BX Strategy Guide
A research framework to help you maintain brand health and grow your influence.
Strong brands listen, learn, and evolve with customers. That’s why they stand the test of time.
Building a brand experience (BX) reflective of your customer needs and experiences, and one that will evolve with them, requires targeted research and insights. This BX Strategy Guide provides a step-by-step approach to creating or refining an existing brand experience strategy.
Step 1: Determine Where to Focus
Step 1: Lay the Foundation
First, identify and monitor your most impactful brand health KPIs.
Where to look
- Brand Awareness & familiarity metrics
- Consideration & purchase intent data
- Brand purpose, promise, & DEI dimensions
- Brand equity & industry metrics
What you'll discover
- The degree of alignment between your brand perceptions, promise, & purpose
- Which points of brand differentiation are most compelling to your target audience(s)
- The way customers and potential customers percieve the value of your brand
The Goal: Chart your brand’s progress and pinpoint where strategic attention should be focused to keep it moving forward.
The Benefit: Insight into areas and potential opportunities to strengthen brand health, loyalty, and perceptions.
Step 2: A Deeper Dive
Step 2: Identify Root Causes
Next, move on to analyzing brand relationships, communications, and critical moments to strengthen brand affinity with customers and consumers.
Where to look
- Critical buyer decision moments
- Advertising & communication effectiveness
- Relationship between brand familiarity & brand preference
- Key aspects of your customer & employee experiences
What you'll discover
- Specific pain points within and across channels
- Connections between your results and business intelligence to identify opportunities for improvement
- Where efforts should be focused to grow acquisition and retention
- Potential to improve personalization efforts in key customer segments
- Validation or invalidation that new products and services meet important customer needs
The Goal: Assess overall brand wellness through a series of strategic diagnostics.
The Benefit: Reveals underlying factors (root causes) that may be slowing down or preventing growth, so you can strategically target any problems at the source, instead of temporarily treating symptoms.
Step 3: Stay Relevant Long-Term
Step 3: The Long View
Finally, zoom out to assess your competitive positioning via competitive and market analysis.
Where to look
- Competitive positioning benchmarks
- Brand trust metrics (like NPS scores)
- Industry advancements & innovations
- Adjacent or other industry disruptors
What you'll discover
- Areas of improvement that impact competitive positioning
- The impact of new industry & tech developments on customer behavior
- The effect of marketing activities on brand trust & reputation
- Changing market forces that may require proactivity
The Goal: Benchmarking where you stand relative to your competition and identifying opportunities to innovate and adapt new advancements that will help you build more brand trust with your market.
The Benefit: Helps develop brand agility and resilience so you can respond quickly to shifting market dynamics and evolving trends.
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Let’s Connect.
It all starts with a conversation.
Let’s Connect.
It all starts with a conversation.