Customer Experience is Brand Experience

When developing the presence of a brand in the world, we know we might be missing some incredible opportunities in terms of when and how we reach the brand’s audience. This is because branding usually happens on a defined set of canonical communication channels like websites, digital ads, outdoor ads, tv commercials.

The user, though, interacts with the brand in many more ways, which might be less glamorous but can sometimes be more intimate and even more impactful, since they are grounded in everyday life and associated with actions rather than passive viewership. Think about the unboxing of a new product or the music you hear as you call customer service. When these moments are factored in, the customer experience can become a real brand experience, that aligns messages and emotional states.

Customer Journey Mapping for Branding

In order to make the most of these sometimes low-hanging fruits, a discovery phase is needed. We work with our clients to design a detailed customer journey, that will look not just at the user’s needs and actions, but also at her emotions and expectations, which are sometimes created by our own creative messages. This process allows us to uncover some “invisible” touchpoints that might offer an opportunity for delivering effective messages, and also to make sure we don’t leave gaps in the emotional journey of the customer, which would be detrimental to our brand-building efforts.

Working on the whole customer experience is the best way to create good memories of the brand, which means returning customers and good word of mouth.