How brand supports and guides customer experience

February 13, 2023
B2B Brand strategy Marketing communications

Almost every business we spoke to as part of our Brand Leaders 2017 Report, and many of our clients, are reorganising around customer segments, and have comprehensive customer experience (CX) measurement programs in place.

All our brand leaders agreed that delivering superb CX is important for the survival and future growth of any business. They also all agreed that a strong brand is vital to organisational success. However, there differing thoughts on which should take precedent: brand or CX.

It goes without saying that creating a brand that doesn’t delight customers out in the real world is futile. Similarly, crafting customer experiences without the guidance of your brand will result in variable customer interactions with no clear direction or substance.

The brand should guide customer experience at every customer touchpoint. Brand delivers three C’s vital to CX. Its greatest strengths in supporting businesses in their mission to delight customers are Clarity, Consistency and Confidence. Here’s how brand delivers these three C’s.


When brand is placed at the heart of your organisation, it helps drive CX in many ways, and therefore has a much clearer impact on organisational behaviour and performance.

By ensuring that your brand permeates every area of your organisation, you will not only deliver a superior customer experience – you will demonstrate value to the C-suite, and measurable ROI for your brand.


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