Your brand defines who you are as well as what you do; setting you apart from your competition. It emphasizes the one-of-a-kind value that you give your customers. It's the reason they buy from you and not from someone else.
As a result, it stands to reason that your brand as well as the experience you provide your customers are intimately related. While that statement was somewhat of an oversimplification, it is nonetheless true. Your brand is foundational for establishing customers' expectations which is a crucial part of the overall experience.
Therefore, with each touch, the customer’s actual experience should measure up to the expectations set by the brand.
The most effective way to find out if your brand experience is consistent with expectations is to rely on feedback from your customers. They are the best barometer for letting you know if you're delivering… or not.
Below are three ways to make sure that you're measuring up:
➽ Employee ambassadors – Ensure that employees understand your brand promise well and equip them with the tools and resources to champion it. In short, make customer expectations clear and develop measures to guarantee that your employees are creating the best customer experience possible.
➽ Customer data – Conduct research to learn exactly how your customers feel about your brand and your competitors brands too. By contrasting your brand against your competitors you can quickly see your natural strengths: the areas where you're already delivering a top-quality, branded customer experience – and areas where you need to improve.
➽ Internal audit – Brainstorm every touch point you have with customers and then conduct an honest analysis of whether or not you're conveying your brand’s promise during each one.
Monitoring your customers’ experiences is an ongoing endeavor. Make it a regular part of your routine. Keep gathering and assessing feedback to ensure that you continue to refine your brand experience when needed.
What methods do you use to make sure that you're delivering your brand's promise? Tell us in the comments below!
About the Author
Andrea Hubbert, principal at Hub+company, is a versatile integrated marketing communications professional with one primary passion: to empower creative individuals and their companies to design and market the business lives of their dreams.