growing your business by creating market advantage
Branding for Market Advantage
Your brand is what others say about you. Every person has a brand. "Susie is sweet." "Johnny is hard around the edges." These are personal brands. In addition, companies have brands, whether they are intentional or not.
Unintentional brands are usually confusing and lack positive strength. For example, when one person passes a used car lot, they may think, "wow, a great place to get a deal." Another may think, "That's a place where they will sell me an almost-broken car." Two very different brands for the same company. With no branding at work, both perceptions may stand. It is very difficult to fight the uphill battle in removing a brand. Yet it is very easy to sear the positive and deliberate brand into your target's mind through the use of a client engagement strategy.
At SBA Network we take a strategic approach to branding: First, we focus on Rule #2 of the Rules of Attraction: The problem is more important than the solution.
Thus we begin an engagement with comprehensive research that often times finds us talking to current customers, past customers, customers that said "no", and future customers. This helps us to understand the brand that currently exists.
Then we work with our client to discover the brand they want to create. In addition, we perform a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis on all of their competitors to discover what brands are still available to be used. This allows us to clearly identify the "GAP" in the marketplace that mat exist. This "GAP" is the place that the competition is most weak while at the same time represents the emerging need from customers in the marketplace.
With this data, we develop the new or modified brand of the company what will create exclusivity in the marketplace. This brand is created in such a way as to ensure that the emerging customers can clearly recognize the "GAP" that exists and see that your organization uniquely or even exclusively satisfies that need. Most marketing companies stop with the creation of the brand, and move right into marketing strategy development. This is an errant method, often timed doomed for failure because it neglects one critical factor: the fact that the company has a history.
Because a company has a history, they must acknowledge the old brand while shifting to the new brand. This is the CRITICAL step to establishing a new brand. If overlooked, prospects won't change the thoughts they have in their mind regarding the company.
Next we create a client engagement strategy which allows us to communicate the organizations brand in an interactive and comprehensive way throughout a variety of customer interactions. Imagine a bank and the way they accomplish the communication of their brand. It may be at the ATM or through statements sent via the mail or their on-line banking interface or at events that they sponsor or the drive-up window or with the teller at the bank location itself. In order to create market advantage and leadership an organization must effectively engage their customers in every contact and in every circumstance. This brand experience must be strategic, consistent and moving.
Case Study: Branding for Market Advantage- Door King
Take our seven minute business assessment.
Your brand is what others say about you. Every person has a brand. "Susie is sweet." "Johnny is hard around the edges." These are personal brands. In addition, companies have brands, whether they are intentional or not.
Unintentional brands are usually confusing and lack positive strength. For example, when one person passes a used car lot, they may think, "wow, a great place to get a deal." Another may think, "That's a place where they will sell me an almost-broken car." Two very different brands for the same company. With no branding at work, both perceptions may stand. It is very difficult to fight the uphill battle in removing a brand. Yet it is very easy to sear the positive and deliberate brand into your target's mind through the use of a client engagement strategy.
At SBA Network we take a strategic approach to branding: First, we focus on Rule #2 of the Rules of Attraction: The problem is more important than the solution.
Thus we begin an engagement with comprehensive research that often times finds us talking to current customers, past customers, customers that said "no", and future customers. This helps us to understand the brand that currently exists.
Then we work with our client to discover the brand they want to create. In addition, we perform a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis on all of their competitors to discover what brands are still available to be used. This allows us to clearly identify the "GAP" in the marketplace that mat exist. This "GAP" is the place that the competition is most weak while at the same time represents the emerging need from customers in the marketplace.
With this data, we develop the new or modified brand of the company what will create exclusivity in the marketplace. This brand is created in such a way as to ensure that the emerging customers can clearly recognize the "GAP" that exists and see that your organization uniquely or even exclusively satisfies that need. Most marketing companies stop with the creation of the brand, and move right into marketing strategy development. This is an errant method, often timed doomed for failure because it neglects one critical factor: the fact that the company has a history.
Because a company has a history, they must acknowledge the old brand while shifting to the new brand. This is the CRITICAL step to establishing a new brand. If overlooked, prospects won't change the thoughts they have in their mind regarding the company.
Next we create a client engagement strategy which allows us to communicate the organizations brand in an interactive and comprehensive way throughout a variety of customer interactions. Imagine a bank and the way they accomplish the communication of their brand. It may be at the ATM or through statements sent via the mail or their on-line banking interface or at events that they sponsor or the drive-up window or with the teller at the bank location itself. In order to create market advantage and leadership an organization must effectively engage their customers in every contact and in every circumstance. This brand experience must be strategic, consistent and moving.
Case Study: Branding for Market Advantage- Door King
Take our seven minute business assessment.
Gain Market Advantage
Gaining market advantage is the result of:
Take our seven minute business assessment.
Gaining market advantage is the result of:
- Leading-edge product innovation
- Compelling brand identity
- Viral-worthy marketing
- World-class team members
- Uncompromising standards
Take our seven minute business assessment.
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