The Value of Brand in a World Built On Consumer Journey

Wes Wise, Ytel |  

Are you following your best responding customers throughout their entire customer journey? If not, then you may never truly understand the nuances of branding your products and company in this new age of continuous improvement and instant gratification. Modifying aspects of your brand to correspond with the different phases of the customer journey may help to entice your prospects to become loyal customers.

Modifying aspects of your brand to correspond with the different phases of the customer journey may help to entice your prospects to become loyal customers.

The Length of Your Brand

While it is a good practice to make your brand slogans and feature descriptions short and snappy, the "length of your brand" refers to the wealth of information that is contained within those descriptions. Throughout the customer journey, different aspects of your brand become more important to prospects who are assessing your products and company.

For instance, a family man who is looking for a car may initially find that child safety features are most important. However, during the latter stages of prospecting, his short list includes only those vehicles with these features. The aspect of the brand he is looking for now is something different entirely – like performance or aesthetics. The great auto salesman understands which part of the customer journey the prospect is in and plays up that part of the brand to the customer. You can do the same with your prospects as long as you can identify which part of the customer journey they are in.

Connecting the Customer Journey and Your Brand

As you build buyer's profiles for your customer groups, you should be able to identify the points at which their customer journeys deviate. For instance, perhaps your first responders find your products on top-tier blogs. However, your most loyal customers may wait until they see product reviews on Yelp before deciding to make a purchase. At each point on the separate journeys, you may be able to identify the piece of your brand that speaks to each customer at that time.

To continue the example: Let's say that your first responders are likely more forward thinking and will be very interested in the new upgrades that your product offers over its competition and its past iterations. Those who find your product on a review site may be less impressed with new features, but look more for consistency within your brand offerings. Knowing this, you present to different aspects of the same brand to those different customer groups and achieve better sales within both. You are marketing the same brand; however, you are playing up different aspects of that brand depending on where your brand finds your customer in his or her journey.

The Value of Branding

In order for this strategy to work, you must first be sure that your entire customer base understands your brand as a whole. Keep in mind that you are marketing the same product to different audiences, and your message needs to hold some consistency throughout the entirety of each buyer journey, even considering the deviations of different prospect profiles.

Establish your holistic brand first. Ironically, this will also help you to segment your customers into their specific buyer profiles. Some aspect of your initial data aggregation about these customers should study what aspects of the brand they are connecting with and why.

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About The Author

Wes Wise, Ytel

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With a knack for technical writing and a focus on front-end development, Wes works on a variety of Engineering and Marketing projects at Ytel. As an UI/UX developer, he’s constantly following design trends, principles, and frameworks to implement the best solution for the task at hand.

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