Brand Experience That Sells: A Guide to Perfecting Your Strategy in 2023

At any given moment, people are forming opinions about your brand.

For businesses, the shift to digital offers substantive potential but also underpins prospective problems: As the number of customer touchpoints ramps up, the requirements from brands continue to rise, and more needs to be done in order to sustain a positive brand experience.

But let’s talk about the potential. Imagine if you could build stronger brand trust, retain more customers, and have your clients keep praising your brand to their friends and family while building emotional connections that result in higher revenue. If that sounds like something your company can benefit from, perfecting your brand experience is the way to go.

In this guide for diamond retailers, we’ll define Brand Experience and explore some practical tips and strategies for creating a powerful brand experience that will take your business to the next level. We’ll cover the needs of the modern consumer, the technology you can leverage, and innovative diamond experiences that can elevate your retail experience.

So whether you're just getting started or looking to revamp your existing strategy, read on to discover how to create a brand experience that your customers will love.

What is Brand Experience?

Brand experience is the lasting impression customers have of your brand. Every single interaction a customer has with your business forms and shapes their holistic perception of your brand. A positive brand experience goes beyond just providing a high-quality product or service. It also includes factors such as how a customer feels about a company's customer service, its values, and social responsibility, and how well a company's branding aligns with a customer's personal values.

In today's digital age, creating a memorable brand experience is more important than ever before. With so many options available to consumers, it's crucial that your brand stands out and leaves a lasting impression. 

• According to Salesforce, 88% of consumers say the experience a company provides is as important as its products or services.
  
  
• A study by the Event Marketing Institute found that 70% of consumers will spend more money on a product or service if they have a positive brand experience. 
  
  
• According to a study by the Temkin Group, companies with a strong brand experience see a 14% increase in customer loyalty.
  

These are some impressive numbers! These statistics demonstrate that investing in a powerful brand experience can pay off in a big way for your business.

Creating a positive brand experience will not only improve customer satisfaction but can also lead to increased brand loyalty and advocacy. So if you’re looking to manage the evolution of your brand successfully, make sure you’re paying close attention to the brand experience you’re providing.

The Essentials to Optimizing Brand Experience

1. Incorporate technology into your in-store experience.

Selling diamond jewelry online is a challenging task, and while the world is moving towards the digital space, the in-store experience for fine jewelry is still irreplaceable. However, combining the traditional brick-and-mortar retail experience with the innovative digital one can be the winning formula. According to Mckinsey, customers who engage with technology in the store spend up to four times longer shopping than those who do not. Gucci, for example, developed virtual reality technology for the in-store experience.

Diamond retailers can easily match that by incorporating Sarine's new interactive Diamond Journey website and keep shoppers engaged and hooked in the store. With this approach, diamond retailers can offer the best of both worlds and create a memorable shopping experience for their customers.

2.  Be agile.

Are you able to keep up with evolving consumer needs and trends in real-time? Can you offer value to your customers not just today, but tomorrow as well? Understanding your customers' changing priorities, adapting your message across all channels, and offering solutions to meet those needs are critical. In today's market, sustainability, digitization, transparency, diversity, personalization, social media, and seamless omnichannel experiences are all essential for brands to support.

Although your customers may not be currently inquiring about the origin of your diamonds, it's essential to stay ahead of the curve. With the rise of sustainability concerns among modern consumers, it's important to anticipate the future demand for a diamond traceability report and be ready to provide it. By being proactive and preparing for future trends, you can showcase your commitment to transparency and social responsibility, and ultimately build trust with your customers.

Continuously future-proof your brand by anticipating and meeting your customers' needs, and you'll be able to provide exceptional value both today and tomorrow.

3. Stay consistent.

Consistency is key when it comes to creating a strong brand identity that reflects your brand's promise, values, and personality. Ensuring a consistent and specific experience across all brand touchpoints, whether digital or physical, is essential for establishing credibility and trust with your customers. Any inconsistencies can harm your brand's image and negatively impact the overall customer experience. In fact, maintaining branding consistency can even increase revenue by up to 20%!

This is especially important for luxury retailers, where perceived quality extends beyond the visual appearance of their stores and websites. 

Diamond retailers can go the extra mile and reinforce their branding by providing customizable diamond grading reports that feature their brand's logo, visual language, and colors. This simple yet effective strategy can maximize your branding efforts and create a memorable and consistent experience for your customers.

4. Focus on storytelling.

Who doesn't love a good story? They're captivating, memorable, and often more impactful than facts. That's why telling consumer-centric stories that create an emotional connection, whether about your brand or products, can influence the brand experience and drive sales.

When it comes to natural diamonds, each one has a unique and incredible story waiting to be told. These stories can captivate and impact generations, from a heritage of love to a journey across continents that positively impacts millions of people's lives. And for diamond retailers, these stories present endless opportunities to create an emotional connection that resonates with customers and sets their brand apart.  So tell a story that sparkles as bright as the diamonds themselves!

Your Brand Is a Story Unfolding Across All Customer Touchpoints

Every aspect of your brand, from before the sale to after, contributes to how consumers perceive your business. It's essential to create engaging and memorable brand experiences that keep people coming back to your brand. This is especially important for diamond retailers, where everything from the store, website, and social media presence to storytelling, content, and shopping experience should exude luxury and expertise.

But there's no need to feel overwhelmed. Sarine is here to help take your brand to the next level. Along with our AI-powered diamond technology, we provide the international diamond industry and our clients with complimentary marketing tools, innovative storytelling, and unforgettable diamond experiences that are designed to help you succeed.

So, if you're ready to take your brand to the next level, don't hesitate to get in touch with us. We'd love to hear from you and help you create a brand experience that sparkles brighter than the rest.