1. Brand Awareness
This is your grand entrance. How will you introduce your brand to newcomers? What vibe are you trying to create? Are you the quirky expert or the edgy innovator? Define your identity, and your audience – trying to appeal to everyone just makes you blend in.

2. Brand Consideration 
Now that potential customers know you, they're sizing you up against the competition. Think of it like choosing which brand to buy at the supermarket: they're weighing their options based on their needs and values. 

3. Brand Action
Congratulations, you're the chosen one! All your marketing efforts have paid off, and you've secured that first sale or service. It's a win-win! Your customer gets what they want, and you get a new customer.

4. Brand Loyalty/Advocacy 
So you’ve had your first sale; how will you continue to convince your customer that you’re the only one for them? Luckily there are tons of ways! Rewards programs, discounts, value knowledge, community, and much more.

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The good thing about the Customer Journey is that you just need to follow the steps… IN ORDER. You can’t get loyalty without sales, you can’t get consistent sales if you aren’t being considered, and you definitely won’t be considered if people don’t know about you. And that’s MARK101: Customer Journeys.