Brand Management and Customer Loyalty

Name: Brand Management and Customer Loyalty
Author: Jerry Carrino

Develop a brand narrative and learn the importance of mapping a customer’s journey.

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Course: On-Demand

(uplifting music) Welcome to Brand Management and Customer Loyalty. In these lessons, you will learn how to establish your brand management and customer loyalty and will gain a better understanding of how this is done by developing a strong brand narrative. You will also learn about the benefits of creating a customer journey map and how to determine your brand equity and value. A brand narrative is a backstory that acts as the foundation for a company's marketing and communication efforts. It basically explains your brand in a way that humanizes your business. The narrative or story connects your brand to customers by portraying the brand's personality, authenticity, and values all in one within the content. Prior to the internet, many brand marketers used advertising or public relations campaigns through print or television media to do their storytelling. Today, the use of the internet has opened businesses up to larger global audiences at lower costs. Organizations can now communicate their brand narrative through their websites, blogs, videos, and social media profiles. In many ways, distributing brand content online is more effective than any other method. Digital marketing can reach users all over the internet through platforms such as on LinkedIn, Facebook, Twitter, and YouTube. Traditional methods of advertising promote a brand and its products by encouraging people to make a purchase. While consumers purchasing from you is still the goal, it's often better to communicate how your brand cares about your consumers. For example, it's practically essential for any brand or company to recognize and contribute to social issues. Sustainability or social responsibility is a strong message to communicate to today's consumers. And this kind of marketing nurtures customer engagement and most social climates around the world. Let's discuss five elements of a successful brand narrative. A unique narrative. This means your brand narrative must be authentic, compelling, and simple enough for all consumers to understand easily. It should define your brand's values and explain how you're different. Knowing your target audience. You'll need to understand your audience's values and behaviors to make an emotional connection. Telling stories, not making statements. Instead of using data and simply presenting facts, develop an authentic story that goes beyond what your organization can provide. Let consumers know something personal about your brand. A consistent narrative or story. Outline your storytelling within a consistent framework throughout your campaign, so you can predict the outcome of your engagement. Be effective. communicate what problems your brand can solve for the consumer. A customer's journey is the full experience they have while interacting with your business and brand. This journey usually starts during the decision-making stage and goes through purchasing, all the way to the post-purchase stage, where they evaluate their experience and determine if they'll do business with you again. Understanding the needs and purchasing behavior of all your target consumers can be difficult. Closing the initial sale or deal doesn't guarantee the consumer will return. As a brand manager, you'll probably need to ask yourself: did you gain the level of brand awareness desired? Has the consumer bought into your narrative? Have you connected emotionally with your target audience? Have you managed the 4Ps with your brand narrative properly? And will the overall customer experience lead to brand loyalty? A Google Research team studied the purchasing process and customer journey, then documented their findings in the publication, "Decoding Decisions: Making sense of the messy middle." With the abundant amount of information and high number of purchasing options available today, there can be some confusion at the purchasing decision stage. This is because there is greater pressure on the brand to differentiate itself. Brand management may focus on what they believe is important to consumers, but they might not be tracking everything. Marketing consultants may recommend creating a customer journey map, which illustrates the journey from initial brand discovery to customer retention. Journey maps yield valuable insights on the complete buying experience at the individual level and identifies what the customer wants to achieve and how the brand has met their needs. In September 2019, Hanover Research surveyed 422 professionals to evaluate how organizations are using customer journey maps. The study revealed several trends, including: two in five organizations have developed a customer journey map, over 40% of organizations using a journey map developed one within the previous two years of the study, 57% used third parties to conduct their market research and help develop their customer journey map, customer journey maps can help resolve widespread organizational issues, professionals found journey maps to be a good investment. Tracking the customer journey process through mapping is important to better understand customer expectations and brand perception in the market, as well as optimizing the customer experience.

Advanced Provider : Jerry Carrino 6 Lessons · 20m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

This course will address the relationship between brand management and the customer journey. After creating a vision statement, it’s essential to communicate your narrative to your target audience. This narrative should demonstrate the values and beliefs of your brand to the customer. Throughout these lessons, you will learn how to develop a successful narrative using a storytelling technique. You will understand how to develop an understanding of your target customer, and how to clearly communicate your brand identity. We will also explore the importance of mapping the customer journey throughout the process. Gaining customer loyalty is an important goal of the journey, and you’ll learn how to effectively build this kind of loyalty. These lessons will also demonstrate building brand equity and value. You will discover the difference between equity and value and how these can translate into a long-term profitable position in the market. Finally, you will learn how to sustain brand loyalty and improve customer retention.

What You'll Learn

Identify the relationship between brand management and the customer journey
Develop a brand narrative using a storytelling technique to communicate your brand identity
Build and sustain customer loyalty throughout the customer journey
Distinguish between brand equity and brand value
Map the customer journey as part of the brand management process
Improve customer retention by sustaining brand loyalty

Key Takeaways

A brand narrative should demonstrate the values and beliefs of the brand to the customer and is built using a storytelling technique.
Mapping the customer journey is an important part of the brand management process.
Gaining and sustaining customer loyalty is a key goal of the customer journey.
Brand equity and brand value are different, and building them can translate into a long-term profitable market position.
Sustaining brand loyalty helps improve customer retention.

Frequently Asked Questions

What does this course cover?

The course addresses the relationship between brand management and the customer journey, including developing a brand narrative through storytelling, understanding your target customer, communicating brand identity, mapping the customer journey, building and sustaining brand loyalty, and building brand equity and value.

What is the difference between brand equity and brand value in this course?

The course teaches that equity and value are different concepts and explains how each can translate into a long-term profitable position in the market, though it presents this as a distinction you will discover through the lessons.

What skills will I gain from this course?

You will develop skills in brand communication, brand loyalty, brand management, brand marketing, brand strategy, and branding.

How can I build long-term customer relationships with what this course teaches?

You will learn how to effectively build customer loyalty, sustain brand loyalty, and improve customer retention as part of the brand management and customer journey process.

What lessons are included in this course?

The lessons are Narrative, Branding, and the Customer Journey; Building Brand Loyalty; Brand Equity and Brand Value; Brand Management; Sustaining Brand Loyalty; and Test Your Knowledge.