Ever wondered if all those small touchpoints in a customer’s journey really make a difference?

For years, we’ve been sticking with last-click attribution. It’s simple—credit goes to the last click before a purchase. But in today’s world, where customers bounce from Instagram ads to blog posts to Google searches, relying on a single click to tell the story just doesn’t add up.

Many companies still count only last-click attribution. But marketing has evolved, and it’s time for a fairer way to measure the true value channels bring.

Enter Multi-Touch Attribution. This approach gives credit to every interaction that nudges a customer closer to making a purchase. So, what does this mean for traffic sources in general? It’s a game-changer. Multi-touch attribution allows early touchpoints—the ones that spark curiosity and build intent—to receive their share of credit. For advertisers, the benefits are just as powerful. Multi-touch attribution paints a complete picture: showing which channels raise awareness, drive interest, and ultimately lead to conversions. With this clarity, brands can refine their strategies, track ROI more accurately, and—bonus 💰—reward partners who actively shape the customer journey.

Moving to multi-touch attribution isn’t just a technical update; it’s about making marketing fairer and more effective for everyone involved.

The most common question our clients ask is; “How do you build a brand?” There are many ways to answer this, but if I had to pick one simple method, it would be the 3 Ps.

The 3 Ps of Building a Brand

1. Purpose

Your purpose is your ‘why.’ It’s the reason your company exists. Knowing your purpose is important because it guides you in everything you do. Ask yourself:

– Why did I start this company?

– What difference do I want to make?

– What are my core values?

Your purpose should be clear and felt in every part of your business. It’s not just a statement on your website; it’s the reason behind every decision you make. When your team and customers understand your purpose, it strengthens your brand.

2. Promise

Your promise is what you tell the world about your brand. It’s what you commit to delivering to your customers. Think about:

– What can customers expect from my brand?

– How is my brand different to others?

– What value do I offer?

Your promise is shown through your marketing, messaging, and customer interactions. It sets expectations and builds trust. To be effective, your promise must be real and match your purpose. If you promise one thing but deliver another, your brand will lose trust.

3. Product

Your product is the actual value you provide to your customers. It’s not just the physical item, but the service or experience you offer. Consider:

– Does my product meet my promise?

– Does it reflect my purpose?

– Does it satisfy customer needs?

When your product consistently delivers on your promise you build trust and loyalty. A great product that aligns with your brand’s purpose and promise turns customers into fans, helping organically grow your brand’s reputation.

Bringing the 3 Ps Together

To build a strong brand you need the 3 Ps to work together. Here’s how:

• Consistency: Make sure your purpose, promise, and product are consistent in everything you do. Mixed messages can confuse customers and hurt your brand.
• Alignment: Regularly check that your business activities align with your purpose and promise. This should be seen in your marketing, customer service, product development, and company culture.
• Adaptability: While your core purpose should stay the same, be ready to adapt your strategies to better meet your promise and improve your product. The business world changes and being flexible helps you stay relevant and competitive.

Conclusion

Building a brand takes time and effort. By focusing on the 3 Ps – Purpose, Promise, and Product – you can create a brand that is trusted, honest, and driven by its mission. Remember, your brand is the result of your efforts. The best way to achieve a great brand is to ensure your 3 Ps are always aligned and strong. Stay true to your purpose, deliver on your promise, and make sure your product reflects both. This approach will help you build an amazing brand that lasts.