When you think about it, every brand is a village! A Brand does not exist without a community of supporters or a village backing it. A Brand only lives inside the mind of others. It’s an abstract notion that lives in the audience, the moment the thought of a brand stops crossing others minds is the day that the brand is inexistent. A Village isn’t formed through management but is cultivated through meaningful and interconnected relationships with individuals sharing similar likeness, beliefs and values.
A Village consist of rabid customers, need-based customers, impulse customers, discount seeking customers, pre-customers, new customers, and dissatisfied customers. Each customer type listed plays a crucial role in a Brands ecosystem, they need each other to thrive and continue to progress on their journey. Below is a breakdown of each customer type:
Rabid customers: are diehard, returning customers that are the first in line, producing most of your revenue with concurrent orders and free-willingly referring your brand to others. These are hands down your best customers. By getting to know your rabid customers really well can lead them to becoming your advocates, strengthening your brand awareness, and trust.
Need-based customers: are driven by discounts or a specific need. These customers are extremely efficient when it comes to shopping, they land on your brands website, get what they look for, and leave. They’re very hard to upsell to because they’ve made up their mind about purchasing, but they are very close to the bottom of the sales funnel. Guiding them through every step and optimizing their shopping experience by making it user friendly opens the door in building a personal connection with them and receiving great customer service.
Impulse customers: are emotionally driven, they make a buying decision in an instant. They are receptive to product recommendations, this quality makes them the best customer type to upsell to. Reducing the time to close for an impulse customer prior to them changing their mind, limiting their choices to avoid them from being overwhelmed with too many options will keep them interested in coming back.
Discount seeking customers: are only interested in purchasing your product because there’s a reduced price tag. Their knack is that they are great researchers and very analytical when it comes to finding the best deal for them. Unlike your rabid customers, your discount seeking customers’ loyalty is in finding the best deal for themselves amongst the options of brands that they’re considering. But a way to gain loyalty from this customer type is by proving to them that they’re saving money, gaining value, and promotions are easy for them to spot.
Pre-customers: are at the top of the sales funnel, they more or less know what they want to purchase and hope to find the product/service that they feel is for them from your brand. It is very important that your brand makes a good first impression without sales pressure. Creating authentic content and resources that resonate this customer type will increase your chances of closing the sale.
New customers: are trying out your product, service, or they’re learning how to use it for the first time. This customer type have the potential to scale your customer base, retaining them and increasing your customer lifetime value will ensure of that. To do so as a brand, you must ensure that an excellent post-purchase experience is catered to this customer type. Understanding what their needs and wants are will aid in fulfilling their expectations from your products/services.
Dissatisfied customers: every brand has encountered a dissatisfied customers and they have a lasting impact on your business’ reputation. Not to say that your other set of customers aren’t as important, but this customer type is one of the most important customers because their negative feedback can expose areas of your business that your brand wasn’t aware of. Chatting and getting to know what your dissatisfied customers experience has been with your product/service can allow your brand the opportunity of making it up to them and gaining a returning customer.
For example, Nike has done an amazing job of nurturing their village. Nike ensures that they are actively engaging with their customers inclusively and on public social media platforms. The more brands are actively engaging with their customers inclusively and publicly, the less chances there is for negative feedback and opinions to start widely circulating. Nike has proved to the world when negative feedback arises, their team responds quickly and professionally to ensure that they’ve put forth their best effort to minimizing any damage to their brand’s image. Nike is a great depiction of – Every Brand A Village.
As a Brand, you want inflow into your village, the outer ring knows about your brand and walk their way into the center. It takes a village of each customer type (listed above) to scale your brand.
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