What is a brand strategy and why is it important for your CX approach?

What is a brand strategy and why is it important for your CX approach?

Customer experience (CX) and brand strategy are two approaches to understanding how people interact with your organization. While the two fields aren't exactly identical, they can be complementary. CX helps you understand how your customers interact with your business and brand strategy helps you understand what makes it unique in their eyes. This article will explain how to integrate customer experience and brand strategy into one cohesive customer-focused approach for success.

Brand strategy as a part of customer experience

Brand strategy is a key part of customer experience. It's the foundation that communicates your brand's voice, personality and values to your audience. It helps you develop consistent messaging across all channels and touchpoints. The brand strategy you create will provide structure for all aspects of your business—from how you design packaging to how you train your staff.

Brand strategy translates into customer experience through the products or services offered by a company, as well as its interactions with customers (both online and offline). The overall goal of any business should be putting its best foot forward so as to create positive experiences for their customers—and this starts with creating an excellent product or service first!

Contact us

Brand strategy as a precursor to CX

The brand strategy is an important piece of the customer experience puzzle. It's what helps you deliver on your promises to your audience, and it's a precursor to developing a sound customer experience.

Your brand strategy should be grounded in research and insights about your customers—what they value, where they go for information, how they think about themselves and their experiences with your brands. You can then use this data as part of your ongoing efforts to build trust with those customers over time by making sure that everything you do matches up with what you've promised them (and vice versa). If there's a disconnect between what has been promised and delivered from one interaction or touchpoint to another, then it may be possible for competitors or other companies who offer similar products/services as yours but have not made such specific promises about their own behavior toward consumers (or lack thereof) fill that void instead.

How to Win Customers for Life: The TCXA brand experience framework.

Brand-centricity is the starting point to creating and managing customer experience. You cannot deliver a superior customer experience until you know who your customers are and how to create value for them. Customer Experience (CX) is hard work, but TCXA helps companies create and manage their brands through CX by using a framework to help companies understand their customers.

Ready to get started?

If you're ready to get started, there are a few resources available to help you. First, we've compiled a list of questions that will help you determine the best way to move forward with your brand strategy. You can take this assessment by clicking here.

Second, we have a library full of white papers and articles about customer experience strategy on our website at www..com. These documents are meant for both marketers and CX leaders who want to learn more about how they can improve their company's approach from top down or bottom up (or both).

Lastly, if you'd like more specific guidance tailored to your situation and goals—either as an individual or as part of an organization—you should reach out directly through email us at or call us at 06 3049 8031.

There are some differences between CX and brand strategy, but they can be complementary.

Brand strategy is a crucial part of customer experience and should be used as such. The relationship between CX and brand strategy is not as clear-cut as some people may suggest, but there are some ways in which they can be complementary.


The customer experience is a journey that starts with brand strategy and ends with the actual experience. It’s not just about how your customers feel, but also about how they think and how they act in response to what you offer them. As these two elements come together, they create a powerful bond between you as a brand and your target market. In order for this connection to take place, however, it’s essential that you understand both sides of the equation: what makes people loyal (and why), as well as what turns them away from brands altogether (and why).