How to Think About the Brand-Customer Experience Relationship

Just 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 GartnerForrester, 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.