The brand experience is created in the mind of consumer. A satisfied customer is one that keeps coming back for more while recommending your product or service to others. The global business consulting firm Bain & Company discovered that while 80 percent of organizational leaders believe they deliver a superior customer experience, only 8 percent of customers agree.

This huge gap in perception can be explained by organizations not monitoring how the visual, verbal and behavioral aspects of their brand work together. Though some experiences are controlled such as retail environments, advertising, design, packaging, and marketing communications, others are much harder to control—like employees. Employees, especially those who are not educated on the brand, can have a huge impact on customer perception.

Every time your employees interact with your client or prospect, they leave an impression. One bad experience can expel a client for life. For instance, if a client speaks with a representative of your organization and is treated badly, they may never come back, regardless of the quality or price of what you have to offer. In today’s marketplace, there are so many choices that the differentiator between competing organizations is often the client experience.

To ensure your intended brand experience is consistently reaching your customers and potential customers, take stock of the visual, verbal, and behavioral elements of your brand.

• Review your positioning and messaging to ensure that it is aligned with the promise of your brand.
• Review the visual elements of your brand to ensure they are cohesive and informative.
• Communicate your brand to your employees to ensure they understand and can accurately communicate your promise to your customers.

A positive brand experience is important to every business. Developing a brand that accurately conveys your promise to your market place and backing it up with a compelling message will get customer attention, but delivering the best possible customer experience will keep them coming back to you.