Skip to content
  • Digital Marketing
International Branding Online

International Branding Online

International Branding Blog – Conneting brands to the universe

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Toggle search form
  • Lay’s Branding
  • How Community Eclipses Product For Strategic Advantage Branding
  • Why Marketers Get Wrong About Change Branding
  • Maslow’s Hierarchy Branding
  • The lingering effects of your brand identity design – good or bad Branding
  • Building Brands On Fantasy Based Reality Branding
  • Brands & Browser Functionality Branding
  • A Few to Remember Branding

Branding & the Customer Experience

Posted on May 25, 2022 By aathif No Comments on Branding & the Customer Experience

Mostly, when people talk about brands and branding they are thinking about the brand’s name, identity system, positioning, and marketing messaging. They are not thinking about its underlying order fulfillment, customer service, technical support, crisis management and other systems and policies that create the overall customer experience. And yet, a brand’s reputation can be enhanced or tarnished by these systems and policies. 

Think of a surly customer service representative that you have interacted with. Or, alternatively, think about a particularly empathetic and helpful customer service representative.

Think about someone who hung up on you when you were seeking help versus one who stayed on the phone with you for hours until your problem was completely solved. 

Think about an order that took dozens of screens and multiple inputs to complete versus one that was completed with one click. 

Think about a hotel employee who personally saw to it that your request was fulfilled versus one who passed it on to someone else, or worse yet, one who never followed through on your request. 

Think about input screens that were very confusing or that timed out versus those that were simple and intuitive. 

Think about brands that create a huge series of walls so that you can never reach a live person versus those in which a real person answers the phone. 

Think about systems that anticipate your needs versus those that can’t seem to to help you find what you are looking for. 

Think about the FAQs that never seem to address the question you have versus those that are thorough and help you solve your problem.

Think about an order that arrived overnight versus one that took weeks and weeks to arrive.

Think about brands that surprise you by including unexpected product enhancements after your purchase versus those that surprise you by including unexpected hidden costs and surcharges.

Think about assembly instructions that were incomplete and impossible to follow versus assemblies that were so intuitively obvious that you didn’t even need instructions.

Think about retail establishments in which you were immediately greeted in a friendly but unobtrusive way versus those that didn’t even acknowledge you. 

And think about warm and welcoming brand environments versus sterile or off-putting environments.

These systems, processes, policies and constructs all contribute to the brand experience. It doesn’t matter how cool the brand’s identity or marketing messages are. If your interaction with the brand frustrates you or makes you angry versus putting a smile on your face, your perception of and loyalty to the brand will suffer. 

Branding

Post navigation

Previous Post: Is Your Brand Meaningfully Different?
Next Post: Hello world!

Related Posts

  • Ford Branding
  • AI: BRANDING IN A NEW ERA Branding
  • Building a brand personality that’s genuine, authentic, AND effective. Branding
  • Podcast: The Future of Global Retail Branding
  • Tanqueray Branding
  • Vodafone Branding

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts

  • Why LifeSCALE Should Be On Your Spring Reading List
  • Futurist Keynote Speaker Brian Solis to Explore the Future of Marketing and Customer Experience at Digital Summit
  • Brian Solis Headlines Brand Week Istanbul: Being Human in the 21st Century
  • How to Remain a Leading-Edge Marketer Throughout Your Career
  • CNN Türk: Şirketteki değişimi siz başlatın – You ignite the change within the company

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

  • xfinity Speed Test
  • Free Job Posting in Dubai
  • Web Design Dubai
  • Coconut Cream
  • Saffron
  • Dubai Offers
  • Brian Solis Makes Inc. Short-List for Top Keynote Speakers Branding
  • Your Brand: The Space In-Between Branding
  • Doing CX Right: AI and the Human Element – How to Strike a Balance in the Workplace Branding
  • Why Private Equity Loves Brands Branding
  • ITWeb Names The Next Web Keynote Brian Solis as a Top 5 Speaker at The Next Web Branding
  • Brand Strategy For Small Business Branding
  • Generation Novel hybrid workers bring new demands and risks Branding
  • Hendrick’s Gin Branding

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews. Copyright © 2022 International Branding Online.

Powered by PressBook News Dark theme