B2 B Marketing Excellence Brand Strength Assessment Overview


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The B2B Marketing Excellence Brand Strength Assessment analyzes the qualitative value of your brand together with executable recommendations on immediate and longer-term actions you can take to build your brand into a compelling calling card in your market. Conducted and delivered in two to three Round Table executive sessions, the Brand Strength Assessment efficiently provides your executive team a common understanding of your business opportunity, helping them work together more effectively to transform your brand into a major corporate asset.

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  • Purpose Evaluate strengths and weaknesses of the Accent Global brand Identify areas of weakness that need to be developed, areas that are off to a good start that need to evolve, and areas of strength to build-on Prioritize recommendations based upon impact to the business Goal Build brand equity to support Accent Global’s Corporate Strategy and Business Goals to: Improve public perception Accelerate sales cycle Increase customer and employee loyalty Price at a premium
  • B2B Marketing Excellence uses a proprietary brand strategy framework called an Asset Brand : A multimedia, social, evolving and consistent identity for your company Vision and values-based, an expression of the corporate DNA That is… Aligned with the corporate business strategy Capable of engendering loyalty and enthusiasm Alive through the actions of your employees, how you look, and what you say It is not unusual to associate a brand with the logo. The logo is designed to trigger a brand reaction , but especially in the age of social multimedia, the brand is so much more than the logo, it’s the audience’s thoughts and feelings when they experience all your company produces. Rarely do we hear people talk about a company’s logo. They will identify the logo, but more importantly, their opinion of your company is based on the thoughts and feelings they have based on the experiences they have had with your company. The combined impact of these experiences define who you are in their minds. The experience is what gets talked about long after the newness of the logo and visual identity wears off . Where as the visual elements help them recall that experience.
  • Review and evaluate communications materials: Website Brochures Customer deliverables Employee handbooks Office signage Newsletters Proposals Conduct up to five Executive Leadership Sessions Facilitated sessions using B2B Marketing Excellence Brand Assessment Methodology Facilitate Round table discussion to review Findings, Implications and Recommendations
  • Our capabilities our extensive. Our pool of talent is broad and our experience is deep which ensures that our clients receive services from an A+ team of highly skilled professionals.
  • B2 B Marketing Excellence Brand Strength Assessment Overview

    1. 1. Brand Strength Assessment Straightforward Advice Is your brand helping your business or holding it back? www.B2BMarketingExcellence.com
    2. 2. Brand Strength Assessment <ul><li>Goals </li></ul><ul><li>Evaluate strengths and weaknesses of your company’s brand. </li></ul><ul><li>Prioritize recommendations based upon impact to the business. </li></ul><ul><li>Purpose </li></ul><ul><li>Build brand equity to support your corporate strategy and business goals to: </li></ul><ul><ul><ul><li>Improve public perception </li></ul></ul></ul><ul><ul><ul><li>Accelerate sales cycle </li></ul></ul></ul><ul><ul><ul><li>Increase customer and employee loyalty </li></ul></ul></ul><ul><ul><ul><li>Price at a premium </li></ul></ul></ul>
    3. 3. The Asset Brand SM Model Assessment Criteria for Your Brand <ul><li>Customer Experience </li></ul><ul><li>Employee Experience </li></ul><ul><li>Stakeholder Advocates </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Corporate Strategy </li></ul><ul><li>Vision, Mission and Values </li></ul><ul><li>Goals and Objectives </li></ul><ul><li>Performance Measures </li></ul><ul><li>Visual Look </li></ul><ul><li>Verbal Messaging </li></ul><ul><li>Multi-Media Feel </li></ul><ul><li>Social Character </li></ul><ul><li>Logo </li></ul>STRATEGY POSITIONING EXPERIENCE IDENTITY <ul><li>Market Category </li></ul><ul><li>Target Markets </li></ul><ul><li>Differentiators </li></ul><ul><li>Competitive Advantages </li></ul>
    4. 4. Brand Strength Assessment Methodology <ul><li>We examine your brand from the customers’ perspective, answering the question: </li></ul><ul><li>Does your brand communicate to your stakeholder audiences in a way that furthers your business goals? </li></ul><ul><li>Then we work with the Executive Team to customize our brand recommendations to support specific aspects of your corporate strategy. </li></ul>
    5. 5. Brand Assessment Recommendation <ul><li>The final recommendations evaluate each aspect of your brand’s strengths and weaknesses with detailed explanations. </li></ul><ul><li>Global recommendations address each area and build an outline you can use to evolve your brand into an Asset Brand SM . </li></ul>
    6. 6. How Will Your Brand Score? <ul><li>B2B Marketing Excellence </li></ul><ul><li>Brand Assessments: </li></ul><ul><li>QUICK </li></ul><ul><li>THOUGHT </li></ul><ul><li>PROVOKING </li></ul><ul><li>HIGH IMPACT </li></ul><ul><li>ACTIONABLE </li></ul>
    7. 7. B2B Marketing Excellence Consulting Services <ul><li>Executive Marketing </li></ul><ul><li>Corporate Strategy </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Product Strategy </li></ul><ul><li>Partnership Strategy and Negotiation </li></ul><ul><li>Product Launch Planning </li></ul><ul><li>Executive Tools and Methodologies </li></ul><ul><li>Strategic Planning </li></ul><ul><li>Brand Governance </li></ul><ul><li>Executive Facilitation </li></ul><ul><li>Brand Strategy Template </li></ul><ul><li>Collateral Map </li></ul><ul><li>Positioning Template </li></ul><ul><li>Creative Brief </li></ul><ul><li>Messaging Hierarchy </li></ul><ul><li>Brand Architecture </li></ul><ul><li>Metrics </li></ul><ul><li>Branding </li></ul><ul><li>Asset Brand SM Program </li></ul><ul><li>Brand Advisory Services </li></ul><ul><li>Brand Strength Assessment </li></ul><ul><li>Brand Strategy  </li></ul><ul><li>Strategic Brand Platform </li></ul><ul><ul><li>Visual </li></ul></ul><ul><ul><li>Verbal </li></ul></ul><ul><ul><li>Experience </li></ul></ul><ul><li>Go-To-Market Strategy </li></ul><ul><li>Positioning </li></ul><ul><li>Messaging  </li></ul><ul><li>Brand Hierarchy </li></ul><ul><li>Product Branding </li></ul><ul><li>Integrated Communications </li></ul><ul><li>Strategic Communications </li></ul><ul><li>Integrated Communications Plans </li></ul><ul><li>Social Media/Web 2.0 Strategies </li></ul><ul><li>Web Site Planning and Management </li></ul><ul><li>Collateral Planning and Management </li></ul><ul><li>Messaging and Positioning </li></ul><ul><li>Proposal Support </li></ul>
    8. 8. Contact Us To learn the value of your brand <ul><li>Marybeth Fraser </li></ul><ul><li>[email_address] </li></ul><ul><li>703-798-1803 </li></ul><ul><li>Dana Theus </li></ul><ul><li>[email_address] </li></ul><ul><li>703-236-5000 </li></ul>www.B2BMarketingExcellence.com