The key to business success is to deliver a consistent branded customer / user experience. Using design thinking, customer / user centred design process to ensure that you design and deliver a positive customer experience that meets your customers’ needs and brand expectations at every key brand touchpoint.
To start the process, it is essential to conduct branded customer / user research to identify your customers’ needs and behaviour as well as their perception of your brand. In addition, you would need to integrate all customer insights from market research, user testing research and analytics data. The integration of all customer / user research data would provide key insights into the overall customer experience and therefore would enable you to use these insights to design and deliver a successful branded customer / user experience.
You may find this video from Design Disruptors interesting, as it shows how successful companies design and deliver their branded customer / user experience.