Busy customers will notice a branded customer experience that creates an emotional connection with your company.  In today’s competitive business landscape, your efforts to offer a good product or service is not enough to stand out in a sea of competitors.  Customers are looking for a memorable experience that goes beyond the transactional nature of business. A branded customer experience is the key to differentiating your brand, building loyalty, and increasing customer satisfaction.

What is a Branded Customer Experience?

A branded customer experience is the overall impression a customer has of your company, which includes every touchpoint a customer has with your brand, from the first exposure to post-purchase follow-up. A good customer experience goes beyond the basic steps in a sales process and creates a positive emotional connection with the customer.

Why a Branded Customer Experience Matters

There are several reasons to develop a branded customer experience, which is essential for your business:

1. Differentiation

In a crowded marketplace, all businesses look alike at first glace, so a unique vartiation on your product or service is essential to differentiate your brand from the competition. A branded customer experience will stand out and create a unique among your competitors and offer an opportunity to showcase your values, personality and vision.

2. Loyalty Past One Purchase

A branded customer experience will build loyalty with your customers. When customers have a positive emotional connection with your brand, they are more likely to purchase again and recommend your business to others.

3. Increased Satisfaction

People remember how they feels when interacting with your business.  A positive customer experience leaves a lasting impression that creates memories and can lead to increased customer satisfaction. When customers feel valued and appreciated, they are more likely to return and make repeat purchases.

Industry Examples of Uniquely Branded Customer Experiences

Famous companies create unique customer experiences that have stood the test of time.

1. Disney

Disney is known for exceptional customer experiences that touch hearts and create lifelong memories for people of all ages.  A magical world immerses customers in their brand which is known all over the globe because of the movies available in many formats. From the moment customers step into a Disney theme park, they are transported to another world. Disney goes above and beyond to create a unique experience for every customer, regardless of age, from the costumes worn by employees to the design of every attraction.

2. Apple

Apple is another brand that’s known for its exceptional customer experience.  With laser-like focus on simplicity, innovation, and design, Apple stores are designed to offer a welcoming and relaxed atmosphere. Apple’s products are designed with the user in mind, making them intuitive and easy to use.

3. Zappos

Zappos is an online shoe and clothing retailer that’s known for its exceptional customer service. They have a 365-day return policy and free shipping both ways. They also have a dedicated customer service team that’s available 24/7 to help customers with any questions or concerns.

How to Know If Your Brand and Customer Experience are Aligned

Every aspect of your brand and customer experience must aligned to prevent confusion.  Your messaging might be clear to you, but to be certain you can evaluate every touch point and ask more questions.

1. Consistency

Consistency is key when it comes to a branded customer experience.  Every touchpoint, which includes your website, social media, marketing materials and customer service,  should express your brand’s values, personality, and vision.

2. Feedback

Frequent requests for feedback from your customers are invaluable when you need to know if your brand and customer experience are aligned.  As you gather your customers’ feedback, you will want to look for trends and make changes accordingly.  You can use surveys, focus groups, or social media to gather customized feedback from your customers.

3. Employee Engagement

Your employees play a crucial role in delivering a branded customer experience. Ensure that your employees understand your brand’s values, personality, and vision. Train them to provide exceptional customer service and empower them to make decisions that align with your brand.

In conclusion, a branded customer experience is essential for your business success.  Leaders who spend the time to develop a compelling customer experience will find that everything becomes much easier.  Consistent messaging carries more weight than any one person can exert to reach new customers and retain valuable existing customers.  Once the entire team embraces the importance of a branded customer experience, fewer questions arise throughout the day.