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Creating memorable and share-worthy brand experiences can help your brand rise above the competition and raise your company above average and even great brands. One of the biggest mistakes organizations make is over-complicating their marketing strategies, looking for the next new “viral” trend, and hoping their brand will start it.

Because they complicate what should be simple messaging and brand awareness tactics, they wind up failing in their strategies and often end up creating anything other than what their target audience thinks is a “good experience,” which can negatively impact their branding.

Now, with changing consumer preferences, brands are questioning the fundamental assumptions behind marketing success. They are increasingly deprioritizing brand consistency in favor of disruptive and experience-based campaigns.

What’s more, organizations that are looking to cut costs in the face of stagnant growth, and pressure to do more with less, and the challenge is to entertain a conversation about increased spending on marketing activities that are less familiar and harder to measure. There’s not a lot of money to explore those new avenues, particularly if your executive team expects a hard ROI in sales for marketing cedi’s invested.

In that environment, drumming up support and resources to execute shareable brand experiences can be challenging. Here are three tips to increase your chances of success.

Understand Who You Are And What Your Brand Represents.

In order to create a successful brand experience, you need to know who you are as a brand. This isn’t just about what you sell, but what brand values you represent. Think about some well-known brands. Nike is a great example—at their core,  they sell a lifestyle, focused on extreme sports and accomplishment. When you buy a Nike product, you’re buying into this image.

Any experience someone has with your brand needs to fit into this image, identifying with the life your brand takes on as part of their own-which is why Nike’s website focuses on people who are involved in sports.

Understanding who you are beyond what you sell is vital to crafting a successful brand experience. Do you sell makeup? If so, are you looking to appear luxurious and exclusive, or youthful and fun? Knowing these details about your brand and its story will help you craft the experience to match.

Follow current trends

Today’s leaders are questioning the very nature of how they think about marketing campaigns—and which metrics matter most. Doing things the way they’ve always been done might seem like the safe way to go, but consumer interests and the industry of brand marketing are undergoing a fundamental shift. Brands that don’t start to step outside their comfort zones to disrupt marketing plans and spends will ultimately see the demise we’ve seen in so many long-standing retailers in recent years.

It might feel like a risk to forsake the trusted measures of success and ROI that marketers have come to rely on, but the greater risk is losing today’s savvy consumers to competitors that are willing to blaze the path of shared experiences.

Shift your measurements of success to how deeply you affected your consumers, which will translate into shared social content. That shared content matters most: because, if you create an experience that consumers are engaged with enough to share, they’re contributing to your marketing efforts for you.

Also, take time to listen to what the trending customers, target audience, and consumers are talking about. If you do that, it will be easier to develop memorable experiences that engage and excite them, and ultimately make them want to share your content. You’ll learn what people’s pain points are, how best to improve your products and services, and find out what the real, first-hand experiences they’ve had that left an impression.

Keep it simple and sweet.

Try to avoid complicated marketing strategies that think too much. Don’t over complicate your customer’s experience. Focus on creating sweet moments of enjoyment that create a favorable impression of your brand. The simplest marketing campaigns most often are the most simplistic, which makes it even more likely your customer will enjoy, remember the experience, and share.