Brand Experience, Meet Customer Experience

If brand experience was an animal, it would be a pretty, flashy dog, specially groomed for dog shows. Conversely, customer experience can be likened to a trustworthy guide dog, that helps and follows you throughout.

In today’s fast-paced marketing world, it’s very important to differentiate between brand experience and customer experience. Sometimes these terms are mixed up and used loosely, but they represent two distinct concepts. The similarity is that both brand and customer experiences inherently focus on one thing – the customer. Brand experience kicks in from the start and is an ongoing process; it caters to both customers and non-customers. Customer experience follows closely behind, to guide your acquired customers when they are transacting or interacting with your brand.

While they differ in their approach, they are similarly rooted in consumers’ wants and desires. In order to engage and delight your audience, you’ll need to make your brand and customer experiences work together for best results. Let’s dig a little deeper to understand how they form part of an all-encompassing strategy to drive revenue for your organisation.