Clients and prospects ask me, “How should we think about our brand?” That can seem like a tricky question since there is a lot of vagueness around what exactly a brand is. Is it an image? A mark? A set of beliefs?

Yes to all the above.

But that doesn’t add a lot of clarity to answer the question. So let’s turn to the one person who can give us the definitive answer to your question of how we should think about our brand – your customer.

Your brand is your customer experience. That means every interaction your customer has with you. With your sales rep. On Facebook. With your marketing. Through your charity involvement and more. Look at it through their eyes at all of these touchpoints. That’s the customer experience. That’s your brand.

Ready to dive deeper into customer experience?

Check out some of the latest insights on customer experience out there on the interwebs:

• Here’s a great post from McKinsey & Company on what it takes to deliver breakthrough customer experiences.
• Here’s one from CMO.com that talks about experiences being the new brand.
• And finally, here is a nice summary from Econsultancy that gives a goood overview of just what the heck this thing is we call customer experience.