Effective branding is about navigation and not so much about absolute communication. The emphasis is drawn into ensuring that the targeted audience is directed towards change in behaviour and thought process.

Brand loyalty seems to be vanishing and brands seem to be competing with the increasingly distracted and disloyal clients and customers. Leveraging contextual engagement can reroute the order of designing effective buyer personas. This helps you better understand their behavioural patterns and carve a suitable brand experience for them.

Using a journey map to identify opportunities along the brand contact points enables you to acquire information about your stakeholder engagement and the impact levels thereof. What you want to do is build brand assets around changing behaviour by getting rid of internal silos and instead gathering information that will empower your strategy moving forward.

Create an ideal future

Realise growth beyond self. This means envision the goal bigger than just a transaction or conversion. Think how lifestyle and mental stimulus will evolve with what your brand is aiming to do. Creating an ideal future requires for your brand to think and behave selflessly. It requires your brand to be an equal but progressive part of redesigning how your clients or customers will choose to have your brand as an anchor to the world that is forever changing around them. Therefore, in order to comprehend the grasp information from your journey mapping, you will have to enable and empower a future that is conducive for change in behaviour.

Use client and customer data analysis

Some brands have harnessed the use of data effectively, and some have not yet embraced this phenomenon. It can be daunting and expensive to consider tactics like data mining, analytics, etc. However, if you break it down into useful pillars, simple data channels can help you navigate complex behavioural patterns. You can collect data from anywhere in your value chain. In simple terms, look into what your brand already does, look into your processes, those contact points hold immense information on how your clients or customers are currently behaving. In order to use this information to change behaviour, contextualise your ideal future to how they (your clients or customers) currently choose to buy from you (or what influences their buying decision in general). Continue asking yourself questions that draw clarity closer to how you can achieve your ideal future.

Lean on solid brand leadership

The success of chasing behaviour through information is heavily reliant on the type of leadership that is involved in your brand. This is not only limited to the internal leadership. Make sure to include those who believe in the brand from paths that link to the brand from the outside. Embrace pathfinders who hold the same values as your brand, lean on their counsel, and include this guidance in how you direct behaviour towards an ideal future.

Instead of making your communication overwhelming, how about you stimulate your clients or customers’ actions by changing their behaviour instead?