What comes to mind when customers think about your company?
Why do they trust you?
What truly sets you apart — and is that obvious to everyone who interacts with your brand?
These questions reveal a lot about your brand experience. If the answers aren’t crystal clear to you, chances are they’re not clear to your customers either. And if customers don’t understand why they should choose you over a competitor, they probably won’t.
In a world where buyers have more options than ever, defining your brand is one of the most important things you can do. It’s not something you can completely outsource — but it also shouldn’t fall entirely on your internal team.
That’s where a brand experience agency comes in. The right agency partner brings fresh perspective, strategic expertise and the benefit of having done this many times before. They know how to develop your brand in a way that feels authentic, consistent and engaging.
Let’s break down what a great brand experience agency should do for you.
The world’s most valuable brands don’t just offer great products — they stand for something clear, compelling and consistent. Let’s look at a few:
These brands are thriving because they’ve clearly defined what makes them indispensable.
Your unique selling proposition lives at the intersection of what your company does best, what your customers care about most and what your competitors can’t match.
Even if you have a strong sense of your value, it may not be clearly articulated across your digital footprint. A brand experience agency helps you pinpoint your USP and make sure it’s front and center — on your website, in your messaging and in every touchpoint with your audience.
A consistent brand voice and visual brand identity make your company easily recognizable everywhere.
If your brand were a celebrity, would it sound like LeBron James? Amy Schumer? Nick Offerman? Neil deGrasse Tyson?
This isn’t about which celebrity you prefer or want to have as a spokesperson. It’s about the tone that best resonates with your customers and prospects.
Are they engineers who want straightforward, factual information based on sound data?
Or are they creative types who appreciate clever plays on words and good storytelling?
What websites do they visit often? What podcasts catch their attention? What hashtags do they use on social media?
Your company’s logo, design and colors are all additional important aspects of your brand identity. Think about the emotions you want to evoke when someone visits your site for the first time. Do you want them to feel calm and reassured? Excited? Intrigued?
A marketing agency specializing in brand experience can help you develop brand guidelines for both your voice and visual identity. This ensures everyone who contributes to your marketing efforts knows what is expected, and your audience has a consistent experience each time they interact with your brand.
Once your brand voice and identity are defined, it’s time to reflect those changes across all your touchpoints — especially your website.
That might mean a few messaging tweaks or a full redesign. Either way, you’ll need a team with skills in content, design, UX and development.
Don’t forget about other brand assets:
Even with a strong in-house team, this workload can get overwhelming. A brand experience agency can help you get it done — and done right.
To keep everyone aligned, house your updated assets in a centralized platform so your team always has access to the latest materials.
Your brand identity is beginning to take shape. You’re excited to share your new look and personality with the world, but you need to do it strategically.
After all, a fresh website and new brand identity won’t matter if no one sees them.
To cut through the noise and attract attention — especially from those who don’t know you yet — you need a smart marketing strategy. That could include:
Done right, this creates a cohesive narrative that builds awareness and interest. Done alone, it can be overwhelming — and that’s where an experienced multi-faceted agency comes in.
An effective, experienced agency goes beyond traditional marketing by crafting immersive, cross-channel experiences that captivate audiences both on and offline.
These agencies integrate experiential marketing and "wow" factor, all toward forging stronger connections with customers to make brands memorable.
This might mean a highly personalized brand journey that speaks to a specific market segment, or a viral clip or meme that encourages audience participation, shares and engagement with the source material. The key is making an impression that lasts — and encourages your target personas to take that desired next step.
Seizing the right moment to launch a campaign can make all the difference. Many companies struggle to move quickly due to lengthy approval processes, too many stakeholders and siloed teams. This often results in missed opportunities and a lagging brand presence.
To stay relevant, marketers need to deliver timely, insightful and human-centered content that speaks directly to what their audience cares about right now — not months ago.
Brands can overcome these challenges by implementing agile strategies that allow them to take risks and have a little fun in the process.
For example, when HVAC leader AAON needed to promote a new video with only eight days’ notice before a major trade show, Kuno Creative delivered. The centerpiece was a dramatic, movie-style video about a prison escape thwarted by AAON’s secure HVAC system, which was promoted through a cinematic teaser landing page, programmatic and geofenced ads, email, social media and on-the-ground activation.
Despite not exhibiting, AAON generated nearly 4,000 views, 80 social shares and major buzz within the HVAC community. This was a strategic, timely, highly targeted execution that proved how speed, strategy and storytelling can drive powerful brand moments in any time frame.
Personalization in brand experience extends far beyond addressing a customer by name in an email. A brand experience agency leverages data and analytics to create tailored interactions across multiple channels while also participating in active listening to determine what your customers truly care about.
Ensuring customers feel seen and valued at every touchpoint can deliver the right impact and have global reach at the most pivotal time.
A recent example of this is Kuno Creative's work with Maintenance Care, a SaaS business that specializes in facilities management and maintenance solutions software. The Canadian company wanted to launch a campaign specifically targeting customers and prospects in their homeland during a particular moment of peak pride in the country.
To create a more personalized experience, Kuno transformed their existing request-a-demo page into a fully Canadian-focused experience. This included embedding new, high-quality videos that speak to Canadian audiences, creating Canadian-themed graphics and adjusting the messaging to speak directly to the country's audience.
The featured work on the demo page was then complemented with physical direct-mail pieces, Google ads, email and social media posts, leveraging the power of multiple marketing channels for an immersive, personalized experience. By making these strategic adjustments, Kuno successfully enhanced the campaign’s personalized touch, driving stronger engagement and deeper customer connections.
Businesses don’t have to be mind readers to connect psychologically with their target audiences. Customers tend to stick with brands that demonstrate that they align with their values and deliver consistently excellent experiences. When a brand consistently delivers those experiences that elicit a positive emotional response, it builds credibility and fosters trust.
Why is this important?
When customers trust a brand, they are more likely to become repeat buyers, recommend it to others and remain loyal despite competitive alternatives. Conversely, a lack of trust can lead to high churn rates, negative reviews and lost revenue.
Here’s a breakdown of a few key factors that come into play when considering what makes a great brand experience:
People are more likely to stay loyal to brands that make them feel something—whether it's nostalgia, excitement or a sense of belonging. This is why storytelling and brand personality play a necessary role in marketing. A great example is Nike, which inspires motivation and perseverance through both their branding and messaging.
Customers trust brands that deliver a predictable and reliable experience. Whether it’s product quality, customer service, or messaging, consistency reassures customers that they’ll always get what they expect. Brands like Apple and Starbucks maintain a loyal following because of their experience across locations and interactions.
Consumers value authenticity. They prefer brands that are honest about their values, operations, even their shortcomings. Brands that engage openly with their customers and stand by their mission—like Patagonia’s commitment to sustainability—foster trust and long-term loyalty.
People trust others’ opinions (for better or worse). Positive reviews, testimonials and word-of-mouth recommendations help reinforce trust in a brand. When a brand builds a strong community, like Peloton’s fitness culture, it creates a network of loyal customers who advocate for it.
Customers connect with brands that reflect their identity or aspirations. Personalized experiences, such as tailored recommendations or exclusive perks, make people feel valued. Luxury brands like Allen Edmonds and niche brands like Harley-Davidson create exclusivity and identity-driven loyalty among their customers.
Customers stick with brands they trust because it minimizes risk. If a brand has proven its reliability, customers feel confident in their purchasing decisions. Brands with strong customer service and guarantees—like Amazon’s hassle-free returns—reinforce this trust.
By focusing on these psychological drivers, brands establish long-term loyalty through a dedicated customer base.
Brands that are open about their pricing, ethical business practices and marketing messages enhance their relationships with customers.
A brand experience agency helps refine messaging to reinforce transparency through strategies like thought leadership, case studies and testimonials. Organizations that provide behind-the-scenes insights into their production process or openly address customer concerns on social media display authenticity.
Additionally, an agency will utilize analytics to underscore their campaigns and tactics. Brands can use this data to build trust and transparency by tapping into key customer insights in a way that feels personal, ethical and genuinely beneficial to the consumer, because it is.
Instead of overwhelming customers with hyper-targeted ads that feel intrusive, brands should use data to enhance the customer experience. For example:
Data helps brands uncover real customer stories and experiences that reinforce authenticity. Ways to do this include:
Customers trust brands that listen and adapt based on feedback.
Brand experience agencies rely on customer data to fine-tune brand strategies. They analyze data from sources like Google Analytics, heatmaps, social listening tools and customer surveys to gain perspective into audience behavior. It is possible to jump on a hot news headline and launch an innovative campaign that succeeds in turning strangers into followers!
But will they actually convert or make a purchase? Will they stick around?
An agency might refine the user journey to reduce friction, launch A/B testing on different landing page designs or use audience segmentation to more effectively target messaging. Any of these techniques can significantly improve engagement and conversions and improve brand sentiment for the long term.
Any brand experience strategy’s success hinges on measurable outcomes. Key performance indicators (KPIs) such as engagement rates, Net Promoter Score (NPS) and brand sentiment analysis will assess your efficacy in the market.
Feedback loops, including surveys, online reviews and customer interviews all contribute to enhance branding strategy. By gathering and applying insights on an ongoing basis, agencies ensure that brands grow and adapt with and to consumer expectations, maintaining their competitive edge.
Experiential marketing prioritizes emotional connections, personalization and frictionless customer journeys, making brands more engaging and memorable.
Traditional or conventional branding, on the other hand, emphasizes visual identity (e.g., logos, colorways and taglines) that helps a brand become instantly recognizable.
Brand experience encompasses every interaction a customer has with a brand, from digital engagement to in-person interactions. This doesn’t have to be a binary choice, either: Blending ordinary techniques that work with new forms of engagement while staying consistent to your established brand voice and style is what will positively impact your business.
The shift from traditional to experience-driven branding is evident in how some companies prioritize omnichannel presence, social engagement and content marketing.
For instance, while a traditional brand might rely on static advertising, an experience-driven brand creates interactive storytelling campaigns that welcome participation.
Research consistently shows that superior brand experiences lead to revenue growth. Q4 2024 survey data from Statista shows 64 percent of respondents preferred spending their hard-earned dollars with brands that deliver personalized experiences in their marketing strategies.
Brand experience agencies facilitate growth through experience-informed strategies that lend themselves to deeper consumer connections and sustainable, long-term business success.
In addition to leveraging our expertise to establish your brand identity, the Kuno Creative team can design the branding assets you need to be entrenched within your target audience.
Our services include brand development, website strategy, video marketing, custom professional-grade content, SEO, social media strategy and paid media.
With even more of the customer journey moving online as companies rethink in-person meetings and events, there has never been a more important time to establish or refresh your digital brand identity. Take the first step today by scheduling a consultation with us.
