Bring your brand to market to attract and engage the right customers.
The outermost ring of the brand wheel is all about Brand Activation. Bringing your brand to market is much easier when you know who your customers are and how to reach them on their journey toward finding your solution and being prepared to appreciate its full value.
Prioritize your customer segments.
Given your finite resources, knowing who your most valuable customers are is the first step in building an effective go-to-market strategy. Knowing who they are, how much they spend, and how long they stay is essential to the decision-making process.
Determine which touchpoints matter most.
We can help you determine who your most valuable customers are and which touchpoints matter most to them. With this foundational information, you can proactively decide how much to invest in different touchpoints based on the ROI they'll provide your business.
Be consistent across touchpoints.
Building belief in your brand promise includes consistently representing your brand visually across all customer touchpoints. Consistency instills confidence. It shows you're a professional and credible organization that can live up to your promises every day.
Evaluate your brand communications to make sure they align.
Just because you have established clear verbal, visual and experiential brand guidelines, don't assume that your team and partners consistently follow them. Periodically check your brand touchpoints to see if they are always on brand. Backstory can provide a thorough and thoughtful brand audit and report our findings and recommendations for addressing gaps as your business grows and your brand evolves and enters new markets.
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Angela Duckworth