How to Think About the Brand-Customer Experience Relationship

Posted by Stephanie Zanin on 11/15/17 8:11 AM, Last updated 12/14/2017
Stephanie Zanin

Customer-experience-brand-strategyJust as organizations realized, over four decades ago, that a deep understanding of brand could provide significant financial value to organizations, so it is with customer experience planning today. Recent studies by Gartner, Forrester, and Maritz all indicate the leading organizations are more than doubling their investment in understanding and planning their customer experiences compared to the previous five-year period.

However, to consumers, your brand and customer experience are inseparable. They exist simultaneously and are experienced without discrepancy, regardless of whether they’re in alignment or in conflict.

Many strategy firms still silo these disciplines and treat them as distinct topics, leading to two problematic outcomes:

  1.  A customer experience that defines the brand in an unintentional or undisciplined way.
  2.  A brand strategy that fails to be delivered through the everyday experiences of your customers.

In both cases, the result is consumer confusion, inconsistent customer perceptions, and a risk to your position in the market.

Companies can no longer afford to address brand strategy and customer experience in isolation. They must take a holistic approach to the entire brand experience, intentionally designing the brand strategy and the customer experience to work in tandem. This ensures their organizations deliver a consistent and cohesive consumer brand experience through every touchpoint and communication channel.

Is your organization defining a brand strategy that aligns with customer experience, or building a customer experience that aligns with brand positioning, or both? Wherever you are in the process, we offer next steps you should consider in our free collection of four how-to briefs on these challenges:

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1  >>  My brand is well defined, but I need help defining the right customer experience.

2  >>  My customer experience is working well, but I need help aligning my brand.

3  >>  I need help defining both my brand strategy and customer experience.

4  >>  I have no idea where to start – how do I figure it out?


  

 

 

 

images: Masuti

 

 

 

Topics: Brand Planning/Strategy, Customer Experience/Customer Journey

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