Is your brand truly unique
-
Upload
rob-kempton -
Category
Business
-
view
211 -
download
0
description
Transcript of Is your brand truly unique
MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES
Blog updates
16th Sept: Green messages14th Sept: Maximizing your impact
Is your brand truly
unique?
Rob Kempton“Mission Control”
Relentlessly seeking uncontested market
space, focusing on the customer not the
competition – turning that into a compelling
narrative
Brand development
Brand development
Insight
Process
Your knowledge
and resources
Brand strategy expertise
MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES
What’s a brand
anyway?
Your brand is the ultimate collection of views and opinions people hold about you. It encompasses everything: quality of experience, look and feel, customer care, office, retail, web and social media environments -creative execution across all touch-points.
It’s the meaning of your offering
You can control that meaning if you want? Bridging the difference between today and aspiration – that’s Brand Strategy
Today’s
brand
Aspirational
brand
Brand = $$$$
Redefined brand strategy
More meaningful brand experience for present and future customers
More loyal customers, more new customers,
increased long term value of your organization
All else being equal, increasing brand equity has been proven to
shift the demand curve upwards – allowing for potentially higher
prices, and/or increased market share
Sweet spots
1. Organizations with a meaningful vision,
long-term goals, and a “roadmap” stand the best
chance of success.
“ most execs can’t articulate the objective, scope and advantage of their business in a simple statement – if they can’t neither can your customers or employees”
Harvard Business Review April 2008
2. Brand strategy is the plan to create the true meaning
of your brand in your customers mind by tapping
into a pain point, that when fulfilled your
customer screams “Yes!!”
3. Brand strategy is about focusand conviction.
“It's better to be a mile deep and an inch wide than vice versa.” – Guy Kawasaki
Focus will give you a ripple effect
Hiking boots and outdoor clothing products ….?
4. Delivering customer value in uncontested market space must be the goal of brand
strategy development.
5. It’s about having a compelling reason why
your core customer can’t live without you, and
communicating that in everything you do.
• EXAMPLE??
6. It’s about designing an
operation that is aligned to your brand promise.
.
7. Strategy is rarely executed effectively. Management must
champion the cause throughout the
organization to reap the rewards.
Brand
“Walk the walk – talk the talk”
CompellingCompelling
DifferentiationDifferentiation
FocusFocus
Brand positioning statement
Brand positioning is
The focus and reference point in
everything the organization does strategically for their customers.
It’s where you explicitly describe
why you deserve to exist in the mind of the prospect?
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
A genuine brand positioning statement - thoughts?
“We specialize in providing high quality, cost
effective strategic solutions and next generation
application, to small and medium enterprises
and government organizations who are aiming
to reduce their operational costs and increase
their revenue by enabling faster access and
processing of their business data”
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Macho “wannabees”,
mostly in the USA, in
an era of decreasing
personal freedom
Macho “wannabees”,
mostly in the USA, in
an era of decreasing
personal freedom
HD make big loud
motor cycles
HD make big loud
motor cycles
You can go join a gang
of cowboys
You can go join a gang
of cowboys
Stage 1: Core Customer
• Goal• Insight• Which community • Demographic
The goal that your brand is targeting
• Your core customer will likely have 2 or 3 core goals they are looking to achieve
• Which one presents the biggest opportunity to exploit?
• Choose just one
Pain Point or Insight
• The most deeply held desire, want hope and fear of your core customer that your brand can best fulfill.
– Leverage in order to make your product or service meaningful – creating an intuitive bond
Which community do they sit in? Online and geographically
Age, Socio-economic segment etc
Demographic?
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Stage 2: What’s truly unique and
compelling?
• Not just differentiation, but…
RADICAL differentiation
Exercise:
Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Stage 3: Brand promise
Relevant and compelling
• Go back to the original goal that your core customer has – use the same language
• It can be a functional benefit or emotional
Brand positioning: Stages
Core
customer:
Who do you
serve, where,
at what point?
Core
customer:
Who do you
serve, where,
at what point?
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Unique: (the
most
compelling
argument you
have to
support your
benefit)
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
promise: The
benefit you
deliver which
is relevant to
your core
customers
Brand
“Walk the walk – talk the talk”
CompellingCompelling
DifferentiationDifferentiation
FocusFocus
All decisions in the future…
…need to be tested against your brand positioning
Does this… • Help or hinder my goal?
• Focus me, or un focus me?
• Purify or modify my brand
Brand values and associations
• Vital elements of the brand that are intrinsic to it’s existence and can not be compromised – they provide tonal and emotional continuity to all communications
• Exercise:
1. List all the words that best describe the brand (the attributes the core customer identifies)
2. Take out what could be applied to competitors3. Eliminate some and refine to a few words (3 preferably)
e.g - Ambitious / Fresh / Responsible etc
Brand essence
• Crystallize in a single idea & capture the very essence of what you wish the brand to stand for.
• To pinpoint the vital idea, look deep into customers minds, and grasp the true value of the brand from their perspective
Brand vision
• Google – organize the worlds information and make it universally accessible
• Coca Cola – to refresh the world
• Cirque du Soleil – to invoke the imagination provoke the senses and evoke the emotions of the people around the world
MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES
Blog updates
16th Sept: Green messages14th Sept: Maximizing your impact
Is your brand truly
unique?
Brand
“Walk the walk – talk the talk”
CompellingCompelling
DifferentiationDifferentiation
FocusFocus
Rob Kempton“Mission Control”
Relentlessly seeking uncontested market
space, focusing on the customer not the
competition – turning that into a compelling
narrative
Brand development
Brand development
Insight
Process
Your knowledge
and resources
Brand strategy expertise
MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES