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Brand Strategy: Customer Journey

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Without a true understanding of our customer’s experience and point of view, we can easily lose our way.

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Much has been written about Customer Journey in business websites, publications and blogs. And for good reason. Without a true understanding of our customer’s experience and point of view, we can easily lose our way.

Building and maintaining a best-in-class Customer Journey is easier said than done. Internally-focused perspective comes naturally and grows more entrenched over time. Here are a few examples that illustrate the point:

  • Have you ever been frustrated by a surprise loophole in a company’s warranty policy?
  • Have you ever had a question or complaint about a product only to be referred back-and-forth between departments without anyone stepping up to help?
  • Have you ever discovered additional charges/fees associated with a product after you signed on the bottom line?

I know you feel my pain because these scenarios are all too common.

We can’t help but view our product/service/company from an insider’s perspective. Without a conscious effort to gain an external perspective, our products and services can drift from their purpose of meeting customer needs.

This is where brand strategy can play a transformative role in your organization. Remember, your brand is not your logo. It is not limited to your advertising campaign. And it is not an effort that is confined to the Marketing Department.

Your brand is your customer’s collective perceptions, beliefs and experiences. It is how they think, talk and behave as it relates to your brand.

At DKY, this core belief drives our client work around brand strategy. One very effective practice to assess and build your brand strength is to consider each step of the Customer Journey. Move beyond an emphasis on product development and sales in order to build a truly great brand.

Here are some Customer Journey questions to help open up a productive conversation:

  • Awareness: What are you doing to build awareness of your brand among primary target audiences? Is the messaging clear and focused, or is it trying to be all things to all people?
  • Consideration: Is your product information easily and elegantly accessible to prospective buyers? Are there multiple touch points and options for those who want to go deeper and/or make a contact?
  • Intent: Does your sales process reflect your unique value proposition? Does the channel represent the brand accurately and consistently?
  • Purchase: Is the buying experience engineered to affirm the purchase decision? Are policies and expectations clear, concise and efficient?
  • Loyalty: Do you have options for post-sale customer engagement? Are customer support programs functioning at a high-level and deepening customer relationships?
  • Advocate: How are you building community and connection with your top-tier customers? Are there tangible rewards for those who are directing new prospects to your brand?

Building your brand into the Customer Journey will pay dividends. Don’t limit your brand strategy to the top of the sales funnel – push beyond the marketing campaign to make sure that your brand experience Rings True every step of the way.