Is Brand Experience Customer Experience? 5 Key Differences


Brand Experience and Customer Experience are terms used in business that are closely related to how a consumer or customer connects to your brand or company.

If you always find yourself confused about the difference between these two terms and the importance of each one of them, you are in the right place.

Brand experience is a concept that establishes a connection between the brand and the consumer. Thus creating an ecosystem that involves the customer and all the products of your brand. On the other hand, Customer experience is the feeling that your customers have about your brand, services, and all the products you offer.

This article will explain the key differences between Brand Experience (BX) and Customer Experience (CX). You will also get to know why the connection between these two is essential for your business.  

Related Articles:

Customer Experience Vs. Marketing

Is Customer Experience part of Marketing?

On the list below, 5 Key Differences between Brand Experience and Customer Experience will make you have a clear understanding of the matter. 

  1. BX is long term, and CX is immediate.
  2. Engagement vs. Satisfaction
  3. UI vs. UX
  4. Marketing vs. Service
  5. New Clients vs. Support

Each of these differences plays a significant role since they impact the business strategy of an organization.

Brand Experience Vs. Customer Experience: 5 Key Differences

  1. BX is long term, and CX is immediate.

Brand Experience is long term because it grows with the business over time; the purpose of brand experience is to engage the client through visual and digital tools and keep him interested. Your brand needs to be good enough to create a long relationship with the consumer.

While customer experience is immediate, if the customer finds it complicated to access your products or takes time to see what he is looking for on your website, he may immediately give up, no matter how good your brand experience is.

  1. Engagement vs. Satisfaction

Although brand and customer experience have differences, the purpose is to make the customer feel engaged somehow. It is also essential for brand loyalty, not to mention that BX and CX are necessary to generate your organization’s revenues.

Satisfaction will dictate the success of the relationship, and for that to happen, your brand needs strong and well structured enough to engage the customer. There are many ways to engage customers, but the main one is to give them the attention they need every time you have contact.

  1. UI vs. UX

User interface (UI) is the key to the success of your brand experience. It refers to your brand’s design. All the products you have must make the customers feel better than your competitors. The UI must be very well designed, easy to navigate, and easy to understand.

Nowadays, websites, social media, and other platforms are minimalist to get good results. If you are building a website, the information you are going to put in there has to go straight to the point, in a way that customers won’t need to call the customer care center to ask for some explanation.

The Descriptions of your products need to be clear and understandable at first sight. If you deliver your products or not, it has to be explained on the page. And for payment methods, you have to make your customer feel safe to make online payments on your online store.

The more organized your online store’s interface, the more customers will have a good experience, and never forget to have a feedback session on your website. They won’t need to leave the page and use other methods to give how their experience was.

And User Experience (UX) is the journey that the customer has to make to achieve the organization’s target. UX must work seamlessly and smoothly for the customer experience to be great.

Without User experience, the brand won’t achieve their goals. They need to know their customers’ experience to measure the pulse of what they are doing and make better plans.

A brand needs to make their decisions counting with the customers to see how they are going to experience what they are planning to do. To say UI and UX are linked and walk together if your brand provides a good interface, the customers will have a great experience of business or buy.

  1. Marketing Vs. Service

In an organization, all departments need each other to work, Marketing, and customer service are no different.

In Brand experience, one of the essential things to do is marketing. It can be done through Internet tools like social media, newsletter, billboard posters, etc., which is how the customers will interact with the brand. Also, this is how the organization motivates the customers to purchase.

On the other hand, service can be defined as the conversation with existing customers and providing services that help them have a great experience with the brand. It also includes customer care, making contacts to ask if the customers need something or even if they are happy with the business that you made.

  1. New Clients vs. Support

New Clients vs. Support refers to the primary purpose of Brand/Customer experience.

Brand experience is also a way to attract more customers who never heard about your brand. In this sector, the brand needs to be very well structured and also have a good design. It is usually done through Advertisements or programs in the Marketing department inside your organization.

CX intends to support the customer during the time that he will have a relationship with your company. The key point is that the customer is always ready for any action at any time.

The support is essential because when there is a lack of support for the customer’s concerns, he may leave your brand no matter how good your products are. 

The brand must plan to support the clients every time they ask for some help or essential information.

These five key differences between BX and CX the connection with your customer will be more effective. Applying them will grant a long-term relation. Still, it is also essential to follow the new trends when things and methods of implementation.

Related Article: 10 Tips on How to Talk to Customers on the Phone

Making the Customer Experience of your Brand more Emotional

Well, there is no Brand Experience without customer Experience. As we mentioned before, these two terms walk together. Your customers’ experience must always be the best, and for that, you have to improve and see what the competitors are offering.

Customers like to have clear and objective information, to have content quickly and interactively. For example, if you are going to promote your products on your website, make sure the customer will access them instantly. If you post some information or a message, it has to be explanatory and summarized.

Defining a Great Customer Experience

We say that the experience is great when the customer’s information matches his expectations; when the communication is good, the customer will have no motives to leave your brand.

The Brand Personalities 

Your brand must attract the customer from the moment he walks in the doors of your office to the conversation you will have, which means your brand has to be competent, sincere, sophisticated, and have excitement.

To Sum Up

Some people may get confused when it comes to understanding BX and CX, but now that you know these five key differences, you can distinguish the two of them. Here, We went into the detail of how brand Experience works and how to attract customers.

Know you also know that you have to expect better offers and treatment from the brand you are willing to have business with as a customer. It is also clear that companies should not be stagnant. They always have to check what is happening in their acting area.

As a Brand owner, it is essential to invest in the design marketing department, attract your customers by having good communication skills, best offers (this doesn’t necessarily mean lower prices).

And make sure your digital platforms are easy to manage. As we mentioned earlier, it will grant a long-lasting relationship with customers.

Emidio Amadebai

For the past 2 years, I have been working as the head of Customer Experience, Sales, Marketing, and Customer Finance at an international pay as you go solar home system company working in rural areas in Africa. After my previous 7 years working in B2B, IT&Telecoms industry, as a Service Delivery and Project Manager, having worked with Vodacom, Huawei, and other multinational companies. My job is to make sure we improve the lives of thousands of families, with access to electricity, utilities (radio, TV, lights), doing our very best so that they get the best-in-class customer experience, and succeed in acquiring the products for themselves.

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