A communication strategy for each brand segment, tailored to different moments within the purchase process.We define the communication strategy for each of a brand’s segments by considering the different stages of awareness and relationship, and we propose the most relevant touchpoints, strategic messages and key actions for each of them.
Why do we need it?Because it allows us to engage more effectively with both potential and existing customers, responding to their needs according to the stage they’re in.
Just as the customer journey fluctuates, brands must have the ability to understand, surprise and adapt if they wish to build a strong relationship with their audiences.
We shouldn’t address someone who has just started buying our product or service in the same way we would someone who has only just realised they need it.
What does it involve?
At this stage, we explore the consumer profile: their behaviour, the channels they use, and more. We also analyse the brand ecosystem — including communication objectives, the state of the category, the strategies of key players, and key trends in experience and communication. This contextual understanding is the foundation needed to move on to the next phase of the project.
Through quantitative and qualitative research, we identify and profile the brand’s key segments, mapping their behaviours and needs across each stage of the journey. We explore their mental and emotional states at each point, what their goals are, and what they do and interact with to achieve them. By the end of this second stage, we’ll have all the ingredients needed to bring the communication strategy to life.
We develop a matrix that outlines each stage of the journey for which we want to create the strategy. For each stage, we define the objective we want to achieve, the role of communication, the key message to convey, and the most relevant touchpoints and actions. This is made possible by the research conducted earlier, where we identify the customer’s ‘moments of truth’ — the key moments that make a difference to the customer and where the brand has the opportunity to shine. These are areas of greatest potential, translating into new and valuable interactions. Finally, we prioritise actions and establish key KPIs.
FAQs
We address needs based on the buyer personas associated with your brand. Each buyer persona should have their own CJS, with some overlapping areas and others that differ from the rest.
Without defined buyer personas, the customer journey strategy loses its effectiveness entirely. We’d be making recommendations without understanding the behaviour of those who already buy from us — or those we want to buy from us. Buyer personas help us deeply understand specific profiles and identify majority behaviours.
Each CJS is unique. While there are standardised stages (awareness, consideration, conversion & loyalty), we always adapt to each brand’s reality — which may mean prioritising one stage over another, removing stages, or even creating sub-stages.
Like any communication plan, it has a limited lifespan. As behavioural trends or channels evolve, we must revisit and update the process to align with the consumer’s new reality — and continue delivering value.