Make an emotional connection with your buyers. Learn elements of the emerging field of behavioral economics, how beliefs influence buying behavior, and align what you stand for with what your buyers care about.
Without differentiation, you’re selling a commodity and have to compete on price – or your brand will stagnate or die. Learn the nuances of differentiation to understand how to uncover the strengths of your brand and how to turn them into competitive advantages in the mind of your buyer.
Positioning, or owning a space in the mind of your buyer, is more important today than it was decades ago. Learn the concepts of positioning and how the mind deals with brands, along with different positioning approaches for specific stages of your market’s lifecycle to decide what you want your brand to be known for.
Effective brand development services are clearly understood and adhered to by everyone involved with acquiring and maintaining customers. Determine the key elements of your brand to create a unified branding experience that can be repeated to inspire, differentiate and position you in the mind of your buyers.
A great strategy is useless without a plan for execution. Establish your vision, big idea and tactics and create your 12-month sequence of actions to implement your brand strategy in your daily marketing activities. This is separate from a traditional marketing plan.
If you know what your brand should stand for, how well do your existing messaging, campaigns and creative represent it? What does your market think your brand stands for? Determine all of your brand touch points, collect market feedback, determine your brand’s gap analysis and create your brand update schedule.