Brand = customer experience = brand

Medium Read

Strong branding plays a crucial role in creating a good customer experience (CX), and vice-versa.



If your audience has poorly thought out or inconsistent interactions with your touchpoints and communications, it’ll affect their opinion of your brand; and if your brand lacks consistency and coherence it’ll be far harder to design a seamless customer journey.


Customer experience is a journey both on and offline. It starts at the very first point your audience becomes aware of your brand, and continues until they leave as a satisfied customer, or, ideally remain a valued customer.


If we’re interacting with brands that have a good CX we very rarely think about it — because the entire process works seamlessly.


It’s far easier to identify examples of poor CX. For example, those times when an email fails to give us the information we’re expecting, or we’re looking at signage that doesn’t follow the brand colour and fails to point us in the right direction. When we experience these poor interactions, it obviously reflects badly on our opinion of the brand. Consider how quickly we are to judge an organisation based on using a frustrating App, trying to access a helpline that doesn’t work, or searching a website for information that is hidden.


But CX isn’t simply about planning the functional step-by-steps. It’s also considering the emotive journey. And this is where brand is important.


Again, it’s easier to identify when the emotional aspect of a brand isn’t working, than when it’s working well. An example: an unsolicited special offer email from Apple might appear odd — but if the email subject matter was jokey and content was too price driven, then alarm bells will start to ring. The customer experience isn’t just considering when to interact, but how and why.


A clearly defined brand will help ensure each interaction on the customer journey is visually and verbally consistent, building recognition and a sense of trust. It’ll also provide a guide as to how those different interactions should feel — a well defined brand is the basis for a good customer experience. And a well executed customer experience will only strengthen your brand in the eyes of your audience.



Here are some of the ways in which strong branding contributes to a emotional aspects of customer experience:


Positive Perception

A well-established and consistent brand image creates a positive perception in the minds of customers. This perception contributes to the overall experience, influencing how customers feel about your brand. Positive associations can lead to increased customer loyalty and advocacy.


Emotional Connection

Strong branding evokes emotions and connects with customers on a deeper level. Brands that successfully tap into emotions will find it easier to create memorable experiences — whether it’s through storytelling, visuals, or messaging.


Trust and Credibility

Trust is a vital component of delivering a positive customer experience. A brand that consistently delivers on its promises will build trust and credibility. When customers trust a brand, they are more likely to have confidence in their purchasing decisions, leading to a better overall experience.


Customer Loyalty

When customers have positive experiences with a brand, they are more likely to become repeat customers and brand advocates.


Ease of Decision-Making

A strong brand simplifies the decision-making process for customers. When faced with choices, a recognisable and trusted brand can provide a sense of security, making it easier for customers to make purchasing decisions.



In summary, having a cohesive and compelling brand identity will enhance every interaction a customer has with your organisation, ultimately shaping their overall experience.