There is only one hero in this journey and that hero is the customer.
It is a fact that the brand journey is complicated and convoluted. Success depends simply on how flexible and creative your brand strategy is. While the elements that make up the brand ecosystem does not change much – we will always need a well-defined mission, logo et al, what remains ever-changing is the relevance and approach.
People have been consistently intolerant of what is not relevant to them for a long time now and yes, we are data-driven, but we are still quite a bit away from 100% understanding of user behavior. We can however understand the general inclination of the persona, we can derive what gets their attention and that people is 80% of the job done.
Experts have always suggested that we base our brand marketing on the personas. This is the journey you take with your HeroX. Each persona journey has to be crafted from the beginning to the end. Understand them, nurture them, stay with them and wow them. So yes, creative customization is the key to reaching people while preserving brand integrity. Tough yes. but doable yes!
The Branding Ecosystem Checklist