Beliefonomics offers significant insight into customer behaviour and what drives decision making.
The Belief Journey is a core component of the Beliefonomics Brand Storytelling Framework outlined in the book. It details the various stages a customer passed through on their journey from initial scepticism to becoming a passionate advocate for a brand.
Importantly, this journey is not always linear; customers may move back and forth between stages depending on their experiences and interactions with the brand.
Here's a detailed breakdown of each stage:
Unbelief
In this stage, the customer is firmly unconvinced. They may not believe the brand's claims, may not see the value in its offerings, or may even actively distrust the brand. As an example, Al Gore's documentary An Inconvenient Truth was produced in response to widespread scepticism and lack of belief in climate change.
Reconsider
This stage represents a moment of openness to change. The customer may still be sceptical, but they are willing to entertain the possibility that their existing beliefs might be inaccurate or incomplete. This is often an uncomfortable stage, prompting individuals to seek out information and experiences that either solidify their existing beliefs or push them towards a new perspective.
Stress
This stage is characterised by heightened psychological discomfort as the customer grapples with conflicting information and uncertainty. They are actively wrestling with their existing beliefs, and this internal conflict can manifest in a variety of ways, including seeking out supporting evidence, engaging in debates, or even lashing out at those who hold opposing views. The source points to online "trolls" as a prime example of individuals struggling within the Stress stage.
Seek
Having committed to exploring alternative viewpoints, the customer in the Seek stage actively searches for information and experiences that will help them arrive at a more definitive stance. They are engaged and motivated to uncover the "truth" as they perceive it, often meticulously comparing different options and evaluating the merits of each. This stage is like the process of conducting detailed research and analysis before making an important purchase.
Truth
In this stage, the customer believes they have arrived at a conclusion based on their research and reflection. They have determined what they believe is the most accurate or valuable option. However, this doesn't necessarily translate into unwavering conviction. For example, a customer purchasing a car after careful consideration; while they believe they made the best choice based on the available information, they might not be ready to proclaim it as the ultimate, best car of its type.
Belief
This stage represents a point of deep conviction and commitment. The customer is no longer simply persuaded by the brand's message; they have internalised it and have become an active advocate. They are likely to recommend the brand to others, often with the same zeal they might exhibit when discussing deeply held personal beliefs.
Taking action
Understanding where customers typically reside within this journey is essential for crafting effective brand storytelling and marketing campaigns.
By identifying the dominant beliefs held by their target audience and pinpointing their position on the Belief Journey, companies can create Belief Moments – compelling narratives that resonate with customers' current stage and gently guide them towards a more positive perception of the brand.
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