Brand Strategy Consulting
Positioning that helps you create and sustain a competitive advantage.
Positioning: How Premium Brands Thrive in the Marketplace
Most business owners know what makes their product or service unique and why people should buy it. But they often struggle to communicate their value to the people they help most.
What's the problem?
Here it is: the business's BRAND isn't strong enough to get the audience's attention.
In other words, the brand isn't showing the audience what makes the business different or why they should buy.
So, the audience does nothing.
As a result, a pattern emerges: the business keeps looking for a way to connect with the audience, but the results are disappointing no matter what tactics they employ.
This is a common problem because most business owners are passionate about what they do and how they do it. They also believe others will feel the same way. So, they jump straight into marketing but end up discouraged when their prospective customers don't respond.
For your marketing messages to make an impact on the audience, you must "walk the walk and talk the talk".
In business terms, this means you must look like an expert, talk with authority, and deliver on customers' high expectations.
To do this, you must build a brand that turns your product or service into something people want to buy.
The purpose of a brand is to make your product or service more attractive in the eyes of the target market.
Why Most Digital Marketing Doesn't Work
It's typical for businesses to use several marketing tactics to get customers, as illustrated here:
But there are several problems with this approach, among them:
This means your audience sees your product or service as just another option with no unique qualities.
You may get some results, but marketing and advertising are not as efficient or effective as they could be. You also face more price pressure because you haven’t shown people how different you are.
We can help you solve this problem with brand strategy consulting.
It's what happens before the sale that makes the sale.
While most businesses use the approach above, premium brands build a customer experience.
Why is the customer experience so important?
Because consumers need as many as 8 touchpoints before they buy.
A touchpoint is any interaction consumers have with your business—a visit to your website, a social media post, a review, an advertisement, or other contacts. To make the most impact with each touchpoint, you must design a customer experience for prospective buyers at each customer journey stage.
People must get to know you. Then, they must decide if what you offer is best for them.
Unfortunately, most businesses try to sell before the customer is ready to buy. That's because they underestimate what it takes to earn a sale.
A brand strategy helps you create a customer journey that makes your business more competitive and enhances the perceived value of your product or service in the eyes of your target audience.
Brand Strategy Consulting Process
Together, we position your brand to compete and attract more customers in your target audience. Click on the tabs below to learn more about how it works.
In this first step, we explore your goals, offers, competitors, and target market.
This helps us identify the next steps you need to take to get the traction you want.
• Brand Profile (purpose, identity)
• Products, services, and pricing structure
• Competitive analysis
• Target audience segmentation
Using the information we gathered in step one, we'll know how to align your image and messaging with the types of customers you want. This also tells us which marketing activities will make the most impact. You can implement these on your own or with our help.
This step includes:
• Brand style (logo & brand designs)
• Website design
• Keyword and Content marketing strategy
• Social media marketing strategy
• Packaging and other brand assets
Once we have established your brand identity, offers, and profitable market segments, it's time to broadcast your message.
In this step, we develop a communication strategy to promote your brand.
We'll make sure everything is working and improve on what isn't.
• Email and phone contact (3 months to 1 year, based on level of service)
• Tracking and measuring ROI
• Full-service follow-up: we don't leave you hanging on anything we do.
Are you ready to build a brand your audience will love?
Schedule a free brand strategy consultation to find out how we can help you reach the people you help most.