Experiential Design

YES....this is a made up word. We came up with this because it is the only term that accurately describes the goal for our work. So, here is your definition:

Experiential Design - The purposeful design of how customers, clients and vendors experience your brand. Experiential design is an extension of the brand identity, advertising, web presence, retail/environmental design and all other forms of interaction potential customers, clients and vendors have with your brand.

We realized a need for this when none of the standard industry terminology explained brand experience. More importantly, this is not a standard industry practice so we needed to create a word that would help introduce the concept. Why is experiential design important?

Experiential design is the future of marketing. Everything from the music you choose for your store to the blogs you write are about managing how people experience your brand. As the internet, advertising, program content and retail experience continue to grow together it will become more and more important to build a cohesive customer experience across all channels of communication. So, sit back and look at your organization and truly examine what the customer experience is like.

Is your website a proper representation of your brand?
Is your retail location providing an enjoyable experience?
Does the music you play appeal to your target customer, or does it just appeal to you?
Does your new print advertising campaign simply sell, or does it reinforce your brand experience while selling your product?