• by Neela Pal , August 1, 2013

In today’s fragmented media landscape, 81% of consumers worldwide believe it is important for a brand to guide them to better decisions. The foundation of this research led to the identification of a new category of brands, coined “Sherpa brands.”

Sherpa brands provide consumers with increased guidance that makes their journey easier, enables better decision-making, and importantly, helps consumers celebrate their successes and accomplishments. This leads consumers to feel more empowered and satisfied. Brands that succeed in becoming Sherpa brands are more trusted and more likely to be purchased -- and ultimately build a stronger role in the lives of their customers.

By having a clear understanding of the characteristics of a Sherpa brand and the actions needed to reach Sherpa brand classification, brands can cut through the clutter and better connect with consumers.

A Sherpa brand provides helpful, relevant information and decision-making tools to make a consumer’s journey easier. It is a trusted resource and support network along a person’s path. Sherpa brands leverage their category expertise to empower consumers to gain control and achieve levels of satisfaction and fulfillment they could not reach independently.

Most importantly, these brands give credit to their consumers for their accomplishments. Two great examples of Sherpa brands are:

• Lowe’s MyLowes program, a personalized online utility that aids in the planning of future projects and pinpoints specific products needed to complete the job. It also provides a history of purchases, making it easy to track everything bought in one location.
• Weightwatchers, which at its core understands the often difficult journey of weight loss. The program recognizes the need for a trusted partner along the path, and above all, aims to ensure its customers know they have a strong support system that they can engage via group meetings, a point-based weight-loss toolkit and versatile apps and brand that can 

Any brand can emerge as a leader in consumers' minds today. The functional benefits that make consumers' lives easier ultimately drive stronger affinity, loyalty and business results. In fact, globally, 65% of consumers surveyed said they trust a Sherpa brand and 50% said they are loyal and 48% are more likely to purchase from a Sherpa brand.

As Sherpa brands look to help consumers embark on a path to leading happier, healthier and more informed lives, there are a couple of actions they need to take:

1.    Understand the customers’ journey: Before a brand can truly guide, you must understand the ultimate goal or accomplishment a consumer is trying to reach and the path to get there. This will allow you to provide meaningful solutions along the way.

2.    Establish the expertise: As a brand, think about how you can offer information and support to educate consumers at each phase of the journey. By positioning the brand as a thought leader, you can help demystify the process for consumers.

3.    Empower customers with the right tools: Consumers appreciate information, solutions and expertise to help guide their decision-making. When you provide consumers with these tools, but allow them to remain firmly in the driver’s seat, they will navigate their way and celebrate personal achievements.

4.    Offer functional and emotional support: Key characteristics of Sherpa brands are trustworthiness, high quality and reliability. Consumers who sense this feel satisfied, confident, rewarded and empowered by their purchase.

5.    Live up to your promise: You must actually deliver on all three key characteristics (trustworthy, high quality and reliable) in order to win over consumers’ loyalty.

6.    Exceed customer service expectations: Consumers see how you interact with them as a “make it or break it” moment. It is important to have a strong foundation of knowledgeable staff and accessible customer service channels.

7.    Enable customers to celebrate their achievements: A Sherpa brand should guide people, but let them enjoy their achievement once it is reached. It is important to empower and support them along the way, but emphasize that they achieved the goal alone.