The CEB (Market Analysis Company) determined that the consumer makes almost more than 60% of the decisions in a purchase process without contacting the seller or in advance of contacting them.
This means: Brand and reputation primarily takes place during the decision-making process, intuitively and in a captivating manner.
Brand or reputation does not sell directly, but rather helps the consumer to make a decision in the first place. So forget tradition marketing, social media and etc. leads and sales, or better yet, don't focus on these metrics and focus on decision-making asset: Distinction!

Over the last decade, technology has bought through tremendous change in the way we think and perceive brands as every minute detail is available on our fingertips with the help of mobile technology that has embraced social media and digital marketing that has made our life a lot easier but has some or other perils to it.
Initially, the brand was experienced by the customers by visiting at the store and indulging in the sales and purchase of goods and services but now with the need of an hour almost every brand is available on social media for promotions and presence in the market plus giving an option to the customers for online shopping.
Earlier the feedback on the products purchased and customer service experienced was given on one-to-one basis but now it is visible to the entire world, hence, the brands need to be more and more cautious with their every expression as it directly affects their reputation in the market and in the minds of the customers. ©marketing91

The customer journey in brand (or marketing) refers to the customer's path, via touch points, to their decision to purchase an item. A customer doesn't usually decide to purchase an item immediately after finding out about it for the first time. Usually, customers look at a product or a brand several times before deciding on an action, known in branding (or marketing) as touch points. The customer journey then proceeds through these touch points.

The AIDA model is an acronym - it stands for attention, interest, desire and action. It is a model used in marketing that describes the steps a customer goes through in the process of purchasing a product. The AIDA model has been in use since the late 19th century.

What is the AIDA approach?
The AIDA model is based on four individual stages that attract interested parties who are deciding on a project, product or service.