How Does Branding Impact Customer Experience in 2023
It’s easy to think of branding and customer experience as two separate entities. However, the two are more closely aligned than you may think. Though not strictly interchangeable, both work to provide the customer with a stellar experience from start to finish. They simply cover different areas of the consumer process.
So far, so good. But in order to up your game in 2023, it’s crucial to be aware of the interplay between these two areas. Specifically, how branding can have a serious impact on your customer experience.
It may seem counterintuitive, or even unlikely. But there are several ways in which branding informs your customer’s experience.
We’ll take a deep dive into the topic. But first, let’s clear a few things up. What exactly are branding and customer experience?
The double threat: branding and customer experience
You’d be forgiven for thinking that branding is simply about the logo - the classic Ferrari horse may spring to mind, or that iconic, silver Apple.
But nowadays, branding is so much more than the carefully crafted insignia that adorning your products. Branding now encompasses something much more intangible. It informs how the customer feels, and the journey they will take, when they interact with your company.
In simple terms, branding includes customer service and experience, your online presence, visuals across all media, marketing and advertising, and reviews. Essentially, it’s anything that contributes to the ‘feel’ of your company.
And for those of you with virtual stores - Ecommerce branding is just as important as for anyone else!
As for customer experience, this is the ‘how’ that drives all of this. It is the art of keeping your promise to the customer. In-store experience, advertising, merchandising, product design, staff and logistics - and more - all contribute to the customer experience.
If you want to stay ahead of the curve in 2023, it’s necessary to understand the exchange between the two.
If you think of branding as a promise to your customers - this is who we are and what you will get from us. Then customer experience is where you deliver on that promise. Done right, you’ll build a loyal, satisfied customer base. But fail to deliver, and they might never come back.
Let’s take a look at how branding impacts customer experience.
Strong, consistent brand strategy allows for a seamless experience across all customer touchpoints. This builds trust in your brand as customers know what they’ll get from you. But, if your branding is focused on simply acquiring customers, shattering when they’re met by a confusing website or unhelpful customer service teams. That trust is broken forever.
Beyond this, a reliable brand message helps you to recruit talent that believes in your vision from the get-go. They’ll be aware of your core message before they apply, and know what's expected of them before they start.
For example, If you have online sales staff, your company’s branding can break the ice to a VoIP small business. With no facial expressions and visual aids to help them, staff need to be even clearer on the brand mission in order to communicate well over the business’ preferred mode of communication.
And finally, don’t forget - creating clear, captivating copy is a crucial part of achieving a consistent brand message, so you’ll need a writing style guide to keep things uniform.
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