Brand Identity Essentials

96 Customer Experience Planning

Customer touchpoints shape a customer’s perception of a brand. These perceptions shape brand identity as much as the work of any designer or brand manager. After all, brand identity is all about what the customer thinks—not what you think. Customer perceptions are created by a series of touchpoints—the interactions customers have with a brand.

Customer experience planning is a powerful brand-management tool. It provides a framework not only for answering key questions but also for realizing better outcomes: How do customers currently experience a brand? What about competitive brands? How would you like them to experience the brand? Changing, adding, or removing touchpoints can reshape the customer’s perception ...