Big Picture Strategy

7Behaviors: Designing Brand Customer Experiences

The brand's value proposition articulates a strategic hypothesis: if we change a belief widely held by our target customers, enough of them will change their behavior in a way that enables the brand's overall business goal. We now detail that hypothesis by designing a brand customer experience map, an exercise we use to visualize the future.

Developing the desired brand customer experience is the first step in the behaviors process. The brand customer experience bridges strategy and execution; it becomes the organization's North Star as your team starts working on your brand's execution.

To design the brand customer experience, start with the current customer journey and then transform it based on the value proposition for your brand.

For example, to design the brand customer experience for Peloton, start with the customer journey of the brand's target audience and ask how Peloton can deliver its value proposition of “conveniently becoming the best version of yourself.” Working incrementally through each customer journey step, identify the opportunities to deliver on that promise.

Figure 7.1 corresponds to Peloton's category development strategy targeting boutique fitness enthusiasts (as discussed in Chapter 6 on beliefs). Peloton must first convince these customers that it offers at- home workouts comparable to those of a boutique fitness gym. Second, it must convince fitness enthusiasts that convenience is worth giving up face-to-face ...