Brand Experience Map:
The path to business success
Powered by data, led by customers, tailored for profit
BEX Lab’s Brand Experience Map (BEM) is our key strategic offering – a data-led process that identifies your customers’ goals and the paths they take to get there. A BEM will chart and optimise the user journey, generate leads, increase salience, drive sales and boost your bottom line.
A BEM will provide a clear, data-led blueprint to strategically pair paid spend with sophisticated owned and earned activity, enabling us to detail how to optimise your website and content to match.
It focuses on consumer intent and market orientation — not just business intent. Because it is customer-led, it serves to fast-track sales, strategically linking brand, content, sales and profit.
The team from BEX Lab helped us evolve our content marketing strategy and Brand Experience Map. Their data-led consumer insights enabled us to change the conversation we were having with customers, enhance our value proposition and power our marketing ecosystem.
These projects generated a massive improvement to our global marketing efficiency and helped us create a consistent global positioning architecture. Similarly, it provided benchmarks to measure our marketing effectiveness against.
Global Digital Content & Effectiveness Manager, SFI
Make your marketing customer-led to drive sales
How a Brand Experience Map powers your marketing
A long Excel document individually listing every keyword, its volume and competitiveness? That’s not a plan… let alone a strategy – it’s a brain dump.
A BEM precisely identifies what information your customers are seeking at each stage of the digital customer journey, and in what sequence. This data reveals customer opportunities, pain points and motivators to purchase.
It forensically maps customer intent, commercial objectives and proof points against the sales funnel, finding the ‘impact nexus’ — the single most important insight your brand can utilise.
Consumer intent is typically broken into three overarching areas:
Informational: they want to know something
Navigational: they want to go somewhere
Transactional: they want to buy something
A BEM goes beyond the generic to achieve granular and actionable insight into the next action customers undertake, and why. It uses fragmentation and bespoke categorisation of every keyword individually to identify and crystalise where and how the opportunities lie.
By dissecting an audience-first pattern of facts, and revealing the deeper truth behind them, we translate that truth into a highly strategic, and actionable data-led marketing strategy from the top of the funnel to acquisition.
The BEM blueprints how to leverage both content and customer intent through SEO and paid channels so you can have a much more nuanced conversation across the customer journey. And it details the exact suite of content necessary to capitalise on the prospects revealed.
What can a Brand Experience Map do for your marketing effectiveness?
A BEM will take your business to the next level if you are ready to:
Start with customer needs
Target bespoke marketing funnel development
Story-tell using emotional and functional drivers
Monetise content and improve media spend
Start with customer needs
Target bespoke marketing funnel development
Story-tell using emotional and functional drivers
Monetise content and improve media spend
Increase your brand’s emotional drivers
Strengthen your brand voice
Strengthen your brand voice
Develop a distinct set of brand or content territories
Position your brand as a thought-leader
Increase your brand’s emotional drivers
Strengthen your brand voice
Develop a distinct set of brand or content territories
Position your brand as a thought-leader
Accelerate your content marketing sophistication
How we partner with you to undertake a Brand Experience Map
To date, we have built more than 50 BEMs, refining a seamless process along the way. Typically, this includes:
1. Workshop mapping
- Deep ingestion – we review your marketing, brand and business strategy.
- Workshop with key stakeholders.
- Mapping teams’ activity to understand interconnectivity, commercial outcomes and competitor markets.
- Synthesise findings with customer interests and commercial objectives.
- Build hypothesis content and brand narratives
- Identify initial keywords ‘buckets’ (uncategorised) .
- Internal socialisation.
2. Brand experience mapping
- Agree keywords to analyse.
- Undertake up to four levels of keyword categorisation to unlock consumer intent.
- Define audience by demographic breakdowns.
- 12-month trend analysis.
- Identify opportunities to win mapped to the sales funnel.
- Determine optimum content hierarchy.
- Internal socialisation.
3 Content creation
- BEX Lab journalists ‘consumerise’ insights and develop editorial plan.
- Prioritise and commission strategically important content.
- Audit existing content and identify options for repurposing and SEO optimisation.
- Produce bespoke content.
4 Digital and paid strategy
- Leverage intent for broader marketing consideration.
- Refine paid media strategy for social, digital out-of-home, programmatic display and ATL.
- Develop a combined paid and organic approach to drive cost efficiencies.
- Develop social strategy aligned to insights.
The team from BEX Lab helped us build our content strategy and establish a solid foundation from which we’re able to view the power and opportunity of content differently.
Identifying the areas where we could differentiate has enabled us to engage more deeply and meaningfully with our members, driving trust and delivering brand awareness to a wider audience.
We truly appreciated the way BEX Lab got stuck in. They feel like a partner, equally invested in the end result, rather than an agency – one step removed.
HCF Senior Content Marketing Manager
Which types of businesses benefit most from a Brand Experience Map?
We’ve delivered BEMs for global brands worth more than $300M through to start-ups. And for B2B and B2C.
Regardless of category or sector, the BEM is ideal for most brands looking to streamline a complex – and competitive – sales journey. This is particularly true for higher value or more considered purchases.
Some of our successful BEMs have been built for businesses that operate in banking, e-commerce, FMCG, healthcare, health insurance, hospitals, not-for-profit, private equity, real estate, SMEs, start-ups, superannuation, technology and vitamins and supplements.
What are some of the Brand Experience Map outputs?
Monetising content and optimising marketing are two of the big wins BEMs deliver. Here are some other advantages we’ve unearthed on the journey:
- Developing best-in-class digital and e-commerce experiences
- Successfully launching a new brand and category in Australia
- Significant improvements to NPS and emotional drivers
- Creating clear, cross-functional brand territorties that both internal terms and customers embrace
- Detailing how to 'consumerise' and differentiate on environment, social and governance (ESG)
- Formulating, integrating and monetising content marketing strategies
- Optimising customer's shopping experience prior to purchase
- Validating the consolidation of three websites into one to enhance SEO, content engagement, user journeys and business goals.
Like what you see?
We want a data-led strategy that blueprints how to go from good to great.
Like what you see? Let’s talk!
