brand experience
Every interaction someone has with your brand contributes to brand experience. Be it marketing, retail locations, office spaces, or a discarded shopping bag tumbling down the street, these all contribute to people’s perceptions of your brand. It's important to understand the components defining your brand experience and create a plan to bring them in line with your values.
The following are from a brand experience platform I assembled for Delta’s premium offering. Delta has introduced many of these ideas to their premium service and even extended some to the economy experience.
Delta Premium
Experience Principles lay the groundwork for translating your brand into tangible experiences
Delta's mission is "connecting the world," and they have begun implementing ideas for connecting customers to new parts of the world throughout their journey
While these recommendations were for Delta's premium experience (Delta One), many of these ideas have been introduced for economy class in 2023 (St. Tropez wine and cocktails for all cabins)
High-level experience journeys use visuals to illustrate key design concepts
Comprehensive service blueprints illustrate experience touchpoints and design opportunities (be it digital, physical, or service) for a given user
market scans
Activations should fall into a spectrum from subtle to attention-grabbing as illustrated in this chart for Netflix's New York workplace
People will often associate components of the brand experience you hadn't even considered
A framework is key for crafting a holistic brand experience
To build a textured understanding of desired brand experience, I represent key attributes in multiple ways