Remember the good old days when a cool logo or funny TV commercial was all you needed to decide a product was worth a purchase? Simpler times for sure, but things have changed. Today, the idea of a brand Identity is a lot more complex. It’s not just an identifier; it’s the heart and soul of a company that plugs directly into consumer perception.
Another difference between the good old days and today is the customer experience. Back then, it was a transaction. Today it’s a journey–and one that companies need to fine-tune.
Here’s where things get interesting. Brand identity and customer experience aren’t mutually exclusive. They have a relationship. Together, they propel a company’s reputation, drive growth, and support customer loyalty. Businesses must understand both individually and know how they intersect.
Today’s consumer puts a lot of consideration into the brands they do business with. Affordability still matters, but many people also look for three important qualities in the brands they align themselves with –– Mission, Vision, Values. Weaving these into your brand identity shows your audience what you’re all about and sets the stage for long-term relationships.
One of the most impactful ways to communicate these ideas is through storytelling. It brings substance to your brand and helps you connect with your audience on a personal level, which is a great trust-builder. Plus, stories are memorable.
There are many ways to execute brand storytelling. The best approach depends on your industry, target audience, and what you hope to achieve.
Below are some common routes brands take.
Using metrics tied to your product or industry is a great way to pique your audience’s interest. A data-driven story uses cause and effect to demonstrate the effectiveness of a product or provide insight into consumer behavior.
Showing how your customers benefit from your product or service is an easy way to make your brand personal. It also gives your audience something invaluable––proof that your product provides value.
The best part of using customer success stories is that much of the work is done for you. Leveraging customer reviews and testimonials adds impact and authenticity to your content.
If your business is mission-driven, your brand IS your story. Whether you’re fighting for a social cause or promoting a product that focuses on sustainability, your mission should be a constant in your brand identity.
This is your chance to get creative and inspire your audience. Highlighting community initiatives, calling out employee achievements, or keeping your audience current on key issues helps you stay top-of-mind for those emotionally invested in your business.
If you’re in a highly technical industry, you risk alienating your audience with jargon and complex ideas. Storytelling is an effective way to educate potential clients while making your brand more relatable.
For example, Brand Identity for Cybersecurity is particularly difficult given the industry’s technical nature. Instead of highlighting its products’ features, a cybersecurity company would create deeper connections through educational pieces about cyber threats and current industry trends.
The term “customer experience” feels like it should mean the direct contact a business has with its clients during a transaction. To some degree, that’s true––but it goes much further than that. Today, customer experience refers to all interactions between a business and a client during the customer journey.
The lifecycle of a brand’s customer experience varies. It’s based on factors such as a business’s product or service, how consumers find a brand, and what steps they must take to become a client.
A common journey includes:
With consumer expectations higher than ever, your customer experience can make or break your brand’s reputation. A fast, easy buying process is crucial.
It’s also important to ensure your brand identity flows throughout the customer journey. This is a great opportunity to create a cohesive experience where your Brand Voice is present during every touchpoint.
Here’s a common scenario. An in-house marketing team creates and implements a brand identity, while a technical team and support center handle the customer experience. Sure, these creative and operational roles are essential, but marrying the two forms the total brand package.
When bringing brand identity and a customer experience together, one isn’t more important than the other. They’re both essential for driving business growth and defining a brand in the eyes of consumers.
Start by pinpointing where you can inject your brand identity into the customer journey. If the brand’s essence evaporates once a person enters the buying stage, it’s time to upgrade.
Your brand’s tone of voice, imagery, colors, and overall message should echo through every step of the customer experience. This creates a seamless journey that instills trust and confidence. Consistent branding also makes the experience more memorable.
Today, a personalized customer experience is the norm, and many consumers expect it. You can achieve this with custom CTAs, follow-up emails, and support services tailored to each client.
Take personalization to the next level by using data insights to create custom website content based on a visitor’s past engagement with your brand. This provides more value for potential clients and repeat customers.
The customer experience doesn’t end once someone makes a purchase. The way you support your clients is tied directly to your brand’s reputation.
Customer service reps or account managers should understand the brand values and keep them in mind when interacting with customers. It’s also important to weave your values and messaging into AI-driven chatbots so you maintain a cohesive, branded experience.
In an ever-changing marketing landscape where consumer trends come and go, it’s important to track and analyze metrics on an ongoing basis. Knowing what is and isn’t working helps you refine your brand identity and create a better experience at every touchpoint.
Measuring the effectiveness of your brand identity and customer experience can be tricky and may require some technical work.
Here are some helpful tactics:
Maintaining a healthy, ever-evolving brand identity and customer experience requires constant work. However, once the two are in harmony, your current and potential clients will enjoy impactful interactions and a streamlined buying process at once.
