Branding and Customer Experience

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Branding and Customer Experience

This course is part of Branding: The Creative Journey Specialization

Instructor: Michael Thompson

43,419 already enrolled

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

563 reviews

Intermediate level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

94%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

563 reviews

Intermediate level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

94%

Most learners liked this course

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

7 assignments¹

AI Graded see disclaimer

Taught in English

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Build your subject-matter expertise

This course is part of the Branding: The Creative Journey Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

Bridge the gap between brand strategy and customer reality. This course reveals how branding efforts succeed or fail across every customer touchpoint, from purchase to service to daily use.

Students will master a practical framework adapted from Customer Journey Mapping to align brand guidelines across departments, anticipate breakdowns, and measure impact where it matters most. They will learn to apply behavioral economics to prioritize customer experience improvements, use the Value Proposition Canvas to build internal alignment, and understand how employee experience shapes customer perception. Whether you're approaching from a branding or customer experience perspective, you'll gain an operational language for translating brand strategy into consistent, measurable customer experiences.

What's included

11 videos4 readings2 assignments

11 videosTotal 61 minutes

CX and Branding: Course Overview3 minutes
CX All Around Us: Public Transport2 minutes
CX and Branding Teams: Titles, Scope and Organizational ¨Fit¨3 minutes
The CX ¨Tower of Babel¨6 minutes
Towards a More Complete CX Definition4 minutes
Making Sense of Variations of CJMs4 minutes
Customer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19 minutes
The Context of ¨Why¨: The Value of Contextual and Observational Research5 minutes
So Many Touchpoints...5 minutes
It's All About Alignment (Part 1)3 minutes
It's All About Alignment (Part 2)5 minutes

4 readingsTotal 40 minutes

Recommended Reading: The 30,000 Foot View: What CX Job Descriptions Tell Us about Company Values10 minutes
Required Reading: When and How to Create Customer Journey Maps10 minutes
Required Reading: Common Pitfalls of Customer Journey Mapping10 minutes
Recommended/Optional Readings/Resources10 minutes

2 assignmentsTotal 75 minutes

The Brand Autopsy15 minutes
Create Your Own Customer Journey Map!60 minutes

What's included

10 videos4 readings1 assignment1 plugin

10 videosTotal 57 minutes

Branding, CX, and Restaurant Menus2 minutes
Mapping Branding Activities in the Context of Customer Journeys3 minutes
Aligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14 minutes
Evaluating the Contribution of Branding to CX2 minutes
Brand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13 minutes
The Reality of Brand Guidelines5 minutes
Brand Guidelines: Getting Your Colleagues to Pay Attention5 minutes
Branding Strategy Orphans5 minutes
Why CX Metrics Projects Miss the Mark4 minutes
Why You Should Do CX Metrics Projects Anyways5 minutes

4 readingsTotal 40 minutes

Required Reading: Packaging and Branding10 minutes
Required Reading: CX Measurement Strategies10 minutes
Required Readings: CX Dashboards10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Quiz 20 minutes

1 pluginTotal 15 minutes

Learner Survey (it's short...we promise!)15 minutes

What's included

10 videos6 readings1 assignment

10 videosTotal 65 minutes

The Brand Impact of Parking Garages2 minutes
Brand Messaging Confronts the Real World4 minutes
Death by 1000 CX Papercuts4 minutes
User Experience, Customer Experience, and the Relationship to Brand5 minutes
Why Product Teams Hate Branding Projects5 minutes
How Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13 minutes
Why Customer Service Gets Pulled in Different Directions5 minutes
Call Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14 minutes
Don't Let the Chatbot Project be an IT Project6 minutes
What Behavioral Economics Tells Us About Where to Focus Our CX Efforts6 minutes

6 readingsTotal 60 minutes

Required Reading: A Fine is a Price10 minutes
Required Reading: Customer Experience vs User Experience: Why the Difference Matters10 minutes
Required Reading: UX Research and Market Research10 minutes
Required Reading: Building a Brand Through Customer Support10 minutes
Required Reading: Building Brand Touchpoints10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Week 30 minutes

What's included

10 videos9 readings1 assignment

10 videosTotal 46 minutes

Recycling Your CX2 minutes
Using a Value Proposition Canvas to Increase Team Alignment5 minutes
What is Employee Experience and Why Does it Matter?5 minutes
Understanding Where Your Colleagues are Losing the Brand Message4 minutes
What Drives a Company to Outsource Customer Touchpoints?5 minutes
The Hidden Costs of Outsourcing Customer Research4 minutes
Outsourcing Continued: How to Mitigate the Risks7 minutes
Ethics Matters Part 1: Where is Your Ethical Line?6 minutes
Ethics Matters Part 2: Using Customer Data for CX6 minutes
Some Final Words From Michael1 minute

9 readingsTotal 90 minutes

Required Video: Value Proposition Canvas Explained by Alex Osterwalde10 minutes
Required Readings: Employee Journeys10 minutes
Required Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10 minutes
Required Reading: What Happens When Your CX Depends On Partners?10 minutes
Required Reading: Top 10 Market Research Mistakes10 minutes
Required Reading: Common customer experience strategy mistakes—and how to avoid them10 minutes
Required Reading: What is Data Misuse?10 minutes
Required Reading: Learn How Anecdotal Evidence Can Trick You!10 minutes
Recommended/Optional Readings10 minutes

1 assignment

Week 40 minutes

What's included

4 videos2 readings2 assignments

4 videosTotal 12 minutes

Introduction to the Branding and Customer Experience Capstone Project4 minutes
Instructions for the Capstone Project4 minutes
Branding and Customer Experience Capstone Project Conclusion1 minute
Conclusion to Branding: The Creative Journey Specialization3 minutes

2 readingsTotal 25 minutes

Instructions10 minutes
Designing and starting up a customer-experience transformation15 minutes

2 assignmentsTotal 90 minutes

1. Branding and Customer Experience30 minutes
Branding and Customer Experience60 minutes

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Instructor

Instructor ratings

(148 ratings)

Michael Thompson

IE Business School

1 Course43,419 learners

Offered by

IE Business School

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Reviewed on Mar 22, 2025

Really cool! I wish there were a specialization only focused on CX.

Reviewed on Feb 23, 2023

Very interesting and useful!

Reviewed on Oct 15, 2020

Amazing insight into the customer journey and product design.

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Frequently asked questions

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When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.