Great Brands infuse their Brand Promise into the Customer Journey
Great brands infuse the brand promise and their core values into the customer journey as it unfolds helping customers not only discover their product or service, but, the brand itself, building an emotional connection.
They do so in six ways:
Make the Brand Promise Real – identify relevant ways to introduce the brand promise at different points in the customer journey and make it tangible.
Personalize the Experience – leverage the knowledge of the customer to personalize the experience with each customer as they interact with the brand.
Build Trust across Interactions – reconfirm the brand promise and core values by delivering on them consistently across multiple interactions.
Reduce Customer Effort – look for ways to make the experience as ‘frictionless’ as possible in serving the customer’s needs.
Love them Back – acknowledge customers who advocate for the brand by demonstrating their appreciation for them.
Find Ways to Elevate the Experience – transform relationships from simply being utilitarian to being aspirational.
(1) Make the Brand Promise Real
This involves identifying the unique value proposition of the brand and ensuring that it is consistently communicated and demonstrated at every touchpoint in the customer journey. Whether it's through product quality, customer service, or the overall experience, making the brand promise tangible reinforces what the brand stands for.
Apple's brand promise revolves around innovation, simplicity, and elegance in its product design and user experience. By consistently delivering cutting-edge technology that's both intuitive and aesthetically pleasing, Apple has cultivated a loyal customer base that eagerly anticipates each new product release. The tangible realization of its brand promise has solidified its reputation as a leader in tech innovation.
Patagonia is known for its commitment to environmental sustainability and ethical manufacturing, Patagonia makes its brand promise real by using recycled materials, donating a portion of its profits to conservation, and promoting fair labor practices. This authentic commitment to sustainability has earned it deep trust and loyalty from customers who share its values.
(2) Personalize the Experience
In today's digital age, customers expect brands to understand their needs and preferences. By leveraging data analytics and customer insights, brands can tailor their offerings and communications to match individual customer profiles. This personalization can significantly enhance the customer's experience and foster a stronger connection with the brand.
Netflix uses sophisticated algorithms to personalize content recommendations for each user, enhancing the viewing experience by making it easy to find shows and movies of interest. This personalization fosters a feeling of being understood, which keeps customers coming back.
Amazon’s personalized shopping experience, based on browsing and purchase history, tailored recommendations, and easy checkout process, makes shopping convenient and efficient. This personalization has been key to Amazon's success, encouraging repeat purchases and building customer loyalty.
(3) Build Trust across Interactions
Trust is the foundation of any lasting relationship. For brands, earning and maintaining trust requires consistent delivery on promises, transparency, and integrity in every interaction. This means not only meeting but exceeding customer expectations, admitting mistakes, and being open about the brand's practices and values.
Zappos builds trust through exceptional customer service, a generous return policy, and a strong commitment to customer satisfaction. This approach has not only won Zappos a loyal customer base but also turned customers into vocal advocates for the brand.
Known for its legendary customer service, Nordstrom earns trust by going above and beyond for customers, from its hassle-free return policy to personal shopping assistants. This commitment to customer satisfaction has fostered strong loyalty and advocacy among its customer base.
(4) Reduce Customer Effort
A seamless, effortless experience is key to customer satisfaction. Brands that proactively identify and eliminate pain points in the customer journey make it easier for customers to get what they need. This could involve streamlining processes, offering self-service options, or ensuring that customer support is readily available and effective.
Uber revolutionized the transportation industry by making it effortless to book a ride. With just a few taps on a smartphone, customers can see the cost, the driver's ETA, and the route. This convenience has made Uber a preferred choice for many people around the world.
Apple Pay simplifies the payment process by allowing users to make secure purchases in stores, in apps, and on the web with their devices. This ease of use encourages users to choose Apple Pay over other payment methods, increasing loyalty to Apple's ecosystem.
(5) Love them Back
Recognizing and appreciating customers who advocate for and remain loyal to the brand is crucial. This can be done through loyalty programs, exclusive offers, personalized thank-you messages, or community-building activities. Showing love to your customers not only rewards their loyalty but also encourages further engagement and advocacy.
Sephora’s Beauty Insider program rewards customers with points for purchases, which can be exchanged for products or exclusive experiences. This program shows appreciation for customer loyalty, encouraging further engagement and advocacy.
The Starbucks Rewards program offers free drinks, birthday treats, and the ability to order and pay ahead through the app. This level of appreciation for customer loyalty not only incentivizes repeat visits but also strengthens emotional ties to the brand.
(6) Find Ways to Elevate the Experience
Beyond meeting basic needs and expectations, brands that aspire to elevate the customer experience aim to inspire, delight, and provide additional value. This could be through innovative products, exceptional service, or creating aspirational content that resonates with the customers’ values and aspirations. Elevating the experience transforms transactions into memorable moments that reinforce the emotional connection with the brand.
Disney theme parks go beyond amusement rides to offer immersive experiences that transport guests to fantastical worlds. This commitment to creating magical experiences fosters a deep, emotional connection with guests of all ages, encouraging lifelong loyalty.
Tesla elevates the car ownership experience through cutting-edge technology, such as Autopilot and over-the-air updates that improve the vehicle's performance and capabilities over time. This innovation not only meets but exceeds customer expectations, turning many Tesla owners into brand evangelists.
In Summary
By integrating these strategies into their operations, brands can not only attract and retain customers but also turn them into passionate advocates. The ultimate goal is to create a brand experience that is not just satisfying but also deeply resonant, setting the foundation for a long-term relationship.