Exploring the Intersection of Branding and Customer Experience with Joanne Chan

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This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

1. How can a company integrate customer service into its branding strategy? 
2. What role does customer experience play in brand loyalty? 
3. What are the key elements of a logo or brand identity that influence customer experience? 
4. Why is it essential for brands to infuse emotion into their visual identity systems? 
5. How should companies handle feedback to improve their brand’s customer experience? 

Top Takeaways

• Branding is crucial for any company because it defines how customers perceive the business. A strong logo and brand identity can create emotional connections with customers, making them more loyal and engaged.  

• Successful branding involves creativity and an understanding of what the brand represents. A great logo or brand can stand the test of time while still resonating with new customers, like Amazon’s smile logo, which emotionally connects the customer to a happy experience and communicates that Amazon sells everything from A to Z.   

• In any business relationship, listening is vital to understanding client needs and expectations. Listening helps you create solutions that cater to the client’s specific requirements. Listening with empathy throughout the partnership can nurture long-lasting relationships and repeat business. 

• Everyone makes mistakes, and in business, you must handle them well. When a mistake happens, take responsibility, listen to your customers, and work to solve the problem together. Owning and handling mistakes well shows your customers that you are reliable and committed to delivering an amazing experience. 

• Creating a brand involves more than just a name or logo. It’s about evoking emotions. This involves using design to speak to the heart of what the consumer cares about. That’s part of the customer experience. 

• The new generation of customers interacts with brands differently. They expect personalized and engaging experiences. Brands must be flexible and adaptable while maintaining consistency. 

• Plus, Joanne shares how her team came up with the Amazon logo and how they purpose-built it for the future. Tune in! 

Quotes:

“To infuse a brand with personality, marketers need to understand that brands are a way to communicate with their customers. The more emotion you infuse into a visual identity system, the more connection you can have with your customers.” 

“Customer service is about making the client happy. We do this by using our subject matter expertise to solve their problems. We need to make sure that we are addressing all of the client’s needs to elevate their customer experience.” 

“When we make mistakes, we own them. First, we apologize. Second, we take ownership and responsibility. Third, we solve the problem and figure out how to move forward without blaming anyone.” 

“We always ask ourselves, “Could it be better?” There’s always room to be better, try harder for our customers, and approach things with optimism.” 

About:

Joanne Chan is the CEO of Turner Duckworth. They managed packaging and brand identity projects for clients like Amazon, Coca-Cola, Levi Strauss & Co., and Samsung.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.