You need to deliver a memorable experience for your customers. You also need to communicate the experience they get when they work with your brand. How will the customer feel whilst using your product? How will they feel afterwards? If you sell luxury holidays, they might feel relaxed and rested whilst on the trip, and rejuvenated and ready for work when they get back.

Maybe your brand doesn’t sell luxury holidays or exquisite food. But experience could just mean going beyond the expectations of your customer and over-delivering on the service. Customer service is often key here.

How can your business create an experience that meets customers where they are at? And helps them to get where they want to go?

Let’s explore some of the ways you can create an unforgettable experience.


Evoke the senses

Engaging one or more senses has been proven to create memorable and compelling experiences.

Think about the sharpie markers – the bright colours, the scritch-scratch noise they make, or the potent smell when you take off the lid. The product is simple, but the experience is different and memorable.

Engaging the senses can be highly effective in evoking memories from the past. Leveraging nostalgia can be very effective in building emotional connections. This involves triggering memories formed during childhood.

Make your brand part of your customer’s ritual

What’s the first thing you do when you wake up? Have a shower, brush your teeth, have breakfast? Whatever it is, these things are part of our ritual.

Brands are often part of our daily rituals whether it’s the brand of toothpaste we use, grabbing a Starbucks before going to work, or going to the gym at the weekend.

The question is how do you make your brand a ritual?

For people to have an experience with your brand, it needs to become part of their life. For example, Life Fitness offer exercise equipment. They also provide content for both gym owners and home exercisers, as well as on-demand classes and fitness experiences. It’s more than just a piece of equipment, it’s a complete brand experience.

Making your brand part of a ritual is even more powerful as it becomes part of their daily routine, so they have a reason to buy more of your products and have a better experience using it.

For example, Clinique’s 3-step skin system includes three essential steps: cleansing, exfoliating, and moisturising. Each step is tailored to different skin types, ensuring a personalised approach to skincare. As people are encouraged to do it twice daily, it offers room for daily self-care and brings a sense of wellbeing to their daily lives.

Create unexpected delight

Every so often do something unexpected for your audience that takes your brand experience to a new level. Surprise them. Delight them. Make your brand unforgettable.

Creating unexpected delight for customers involves going beyond their basic expectations to provide memorable experiences they will never forget. When they are looking to buy the product again, they are more likely to return to you, not only because you provided a great experience but also because you stick in their mind.

For example, when guests arrive at The Ritz Carlton, they are often greeted with a personalised welcome note and sometimes a small gift that reflects the local culture or something unique to the guest’s interests, creating an immediate sense of being valued and recognized. In cases where something goes wrong, the staff are trained to not only fix the issue promptly but also to provide a meaningful gesture to make up for the inconvenience, such as offering a complimentary service or a special treat.

Take a personalised approach

With advances in technology and access to data, it’s now possible to create much more personalised experiences. Brands can no longer get away with sending out a generic ‘welcome’ message. Treating people as faceless numbers doesn’t work anymore.

IKEA have used augmented reality (AR) apps to help online shoppers visualise how a product will look in their personal space.

However, you need to use technology with care. Being too invasive harms credibility and trust. Have you ever received a generic auto-response upon the first communication with a company? Personalise your response by showing you understand their specific situation and needs. It’s all about building empathy.


In conclusion, creating a memorable experience for customers is crucial because it fosters loyalty, encourages repeat business, and drives word-of-mouth referrals. When customers have an unforgettable experience, they are more likely to associate your brand with quality and satisfaction, differentiating you from competitors. This emotional connection not only increases customer retention but also enhances your reputation, leading to higher customer lifetime value and a stronger market position. In today’s competitive landscape, memorable experiences are key to building lasting relationships and ensuring long-term success.

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