Brand experience (BX) and customer experience (CX) play essential roles in a company’s success. However, most people don’t know the difference between the two. Both concepts are closely related, but they’re two things entirely.
Brand and customer experience work in tandem, and for your business to benefit from them in the long run, you need to understand what makes each concept unique.
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Brand Experience Defined
Brand experience is the perception of the world on your brand and products, regardless of whether they’re your customers or not. Your brand experience your organisation’s best qualities and help the general public understand what your brand is all about.
There are many ways for a business to communicate its brand experience. They can use various channels such as websites, project offers, and paid advertisements. When it comes to brand experience, a brand must maintain consistency. At the same time, there should be a recognizable voice and design. These would serve as the foundation for marketing campaigns. The end goal for brand experience is to help an organisation form a loyal fan base.
It might be easy for a company to focus on its online brand experience in the digital age. However, a brand should also take its efforts offline. A successful brand experience combines online and offline strategies to focus on one’s target market. The brand experience also helps a company stand out among the competition in the market.
Customer Experience in a Nutshell
On the other hand, customer experience involves creating a formidable service culture that leads to a company’s success. Customer experience is a strategically planned journey that follows a customer throughout their experience with the company. This concept represents how convenient it is for a customer to interact with its business channels.
The brand experience takes precedence over customer experience because before a person goes through a company’s customer experience, that client needs to be aware of the brand first. Your customers need to know who you are before exploring your business further. An excellent customer experience is crucial for brands. Why? If you don’t treat your customers well, they won’t return to your business.
A personalised brand experience can make a huge difference. It’s essential that every customer feels that their needs are being attended to. You need to establish trust and deliver some satisfaction.
What’s the difference between the two?
In essence, the difference between the brand and customer experience can be narrowed down to one word: promises. You make promises when crafting your brand experience. Meanwhile, your customer experience displays how you keep your said promises.
Your brand experience entices new customers to try your products or services, while customer service helps build a loyal base. Your team must deliver the promises you made for your clients to have a satisfactory experience with your business.
When your clients are happy, they return to you in the future. They may also encourage others to explore forming a relationship with your company. A great customer experience delivers the promises made by the brand team.
Another key difference between brand and customer experience is the timeline. Brand experience is a long-term strategy that evolves as a company grows. You don’t create a coveted brand experience overnight. It takes time to build trust and credibility for customers to consider your business.
On the other hand, customer experience is more immediate as you interact with customers in real-time. Every interaction should be handled with great care for customer satisfaction. Each customer should feel that their needs are being taken care of.
A Winning Combination
The bottom line is that you want to deliver the best experience possible to all your customers as a company. This is to help your brand grow and build a loyal base of followers. Hence, you must have a winning brand experience while following the latest trends in customer experience.
An enticing brand experience is rendered meaningless if your team cannot deliver results. At the same time, having an excellent customer experience journey is useless if customers are not aware of your business to begin with.
Developing a successful brand and customer experience is not easy. It doesn’t happen overnight. Your entire organisation should be aligned for the best overall customer experience impact. It takes time and effort to train your workforce to deliver the same brand and customer experience level. Fortunately, you don’t have to craft a winning strategy alone.