Brand
Strategy
Building BIG BRANDS that stand out in crowded markets
Put the full power of your brand to work to own your space.
Your workshop-based approach to branding is impressive. You were able to engage the business leaders who participated in the process and make it an enjoyable and productive experience. We are extremely pleased with the results.”
– Tom Horlor, Chief Development Officer, YMCA of Greater Toronto.
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Evaluate your brand with our Brand Fitness Test
Every successful business, product, and service has a brand that stands out from its competitors – a big brand that resonates with buyers. delivers on its promises, and owns its space.
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Each is built on a solid understanding of the business environment in which it operates and the markets it serves. Each is clear on the space it's intent on owning, and the value that clients, customers, or members expect. And each has a well-thought-out plan for dealing with obstacles and achieving its short and longer-term objectives.
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Your brand is so much more than a logo or tagline.
It’s what buyers believe about your organization, products and services. It’s the answer to this simple, yet fundamental question.
Today’s buyer faces a staggering array of choices, making for tough buying decisions. Yet in the end, every 'buyer' asks one simple question that every successful 'seller' must be able to answer,“Why should I do what you’re asking me to do. What’s in it for me?”
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Your brand is your promise to perform. High-performance brands deliver on their promise. They sell faster, fetch higher prices and command greater shares of mind, wallet, and market.
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Branding Out™ to clarify perceptions and close gaps.
Where and how big are the gaps between what buyers believe about you, and what you want them to believe?
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Our 7-step Branding Out™ System identifies and analyses the gaps, then supports you in building a plan to close them.
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1. Clarify your position
2. Build a rock-solid foundation
3. Make your promise to perform
4. Drive your stake
5. Plan to close gaps
6. Dress for success
7. Now do it!
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1. Clarify your position
Great brands are built on solid information about your clients and customers. Your employees are an untapped source of ideas for improving the customer experience. Targeted research can produce a wealth of insights and identify the gaps between the brand you have and the brand you want.
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2. Build a rock-solid foundation
The foundation of every high-performing brand rests on a clear mission and vision—and a shared set of aligned behaviours (core values). These are essential to employee engagement—and your success.
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3. Make your promise to perform
Your brand promise must address question every 'buyer' asks themselves: "What's in it for me?" Give stakeholders a reason for buying, joining, investing, or donating. The promise needs to meet two tests: 1. Be compelling. 2. Be fulfilled – every time. Business graveyards are full of organizations and products that didn’t keep their promises.
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4. Drive your stake
What do you want people to think about your organization? What do you want them to do and say about your products or services? Here's your chance to stake out a compelling position that differentiates and resonates. Set goals. Be optimistic, but realistic. Remember test 2 above.
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5. Plan to close gaps
It’s very likely the brand you have and the one you want are different. A re-branding plan focuses on understanding and bridging that gap. It includes analyzing every part of your business for misalignments that send the wrong signals to employees, customers, members, and other stakeholders – and then making the changes needed.
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6. Dress for success
Once you’re living your brand, it’s time to look the part. A powerful visual identity, memorable slogan and well-designed digital and print communications will drive home your promise and position your brand for success. All heavyweight brands have a distinctive visual personality that resonates with stakeholders.
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7. Now do it!
Here's where the hooves meet the riverbed! Turn your strategy and plans into hardworking programs and campaigns that drive home your key messages. Keep your employees informed and onside. Relate stories to help people understand how valuable your bard really is. No investment will pay out faster than training your people to adopt your brand behaviours – and rewarding those that do.
Let’s talk!
Owning your space doesn't just happen. It takes planning and a concerted effort by all employees.
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Let’s talk about how we can help your for-profit or not-for-profit organization Brand Out™ and own your space.