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Brand Experience Leadership vs. Customer Experience Management

November 3, 2022

Redefine your approach to customer experience. Make sure you focus on your brand’s purpose with brand experience leadership.

Key Takeaways:

  • Instead of customer experience management, focus on brand experience leadership, which is more about how to influence people based on the company’s values and mission
  • Ways to do it:
    • Understand the client’s goals
    • Outline the customer journey
    • Start from the top
    • Align your deliverables

Customer experience, or CX, is at the top of mind for brands across industries. Marketers and business leaders are taught repeatedly that the customer as the top priority leads to better business outcomes. 

While the customer’s experience is essential for any business, CX can be considered and acted upon in such a way that it doesn’t do anything to connect with consumers and improve your brand. Rather than focus on the customer experience, turn your attention to brand experience leadership. Here’s what you need to know about this subtle but important difference.


Brand experience leadership versus customer experience management

To focus too much on customer experience means a brand will adapt who it is at its core just simply to satisfy the customer. It becomes easy, then, to lose sight of why the business exists and what its values are – simply put, they forget their purpose. 

Rather than allow customer experience to drive the brand, the brand experience must drive business leadership and ensure that the business stays true to its purpose: the reason it exists, or the “why” behind its products and services. 

Brand experience leadership recognizes that your purpose drives the stories you tell your audiences, your branding, and how your team members work. It must align everyone around a set of principles and your brand’s mission, so customers have a cohesive, consistent experience when they interact with the brand, and the business will attract staff members who align with the brand’s values as well.

So, how is management distinct from leadership? The two terms have significant differences, although they’re often used interchangeably. Both terms suggest influence or control over a group of people, but they can have widely different impacts.

Management is more focused on control of the processes that make up an organization. It may be more concerned with incremental improvements, small changes, or achieving specific marks on a daily basis. Leadership is more about overall influence to ensure that actions align with the company’s vision and purpose.

The problem when you prioritize customer experience management is that it becomes less about how you connect with people and more about how many performance targets on a piece of paper are hit. The vision associated with the brand’s purpose is easily lost. 

Brand experience leadership still prioritizes the needs and desires of the customer, but the purpose behind the organization is never absent. Purpose drives decision-making and attracts the right kind of customer who understands and aligns with the brand’s mission. When that alignment can happen, more meaningful, long-term relationships are built, and the business is more successful.

This is why it’s important to build leadership instead of management.

How to prioritize brand experience leadership

A good place to start to improve the brand experience is to understand that what you say isn’t as important as how you make people feel. When you can put your customers’ feelings first, including what drives them to act and support a brand, they’ll pay more attention to what you tell them. 

Here are a few ways to improve brand experience leadership:

Understand the client’s goals

Ask yourself what your ideal customer wants to achieve. What do they struggle with? What kinds of solutions are they looking for? What do you have that will solve whatever roadblock they continue to bump into? 

When you dig into these questions, it helps you uncover what’s most important to people. You can then lead with your brand’s purpose and influence customers to trust you. You’ll be able to make more meaningful, measurable impacts. Think through your ideal customer’s needs before they even become a customer.

Infuse your purpose into every step of the customer journey

It also helps to know exactly where your customers are headed along their path to find the right solution and ensure you infuse your purpose the whole way. Get to know the purposeful lead cycle funnel:

  1. Define and communicate your three keys: purpose, values, and story. These keys help you establish what drives your business, what kinds of customers you’re looking to attract, and how you can create compelling narratives to bring people in. Everyone across the business must be aligned on these keys.
  2. Attract purposeful leads: When you lead your brand with purpose, you have clearly outlined values that drive everything you do, and the right leads will respond.
  3. Bring in sales-qualified leads (SQLs): It’s now time to let your sales team shine. SQLs have indicated an interest in your brand, and you must show the sales team how to bring them home when you emphasize brand purpose.
  4. Convert those leads: Conversion means your sale is made – but your work isn’t done. Ensure you continue to live out your purpose and foster strong relationships with the customers who see you for who you are.

Start at the top

Executives within the organization must embody the purpose, so it’s carried down through the brand. Employees and customers alike pay close attention to the example you set. Remember that any change you want to see in your organization must start at the top.

Align your deliverables

Everything your brand provides, including its products or services, needs to align with what your customers genuinely want and need. Remember that your goal is to spark real feelings in people. You want them to know that you understand them as part of a core value of your brand’s existence. 

All communications and deliverables you provide must clearly support your purpose. This is how you create brand experiences authentically and effectively.

Learn more with Advantages

Brand experience leadership takes customer experience above and beyond, so you never give up on who your genuine brand is just to make a sale. Foster brand leadership that influences, excites, and aligns, all based on your company’s primary purpose and vision. Don’t simply focus on client management tasks that fail to consider the person behind the data.

Always start with purpose. Contact the team at Advantages to learn more about how to lead with your purpose.


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