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How is customer strategy different to brand strategy? And why you need BOTH.

By

Adelynne Chao

Brand strategy is about ‘self’. Customer strategy is about ‘relationships’.

Brand is ‘what we offer to the world’. It’s who we are, it’s our values, our personality and our ways of working. It faces inward, and strives to be authentic.

A brand strategy helps your business show up in a consistent, authentic way.

Customer strategy is ‘how we transform the lives of our customers’. It’s who they are, their values, their needs and how we add value to their lives. It faces outward and strives to connect.

A customer strategy helps your business relate and connect to customers.

Observe comms today and you’ll see a lot of the following:

  1. Over emphasis on brand without speaking to the customers’ Job to Be Done, lacks clear relevance for the customer
  2. Over emphasis on the customers’ problem without demonstrating credibility as a brand to solve it, customer needs more convincing

Great brands know both who they are AND how they connect. Great comms nail both relating with the customers’ Job to be Done and clarity around how the brand is best placed to solve it.

The majority of brands today are still missing a clearly defined customer strategy. Leaving huge opportunities to gain a leg-up on the competition. Let’s start now.

Notice me! Why is it constantly getting harder for your comms to be noticed? It’s because of selective attention.

Why is it constantly getting harder for your comms to be noticed? It’s because of selective attention.

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