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Brand as a road sign – foundation for a Customer Journey

Branding is a quite debated management prioritization area right now. In a challenging financial environment companies are often looking for rapid payoff instead of long-term profitability. These two approaches used to be considered as opposites and in some cases they still are. In my opinion it is just ignorance. The communications scene has changed so dramatically over the past decade that former rules no longer apply.

One thing has not changed: Brand is the No1 contributor  to the customer journey dynamics.

Brand = demand (or the lack of it) 

The importance of the brand has not diminished, it has been amplified in the border-less global economy. What has been changed is the way how you create great brands. Mass-media advertising used to be the only way, that is no longer true.

Brand demand or sales

If we consider the brand from the customer’s perspective, it is a road sign. Well known and respected brand equals the highway to destination and un-known brand is a detour without a map. Brand is a very strong heuristic tool and has a lot of things attached to it. Take a look at this road sign:

Cities are very good example of how brands work. You can imagine these cities, what kind of contexts you connect them with, who you would travel there with etc. The one below is a little village I am coming from. To the world this city is just a label without anything attached to it. Only thing interesting about it is the reason it has been listed with the others above it. To me it represents home.

Your current Brand health and status as a road sign determine how you should allocate your marketing investments and budget. The stronger your brand is, the more you should invest in your own channels and experiences. On the other hand, if you are representing a weak brand, you need to deliver such experience that your brand becomes home to those who choose it against all odds. They can then tell others how great your brand is to the others living oblivious of your amazing brand. That is how you can deliver optimal return on marketing investments (ROMI)

See next:

The most meaningful Brand KPI’s https://futurecmo.org/2013/02/01/managing-brand-the-most-profound-kpis-and-measures/

Customer Journey stage 1: Brand as a platform

Customer Journey stage 2: Initiation

Customer Journey stag 3: Choosing and buying – cross-channel influence

How to map and study Customer Journey

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

 


14 Comments

  1. […] brand is extremely different from a journey for unknown new brand. Read more from article: Brand as a roadsign. It is also good to understand that if you have several product categories, each of them is likely […]

  2. […] If you liked this one, check out how to manage customer interfaces and first stage along the customer journey Brand-as-a-roadsign […]

  3. […] If you liked this one, check out how to manage customer interfaces and pre-initiation stage along the customer journey Brand-as-a-roadsign. […]

  4. […] If your brand was a road sign and didn’t have context, emotions and expectations attached to it, it’s like there was no sign at all and the road to destination wouldn’t look comfortable or secure. If the sign does have a meaning for the customer but you are trying to sell something that is out of that world, it’s likely that you face difficulties creating interest, demand and closing deals. Brand extensions are not an easy game either and you should be prepared to work a long time to change and expand your brand perception before making money. Brand can be associated with very narrow specialty or more generic qualities. However, brand is not brand if it’s not recognized and it doesn’t stand for something. Virgin is a great example for a branding of attitude and founder’s mindset more than specific product or service range or Apple, which has done usability and design profile along with technology. Technology isn’t why people pay more for Apple than PC though. You can become a mini brand having all qualities of the brand in smaller area or niche business and then expanding that area. That’s the most likely way of actually succeeding in brand building profitably. (Check another article: Brand as a roadsign) […]

  5. […] two stages before these are: Brand-as-a-platform that you can read from here and Initiation, you can read here.  (I would recommend reading them, before going further to […]

  6. […] Customer Journey stage 1: Brand as a platform […]

  7. […] Customer Journey stage 1: Brand as a platform […]

  8. Look At This says:

    Truly enlightening, looking forth to coming back.

  9. […] Brand as a roadsign – foundation for customer journey […]

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