Let's get into it. There are so many people claiming to be brand designer or graphic designers and all they do is design a subpar logo. Just because you have a logo, doesn't mean you have a brand. I work with lots of companies that are in the business of creating logos, but they don't have a brand. The company logo is just the starting point. From there, it's about developing the brand experience. Brand experience is how consumers perceive your company. It includes everything from your logo to your website, the physical environment that customers visit, to the people that work for you, to how well your employees network with customers. Creating a brand experience is one of the most important things a company can do if they want to grow and prosper.
It is now widely acknowledged that the customer experience is now one of, if not the most important differentiator, especially in the B2B markets. Brand managers are thus now instructed to do what is required so as to enhance customer experience. This, in turn, increases customer loyalty which, in more financially stable times, will mean that more profits are poured into the business online via social media, email and their website.
Think about the experience or journey that you want your customers to go on as they experience everything that your branding has to offer.