Positioning your business for success in competitive markets
Today’s buyer faces a staggering array of choices, making for tough buying decisions. And in the end, every buyer asks one simple question that every successful seller must be able to answer, "What's in it for me?"
Your brand is more than your logo or tagline.
It’s what buyers believe about your organization, products and services. It’s the answer to this simple, yet fundamental question.
Your brand is your promise to perform. High-performance brands deliver on their promise. They sell faster, fetch higher prices and command greater shares of mind, wallet, and market.
Branding Out™ to close perception gaps.
Where and how big are the gaps between what buyers believe about you,
and what you want them to believe?
Our Branding Out™ System identifies and analyses the gaps, then supports
you in building a plan to close them...
clarifying your vision and core values,
making a promise that matters to buyers and you can keep.
differentiating your business from competitors,
planning to build a powerful brand
projecting a personality that resonates with key stakeholders,
ensure your employees are aligned and engaged, and
building consistent messaging into everything you say and do.
Our 7-step Branding Out™ System
Ready to strengthen relationships with clients, customers, and members? Need help engaging your employees in the task ahead? That’s exactly what our 7-step Branding Out™ System has been designed to do.
Clarify your position
Great brands are built on solid information about your clients and customers. Your employees are an untapped source of ideas for improving the customer experience. Targeted research can produce a wealth of insights.
Build a rock-solid foundation
The foundation of every high-performing brand rests on a clear mission and vision—and a shared set of aligned behaviours. These are essential to employee engagement—and your success.
Make your promise to perform
Your brand promise needs to address the customer question: "What's in it for me?" Give stakeholders a reason for buying, joining, investing, or donating. The promise needs to meet two tests: 1. Be compelling. 2. Be fulfilled – every time. Business graveyards are full of organizations and products that didn’t fulfill their promises.
Drive your stake
What do you want people to think about your organization? What do you want them to do and say about your products or services? Here's your chance to stake out a compelling position that differentiates and resonates. Set goals. Be optimistic, but realistic. Remember test 2 above.
Plan to close gaps
The brand you have and the one you want are likely different. A re-branding plan focuses on understanding and bridging that gap. It includes analyzing every part of your business for misalignments that send the wrong signals to employees, customers and other stakeholders—and then making the changes needed.
Dress for success
Once you’re living your brand, it’s time to look the part. A powerful visual identity, memorable slogan and well-designed digital and print communications will drive home your promise and position your brand for success. All heavyweight brands have a distinctive visual personality that resonates with stakeholders.
Now do it!
Here's where the hooves meet the riverbed! Turn your strategy and plans into hardworking programs and campaigns that drive home your key messages. Keep your employees informed and onside. No investment will pay out faster than training your people to adopt your brand behaviours—and rewarding those that do.