5 Ways to Build An Experiential Digital Brand
For a brand to make a truly authentic connection to a user, it must extend many aspects of its persona throughout the digital experience. From initial perceptions to emotions and behavioral responses – the more resonant the experience is, the deeper the loyalty between and brand and user will be. Forging these connections through a screen can be a challenge, even more so as mobile usage continues to rise.
Its now more important than ever to implement a website design that captures the true messaging of the brand it represents. By using both visual, contextual, graphic and textual elements – a brand can make connections like never before. Leveraging new developments in technology and iterative design, a website can now be an immersive experience – leading users to faster conversion and higher engagement.
For an immediate infusion of experience, the implementation of oversized images (often called mega images) on the main page of a site provide an immersive experience to the user. These images, when placed and curated properly, create an instant connection to the information on the page and illuminate the content. Even static, still images that are oversized in this application have a life-like, somewhat interactive quality. Choosing an image that is relevant to the brand or illuminates the lifestyle it creates is critical to ensuring a user connection.
Visual storytelling, whether told via sound, image or motion, attract users in a powerful way and creates a level of connection and intrigue that no other technique can achieve. Emotion, anticipation and stimulation reward the active participant with a resulting heightened engagement for the site owner. Visual stories, as opposed to static content, are interactive and get people to commit themselves to a brand. There are several effective platforms to apply visual storytelling in the digital environment such as typography, sound, video and interactivity.
Interactivity and animation will take visuals to the next level of engagement. When the user is entertained they are much more likely to listen and want to learn more. An interactive site means anything and everything from contests to displaying products in a way that encourages or even requires visitors to click on certain categories. By displaying products in an interactive way rather than just pictures, you are more likely to engage visitors. A great example of this method is parallax scrolling.
The moving image has been the topic of much discussion with regard to the digital environment lately. With the addition of video features, social media has become a truly interactive landscape. Analytics show that the presence of a video as opposed to static image or text alone can increase engagement by at least 200 percent. Moving visuals are retained by the long term memory because of connection. If that connection is made with the user, they are more likely to retain and engage on a long term basis.
Delivering a tailored experience is perhaps one of the most sustainable approaches to experiential branding/marketing. If is of paramount importance to current brand objectives and messaging structure, but its importance is even more critical when it comes to the long term success of a brand. As much as personalization is a data driven activity, understanding the core user can provide insight into the content, visuals and calls to action that are the most useful and intuitive for the user.