Ever thought about why certain brands stick like
gorilla glue while others hardly make an impression?
That’s branding at work inside the [fun]nel. And yes, I said [fun]nel!
Most successful brands don’t just push their audiences through the funnel,
they allow the audience to have an engaging, intriguing, and even playful journey.
I’ve witnessed executives closely analyzing the
five stages of brand funnels: awareness, consideration, purchase, loyalty, and advocacy.
For some of them, branding wasn’t consistentacross their channels, creating costly leaks.
gorilla glue while others hardly make an impression?
That’s branding at work inside the [fun]nel. And yes, I said [fun]nel!
Most successful brands don’t just push their audiences through the funnel,
they allow the audience to have an engaging, intriguing, and even playful journey.
I’ve witnessed executives closely analyzing the
five stages of brand funnels: awareness, consideration, purchase, loyalty, and advocacy.
For some of them, branding wasn’t consistentacross their channels, creating costly leaks.
In my work with brands spanning airlines, hotels, pet care, creative agencies, and entrepreneurs,
I’ve seen the same story play out: companies invest into tactics but lose their audiences because their branding and communications don’t line up. here you have two different scenarios:
emirates sells themselves as “premium service,” but if the tone of their customer service emails is casual/sloppy, 30% of potential loyalty never materializes. The Farmer’s Dog wins big on branding turning dog food into peace of mind in a box but many customers leak out of the funnel at purchase or loyalty when the subscription cost or delivery issues outweigh the promise.
Those disconnects are where funnels break.
According to IntelliSurvey, the brand funnel explains this whole journey. Add HubSpot’s point that clear branding reduces hesitation and you’ve got the secret sauce:
people don’t buy just because they “need,” they buy because your brand makes the decision feel
safe, sometimes even enjoyable. Remember: it’s not just a funnel, it’s a [fun]nel.
TOPIC: Where and when strong branding helps conversion rates in communication/marketing/sales funnels.
I’ve seen the same story play out: companies invest into tactics but lose their audiences because their branding and communications don’t line up. here you have two different scenarios:
emirates sells themselves as “premium service,” but if the tone of their customer service emails is casual/sloppy, 30% of potential loyalty never materializes. The Farmer’s Dog wins big on branding turning dog food into peace of mind in a box but many customers leak out of the funnel at purchase or loyalty when the subscription cost or delivery issues outweigh the promise.
Those disconnects are where funnels break.
According to IntelliSurvey, the brand funnel explains this whole journey. Add HubSpot’s point that clear branding reduces hesitation and you’ve got the secret sauce:
people don’t buy just because they “need,” they buy because your brand makes the decision feel
safe, sometimes even enjoyable. Remember: it’s not just a funnel, it’s a [fun]nel.
TOPIC: Where and when strong branding helps conversion rates in communication/marketing/sales funnels.