Brand planning business models
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C m u n i c a t i o n C r e a t i v e B 2 B c o m m u n i c a t i o n Rowing harder doesn’t help if the boat is headed in the wrong direction Kenichi Ohmae, business and corporate strategist BRAND STRATEGY BRAND COMMUNICATION PLATFORM SALES IMPLEMENTATION Brand Strategy If you want to create a differentiated market positioning for your brand, you need to understand the competitive landscape! Sales Implementation Don’t waste your efforts from steps 1 & 2 with poor sales implementation. Brand Communication Platform Create a differentiated brand positioning to ensure your brand is “top of mind” in your target audience. 1 3 2 W Communication Agency, Sweden | [email protected] | www.justw.com SSS Strategic Sweet Spot What is it your brand can offer, that your competitors cannot and is valued by your target audience? CSMART Challenging, Specific, Measurable, Achievable, Realistic, Time-based If you know where you want to take your brand, it is much easier to work out how to get there and measure when you have arrived. AIDA Attention, Interest, Desire, Action If you don’t create an attention grabbing visual identity for your brand, you may not get your customers interested to learn more. PEST Political, Economic, Social, Technological A high-level evaluation of the environmental factors which may affect the market penetration of your brand. ADDIE Analyse, Design, Develop, Implement, Evaluate The process of innovation is crucial if you want to continue to evolve your brand. Remember “if you do things the way you´re always done them, you’ll always end up in the same place!”. CSF Critical Success Factor These are highly critical elements or factors which if not delivered, will significantly affect the commercial success of your brand. SWOT Strengths, Weaknesses, Opportunities, Threats Perform a 360° assessment of your brand from an internal (strengths / weaknesses) and external (opportunities / threats) perspective, Ensure you address the key issues identified in your CSFs. WIIFN What’s In It For Me? Will your brand address the needs of your target audience? If the answer is no, don´t be surprised if they don’t buy your brand. LEAR Listen, Empathise, Ask, Resolve Increase your credibility with your target audience by handling customer objections confidentially and honestly. Always check if you have addressed the concern with your response. 3T Tell them what you are going to tell them, Tell them, then Tell them what you told them. People remember 20 % of what they hear, 30 % of what they see, 50 % of what they hear and see! KISS Keep It Short & Simple The art of a great sales presentation is to address the needs of your target audience by concisely communicating brand benefits in a way that will be valued by your target audience. Don’t over complicate your offering. Top tips for effective brand planning [email protected] / @SRamkali
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An infographic for anyone involved in the brand planning process. It contains some well known and some not so well know business models to remind us of the things we should think about when writing our brand plans - from the brand strategy to the brand communication platform to sales implementation
Transcript of Brand planning business models
C
munication
Creat
ive
B2B
co
mmunication
Rowing harder doesn’t help if the boat is headed in the wrong direction Kenichi Ohmae, business and corporate strategist
BRAND STRATEGY BRAND COMMUNICATION PLATFORM SALES IMPLEMENTATION
Brand Strategy If you want to create a differentiated market positioning for your brand, you need to understand the competitive landscape!
Sales Implementation Don’t waste your efforts from steps 1 & 2 with poor sales implementation.
Brand Communication Platform Create a differentiated brand positioning to ensure your
brand is “top of mind” in your target audience.
1
3
2
W Communication Agency, Sweden | [email protected] | www.justw.com
SSS Strategic Sweet Spot
What is it your brand can offer, that your competitors cannot and is valued by your
target audience?
CSMART Challenging,
Specific, Measurable, Achievable, Realistic,
Time-based If you know where you
want to take your brand, it is much easier to work
out how to get there and measure when you
have arrived.
AIDA Attention, Interest, Desire, Action
If you don’t create an attention grabbing visual identity for your brand, you may not get your customers
interested to learn more.
PEST Political, Economic, Social, Technological A high-level evaluation of the environmental factors which may affect the market penetration of your brand.
ADDIE Analyse, Design, Develop, Implement, Evaluate The process of innovation is crucial if you want to continue to evolve your brand. Remember “if you do things the way you´re always done them, you’ll always end up in the same place!”.
CSF Critical Success Factor These are highly critical elements or factors which if not delivered, will significantly affect the commercial success of your brand.
SWOT Strengths, Weaknesses, Opportunities, Threats Perform a 360° assessment of your brand from an internal (strengths / weaknesses) and external (opportunities / threats) perspective, Ensure you address the key issues identified in your CSFs.
WIIFN What’s In It For Me? Will your brand address the needs of your target audience? If the answer is no, don´t be surprised if they don’t buy your brand.
LEAR Listen, Empathise, Ask, Resolve Increase your credibility with your target audience by handling customer objections confidentially and honestly. Always check if you have addressed the concern with your response.
3T Tell them what you are going to tell them, Tell them, then Tell them what you told them. People remember 20 % of what they hear, 30 % of what they see, 50 % of what they hear and see!
KISS Keep It Short & Simple The art of a great sales presentation is to address the needs of your target audience by concisely communicating brand benefits in a way that will be valued by your target audience. Don’t over complicate your offering.
Crea
tive
B2B
communication Creative B2B communication
Creative B2B communication Creative B2B c
ommunicat
ion
Creative B2
B com
m
unication Creat
ive
B2
B c
omm
unication
Top tips for effective brand planning
[email protected] / @SRamkali
