We Make You Stand Out in a Crowded Market
Your brand is the most important element of your marketing program. In fact, it is arguably the essence of your marketing program. Your brand is what your company stands for.
It quickly tells your audience what they can expect from your company, from your products and services, and from your employees.
Your brand separates your company from competitive alternatives.
If your business isn't a brand, it's a commodity.
Corporate branding is essential and builds incredible value for companies and corporations of all sizes. Your brand sets expectations for your target audience. The mystifying thing is that corporate brands are formed, good or bad, even if nothing is done to shape them.
We don't like taking chances. That's why we help our clients do everything possible to create, control and sustain their brand in a way that sets them apart from competitors. In a way that captures customers and market share.
Customizable Brand Console
We guide companies in creating, building, and managing their brand. Typically our process begins by developing a brand console. These eight steps become a tool for conducting research, making decisions, and managing execution.
The console works equally well for companies that are just beginning to focus on the importance of their brand, preparing for a re-branding roll-out, or those building a brand for new products, services or markets not yet served.
This is a self-assessment. Document everything can about your company, products, and services.
Define the market opportunity in objective terms and the specifics about the audience you are targeting.
Understand the capabilities and tactics of known competitors and non-competitive alternatives.
Now analyze what you've found so far and decide how best to compete in your market.
Craft your unique selling proposition and key top-line sales messages. At some point, document brand standards that will be used to shape collateral materials.
Now you have what it takes to start building a successful brand. If you need to re-work or develop a logo and graphic design for collateral, this is the time to do it. The only thing missing will be execution.
Brands require a lot of attention. Seldom will they thrive on autopilot. Put in place the mechanisms to audit brand performance, evaluate competitive positioning, and take actions that continually enhance your brand performance.
GOALS & METRICS
Determine objectives that are sought and define what success will look like. Consider the end-game as well as incremental steps necessary to get there.
Product & Services Branding
Your corporate brand lives on and continues to fortify with the passage of time. Product and service brands have a life-cycle however. That doesn't make them any less important though.
Quite the contrary. Product and service brands are equally important and demand the same attention as do corporate brands. After all, they're more than a corporate asset on the balance sheet. They bring in customers and revenue.
We Help You Create a Unique Identity for Your Product or Service
and Dominate the Marketplace
To compete in today's crowded markets, your products and services must have a differentiated edge. They need to be positioned correctly among competitors and their value needs to stand out. They need a unique identity that is attractive to customers. But it's all too easy to see the market and competitors through a filtered lens. What you think is a unique identity may in fact not exist.
That's where we come in. Our approach to product and service branding removes the filters to truly distinguish your offering in the marketplace. Our framework is a process. A process that establishes a solid foundation for your go-to-market plans to be successful.
Product and Services Brand Framework
STRATEGIC & TACTICAL PLANNING
Strategic planning is a process not an event. Done correctly, it requires a commitment of time and valuable resources. A poorly conceived strategic plan is sometimes worse than no plan. Without a
plan you'll likely never reach your destination because obstacles will naturally detour you from
reaching your goals.
Gone of are the days when effective go-to-market strategies are conceived inside the four walls of a conference room. In today's competitive and crowded markets, effective strategies require outside-in data and insights to dilute organizational biases and challenge sacred cows.
Where strategic planning meets tactical execution.
Ignoring marketplace reality, facts, and assumptions
is one of the biggest strategic planning mistakes.
An Effective Framework and Process
Regardless of your objective, our proven facilitative approach helps you build realistic and achievable strategic and tactical plans. Our outside-in planning frameworks supply your executive team with hidden and guarded information and unfiltered marketplace and competitive intelligence.
We help you plan better. With a better plan, you'll have better results.
It's really that simple.
STRATEGIC PLANNING WORKSHOPS
Identify opportunities, challenge assumptions, provide an environment for creative brainstorming and uncover blind spots along with faulty assumptions.
MARKET & COMPETITOR
Primary and secondary research to fill knowledge gaps identified during the workshops. Industry, market, and competitor intelligence is brought into your company.
Scenarios are formulated to evaluate alternative actions and options.These scenarios are analyzed, ranked and prioritized based on risk/return and feasibility.
DEVELOP A PLAN
Once final recommendations have been vetted, an operational plan is prepared. Tactics are defined and
an actionable road-map is prepared to guide execution.
An Outside-In Approach
Helping clients plan goes far beyond the four walls of their conference room. We dive into the marketplace and competitive practices and behavior to bring hidden and guarded information into your organization.