Introducing The Uncommon Series

A series that goes back to basics, exploring the relationship between insights and different human science disciplines.  

This guide outlines the relationship between brand and customer experience (CX)

At its core, a brand is a promise. It sets expectations in consumers’ minds. CX is more than the sum of its parts – it’s the complete story of how a customer experiences a brand.

From the initial awareness to the post-purchase stages, CX is both emotional and functional. It’s common for brands to only look at CX's success through specific touchpoints, such as customer service, digital or point of sale. However, CX incorporates all experiences with a brand. It spans marketing, sales, product experience, customer service and more.  

It's not just the moment itself – it's everything from the anticipation leading up to an interaction, the feelings during an experience and memories, good or bad, that linger long after the experience has ended.

In this short, interactive guide, we explain how brand and CX work together.

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