Gartner Research

Fortify Your Brand Promise by Aligning Customer Experience and Brand Messaging

Published: 30 October 2019

ID: G00380217

Analyst(s): Laurel Erickson


When your customers’ experiences are out of sync with your brand’s promise, their trust in you erodes. To drive customer loyalty, retention and growth, marketing leaders must align CX and brand messaging by bridging silos and focusing on experiences that support a customer-centric brand promise.

Table Of Contents
  • Key Challenges



  • Focus Your Brand Promise on Your Customers’ Personal Benefits
  • Use Your Personal Benefits to Connect Brand to CX
  • Bridge the CX and Brand Team Gap With Experience Design
    • Acknowledge the Challenges of Bringing Two Disciplines Together
  • Evaluate and Optimize Experience Efforts
    • Survey Customers to Gauge Your Success

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