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Customer journey with a brand

April 19, 2014

Whether you own a business or just had a lemonade stand as a kid, you know how hard it is to get customers.

Every brand (every business) can be successful only when they have customers who see value in them and are ready to pay their hard earned money to utilize the product or service created by that brand. But before the customer spends money there is a lot of work that goes into attracting and convincing customers. There is a phenomenon that the customer goes through, in relation to a brand, called the “5L journey” which transitions them from ignorance to loyalty. CustomerJourney   These 5 “L” phases make a pyramid as shown above.

1. Lack of knowledge: This is where the bulk of the customers are in relation with any given brand (exceptions are very big brands like Coke, Pepsi, Microsoft, Google etc.). This is especially very true for smaller brands. No matter how good the brand is, it is useless if people don’t know about it.

2. Learning: Once people get to know about a brand, they need to learn more about it. Prospective customers need to get educated so that they will think whether or not they are the right candidates for that brand.

Businesses need to set proper strategies to establish brand identity and customer education. Thanks to social media and other digital technologies, it has become easier for businesses to establish their brand identity. But now, due to increase in media presence, brands have difficulties in grabbing customer attention.

3. Like: This is the phase in which customer likes the brand. In social media settings, this is a phase when a prospective customer likes a brand’s Facebook page or starts following them on Twitter.

4. Love: This is the phase when the prospective customer turns into a real customer and buys into the brand. This is when this newly converted customer really starts seeing the value.

5. Loyalty: This is the phase when the customer starts recommending the brand and becomes an ambassador of it.

Brands needs to make sure that they take good care of prospective customers to make sure they become loyal fans of the brand because just because a customer knows about a brand doesn’t mean that they will buy into it. The “Love” phase is when the customer reaches to their pocket and actually gives money to the brand. The “Loyal” phase is when an average customer becomes a repeat customer.

Brands also need to make sure that enough importance is given to loyal fans as they are the most effective and important marketing instrument that any brand could posses. With today’s highly connected society these ambassadors can really make or break the business. Also, brands need to use different tools and techniques to make sure that the voices of loyal fans get amplified properly. Nowadays, with the power of social media, the influence of these loyal customers is immense and if businesses harness it properly, they can blow up.  

Source: The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand – by Ekaterina Walter and Jessica Gioglio

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One Comment
  1. That’s a great write up Atul, really nice.

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