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:
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.
Why is it constantly getting harder for your comms to be noticed? It’s because of selective attention.Read more
Great research helps you identify HOW customers wish to be transformed and WHY they choose different products that help them.Read more