Branded customer experience to focus on the target, not the company itself.
Brands are built through both communications and the experience with the corporate, product or service brand. Unfortunately, brand-building efforts are largely focused on communications, often to the neglect of the experience.
An experience audit is one of the simplest yet most powerful tools in the brand-building process. In an audit, each of the unique steps in your audience's experience of your brand – from initial awareness to ongoing relationship or rejection – is identified, measured, and understood for its value to the brand. This frees companies from branding every single touchpoint and hoping one of them makes a lasting impression. Such an approach is not only exceedingly expensive but fails to consider that not all points of contact are created equal.
Experience audits quickly reveal which touchpoints have the greatest impact and deserve the greatest attention and investment.
Additional benefits include:
> Seeing brands in the actual context of people's lives.
> Diagnosing lapses in brand delivery, setting priorities for change, and measuring improvement.
> Generating ideas for innovation.
> Focusing on specific audiences, from users to suppliers to employees.
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