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Jenny Westby

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<p>I just spent six months researching experiential brand language for a client.</p>
<p>The takeaway: Experiential brand language is one of the best ways to shape the user experience.</p>
<p>Here's what it is, how to create it, and examples of great EBLs from Apple, Airbnb, REI, and, as the title promises, Taylor Swift.</p>

<p>Delve's experts in insights, strategy, design, and engineering can guide you through an end-to-end innovation process that delivers results.</p>

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<h2>What is experiential brand language?</h2>
<p>If you’re like me, an experienced design professional but with limited marketing background, you may be familiar with brand language and visual brand language, but less familiar with experiential brand language and its potential impact on user experience and a product’s success in the market. </p>
<p>Here’s a quick overview. </p>
<p><strong>Brand language</strong> refers to the unique and consistent way a brand communicates its personality, purpose, values, and messaging across various channels and touchpoints. Its goal is to use words and images to establish a consistent voice and messaging style that resonates with the audience. </p>
<p><strong>Visual brand language</strong> is a subset of brand language that focuses on the visual elements, design principles, and aesthetics. It aims to create a recognizable and cohesive visual identity for the brand. </p>

<p>Strategic, actionable branding guidelines bring BD Diagnostics into the future and provide a roadmap as they develop and acquire more products.</p>

Case Study: BD Diagnostics

<p><strong>Experiential brand language</strong> (EBL) refers to the use of various sensory elements, storytelling techniques, and interactive experiences to create a deeper and more memorable connection between a brand and its audience. EBL takes a holistic approach, considering the entire customer journey and all touchpoints, and goes beyond traditional visual branding to incorporate elements such as sound, touch, taste, and smell to engage multiple senses.&nbsp;<br></p>
<p>Through experiential brand language, brands aim to evoke specific emotions, create meaningful experiences, and forge a stronger bond with their customers. It involves designing brand experiences that are immersive, interactive, and aligned with the brand's identity and values.&nbsp;</p>
<p>Here’s my take on what makes a great EBL and some guidelines on how we can help our clients create it in their product portfolios. </p>

EBL diagram

<h2>The Three Elements of Experiential Brand Language</h2>
<p>A great EBL is made up of three elements. </p>
<ol><li><strong>Engagement.</strong> This includes emotions, narratives, and values that a brand is known for and stands by. </li><li><strong>Sensory</strong>. What the customer sees, feels, and hears when directly using a brand’s product. </li><li><strong>Interactive</strong>. How the customer uses the brand and its products through all experience touchpoints.</li></ol>
<h2>How Apple Uses Experiential Brand Language</h2>
<p>It is important to drive consistency through each of these three elements across an entire product line.  Apple is a great example of how to do this. The three elements of Apple’s EBL are calibrated to drive brand awareness, differentiation, and customer loyalty in every product category.&nbsp; </p>
<h4>Sensory </h4>
<p>Apple offers many different products such as tablets, watches, smartphones, and laptops, but because they share similar, distinctive interfaces, app design, and physical structure, they are easily recognizable as belonging to a single product family. This speaks to the <strong>Sensory</strong> element of EBL.</p>

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<h4>Engagement</h4>
<p>When we look at the Sensory elements of Apple’s EBL, it’s easy to see how they tie into another EBL element, <strong>Engagement</strong>. The Apple brand is known for being simple, intuitive, modern, and innovative. Consumers connect emotionally and philosophically with these values as expressed through the brand's Sensory elements, with their minimalistic and sleek aesthetics.</p>
<h4>Interactive</h4>
<p>Taking it one step further, Apple has created a seamless and connected experience across their entire line of products. If you have an iPhone, MacBook, and Watch, you can connect all of them and make calls from your watch or iMessage from your MacBook. In Apple Stores, customers can interact with products, attend workshops, and receive personalized assistance from knowledgeable staff. The brand's Interactive approach extends to its product launches, where live demonstrations and hands-on experiences engage and captivate audiences.</p>

<p>A Visual Brand Language (VBL) can speed product development and strengthen the brand with your customers.</p>

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<h2>How can a brand create an effective EBL?<br></h2>
<p>Rather than relying solely on words and visuals, experiential brand language encompasses a holistic sensory experience that engages and connects with consumers on a deeper level.  </p>
<p>To create an effective EBL that resonates with the target audience and sets the brand apart, first start with the basics: </p>
<ul><li>Understand the brand personality, purpose, and values.  </li><li>Understand the competition in a given product category so you can use EBL effectively to differentiate the brand and help it stand out to customers. </li><li>Understand similarities and differences between products across the brand. This could be examining where a brand uses different colors, formats, texture, and material in the look and feel of their products. It also includes understanding how customers view the current products and experiences. Would a customer describe the brand as simple, intuitive, modern, and innovative, or would they use a different set of words?  </li><li>Understand the brand’s customers and their holistic journey. This can be done by creating customer personas and journey maps for defined customer segments. Customer journey maps help you identify the delighters and pain points throughout the experience and understand how the customer thinks and feels while interacting with a product. Journey maps can help you track and prioritize where to focus the Interactive element within the EBL. </li></ul>
<p>With the above foundation in place, follow the guidelines below to design an effective EBL.</p>
<h2>Craft a Compelling Narrative</h2>
<p>Human beings are wired to respond to stories. Develop a compelling narrative that embodies your brand's essence and purpose. This narrative should align with your target audience's values and aspirations, allowing them to envision themselves as part of the story. Use storytelling techniques to engage emotions, evoke curiosity, and leave a lasting impression in consumers' minds.</p>
<h2><strong>Embrace Multi-Sensory Elements</strong></h2>
<p><strong></strong>Experiential brand language goes beyond visuals and includes a variety of sensory elements such as sound, scent, texture, and taste. Engage multiple senses to create a rich and immersive brand experience. For example, consider the distinctive sound of your brand's packaging, the aroma associated with your products, or the tactile feel of your retail environment. Each sensory element should align with your brand's personality and narrative to create a cohesive and memorable experience.</p>
<h2>Foster Emotional Connections</h2>
<p>Creating emotional connections is at the heart of experiential brand language. Seek to evoke positive emotions and forge a genuine connection with your audience. Emphasize authenticity and transparency in your brand's messaging and interactions. Encourage user-generated content and community engagement to foster a sense of belonging and involvement. </p>
<p>We’ve talked briefly about how one brand, Apple, illustrates excellent EBL. Now let’s analyze the Engagement, Sensory, and Interactive elements of my favorite brand, which is truly a <a href="https://www.youtube.com/watch?v=Tmz1lz0zcLQ" target="_blank" rel="noreferrer noopener">“Mastermind”</a> when it comes to EBL. <br> <br>Are you…<a href="https://www.youtube.com/watch?v=wIft-t-MQuE" target="_blank" rel="noreferrer noopener">”Ready For It?”</a></p>

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<p>Traveling with a guitar can be a serious pain. Delve worked with Ciari to develop an award-winning axe loved by professional guitarists - that just happens to fold.</p>

Case Study: Ciari Ascender Folding Guitar

<h2>Taylor Swift: A Brand That Nails EBL <br> </h2>
<p>Hear me out. If you aren’t a “Swiftie,” you may not be fully aware of the “Taylor Swift brand.” Let me share with you how and why this brand nails it with their EBL.  </p>
<p>There is a reason why Taylor’s ticket sales overwhelmed and <a href="https://thehill.com/blogs/in-the-know/3743040-ticketmaster-apologizes-to-taylor-swift-saying-overwhelming-demand-broke-records-and-site/" target="_blank" rel="noreferrer noopener">broke Ticketmaster</a> in November of 2022, why her Eras tour is currently <a href="https://www.cnn.com/2023/06/18/entertainment/taylor-swift-record-pittsburgh/index.html" target="_blank" rel="noreferrer noopener">breaking concert attendance records</a>, and why she is the <a href="https://ledgernote.com/blog/interesting/most-streamed-artists-ever/" target="_blank" rel="noreferrer noopener">most streamed female artist on Spotify</a>. <br> </p>

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<h2>Engagement via Authenticity</h2>
<p><strong></strong>Ask any Swiftie to describe the Taylor Swift brand and you'll likely hear words like <em>songwriter, storyteller, relatable, authentic, </em>and <em>detail</em>-<em>oriented</em>. Taylor is known for writing all of her own lyrics, a rarity among today’s pop stars. Her songs tell stories woven with intimate details of her personal life. They deeply explore emotional experiences like depression, redemption, regret, love, and loss. Most of her listeners will tell you they connect deeply with multiple songs on each album. By creating emotionally resonant stories, Taylor elicits strong reactions and strengthens the engagement between her brand and her fans. <br> </p>
<h4>What we can learn from Taylor</h4>
<p><strong></strong>Taylor builds a genuine and personal connection with fans by embracing authenticity. She shares her personal journey, vulnerabilities, and triumphs through her music, social media, and interactions with fans. By being relatable and transparent, she creates an emotional bond that resonates with her audience and fosters long-lasting engagement. </p>
<p>Two other brands that demonstrate how authenticity can be woven into the fabric of an experiential brand language, fostering meaningful connections with customers and creating memorable brand experiences that align with their core values and aspirations, are AirBnB and REI. </p>
<p><a href="https://www.airbnb.com/" target="_blank" rel="noreferrer noopener">Airbnb</a> has successfully built its brand around the concept of authenticity and unique experiences. The platform allows individuals to rent out their homes or spaces, providing travelers with an opportunity to immerse themselves in local cultures and communities. By focusing on real, authentic accommodations and promoting the idea of living like a local, Airbnb has created an experiential brand language that emphasizes genuine connections and memorable experiences.</p>
<p><a href="https://www.rei.com/" target="_blank" rel="noreferrer noopener">REI</a> is an outdoor retail co-op that prioritizes authenticity and a love for the outdoors. Their brand language revolves around encouraging people to embrace nature, explore outdoor activities, and connect with their surroundings. REI's experiential approach includes organizing outdoor events, offering expert advice and education, and supporting environmental initiatives. By fostering a genuine passion for outdoor experiences and encouraging customers to engage with nature, REI creates an authentic brand language that resonates with outdoor enthusiasts. <br></p>

Taylor swift twelve album art 1920

<p>A whirlwind product development journey led to a thrilling launch for an IoT "surround-body" wearable that uses haptics to create an immersive experience.</p>

Case Study: Not Impossible Vest

<h2>A Fresh, Ever-Evolving Sensory Element</h2>
<p>If you look at each of Taylor’s ten albums, you will notice a <a href="https://www.lofficielusa.com/pop-culture/every-taylor-swift-album-era-style" target="_blank" rel="noreferrer noopener">distinct visual element for each one</a>. She has been known to change her hairstyle, clothing, and style for each of her eras. Her <a href="https://taylorswiftswitzerland.jimdo.com/album-eras/reputation/" target="_blank" rel="noreferrer noopener">Reputation era</a> showcased a harsh, black and white aesthetic to link to the electro pop music she put out for that album. <a href="https://www.youtube.com/playlist?list=OLAK5uy_nWgO-2lNMsx90439Yx0xTWCGIktUc74e8" target="_blank" rel="noreferrer noopener">Folklore</a> and <a href="https://www.youtube.com/playlist?list=PLxA687tYuMWjd-dKAyKMndq5fHHG5_8jP" target="_blank" rel="noreferrer noopener">Evermore</a> had a more earthy aesthetic, symbolizing her shift toward the indie music scene. </p>
<h4>What we can learn from Taylor</h4>
<p>Business and cultural landscapes are constantly evolving. To stay fresh, a brand should adapt accordingly, while staying true to the brand’s identity, purpose, and values. Continuously monitor market trends, consumer preferences, and feedback to stay relevant and responsive. Embrace innovation and experiment with new sensory elements or storytelling techniques to surprise and delight your audience while staying true to your brand's identity, purpose, and values. </p>
<p><a href="https://www.mcdonalds.com/us/en-us/full-menu.html" target="_blank">McDonald's,</a> the global fast-food chain, is another example of a brand that has adapted its experiential brand language to cater to changing times while staying true to its core values. As consumer preferences have shifted towards healthier food options and increased sustainability awareness, McDonald's has evolved its menu to include healthier choices, such as salads, grilled chicken, and fruit options, while staying true to its essence as a fast-food brand that provides convenient and affordable meals. </p>
<p><a href="https://www.lego.com/en-us" target="_blank" rel="noreferrer noopener">LEGO</a>, the iconic toy brand, is another example. LEGO actively listens to its consumers and closely follows market trends to adapt its experiential brand language. Responding to consumer feedback and market research, LEGO has introduced more diverse and inclusive product lines, incorporating themes like STEM education, movie tie-ins, and collaborations with popular franchises. </p>

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<h2>Interactivity That Creates Community</h2>
<p>Taylor loves to interact with her fans. One way she does this is through the use of “Easter eggs,” which she has been incorporating into her albums since the start of her career. In the beginning, Taylor hid clues about what each song was about in the lyric and liner notes. Later, these clues started to appear in music videos and in her social media. <br> <br>If you examine the structure of each album and her songs, you will notice that Taylor adapts her storytelling and relatability in various ways. One example is the now-famous Track 5 theory. Over time, fans have come to expect that the fifth track on every Taylor Swift album will be particularly personal, and eagerly await that emotional revelation in each new album. (My favorites include <a href="https://www.youtube.com/watch?v=tCXGJQYZ9JA" target="_blank" rel="noreferrer noopener">“Delicate”</a> and <a href="https://youtu.be/_Crn-zgnErk" target="_blank" rel="noreferrer noopener">“tolerate it”</a>.) <br> <br>Finally, Taylor is known for being the bridge queen. In the structure of a song, bridges typically provide contrast to the rest of the composition. They are used to <a href="https://www.masterclass.com/articles/music-101-what-is-a-bridge-in-music" target="_blank" rel="noreferrer noopener">change moods or stir emotions</a> within the listener. No one does this better than Taylor Swift. Her bridges typically bring a stirring and intimate resolution to the story she has been telling throughout the song. (Don’t believe me? Give a listen to <a href="https://youtu.be/_Crn-zgnErk" target="_blank" rel="noreferrer noopener">champagne problems</a>.) </p>
<h4>What we can learn from Taylor</h4>
<p>Few brands understand the importance of actively engaging their fans (customers) better than Taylor Swift. Taylor organizes surprise meet-and-greets, secret listening parties, and fan-driven initiatives to involve her fans in the creative process. By giving her fans a voice and making them feel valued and involved, she creates an interactive experiential brand language that fosters a sense of community and loyalty. </p>
<p>Another great example of a brand that takes the interactive element of EBL to the next level is <a href="https://www.nike.com/" target="_blank" rel="noreferrer noopener">Nike</a>. Nike, a brand that revolves around active participation and personal achievement, creates interactive experiences through its Nike Run Club and Nike Training Club apps, which provide personalized workouts, challenges, and a community for runners and athletes. Nike's brand language also extends to physical events like Nike-sponsored marathons, training camps, and competitions, where participants engage in interactive and immersive experiences. Nike encourages individuals to push their limits and engage in active lifestyles, creating an interactive brand language that inspires and motivates. </p>
<p><a href="https://www.patagonia.com/home/" target="_blank" rel="noreferrer noopener">Patagonia</a>, the outdoor apparel brand, is another good example. Patagonia creates interactive experiences for customers that align with its brand identity as a champion of environmental and social responsibility. The brand organizes events like beach cleanups and community gatherings to engage customers in hands-on conservation efforts. Patagonia's experiential brand language reinforces its commitment to sustainability and outdoor activism, resonating with its environmentally conscious audience.&nbsp;<br></p>

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<p>Spending six months learning about EBL was fascinating. It led me to a stronger appreciation of brands that take the time to fully understand their customers, then do the work of perfecting the smallest details within their products to surprise, delight, and engage those customers.</p>
<p>And, advances in technology are allowing brands to create even more powerful EBL. Thanks to big data, brands can now create more personalized, real-time, and predictive language that resonates with individual customers. By leveraging the power of <a href="https://www.delve.com/services/engineering/data-science-machine-learning?token=0PeB7PNaOaaV_q4P85RwHjo9oHn5N_Q-" target="_blank" rel="noreferrer noopener">data analytics</a>, brands can create more effective and impactful language that drives engagement and loyalty.<br></p>
<p>In closing, I’d like to ask you two questions:</p>
<ul><li>How have you considered EBL in your design work for clients?</li><li>What are some examples of your favorite EBL?</li></ul>
<p>Please visit me on <a href="https://www.linkedin.com/posts/jennifer-westby-83125b4a_what-taylor-swift-can-teach-product-designers-activity-7081623488200929281-aXE4?utm_source=share&utm_medium=member_desktop" target="_blank">LinkedIn</a> and let me know!<br></p>
<p>--<br><br>Read more from Jenny:<br></p>
<ul><li><a href="https://www.delve.com/insights/what-taylor-swift-can-teach-product-designers-about-experiential-brand-language" target="_blank">What Taylor Swift Can Teach Product Designers About Experiential Brand Language</a></li><li><a href="https://www.delve.com/insights/a-guide-to-action-oriented-design-thinking" target="_blank">A Guide to Action-Oriented Design Thinking</a></li><li><a href="https://www.delve.com/insights/reduce-project-risk-incorporate-research-throughout-new-product-development" target="_blank">Reduce Project Risk: Incorporate Research Throughout New Product Development</a></li></ul>
<p>Learn more about Jenny and her favorite design research projects:</p>
<ul><li><a href="https://www.delve.com/insights/employee-spotlight-jenny-westby" target="_blank">Meet a Delvian: Jenny Westby</a></li></ul>
<ul></ul>

<p>Get to know Jenny Westby, design researcher at Delve.</p>

Don't Miss: Meet a Delvian: Jenny Westby

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<p><strong>I just spent six months researching experiential brand language for a client. Here's what it is, how to create it, and examples of great EBLs from Apple, Airbnb, REI, and, as the title promises, Taylor Swift.</strong></p>

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I just spent six months researching experiential brand language for a client. Here's what it is, how to create it, and examples of great EBLs from Apple, Airbnb, REI, and, as the title promises, Taylor Swift.

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What Taylor Swift Can Teach Product Designers About Experiential Brand Language

What Taylor Swift Can Teach Product Designers About Experiential Brand Language

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