Part of Brand Strategy (The Heart) | Audience
A simple model that maps how people move from first awareness through consideration and purchase into an ongoing relationship. Commonly referred to as a funnel, more modern models recognise that customer relationships do not end at purchase and are better illustrated as a loop. It breaks progression into stages so your company can define clear objectives at each step.
Without a shared view of how customers progress, teams optimise isolated moments instead of the whole system. A clear funnel or loop aligns product, pricing, distribution, and promotion around the same progression, reducing wasted effort and conflicting objectives.
Related terms: Target Audience Profiles, Journey Map(s), Brand Value Proposition
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