Smoke Customer Intelligence’s Post

The Role of Branding in Customer Experience: A Seamless Journey Branding is no longer just about recognition; it’s about building a meaningful, cohesive experience that resonates at every point in the customer journey. From the first spark of discovery to nurturing relationships after a purchase, a strong brand can turn casual encounters into loyal, trust-filled relationships. When a customer first encounters a brand, it’s often the look and feel that captures attention. But as they move through their journey—from exploring offerings to making a purchase decision and, finally, engaging post-purchase—branding steps in to create a sense of familiarity and trust. Each interaction reinforces the brand's promise, creating a seamless experience that feels natural and reliable. Take, for instance, consistent messaging and tone across different platforms. Whether a customer finds you on social media, through a Google search, or in an email, a cohesive brand voice reassures them that they’re engaging with the same, dependable entity. This is crucial in building trust, especially when they’re deciding if your brand aligns with their values and needs. The impact of branding continues long after the sale is made. Post-purchase experiences—such as easy access to support, follow-up content, and personalized recommendations—show customers that they’re valued beyond just a transaction. When branding thoughtfully guides every touchpoint, it shapes an experience that customers are more likely to remember and advocate for. Explore how branding impacts every step of the customer journey, from discovery to post-purchase interaction. By focusing on seamless branding, businesses can create a lasting impact that resonates and builds loyalty. https://lnkd.in/eU9hUeJ4 #Branding #CustomerExperience #CX #BrandLoyalty #CustomerJourney #BrandStrategy

10 Top Lessons From "The Brand Flip" by Marty Neumeier 1. Customer Empowerment: Shift in Control: In the modern marketplace, customers hold the power. Brands no longer control the conversation; instead, customers drive brand perception and influence. 2. From Company-Centric to Customer-Centric: Focus on Customer Needs: Successful brands prioritize the needs and desires of their customers. Understanding and responding to customer feedback is crucial for brand loyalty. 3. The Role of Purpose: Brand Purpose Beyond Profit: A strong brand has a clear purpose that goes beyond making money. This purpose should resonate with customers and create a sense of shared values and mission. 4. Brand Co-Creation: Involve Customers in Brand Development: Engage customers as partners in the brand-building process. Co-creation fosters a sense of ownership and deeper connection with the brand. 5. Customer Experience: Deliver Consistent and Positive Experiences: Every interaction a customer has with your brand should be consistent and positive. A seamless and enjoyable customer experience is key to building brand loyalty. 6. From Products to Experiences: Focus on Experiences Over Products: Customers are more interested in the experiences associated with a brand than the products themselves. Brands should focus on creating memorable and engaging experiences. 7. The Importance of Authenticity: Be Genuine and Transparent: Authenticity is crucial in building trust with customers. Brands should be genuine, transparent, and honest in all communications and actions. 8. The Brand Community: Build a Community Around Your Brand: Create a community of loyal customers who share a common passion for your brand. This community can act as brand advocates and contribute to the brand’s growth. 9. Agility and Adaptability: Stay Flexible and Responsive: The market is constantly changing, and brands must be agile and adaptable to stay relevant. Being open to change and willing to pivot is essential for long-term success. 10. Measure What Matters: Focus on Key Metrics: Track and measure the metrics that matter most to your brand’s success, such as customer engagement, satisfaction, and loyalty. Use these insights to continuously improve your brand strategy. These lessons emphasize the shift from company-centric to customer-centric branding, highlighting the importance of purpose, authenticity, customer experience, and community in building a strong, resilient brand. Follow our page for more tips on marketing your business online. #MarketingTips #Top10Lessons #RippleTrend

How effective can your investment in brand building be if your customer service sucks? A customer’s overall brand experience is likely to have a huge influence on their perception of a brand. In fact, Kantar found that in financial services, nearly 60% of brand disposition is tied to the customer experience. Yet satisfaction with customer service across a range of sectors and regions has been plummeting for years. In fact, Forrester research found that it hit an all time low in the US last year. Involvement with a range of facets of the customer experience would seem to be a critical requirement for brand building, yet in WARC's 2024 Voice of the Marketer survey 21% of marketers at brands said they had nothing to do with customer service. And 30% of agency respondents said their clients were only tying customer experience and brand marketing “to a small extent”. Closing this Customer Experience Gap was one of the five key themes in this year’s Marketer’s Toolkit. More on this in a recent podcast hosted by WARC’s Rica Facundo, who was joined by Nithi Kumar and Dan Krigstein. Here’s the link https://lnkd.in/dQuu754b

10 Top Lessons From "The Brand Flip" by Marty Neumeier 1. Customer Empowerment: Shift in Control: In the modern marketplace, customers hold the power. Brands no longer control the conversation; instead, customers drive brand perception and influence. 2. From Company-Centric to Customer-Centric: Focus on Customer Needs: Successful brands prioritize the needs and desires of their customers. Understanding and responding to customer feedback is crucial for brand loyalty. 3. The Role of Purpose: Brand Purpose Beyond Profit: A strong brand has a clear purpose that goes beyond making money. This purpose should resonate with customers and create a sense of shared values and mission. 4. Brand Co-Creation: Involve Customers in Brand Development: Engage customers as partners in the brand-building process. Co-creation fosters a sense of ownership and deeper connection with the brand. 5. Customer Experience: Deliver Consistent and Positive Experiences: Every interaction a customer has with your brand should be consistent and positive. A seamless and enjoyable customer experience is key to building brand loyalty. 6. From Products to Experiences: Focus on Experiences Over Products: Customers are more interested in the experiences associated with a brand than the products themselves. Brands should focus on creating memorable and engaging experiences. 7. The Importance of Authenticity: Be Genuine and Transparent: Authenticity is crucial in building trust with customers. Brands should be genuine, transparent, and honest in all communications and actions. 8. The Brand Community: Build a Community Around Your Brand: Create a community of loyal customers who share a common passion for your brand. This community can act as brand advocates and contribute to the brand’s growth. 9. Agility and Adaptability: Stay Flexible and Responsive: The market is constantly changing, and brands must be agile and adaptable to stay relevant. Being open to change and willing to pivot is essential for long-term success. 10. Measure What Matters: Focus on Key Metrics: Track and measure the metrics that matter most to your brand’s success, such as customer engagement, satisfaction, and loyalty. Use these insights to continuously improve your brand strategy. These lessons emphasize the shift from company-centric to customer-centric branding, highlighting the importance of purpose, authenticity, customer experience, and community in building a strong, resilient brand. Follow our page for more tips on marketing your business online. #MarketingTips #Top10Lessons #RippleTrend

Why should brands and brand marketers care about customer experience? And why should the brand and marketing team collaborate closely with the CX team? Simply, because you’ll almost certainly be more successful if you do so. Read all about it in my latest blog on the Blueprint for Brand Growth.

Forrester research finds that brand experience and customer experience are two sides of the same coin. When brand experience and customer experience are improved together, firms can achieve up to 3.5x revenue growth and drive higher customer retention and loyalty. Forrester's new Brand Experience Index (BX Index) paired with Forrester's established Customer Experience Index (CX Index™), can now help firms evaluate both BX and CX in tandem, unlocking strategies to outperform competitors. Learn more about Forrester’s BX Index and Growth Grid here 👇

Building brand loyalty is essential for any small or medium-sized business looking to thrive in today's competitive landscape. Many businesses struggle to keep customers engaged, but creating consistent customer experiences can be the answer. Start by understanding your customer journey—map out each touchpoint and ensure alignment with your brand’s message. Keep feedback channels open so you can continually refine the experience based on real customer insights. The reward? When customers feel valued and understood, they are more likely to return and recommend your services to others, creating a ripple effect that can significantly boost your growth. What strategies have you implemented to enhance customer experiences? Share your tips or experiences! #BrandLoyalty #CustomerExperience #SMBGrowth #CustomerEngagement https://lnkd.in/g6DJQViW

Forrester research finds that brand experience and customer experience are two sides of the same coin. When brand experience and customer experience are improved together, firms can achieve up to 3.5x revenue growth and drive higher customer retention and loyalty. Forrester's new Brand Experience Index (BX Index) paired with Forrester's established Customer Experience Index (CX Index™), can now help firms evaluate both BX and CX in tandem, unlocking strategies to outperform competitors. Learn more about Forrester’s BX Index and Growth Grid here 👇

Forrester research finds that brand experience and customer experience are two sides of the same coin. When brand experience and customer experience are improved together, firms can achieve up to 3.5x revenue growth and drive higher customer retention and loyalty. Forrester's new Brand Experience Index (BX Index) paired with Forrester's established Customer Experience Index (CX Index™), can now help firms evaluate both BX and CX in tandem, unlocking strategies to outperform competitors. Learn more about Forrester’s BX Index and Growth Grid here 👇