Branding for Growth

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Branding is often associated with identity and marketing, but the most successful businesses understand branding as a foundational element of strategy. To customers, a successful brand (with its associated marketing messages and images) is the embodiment of a desired outcome. Building a strategic brand is about understanding and satisfying your customers\’ outcomes in a way that truly separates you from your competitors. When you become known for your ability to fulfill a customer\’s desire in a way no one else can, then you not only have an authentic brand but you also have a clear path for continued growth.

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  • Branding for Growth

    1. 1. Branding for Growth Presented by Rob Hinckley • September 8, 2011
    2. 2. Branding for GrowthPart 1: The Rewards of Strategic Branding
    3. 3. Branding for Growth September 8, 2011 brand = ?
    4. 4. Branding for Growth September 8, 2011 competitive separation we are clearly ahead of other options
    5. 5. Branding for Growth September 8, 2011 the best option for ...
    6. 6. Branding for Growth September 8, 2011 our customers’ outcomes ... not our company’s offerings
    7. 7. Branding for Growth September 8, 2011 their desired outcome our offering
    8. 8. Branding for Growth September 8, 2011 our goal is to brand this not this
    9. 9. Branding for Growth September 8, 2011 while still selling this
    10. 10. Branding for Growth September 8, 2011 strategic branding = clear competitive separation in satisfying our customers’ most valued outcomes
    11. 11. Branding for Growth September 8, 2011 brand rewards: • rapid growth
    12. 12. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk
    13. 13. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association
    14. 14. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association • premium pricing
    15. 15. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association • premium pricing • easier marketing decisions
    16. 16. Branding for Growth September 8, 2011 their desired outcome our offering
    17. 17. Branding for Growth September 8, 2011 outcome: freedom to come and go (affordably)
    18. 18. Branding for Growth September 8, 2011 outcome: a pure drink of water (+ a tropical daydream)
    19. 19. Branding for Growth September 8, 2011 outcome: a more sanitary way to clean your nose
    20. 20. Branding for Growth September 8, 2011 outcome: the same fast meal anywhere in the country
    21. 21. Branding for Growth September 8, 2011 outcome: the movies come to you
    22. 22. Branding for Growth September 8, 2011 outcome: ? x
    23. 23. Branding for Growth September 8, 2011 the problem the core of your brand will slowly becomes business-as-usual for you and your competitors
    24. 24. Branding for Growth September 8, 2011 the problem extraordinary outcomes > ordinary
    25. 25. Branding for Growth September 8, 2011 there are no rewards for being ordinary BUT there are losses for failure to maintain expected standards
    26. 26. Branding for Growth September 8, 2011 the solution create a new brand core: satisfy an important outcome, and separate from the competition
    27. 27. Branding for Growth Part 2: Developing a Growth Strategy
    28. 28. Branding for Growth September 8, 2011 growth strategy: • identify customer segments
    29. 29. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes
    30. 30. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences
    31. 31. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences • stay disciplined
    32. 32. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences be the big fish in a small pond • stay disciplined
    33. 33. Branding for Growth September 8, 2011 growth strategy: • identify customer . segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences outcome analysis: observation, interviews, and surveys • stay disciplined
    34. 34. Branding for Growth September 8, 2011 growth strategy: now we have the information we need to be creative • identify customer . segments • identify important . but unsatisfied . outcomes • design extraordinary outcome experiences • stay disciplined
    35. 35. Branding for Growth September 8, 2011 growth strategy: develop and stray true to a Dominant Selling Idea (DSI) • identify customer . segments • identify important . but unsatisfied . outcomes • design extraordinary . outcome experiences • stay disciplined
    36. 36. Branding for Growth September 8, 2011 “An outcome-driven strategy secures for a company a competitive position that is both unique and valued.” – Anthony Ulwick, Strategyn
    37. 37. Branding for Growth September 8, 2011 “To innovate forever is not an aspiration, it is not a strategy, it is a requirement.” – Geoffrey Moore, TCG Advisors
    38. 38. Thank YouPresented by Rob Hinckley • September 8, 2011

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