Moments that Matter

You seem to care about growing your business. You want a recognised brand, nationally or maybe globally. You can’t imagine your brand being perceived as sub-par by consumers. Yet, here you are, unaware of what makes your customer tick. Your brand promise isn’t just an isolated accident of getting one particular thing right. It’s the orchestrated symphony of mapping your customer’s journey and planning. It’s the little things all along the way. It’s the water and energy stops all along the course of a Triathlon.

You could be at any point in a product chain and dealing with another part of the supply chain, yet your ability to build a brand shouldn’t be diminished. I’m going to use the example of a business that falls quite in the middle of a Supply Chain at times - a distributor. Let’s make a case to practice branding for them. ABC Solutions sells equipment for the preparation of beverages in cafes, restaurants, and hotels. They distribute for multiple brands, many of whom are world-renowned. They pack a serious punch in their industry and are integral in the setting up of food and beverage infrastructure. Their references and word-of-mouth are as good as they could be. This begs the question - what more could one do, or is it really worth doing it?

Our pitch to the prospective client - let us cut through your operational silos to create a tangible brand value at every touchpoint for your customer. Let them do business with you in a way that leaves them asking more of every other partner they engage with for time to come. We mapped out the customer journey (a simple one) while ensuring that we accounted for their unique business environment.

Whether you are D2C, B2C, B2B, C2C, or P2P, brand building is noticeably effective. The ability for the customer to recall you or search for you is higher. Delighted customers become brand evangelists waiting to show off something about their superior partnership with you.

Here is our touchpoint mapping and strategy for a client:

When mapping journeys, we realise that not all interventions can be addressed by a design organisation. There are recommendations and suggestions to improve parts of the business machine for smoother functioning. We believe that breaking through these organisational silos using the proposed Brand Identity as a north star would have incredible returns for a business. Such intangible brand increments would result in tangible top-line numbers over the course of time as well.

Branding shall prove to be a defining method of catalysed business growth for those organisations looking to back their quality product/service with an indomitable pace. As a brand & design strategy organisation, we realise not all businesses are the same. A D2C or B2C brand would prioritise customer experience over a B2B business. Surprisingly, here in lies an important lesson:

“Your B2B customer is always also a B2C customer. They recognise quality in a competitive market through brand promise and visual identity. They are primed to respond to brands that can communicate their efficiencies through design. This creates an opportunity for B2B brands to signal their superiority in their business practices, subsequently cementing lasting connections and loyalties”.

“Moments that matter” can be applied as a human-centered design and behavioral intervention for most businesses as well as not-for-profit organizations. The customer in this world of constant noise can, with its aid, follow a streamlined journey to their experience with your product or service. Once this consistent ease of engagement is established, it provides your brand with a competitive edge, and sometimes that’s all that sets you apart.