Maximising Brand Value and CX

If you’re running a business, chances are you have to conceptualise and execute new brand marketing strategies regularly. To drive growth and run a successful campaign, it’s essential to consider two critical components of the marketing toolkit — CX and BX, also known as “customer experience” and “brand experience.” 

Before delving into how customer experience marketing and brand experience marketing can maximise your brand, let’s unpack exactly what they are.

What is CX Marketing?

So, what is customer experience in marketing? Well, it is the overall feeling a customer has after a unique interaction with your brand. This is a critical part of your brand identity and marketing, as it can affect a customer’s lasting impression about your business. Here are a few examples:

• There’s an 80% increase in revenue for companies that focus on CX.
• Customer-centric brands report profits that are 60% higher than those that fail to focus on CX.
• 80% of organisations expect to compete mainly based on CX.

Using BX Marketing to Your Advantage

BX — or brand experience marketing — are the feelings and responses evoked after seeing a brand’s packaging or communicated messaging. This kind of marketing is designed to draw a connection with the consumer by using sensory or behavioural strategies to build the brand’s identity. 

Here are some interesting statistics that could get you excited:

• 88% of consumers say authenticity is crucial when deciding what brands they like and support.
• Using a signature colour can increase brand recognition by 80%.
• More than two-thirds (68%) of businesses say brand consistency has contributed to 10% or more revenue growth.

Below are ways to utilise BX marketing effectively:

Emphasising Authenticity in Brand Messaging

Authenticity is critical to forging strong connections with consumers. Brands that maintain transparency and genuine communication are more likely to garner support and loyalty.

Crafting Genuine Narratives

Share Your Brand’s Story

Highlight your brand’s origins, mission, and values in your messaging to create a relatable and authentic narrative.

User-Generated Content

Encourage customers to share their experiences with your brand, adding a layer of authenticity and trustworthiness.

Consistent Brand Values

Value-Driven Campaigns

Launch campaigns that reflect your brand’s commitment to social, environmental, or community causes.

Customer Feedback Loop

Implement a system for gathering and responding to customer feedback, showing that you value their opinions and are committed to improvement.

Leveraging Sensory Branding

Sensory elements like a signature colour or sound can significantly enhance brand recognition and create a memorable brand experience.

Visual Identity

Signature Color and Design

Utilise a unique colour palette and design elements across all brand materials to increase recognition.

Packaging Design

Invest in innovative and sensory-appealing packaging that stands out and resonates with the brand identity.

Auditory Branding

Signature Sounds

Create a unique sound or jingle associated with your brand to foster auditory recall.

Branded Playlists

Develop branded playlists or sounds that embody the brand’s mood and values, enhancing the auditory experience.

Achieving Brand Consistency

Maintaining a consistent brand experience across all touchpoints reinforces brand identity and fosters trust.

Unified Brand Experience

Cross-Channel Consistency

Ensure that the brand’s visual and verbal messaging is consistent across all channels, including digital, print, and physical spaces.

Employee Training and Brand Guidelines

Educate employees on brand values and guidelines to ensure consistent customer experiences.

Continuous Brand Evolution

Market Adaptability

Stay attuned to market trends and customer preferences to evolve the brand experience while maintaining core brand identity.

Innovation in BX Strategies

Continuously explore new and innovative ways to enhance the brand experience, keeping the brand relevant and engaging for consumers.

How to Maximise Brand and Customer Experience Marketing

Now that you have more of an understanding of these essential components let’s look at BX and CX in digital marketing and how they can maximise your brand’s value.

Maximising brand experience marketing:

Know Your Story

It might seem like a no-brainer, but before developing your marketing campaign, it’s essential to understand precisely what kind of message you’d like to convey and how you would like your brand’s narrative to be received.

Experience is Paramount

Above all, despite the outcome, you want this experience to be memorable for the consumer. Ensure every step of the experience is polished and your brand identity is sold in the best light.

Consistency is Key

Keep your brand messaging consistent across your marketing campaigns by developing a brand bible that includes notes on the tone of voice, CTAs, themes, and logos.

Engage with Consumers

The internet has revolutionised the way brands interact with consumers. A great brand experience marketing campaign is the perfect opportunity to engage with consumers and find meaningful touchpoints.

Understand Brand Values

Your clearly defined brand values and ethos should be at the forefront of every customer experience marketing strategy — as this will ultimately dictate how your narrative is conveyed and received.

Know Your Customer

Understanding who your customer or consumer is can help you deliver the best customer experience campaign designed to make meaningful connections. Research your target market and develop consumer profiles to develop a clear identity to know your customers better.

Interact with Consumers

Use real-time technology to interact with consumers to add a human element. Receive feedback or offer additional information about the brand by continuing the customer experience through connection.

Listen

Feedback is one of the most essential marketing tools a brand can use to elevate and improve its customer experience. Listen to what the consumers tell you, iterate your strategy, and deliver an elevated customer experience campaign.

A MILO campaign featuring six real-life Aussie families that demonstrates how organised sport teaches kids plenty of life lessons while at the same time celebrating and thanking the parents of Australia for making it happen – was able to raise brand advocacy by 9%

Elevate Your Brand Offering with Digital Marketing Specialists

If you’re looking to elevate your digital branding with an innovative new brand and customer experience strategy, consider REBORN to bring your engaged and impactful campaigns to life. Our digital agency has a track record of delivering digital media and communications marketing solutions to brands across Australia by successfully hitting targets and making noise for almost 15 years. 

If you’d like to learn more about our transformational digital marketing services, contact our experienced team for a free consultation today.