Give Customers What They Want—Without Losing Your Brand Identity
With analytics and insights on how customers experience brands, marketers have prioritized CX. Experts discuss how to elevate CX without losing sight of the brand.
Jan. 07, 2022 | By Kalev Peekna and Kat Kollett
Armed with tools to better understand what motivates customers to choose a particular product or service, marketers have shifted their focus to how customers experience brands.
Leading only with your brand is akin to making a speech without listening to your audience.
But where does brand fit in? How can you meet customer needs without losing sight of who you are?
How Do You Balance Brand and CX?
Can you be both brand focused and customer focused? Between the two extremes, there is a balance where you can be true to your brand and still create that differentiated experience for customers.
Brand strategy and CX experts at One North, a TEKsystems company, break down the three key steps for brands to adapt to the changing needs of customers while maintaining brand position and point of view.
Kalev PeeknaChief Strategist at One North, a TEKsystems Company
Kalev brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims.
Kat KollettDirector of Customer Experience Strategy at One North, a TEKsystems Company
Leading the CX Strategy team, Kat brings a multi-disciplinary, user-focused approach to innovations in brand digital, analog, environmental and interpersonal experiences, and helps clients apply those innovations to meet their strategic objectives.