Brands Create Customers

Often, a major hurdle to brand success is the actual brand model that a company employs. For example, a brand model that reduces a brand to part of the sales pitch, and sales package, can actually handcuff the brand’s ability to create customers. That’s because brands tied to the “influence model” become elements of a persuasion package, and little more. Their value to customers is limited, and their platform potential is nil.

The confluence model

A more strategic approach is that of brand confluence, where your brand enables you to join with customers in a stronger forward flow. In the photo above, imagine that the river on the right represents the customer. Your brand becomes the river on the left. You join the customer in a major confluence of forces, mixing and becoming one, stronger together than when apart. (And indivisible, too.)

In this approach the brand model is that of “value creator,” not “persuader.”

Join the customer flow

The confluence model is one of joining and teaming, rather than one of influencing.

Once your brand is “in the customer flow” many previous barriers to acceptance and adoption suddenly disappear. Instead of squaring off as “seller” and “buyer” you emerge as teammates and partners. Your brand now works from within, instead of banging on the door from without. You now have the opportunity to merge your value stream and your strategic direction with that of your customer, enabling the two of you to go where competitors can’t follow.

Confluence creates customers

How can brand confluence create customers? You’ll find a starting point here.

Image: Google Earth

This entry was posted on Tuesday, June 10th, 2008 at 8:13 am and is filed under Brand Strategy. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.