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 …

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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Transcript

  • 1. Branding for Growth Presented by Rob Hinckley • September 8, 2011
  • 2. Branding for GrowthPart 1: The Rewards of Strategic Branding
  • 3. Branding for Growth September 8, 2011 brand = ?
  • 4. Branding for Growth September 8, 2011 competitive separation we are clearly ahead of other options
  • 5. Branding for Growth September 8, 2011 the best option for ...
  • 6. Branding for Growth September 8, 2011 our customers’ outcomes ... not our company’s offerings
  • 7. Branding for Growth September 8, 2011 their desired outcome our offering
  • 8. Branding for Growth September 8, 2011 our goal is to brand this not this
  • 9. Branding for Growth September 8, 2011 while still selling this
  • 10. Branding for Growth September 8, 2011 strategic branding = clear competitive separation in satisfying our customers’ most valued outcomes
  • 11. Branding for Growth September 8, 2011 brand rewards: • rapid growth
  • 12. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk
  • 13. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association
  • 14. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association • premium pricing
  • 15. Branding for Growth September 8, 2011 brand rewards: • rapid growth • less risk • permanent customer association • premium pricing • easier marketing decisions
  • 16. Branding for Growth September 8, 2011 their desired outcome our offering
  • 17. Branding for Growth September 8, 2011 outcome: freedom to come and go (affordably)
  • 18. Branding for Growth September 8, 2011 outcome: a pure drink of water (+ a tropical daydream)
  • 19. Branding for Growth September 8, 2011 outcome: a more sanitary way to clean your nose
  • 20. Branding for Growth September 8, 2011 outcome: the same fast meal anywhere in the country
  • 21. Branding for Growth September 8, 2011 outcome: the movies come to you
  • 22. Branding for Growth September 8, 2011 outcome: ? x
  • 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. Branding for Growth September 8, 2011 the problem extraordinary outcomes > ordinary
  • 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. Branding for Growth September 8, 2011 the solution create a new brand core: satisfy an important outcome, and separate from the competition
  • 27. Branding for Growth Part 2: Developing a Growth Strategy
  • 28. Branding for Growth September 8, 2011 growth strategy: • identify customer segments
  • 29. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes
  • 30. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences
  • 31. Branding for Growth September 8, 2011 growth strategy: • identify customer segments • identify important but unsatisfied outcomes • design extraordinary outcome experiences • stay disciplined
  • 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. 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. 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. 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. 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. 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. Thank YouPresented by Rob Hinckley • September 8, 2011