Even though brand experience and customer experience are often used interchangeably, they do not mean the same thing. Brand experience is what marketers and brand managers design with the aim of getting the right brand image. Customer experience, on the other hand, refers to how customers interact with your brand. It is how they feel about your brand.
Even though they are different, both brand experience and customer experience focus on the needs of the customer. They both work towards fulfilling the brand promise.
The brand experience aims at fulfilling the needs of target clients even before they become actual customers. Customer experience is meant to ensure that customers have a pleasant interaction with the brand.
How Does Brand Experience Work with Customer Experience?
Any successful organization needs both customer experience and brand experience. Brand experience is great but it can be useless if customers don't enjoy a seamless experience when trying to meet their goal. Additionally, proper marketing and branding are important if you wish to attract customers. You can't deliver strong customer experience if there are no customers. Brand and customer experience work seamlessly for the success of a business.
You can think of them like dogs; brand experience as the show dog and customer experience as the service dog. Even though they are all great, they serve different purposes. They can complement each other to achieve the desired results.
The show dog (brand experience) conveys the most attractive features of the breed. Its purpose is to show the best things about your brand. The guide dog (customer experience) is dependable and faithful. Getting the perfect customer experience depends on a strong culture of service. It is what your customers experience if they choose to interact with your brand.
The brand experience design of a company should have an impact on customer experience. Keep reading to learn about certain terms that may relate to both customer and brand experience.
UI vs. UX
UI stands for the user interface. It relates to the design of an experience. Design plays a major role in communicating specific messages and evoking the desired emotions from consumers. It is very important in creating the right brand awareness.
UX stands for user experience. It refers to the journey that consumers have to go through before getting to the ultimate destination when interacting with your brand.
Marketing management experts can use both UI and UX to boost their brands.
In today's business world, customers are always ready to switch to a different provider. There are plenty of options regardless of the industry you are in. If customers don't have a good experience or interface, they are unlikely to be loyal.
Activation vs. Support
The main goal of your brand or customer experience is activation or support. There are different ways for an organization to achieve it. Some of them include; marketing management, campaigns, and programs.
Achieving a positive customer experience helps customers through their journey.
Long Term vs. Immediate
Brand experience is usually a long term strategy. It is not something that you can achieve on the first day. As you continue to interact with customers, they learn more about your brand and what to expect from it. Your interactions encourage customers to see your brand in the desired light. '
Customer experience is immediate. If your customers are trying to interact with you, they should get solutions immediately. If, for example, they are using your site and it is not user-friendly, the reaction is immediate.
Marketing vs. Service
This is about different departments in an organization; customer service and marketing. Brand experiences depend on the strategies of both departments. Without creating brand awareness, it may be impossible for your customers to interact with the brand. Marketing and customer service go hand in hand just like brand experience and customer experience.
Even though customer experience is different from brand experience, they are both important for the success of any brand. If you are unsure of how to build either of them, seek the help of a marketing management expert. A success company should prioritize the experience of customers just as much as its identity. When you prioritize both of them, you are likely to have a successful brand.
