Brand experience (BX) develops at every touchpoint, beyond the logo and visual identity. To bring a brand promise to life, examine both what customers experience and what employees are equipped to deliver.

I’ve spent years designing brand identities. And one of the most important lessons I’ve learned goes beyond design: a strong brand relies on consistency between its promise and the experience people have every day.

What is brand experience?

Brand experience refers to what people experience and feel in each interaction with an organization. Visual identity, the tone of communications, website navigation, the welcome customers receive and after-sales service all contribute to it. These experiences help shape brand image.

A brand identity expresses what a company stands for; its promise clarifies what people can expect from it. People, tools and processes bring that promise to life. Polished visuals create an expectation; the experience reveals whether the organization meets it.

BX, CX and EX: connecting brands, customers and employees

That’s why at Lanla, we look at three dimensions together: brand experience (BX), customer experience (CX) and employee experience (EX). The first concerns what people experience when interacting with the brand; the second, the customer’s journey; the third, the daily experience of the teams who contribute to that journey.

When processes contradict stated values, a gap can emerge between the promise and reality. Rather than assume all three dimensions are aligned, we propose examining them together: do employees understand the promise? Do they have the resources to deliver it? Are customers having the experience they expect?

How can you improve brand consistency?

Start by defining your brand promise in practical terms. If you promise simplicity, what should that mean on your website, during a purchase and when someone asks for help? Then identify the touchpoints where that promise needs to translate into action.

Is there a gap between what the brand promises and what employees understand their role to be? Examine internal communication and the clarity of instructions. Is the gap between what teams do and what customers report experiencing? Explore processes, tools and training needs.

Compare customer feedback with employee feedback and observations of the customer journey. Choose an area to improve, define an action and then assess its effects. If the promise exceeds what the organization can deliver, the brand strategy itself deserves a review.

That’s the consistency I aim to build: an identity that represents the organization and can be brought to life every day by the people behind it.

To explore the three dimensions of this approach, discover our solutions:

Brand experience (BX)

Customer experience (CX)

Employee experience (EX)