A brand is what your customers believe about you. You can’t control what people think, but you can influence their behavior by delivering a consistent experience at every point of interaction that fulfills the expectations you set. It’s all about seeing things from the perspective of your stakeholders and acting with integrity.
In order to properly assess what you want your business to become, it’s essential to understand whom it is that you are trying to connect with. What’s their culture? What’s their tribe? Once you’ve identified your core customer segments, we apply this knowledge to the customer journey, which is the careful orchestration of a series of branded experiences that are relevant to and resonate with the customer. An organization’s execution of these individual points of interaction will determine what kind of impression they leave with their customers.