What is Brand Experience and why should I care? An intro for Scottish heritage organisations.

Understanding the landscape of heritage visitor experiences

Scotland's rich tapestry of historical sites—from windswept Highland castles to meticulously restored urban conservation projects—represents far more than mere tourist attractions. These are living narratives, embodying centuries of cultural memory and national identity. For heritage organisations across Scotland, developing a sophisticated brand experience strategy is no longer optional; it's fundamental to sustainable engagement and preservation.

The essence of Brand Experience in heritage

Brand experience in heritage organisations transcends traditional marketing. It's about creating immersive, emotionally resonant journeys that connect visitors deeply with historical narratives. This approach transforms passive observation into active participation, turning each visit into a memorable, personal encounter with Scotland's extraordinary past.

Key strategic considerations

1. Narrative-driven interpretation

Successful heritage attractions craft experiences around compelling storytelling. This means moving beyond factual displays to create contextual, emotionally engaging narratives that speak directly to visitors' imaginations. Consider how each historic property or conservation project can articulate its unique story—not just what happened, but why it matters.

We love stories. Especially stories about people. For thousands of years we've used storytelling to connect to each other. To understand this wild and weird world we live in.

Sometimes that is the story of how an artefact was originally used and by who, what their world looked like. Sometimes it's a story about the artefact's rediscovery and interpretation, and what that tells us about the world as it was when it was dug up, for instance, and the people who discovered it. Perhaps there are myths, stories or reinterpretations about the item.

2. Sensory and interactive engagement

Modern visitors—particularly younger demographics—expect multisensory experiences. This might involve:

• Carefully designed soundscapes reflecting historical periods

• Tactile exhibits allowing direct interaction with reproduced historical artefacts

• Augmented reality experiences that overlay historical context onto physical spaces

• Immersive theatrical presentations that bring historical moments to life

We experience the world with our five senses, and we interpret those into emotions, sensations, intuition, and eventually, memories. How are you using visitor's senses to help them build memories?

3. Digital integration and accessibility

While preserving authenticity, heritage organisations must embrace digital technologies. This doesn't mean overwhelming historic spaces with screens, but strategically using digital tools to:

• Provide deeper contextual information

• Offer multilingual interpretation

• Create pre- and post-visit digital engagement

• Make experiences more accessible for visitors with different abilities

Did you know that you can build Ellisland, the farm built by Robert Burns and his wife, in Minecraft? Or that you can see how St Giles' Cathedral on the Royal Mile was built up over time?

4. Emotional connection and local relevance

Scottish audiences, in particular, value authenticity and connection to place. Brand experiences should:

• Highlight local community connections

• Use regional dialects and storytelling traditions

• Demonstrate respect for local historical narratives

• Create experiences that resonate with both local and international visitors

How do you give people a taste of what life would have been like in a particular place and time? How can they live it here and now? What skills would they have needed? How did they use language? What would their family have looked like? Education? Work? How can you equate it to life today and make it relevant and memorable?

5. Travel Trade partnerships

Successful heritage organisations can leverage travel trade partnerships to access international visitors. This often leads to larger, more profitable groups, and can often be incentivised to come in quieter periods. The travel trade are looking to create unique, exclusive experiences. This means designing offerings that provide:

• Behind-the-scenes access not available to general visitors

• Commissionable experiences for destination management companies

• Packages that combine historical interpretation with hands-on activities

• Limited-release experiences that generate excitement and urgency

By creating tailored offerings for travel trade partners, heritage sites can expand their reach, attract international visitors, and develop compelling narratives that transform traditional tourism approaches.

Practical implementation strategies

Visitor journey mapping

Develop comprehensive visitor journey maps that consider every touchpoint:

• Pre-visit digital interactions

• Arrival and welcome experiences

• Core exhibition/tour experiences

• Interpretative materials

• Gift shop and dining experiences

• Post-visit engagement and community building

Marketing positioning strategy

Effective market positioning transforms heritage organisations from passive historical sites to dynamic, relevant destinations. This requires:

• Clearly defining your unique value proposition

• Understanding your target audience's specific needs

• Balancing historical authenticity with contemporary relevance

• Creating distinctive messaging that separates you from competitors

Develop a positioning that goes beyond generic descriptions, focusing on the specific emotional and practical benefits you offer. Consider how your site can be more than a destination—become a meaningful experience that resonates with visitors' desires for connection, learning, and personal transformation.

Sustainable and ethical considerations

Modern heritage management must prioritise:

• Environmental sustainability

• Ethical representation of historical narratives

• Respectful engagement with complex historical legacies

• Community involvement in interpretation and preservation

Measuring Success

Effective brand experience strategies require nuanced measurement beyond traditional visitor numbers. It's really important to have a regular and consistent visitor survey set up, as well as an effective approach to encouraging visitors to fill it out. The sooner after the visit the survey is completed, the more completes you'll get, and the more in depth and useful information you'll receive.

Can you you someone asking questions at the exit? Or have a tablet where people can feedback? Where people booked online, can they be sent an email asking for feedback in the evening of the day they visited?

Some questions you could look to ask include:

• To what extent did you feel emotionally connected to the site's historical narrative?

• Which aspects of your visit created the strongest emotional response?

• What surprised you about your visit today?

• How comfortable did you feel navigating the site?

• What was the most memorable moment of your visit?

Conclusion: A living, breathing heritage

Heritage organisations are not custodians of static monuments, but dynamic storytellers preserving Scotland's rich cultural landscape. By embracing sophisticated, empathetic brand experience strategies, these institutions can transform historical sites from mere destinations into profound, transformative encounters with national identity.

The most successful heritage brands will be those that see themselves not as museums of the past, but as living, breathing platforms for cultural understanding and connection.

One Monumental Moment

So, where should you get started in building your brand experience? I'd challenge you to make one aspect of your experience truly engaging. Start small and manageable, and see what people have to say!

Design one exclusive, immersive experience that goes beyond traditional historical interpretation. Create a unique offering that allows visitors to actively engage with your heritage site's story—whether through a hands-on workshop, a behind-the-scenes tour, or an interactive narrative that transforms passive observation into personal connection. The goal is to craft an experience so distinctive that visitors cannot help but share it, turning your site from a destination into a memory.