Personal Creation

Branding requires mapping a series of steps in the customer journey, which start from the point of consideration from a potential buyer and goes all the way to ensure that once someone purchases the product, he is serviced when there is a problem.

This is where customer service as a brand building opportunity comes in. Many do not consider this as branding and think brand building stops when a sales transaction has happened. The end objective for most marketers is that moment of truth when the customer signs on the dotted line to complete the sale. That is, in fact, marketing which is a small part of the big branding challenge.