Brand-Building for Profit

Transcription

1 2/23/17 Brand-Building for Profit The Intentional Success Series Reminders Post Questions at any time in dialogue box Sessions are recorded and shared on AV-Matters.com and TRStimson.com Handouts available online with recording AV-Matters.com Sponsors 1

2 2017 Webinars Brand-Building for Profit - February 23 Ideation and Outcome-Based Selling - April 20 The Right Approach to Pre-Job Costing - June 29 The Complete (Small) Business - August 24 The Changing Marketplace - October 26 What Your Numbers Tell Me and Why - December 14 Presenter: Tom Stimson Stimson Group LLC Advisor to Small Business tom@trstimson.com Facebook.com/stimsongroup Youtube.com/stimsongroup Linkedin.com/trstimson What We Will Learn Brand Imperatives Brand Multipliers Brand Missteps Uncovering Your Brand Homework 2

3 BRAND IMPERATIVES The necessities of effective branding Brand vs Focus Strong Brand Customer Expects B etter Customer Wants More Product Focused Customer Focused Proposal M ill Customer is Indifferent Weak Brand Brand Imperatives Creativity trumps functionality Customer point of view over product emphasis Focus on usage, not how something works Customers buy aspirational performance The promise is more important than the journey Outcomes, outcomes, outcomes 3

4 Brand Imperatives We are all broadcasters now We are all marketers now Passion Sells I ll see your commitment and raise you a passionate manifesto BRAND MULTIPLIERS When people want what you stand for, price is no object. Strong Brands Stand for something Are clear about who their customers are Are significant in their marketplace 4

5 Manifesto Be for something that benefits your customers Short, pithy (don t try to explain it) Think about how it manifests in your work Manifesto Examples Sell outcomes not transactions. Create capacity continuously. Don t let perfect get in the way of good. Anyone can be competent. Be credible. You don t get extra points in business for doing it the hard way. Add Imagery Your Needs Remarkable Results 5

6 Create Intellectual Property Reinforces brand Brings life to manifestos Delivers value to industry Prospects, inf luencers, advocates Teach, train, explain, share Unselfishly helpful but branded Brand Reinforcement Aspirational Brand Statements Ceavco: Love what you see and hear. EventTech: Just press play. DWP Live: We make the impossible, possible. Brand Stories For every manifesto Brand Campaigns Opt-in Campaigns Build Lists in support of topics Promote events Promote content or IP Sponsoring Complementary causes Be a Sponsoring Brand instead of AV Sponsor 6

7 BRAND MISSTEPS Mistakes we all make Do I Have a Brand? If your brand is not evident to an outsider, you don t have one. Brand names, statements, and imagery need validation Brand Value Even a recognized brand may not have any value Does your perceived brand have a positive affect on outsiders? Customers, vendors, partners, colleagues Followers are valuable 7

8 Brand Value Bad opinion = bad brand No opinion = no brand High opinion = good brand Live up to high opinion = great brand Brand Direction If you think you are steering the brand, make sure customers are tagging along. Radio Shack didn t retool for the next generation of geeks JC Penney deviated from customer expectations then delivered inconsistent messaging Brand Conflicts Sub-brands vs lines of business The lead brand is the one the customer enters We didn t want to alienate our core customers, so we created another brand. Confusion is harder to solve than surprise 8

9 Micro Brands The brand within a brand Sub-markets for major brands under the same name Macro brands might not help micro brands, but micro brands should help the macro Don t brand when naming a product might be all that is needed Heritage Brand Evolution Bartha Visual Education Service Bartha Visual Bartha Events Staging Production UNCOVERING YOUR BRAND I don t know what my brand stands for. 9

10 Brand Trifecta Outcomes THAT WILL IMPROVE THE CLIENT S CONDITION Examples: Dependability, Safety, and Planning Fun, Innovative, and Abundant Expert, Documented, and Secure Brand Promise Brand Promise - A statement that exemplifies the value of the Trifecta It s a bit of a catchphrase, but also a value proposition It s the conversation starter that will set you apart from the alternatives Examples Dependability, Safety, Planning Brand Promise: "We understand the implications of what we do" Fun, Innovative, and Abundant Brand Promise: "Ideas that you can t forget Expert, Documented, and Secure Brand Promise: "When precision isn t optional 10

11 Manifestos & Stories Develop a manifesto and a story for each outcome in the brand trifecta. Answer the question, How do you make customers successful? Brand Initiatives Lots of little steps in the right direction Live up to the brand Get your message out Doesn t happen overnight But brand destruction is almost instantaneous! Where to put your effort? Pricing Advantage 5/7 Tech n o l o gy Recognition 5/7 Brand Recognition 8/10 Wholesale Su p p l y 4/7 Necessary Advantages (current/ future) Product Line 7/8 Competitive Advantages or Opportunities Current state/future state (1 year) Fi n an ci n g Op tio n s?/5 Packages or Bundles Marketing Budget Channel Access 3/5?/5?/? 11

12 Questions Still to come: Diagnostics Intentional Success Increase Growth & Profit Subscribe! trstimson.com 12

13 2/23/17 Learn More Business Survival Call: Executive Track Sales & Marketing Track Designed from the questions you submit Visit trstimson.com/store Our Sponsors Branding Homework Brainstorm at least seven manifestos: Statements that ref lect your passion about what you do Create at least one image that illustrates what you do Plan at least 3 ways you will promote or share this message over the next quarter 13

14 Brand vs Focus Strong Brand Customer Expects B etter Customer Wants More Product Focused Customer Focused Proposal M ill Customer is Indifferent Weak Brand Diagnostics You wr ite lots of pr oposals, talk about pr ice, and close too little. Weak brand, too product-focused. Proposal mill Customer says you did a great job and puts the next project out to bid? Weak brand, but customer-focused. Indifference Customer says you are great, but has issues with communication. Strong brand, too product-focused. Expects Better Customer asks for services that you don t offer. Customer wants more. Brand vs Focus Strong Brand Work on Operations Work on Strategy Product Focused Customer Focused Work on Management Work on Sales & Marketing Weak Brand 14

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