A brand name is more than just a logo



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A brand name is more than just a logo

Reporter 2 minute read

According to customer experience expert Alex Allwood, CEO of The Holla Agency and author of Customer Experience is the Brand, there are seven key pillars that comprise the customer experience…

Brokers have known it all along, but now the idea that customers should be at the heart of every brand is gaining traction.

“Push marketing through advertising, promotions, PR, discounting and merchandising isn’t relevant anymore. In the experience economy, these off ers provide diminishing competitive advantage, are easily replaced with a competitor’s off ering and deliver low advocacy,” Ms Allwood says.

“At the heart of the experience economy is personalisation, engagement and authenticity.”

However, while that sounds straightforward enough, keeping customer experience at the heart of everything you do is no easy feat, and certain aspects of your operations can easily be overlooked.


According to Ms Allwood, there are seven pillars of customer experience:

Brand purpose

Not just what a brand does but why it exists, its core beliefs and how it unites its customer and organisational culture to achieve its intentions.

Organisational alignment

Ensuring all aspects of a business, from sales to HR to IT, are all customer-centric and aligned to the same goals.

Customer journey

Break down the client’s full journey to understand your role within it and how you can enhance it.

Keeping the promise

All companies promise things to attract customers, but most fail to live up to this promise. Customer advocacy comes from fully meeting (and exceeding) promises made.


With people increasingly connected in the digital space, this allows brands to harness an unparalleled amount of information on prospective client demographics, needs and past experiences.


Get your clients actively involved in new innovations – after all, it is they who will ultimately be using your new products and services.

Experience management

Actively evaluate your client’s experience to determine both the performance and value of the service you offer.

A brand name is more than just a logo
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