Definition: Brand Experience

Brand experience (BX) is the sum of all experiences that a person has with a brand - shaped by content, interactions, services and spaces. The aim is to create a recognizable feeling that makes the values and positioning of the brand tangible (not just visible). A good overview of the term can also be found on Wikipedia on the topic of customer experience.

Delimitation:

• UX (User Experience) focuses on the use of a product/interface.
• CX (Customer Experience) encompasses the entire customer relationship (service, support, processes).
• BX (Brand Experience) focuses on the perception of the brand itself - across all channels.

Helpful for spatial experiences: Apple's visionOS Human Interface Guidelines.

Why BX is particularly important in furniture & interiors

• Tactility without a sense of touch: fabrics, wood, stone - the haptics must "arrive" visually. CGI/3D can transport surfaces realistically.
• Space instead of cut-outs: furniture only "lives" in context. Brand worlds decide whether a product is desirable.
• Omnichannel obligation: From Instagram clips to trade fair stands - the visual language must work consistently.
  

A look at our 3D projects shows how visual worlds and brand spaces go together.

Typical BX touchpoints - and how 3D/CGI strengthens them

Pre-Purchase (Inspiration)

• Hero visuals & story: Key visuals immediately set the mood and values. Our glossary article Visual Storytelling explains how image composition, light and composition work together.
• Virtual brand spaces: instead of tiles, customers experience a curated brand world - find out more in the 3D Virtual Showroom glossary and on the VR 360 Tour service page.
• Test products in your own room: AR shows scale & proportions at home - workflows and integration can be found under Augmented Reality.

Purchase (decision)

• Compare variants live: Fabrics, sizes and colors in real time - basics and use cases in the glossary 3D product configurator.
• Check details & build confidence: Zoom, rotate, change materials directly on the PDP with our 3D viewer.

Post-purchase (onboarding & loyalty)

• Assembly, maintenance, spare parts: Reduce queries with short how-to renderings from the 3D animation studio.
• The same look in all media: the 3D render studio delivers series renderings in consistent image CI.

BX vs. CX vs. UX - at a glance

Abbreviation: 

BX = Brand Experience

Overall brand impact across all touchpoints. Key question: How does the brand feel? A compact overview of terms is provided by Brand experience - Wikipedia.

Examples: Visual language, spatial/trade fair staging, tonality.

Typical KPIs: Brand recall, likeability, dwell time.

CX = Customer Experience

The complete customer experience throughout the buying cycle. Key question: How smooth is the journey? The Nielsen Norman Group explains the distinction : UX vs CX.

Examples: Delivery time, returns process, service quality.

Typical KPIs: NPS - Net Promoter System, CSAT - Customer Satisfaction, Time-to-Resolution.

UX = User Experience

The use of an interface/product in detail. Key question: How user-friendly is it? A standard definition is provided by the Nielsen Norman Group: What Is UX?

Examples: Navigation, checkout, AR button, configurator UI.

Typical KPIs: conversion rate (Google Analytics), task success rate, time-on-task, error rate.

Playbook: 7 steps to a strong brand experience (with 3D)

For mixed worlds (physical + digital) see:

Mixed Reality (Glossary)

KPIs: Making brand experience measurable

• Dwell time in showroom, viewer or AR
• Interaction rate (configurator change, hotspot clicks)
• Assisted conversions (touchpoints before the purchase)
• Brand recall / likeability (brand lift surveys)
• NPS after service contact
  

Google clearly explains why performance is part of the experience in the overview of Core Web Vitals:

web.dev - Core Web Vitals

Tech that makes BX possible

Keeping render pipelines consistent: Render Engine (Glossary)

Fast, open 3D formats for web & iOS: glTF (Glossary) and USDZ (Glossary)

Real-time & XR functions in the high-end: Unreal Engine - XR Overview

Spatial design guidelines: Apple - visionOS HIG

Web APIs for AR/VR in the browser: MDN - WebXR Device API

Examples from our practice

Interactive brand space: selection of material stories, AR elements, high dwell time → Case: Interactive brand spaces - FOR HOME / Haus 2025

Product worlds instead of cut-outs: from sofa configurators to print key visuals - a visual language for all touchpoints → All 3D & CGI projects

Background to the scenic presentation:

Blog: 3D environment for photorealistic product presentation

Common mistakes - and what works instead

Mistake: Each channel has "its own" style.

-> Better: Image CI + 3D asset library that serves all channels.

Error: AR/VR as a gimmick with no benefit.

-> Better: Solve concrete problems (space, proportion, variants) and link clearly.

Error: Only clipping.

->Better: Context scenes with story and clear visual guidance → Visual storytelling (Glossary)

Error: No measurement.

-> Better: Define events/goals (viewer time, AR calls, configurator steps) and report regularly.

FAQ - Brand Experience

‍‍

What is the real difference between BX, CX and UX?

Brand experience characterizes the feeling towards the brand, customer experience describes the entire journey and user experience focuses on usage. Forrester provides a clear, business-oriented classification in What is Customer Experience?.

Which KPIs are suitable for making brand experience measurable?

The HEART framework (Happiness, Engagement, Adoption, Retention, Task success) has proven its worth. The methodology comes directly from Google Research and combines soft brand impact with hard product metrics.

How do I keep the visual language and UI consistent across all channels?

Set up a design system that controls color, typography, motion and components. A good reference is Material 3 - Visual foundations.

How strongly does loading time influence brand perception?

Even a few seconds delay costs trust and conversions. Think with Google - Why speed matters succinctly summarizes benchmarks and business effects.

What role does storytelling play in the brand experience?

Good stories attract attention and make values tangible. The Harvard Business Review.

What do I need to consider in terms of accessibility?

Follow the WCAG for contrast, keyboard operation and alternative texts. Access and checklists are available directly from the W3C - Web Content Accessibility Guidelines.

How do I orchestrate all touchpoints along the journey?

Think in terms of customer decision journeys instead of linear funnels. You can find practical models and examples at McKinsey.

Is AR/VR measurably worthwhile for the brand experience?

Yes-if they answer real questions (space, proportion, variants). The economic impact is shown by PwC - Seeing is believing: AR and VR to transform business and the economy.