At Step 3 of the customer journey mapping process, prospects want to weigh the options so they feel like they can make the very best choice.
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In Step 2 of customer journey mapping, your potential customers start to search for ways to solve a problem or take advantage of an opportunity.
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Through customer journey mapping, you create a guide for how, when, and where to engage with your potential customers.
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One person can tell us how we should think about our brand – your customer. Your brand is your customer experience.
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We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.
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It’s no longer enough to talk about your products and services. Today, people yearn for more. Find the Big Audacious Meaning in your brand.
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Branding is way more powerful than a color. Or a typeface. Or a tagline. Branding is your entire organization as seen through the eyes of the world.
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We need a reason to care before we want the details of the offer. So lay off the feature-driven branding.
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I’m going to give away a huge secret of a successful sales and marketing alignment effort. Sales doesn’t get to be right. Marketing doesn’t get to be right.
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Sometimes we get so caught up in answering the question that we miss out on solving the problem. That's why you should start with strategy.
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A visionary brand champions something meaningful and worthwhile in our world. It creates an impassioned desire among people to be part of the quest.
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We need to define who we are (organizational strategy). And we need to define why we are valuable to those we serve (brand strategy).
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Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
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The brand holds the potential to add real value to the organization. Not just some squishy, feel-good value. Cold, hard cash value.
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Branding is powerful because it appeals to the part of our brain that is responsible for feeling and – surprisingly – decision making.
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There is a tsunami of bad video coming. We don’t have to be part of it. In fact, let’s be the other guys. The ones creating killer video content.
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When a brand has a clearly-stated purpose, people will go out of their way to engage with and get behind the brand.
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You have to be good at it, passionate about it, and do it in a unique way. This is your expertise.
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Storytelling is still incredibly powerful. Anybody who says otherwise doesn’t know how to do it effectively, or is just trying to get a rise out of you.
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Understand what makes a great user experience on your site. It’s no different than understanding how the people you hire would represent your company.
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