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How can you identify the key touchpoints in your brand story with customer journey maps?

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Customer journey maps are visual tools that help you understand how your customers interact with your brand across different stages and channels. They can also help you identify the key touchpoints where your brand story can make an impact and influence their decisions. In this article, you will learn how to create and use customer journey maps to craft a compelling brand story that resonates with your audience.

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Jennifer (Blount) Sanford

Marketing Executive - Leading Automotive SaaS Strategist - Growth-Focused - Multi-Industry B2B Marketing Leader

1 What is a brand story?

A brand story is not just a slogan or a logo. It is the narrative that connects your brand with your customers on an emotional level. It communicates your values, your purpose, your personality, and your promise. A good brand story can inspire trust, loyalty, and advocacy among your customers. It can also differentiate you from your competitors and help you stand out in a crowded market.

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Jennifer (Blount) Sanford

Marketing Executive - Leading Automotive SaaS Strategist - Growth-Focused - Multi-Industry B2B Marketing Leader
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Developing a new brand is exciting because all of the factors are in your control. Once you have complete business alignment within the company on values and deliverables, you can broadcast it to your target market. Once you have launched and are ‘in the wild’ then everything changes. Your brand becomes subject to your operational effectiveness and customer experience.

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2 Why use customer journey maps for brand storytelling?

Customer journey maps can help you align your brand story with your customers' needs, pain points, expectations, and emotions. By mapping out the different steps and touchpoints that your customers go through, you can identify the opportunities and gaps where your brand story can add value and relevance. You can also tailor your brand story to each stage of the customer journey, from awareness to loyalty, and to each channel, from website to social media.

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Laura Richard

Management Consultant with expertise in Experience Strategy & Implementation I Brand I Strategic Partnerships I Board Chair
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The exercise of customer journey mapping will expose for you the most important moments (Moments of Truth) along the journey. Knowing this, directs you to where to focus efforts and investment for because your customers will disproportionately reward you. Then, a clear brand promise told through your brand story directs how you show up in a unique or differentiated way. These two concepts are critical to link together.

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3 How to create customer journey maps for brand storytelling?

To create customer journey maps for brand storytelling, you need to start by defining your customer segments and personas, as well as the customer journey stages. You should list the specific actions that customers take at each stage, as well as their emotions and touchpoints. Additionally, you must craft brand story elements that correspond to each stage, emotion, and touchpoint. Utilizing the StoryBrand framework can help in creating a clear and engaging brand story. Finally, visualize your customer journey map with tools such as Miro, Canva, or Smaply. This will help to demonstrate the alignment between customer actions, emotions, touchpoints, and brand story elements.

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4 How to use customer journey maps for brand storytelling?

Once you have created your customer journey map for brand storytelling, you can use it to improve your customer experience by eliminating friction points, pain points, and gaps, as well as enhancing the positive moments, delight points, and opportunities. Additionally, it can be used to optimize your marketing strategy by creating and delivering relevant and consistent brand messages across different channels and stages. Furthermore, the customer journey map can be used to build brand loyalty and advocacy by fostering a deeper connection with customers and encouraging them to share and recommend your brand.

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5 What are some best practices for customer journey mapping and brand storytelling?

To make the most of your customer journey mapping and brand storytelling, you should involve your customers and stakeholders in the creation and validation of your map and story. Ask for their feedback, insights, and suggestions to ensure that your map and story reflect their reality and expectations. Additionally, it's important to update your customer journey map and brand story regularly to keep up with changes in customers' behavior, preferences, and needs. Test and experiment with your customer journey map and brand story by using data and metrics to evaluate and optimize them. Furthermore, use creativity and innovation to explore new ways to enhance your map and story.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you identify the key touchpoints in your brand story with customer journey maps?

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2

3

4

5

6

1 What is a brand story?

2 Why use customer journey maps for brand storytelling?

3 How to create customer journey maps for brand storytelling?

4 How to use customer journey maps for brand storytelling?

5 What are some best practices for customer journey mapping and brand storytelling?

6 Here’s what else to consider

Brand Development

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How can you identify the key touchpoints in your brand story with customer journey maps?

1

2

3

4

5

6

1 What is a brand story?

2 Why use customer journey maps for brand storytelling?

3 How to create customer journey maps for brand storytelling?

4 How to use customer journey maps for brand storytelling?

5 What are some best practices for customer journey mapping and brand storytelling?

6 Here’s what else to consider

Brand Development

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