Every Brand Has a Journey — The Best Ones Design Theirs

In a world full of choices, brands often try to be present everywhere — from TikTok to Tokopedia, from billboards to WhatsApp groups. But here’s the thing: if you don’t define your consumer journey clearly, your audience will create their own version — and it might not be the one you want. That’s why brands must decide where they want consumers to start knowing them, where to influence them meaningfully, and how (and where) the purchase should happen. A clear journey brings clarity to both your strategy and your budget.

Let’s take a local example: a beauty brand launching a new skincare line. They could go all out — TikTok influencers, live shopping, pharmacy sampling, Shopee ads, YouTube tutorials. But instead, they might decide their primary journey starts with Instagram, builds credibility through KOLs and testimonials, then drives conversions via Tokopedia. It’s focused. It’s trackable. It’s still supported by other channels, but the brand knows this is the core path they want to strengthen and measure.

A shorter journey — from awareness to conversion — is usually more profitable. But let’s be honest, it’s not easier. Consumers today are distracted and skeptical. To get them to trust and choose your brand quickly, you need to be consistent, relevant, and compelling. That means crafting the right message, placing it in the right moment, and delivering a seamless experience end-to-end. It also means saying no to distractions that don’t serve your core journey.

There’s no such thing as an instant win. Even the most established brands in Indonesia constantly test new formats, tweak their media mix, and refine their product-market fit. What matters is having a hypothesis, trying it out, tracking real consumer responses, and learning from the outcome. It’s okay to get it wrong — as long as you learn fast, adjust smartly, and try again with better precision.

At Upsize, we always say: growth doesn’t come from doing everything — it comes from doing the right things, with purpose and consistency. So be brave, be sharp, and own your consumer journey. You don’t need to go everywhere — you just need to go somewhere well.

If this resonates with you and you’d like to explore how to build a sharper path to purchase, feel free to fill out the form on our website — our team would love to connect and help.

Written by Riko Rahman – Client Lead, Upsize Research