While many entrepreneurs are still stuck on the design of their brands, others are applying branding to each corner of their business, including customer experience!
We all know this famous quote by Jeff Bezos: “Your brand is what people say about you when you’re not in the room.” And, usually, the people who will talk about your brand with the biggest impact are your customers.
And it could be a good or bad type of impact.
I learned that one happy customer will tell 2 or 3 friends about your brand and your services, but one unsatisfied customer, will tell the whole freaking world about your brand -in the worst way possible.
So, yeah, customer experience is a big deal and worth planning (and executing!).
The customer experience is the result of the interaction between a customer and a brand, during a project, service, or other kind of relationship.
You would think that offering great customer support would be enough to create the best customer experience ever.
While great support is absolutely essential and super valuable, that should be a given.
If we’re planning on being “something else”, we need to step up on that game. I’m talking branded customer experience, my friend.
What Is The Purpose Of Branding Your Customer Experience?
There is a whole world of things we can brand to make customer experience unique.
The purpose of customer experience branding is to go beyond the average business, and to build a better brand.
Being better by showing how much you care.
Of course, there is an infinity of things that can be done and is nearly impossible for a solopreneur to get all of them covered at once (if at all).
But it is pretty much like social media: you don’t need all of them, just choose the ones that fit your needs, then refine the chosen branding points, eventually making them yet another step stone in your memorable brand.
How To Make A difference In Your Customer Experience Journey With Branding
For example, more than exchanging polite emails with your customers, you want your emails to be designed from top to bottom:
- Do you have an email header?
- What about an email footer?
- What is the tone of your email and how does your writing style matches or compliments your brand?
- Did you ever give any thought to what font style and color you’re using in your emails and how it matches your brand?
- Do you have a “branded” opening sentence or word that is present on your business name or tagline? Something that immediately brings brand awareness and connects the customer to your brand’s world?
A lot, I know.
And that was just about email. And not even everything about it! Now think about phone calls, invoices, newsletters, your blog posts and categories…
Customer Experience Should Start The Moment You Attract A Customer’s Eyes
Ideally, it would end when your customer becomes your advocate. A basic customer experience funnel, would be:
1. Attract the Customer
That moment someone discovers your brand through Google search, a Facebook community, Instagram interaction, blog comment section, etc, and goes check you out (on your main page).
2. Create Awareness
The potential customer is on your website or blog. A seriously good thing, already!
3. Encouraged Discovery
Your website/blog layout is beautifully design with your visual identity in mind, but also with the user’s experience in mind (so that those call-to-action and conversion steps are well thought out).
4. Official Customer
When the visitor became a customer by purchasing your product or service. *happy dance*
5. Customer To Advocate
Your customer concluded an unique experience that was way above average (compared to other businesses in your industry). Now, hopefully, he can’t stop talking about it!
The Most Important Thing To Consider When Exploring Customer Experience Is:
What Do You Want Your Customers To Feel On Each Step Of Their Interaction With Your Brand?
- What should they feel when they first arrive in your website or blog?
- What should they feel when first reading the description of your services or products?
- What should they feel while interacting directly with you (customer support, social media convos, etc)?
- Finally, what should they feel when they have concluded the interaction with you and your brand? Confident, happy, satisfied…
New to branding? Listen my podcast’s Episode 01 to get started with clarity!
My new Substack has branding cheatsheets (including the Customer Experience Branding cheatsheet!), workbooks, and course videos weekly, for just $7/mo. Join me at HelloKellyBrito.substack.com or read about the program and benefits here.
If you’re looking for WordPress themes, logos and branding suites, visit my Etsy shop!