demanding more meaningful and engaging experiences. According to Warren Hutchinson in 'Branding Multichannel Experiences', brand experience could be defined as, 'Optimized Usability + Brand behaviour = Brand experience'. Brand strategies should be evolved into interactive relationships translating brand values into tangible actions, creating an improved compelling experience, where brands adapt to customer expectations increasing customer loyalty and raising brand awareness. 'Satisfaction and meaning are established only by experiences that customers have, across each of the brand's touch points over the course of the time, these customer experiences define what the brand is all about.' Designing meaningful brand experiences could empower the the identity of the brand by delivering values through developing a transparent and consistent attachment between customer expectations and the brand profile. The design research will be carried out with a combination primary and secondary research methods aimed at developing future brand scenarios and forecasting responses and demands of emerging trends in cultural, technological and social consumption areas. Stakeholders from design, branding and the retail industry might concentrate on how design is fundamental when talking about branding futures. As designers we need to translate brand value into a reliable customer journey. Furthermore the retail environment must then become more of a brand experience opportunity, aiming to develop relationships with customers, creating scenarios that allow customers to feel the brand experience, projecting emotions and expectations rather than focusing on selling goods.