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4 ways to walk the brand talk: aligning promises and experiences

Don't promise things your brand experience doesn't deliver

In our recent CX Leader podcast episode, Don’t let your brand make false promises, Steve Walker and I revisit the importance of aligning brand promises with actual customer experiences. We talk about what stuck with us from the webcast, make Peter Dixon‘s ears burn, and call out more evidence of how the momentum to align CX and brand continues to build.

(We’re looking at you and smiling, Janey Whiteside.)

We also talk about some tangible ways that CX leaders can make sure customers are actually having experiences that walk the brand talk.  Tune in to the podcast for more on who’s doing it well, and read on for some quick tips.


  1. Listen to the podcast: Don't let your brand make false promisesLearn – Know what your brand promises are. Know who owns the brand. Reach out to learn more and integrate what you learn with your CX vision and directives. Collaborate to close gaps and create advantage.
  2. Establish Principles – Call them CX Principles, Service Principles, Brand Principles, whatever. Define a few touchstones that will connect the brand to the experience and serve as reminders of what customers expect from your company. Transparency, guidance and seamlessness are some common customer needs. Engage customers in this process, which may build from your journey map.
  3. Activate Promises – Don’t just make a pretty poster; put those principles to work – in how you gather insights from customers and in what you do with those insights. This ARRIS case study is a great example of how a technology company made a promise to adopt a human point of view then demonstrated a commitment to that promise through their Voice of Customer initiatives.
  4. Design Experiences – Rethink and reshape experiences deliberately so that they reinforce the brand. Think about breakthrough change. Adopt techniques like the Sprint methodology to bring rapid innovation into the mix and move from ideas to impact more quickly.

About the Author

Jennifer Batley

Jennifer provides executive-level leadership to key Walker clients, advising on CX transformation strategies and guiding initiatives aimed at creating advantage based on differentiated customer experience. By understanding needs and opportunities, she ensures her clients are optimizing customer insights to drive bottom-line results and value in alignment with their core strategies, business objectives and brand promises. She collaborates with clients’ senior management to establish goals and success metrics that ensure mutually valuable relationships, and she leads internal Walker teams to deliver compelling outcomes and long-term partnerships. Jennifer also provides deployment consulting and facilitates presentations and workshops focused on communicating recommendations and supporting clients through development and execution of action plans. In addition to client responsibilities, Jennifer is engaged in thought leadership and solution development based on trends impacting CX practices and is currently focused on the intersection of brand promises with CX design and delivery.

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