Your Ads Won't Matter if Customers Hate the Experience | Entrepreneur

"When business leaders consider brand building, they often think of traditional promotion, like print and digital advertising, or maybe a well-placed radio commercial to attract their target audience. They spend massive amounts of ad dollars to build brand awareness. But for most private businesses, brand building isn't about throwing more money at advertising. It's about creating an organization that engages, delivers on promise, and perhaps most of all, provides exceptional customer experience."

"There are notably some massively successful brands that simply don't advertise. In the B2B sector, have you ever seen an ad for McKinsey Consulting? Or consider Trader Joe's, a grocery store chain with more than 600 locations and an incredibly loyal customer base. They don't spend a dime on traditional advertising. Or think back to TGI Fridays in its heyday. Customers flocked to the casual dining hotspots, attracted by charming décor, a crowd-pleasing menu and its signature flair bartending that almost defined the era."

Business leaders often equate brand building with traditional advertising, but private businesses benefit more from organizational design that engages customers and delivers on promises through exceptional customer experience. A PwC Future of Customer Experience Survey reports 65% of customers value positive experience over great advertising. Several successful brands grew with minimal advertising by emphasizing experience, including McKinsey in B2B, Trader Joe's with loyal customers across 600+ stores, TGI Fridays with atmosphere and flair bartending, and Zappos with high-impact customer service. Prioritizing experience creates loyalty, buzz, and sustainable brand growth without heavy ad spending.

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