(CLICK HERE<\/a> to view a typical \u201cCustomer Journey Map. )<\/p>\n There are several articles and links that walk you through the process which most of the trade articles say is the new way of looking at the customer purchase dynamics. However, after reviewing many of them, I believe that these \u201cmaps\u201d are nothing more than the same steps and principles that I have learned over the years for developing a successful brand. Simplified, they follow the branding process that Robyn Winters and I outlined in detail in our book: BrainBranding. Activate the Brain. Stimulate your Brand.<\/em><\/strong>\u00a0(available on Amazon and Kindle.) In the book we outline a five step process which guides a marketer in effectively escorting their customers through the Journey to a successful brand and increased market share. Briefly, these five steps are:<\/p>\n 2. Conduct research<\/strong>: You really need to know what\u2019s happening in the marketplace with the customer. Who is the competition? What makes the customer chose one brand over the others in your category? What is it that your brand does that differentiates you from the competitors? What is your value proposition and is it enough to get the customer interested to try you out? Understand the data and statistics to find support for your brand position. What\u2019s the history of the brand and what is its sustainability? These are the facts that the customer will look for to determine if their journey is worth the effort.<\/p>\n 3. Communicate the emotional value to the customer: <\/strong>Too often marketers go to this step first and (usually at the urging of their new agency) create an advertising campaign before they really know what they should say or what the customer wants to hear. You need to create feelings for who you are and why you should be part of their journey. They want to know \u201cwhat\u2019s in it for them\u201d. This is the \u201cheart of the brand\u201d where you can create positive feelings toward your product or service. This is where you build immediate interest and long-term loyalty. This is where you establish \u201cwho\u201d you are not just \u201cwhat\u201d you are and build a relationship that can endure. And you must continue to do this consistently and respect their intelligence. There is no place for \u201cdumb\u201d commercials and ads anymore.<\/p>\n 4. Construct a plan:<\/strong> Take all three of the first steps and you have the foundation for a plan that will insure brand success. It\u2019s your blueprint for organizing a brand strategy and all the elements necessary to compete. It provides the structure to develop a viable marketing plan and a business plan that can make it profitable. It also will enable you to sustain the brand for the long run, so that you can endure increased competition, changing market conditions, and more diverse customer segmentation. This is where you determine your position in the marke<\/p>\n 5. And finally (but really what you must do before you ever go to the customer in the first place) Live up to the brand everyday: <\/strong>Too often marketers rush to brand themselves to the customer before they make sure that their own organization (often the people who represent the brand) really understand what they are all about and how this is different than it was yesterday. In my retail days, I hate to admit that many times our video or promotional newsletter arrived just a day or two before the new branding campaign launched in the media. We know that it takes weeks or months to build a brand position with the customers and yet we give our own staff 24 hours to thoroughly understand why those customers\u2019 expectations may be changing.<\/p>\n These are condensed steps to what we sometimes take several months to put into place, but I believe they cover the \u201cCustomer Journey\u201d completely so that their purchase behavior becomes a round trip to your brand on an ongoing basis.<\/p>\n If you \u2018d like to view Terry\u2019s interview with me about the Customer Journey,\u00a0 CLICK HERE<\/a>.<\/p>\n![\"may-2015\"](\"https:\/\/www.kenbanks.com\/wp-content\/uploads\/2016\/11\/may-2015-300x82.jpg\")
1. <\/strong>Create Your Vision:<\/strong> The first step in the customer journey is\u00a0becoming aware of your product or service. This really starts with you and your company. You need to figure out why the customer would be interested in your product or service in the first place. What makes it different? Why should I be interested in learning more about it? As you develop your brand strategy and options, remember to ask what is going to keep the customer coming back.<\/p>\n