When you’re strategizing your brand and trying to determine your ideal audience, it’s helpful to craft customer profiles. Even deeper than that, consider creating a user journey that walks through the various touchpoints your ideal customer will experience when interacting with your brand. One way I like to visualize this is by mapping out what it looks like for the customer to move through a funnel.
Sales funnel. Purchase funnel. Marketing funnel. Which is which? What’s what? There are countless variations online, and plenty of opinions about the differences. Whatever you call it, I want to walk through the most common funnel I see — and how you can use it to strategize your branding and marketing across the appropriate channels.
Douglas Davis puts it well in Creative Strategy and the Business of Design:
“The purchase funnel — understanding these points along the consumer’s journey will help us recommend the correct format and the media channels based on the decisions the consumer needs to make in each stage.”
Using the list below, write out as many items as you can that apply to your ideal customer at each point in the journey. What channels can you use? What messaging fits each stage? What campaigns can you design to engage the user where they are?
This is the first step. Before the consumer enters the funnel, something triggers their search for a solution. A compelling event pushes them into the journey. Examples:
The TV remote battery died
COVID‑19 changed how schooling worked in 2020
Parents want a date night and need a babysitter
High churn rate — losing customers
A new season is coming and they have no appropriate clothing
This is how the consumer initially discovers your business or becomes aware of what they’re seeking. It’s the top of the funnel. They’re now searching for a solution to the problem created by their compelling event. Examples:
Clicking an ad for your free PDF resource
A friend referring them to your company
Finding your post through Instagram hashtags
Seeing your article on LinkedIn
Spotting your billboard with an intriguing offer
In this phase, the consumer has found you and wants to learn more. They’re asking questions like: Who are you? How can you solve my problem? What do I need to do to buy? How risky is it to choose you? Do you actually know what you’re talking about?
They’re evaluating whether they can trust you. Examples:
Reading through your website
Scrolling your Instagram posts
Reading Amazon or Yelp reviews
Asking a friend if they’ve used your product
Downloading and studying your free PDF resource
The consumer still hasn’t purchased, but they’re interacting with your brand more deeply. This phase is about how and why they might take action. Examples:
Signing up for your mailing list
Joining your webinar
Attending a trivia night at your establishment
Following and commenting on your social media posts
Putting some of your free teachings into practice
You’ve convinced the consumer that you’re the least risky option and that you can solve their problem. They make a purchase and are ready to apply what you provide. Examples:
Joining your membership
Purchasing your product
Hiring you to design, consult, teach, build, or facilitate
Now the consumer is your customer. How do you delight them further? Why do they return? Examples:
The vacuum they bought exceeds expectations
You respond quickly when they need more work on their website
Your customer service is exceptional
You offer an extended warranty
You send helpful tips on how to get the most out of the product
You’ve thrilled the customer to the point where they become an evangelist. They’re not just satisfied — they’re excited to share. Examples:
Inviting friends to your event
Leaving a positive Amazon review
Sharing your social media posts when encouraged
Referring you to colleagues
Now that you have the funnel in front of you, think about the different channels you can use to engage the consumer at each phase. For your product, service, or organization, which channels are most appropriate?
Here are a few to spark ideas: Social media, your website, TV, radio, billboards, outdoor media, email, packaging, direct mail, posters, mobile apps, signage, word of mouth, and more.
What deliverables can you create to engage customers at each step? These are the kinds of questions I love exploring when helping businesses align their brand with their customers. It’s more than visuals — it’s strategy.
-Kyle Dolan