The document discusses creating a unique brand identity to differentiate a business and spark growth. It emphasizes that branding is about consistently delivering a core promise based on internal strengths. A strategic branding approach defines the brand's essence, aligns marketing and strategy, and ensures the culture authentically expresses the brand. Building an authentic brand focused on core competencies and passions can ignite business growth.

1. creating a unique brand
to spark business growth
a strategic approach to differentiate yourself
Presented by Steve Carples, Principal of Synergistics Consulting
April 20, 2012
catalysts for growth through
insight + action
catalysts for growth through
insight + action

2. branding
defined
BRANDING is all about focus!
Consistently delivering a core promise
based on internal core competencies & passions
– across ALL stakeholder touch-points –
to address a defined target audience’s wants
in a relevant, differentiated way
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3. question to
ponder
Do consultants really need to invest in
building a strong brand?
It’s important for you to make a positive first
impression and have a good public image –
isn’t that true for your business as well?
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4. a model for strategic
branding
Your brand is your Value Received:
• Positive market image
most significant asset! • Increased income and
market share
BRAND • More clients engaged
EQUITY • Higher client loyalty
Foundation CULTURE Foundation
elements elements
MARKETING STRATEGY
catalysts for growth through
insight + action

5. another basic
question
What is the most critical
success factor for
building a strong brand?
catalysts for growth through
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6. simple
answer
Be authentic!
“Business, simply put, is PEOPLE doing THINGS with STUFF”
To unleash the hidden potential in your business:
 Define
– Clearly articulate what you’re all about
 Align
– Mesh all aspects of your strategy, marketing & sales delivery
 Instill
– Ensure your core ideology is internalized by all associates, and
exhibited in every action at all stakeholder touch-points
catalysts for growth through
insight + action

7. foundation elements
strategy
A plan of action to marshal precious
resources to achieve a desired future
BRAND
EQUITY
CULTURE  3 Key Questions:
– What are you passionate about?
MARKETING STRATEGY
– What are your core competencies?
– What is your economic engine?
catalysts for growth through
insight + action

8. what are you passionate
about?
catalysts for growth through
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9. what drives
you?
Core Ideology
 Purpose/Values
– What drives you – impact on improving your world
 Vision
– The BHAG – your long term stretch goal
 Mission
– The “journey” – steps to achieve the vision
 Brand Essence
– The enduring heart & soul of your enterprise – based on
well articulated attributes, benefits, values & personality
catalysts for growth through
insight + action

10. what are your strengths
& talents?
catalysts for growth through
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11. what are your core
competencies
Current Situation Analysis
 SWOT’s
– Internal and external factors to address based on
historical underpinnings and competitive realities
 Value Proposition
– Problem you solve – unique benefits for a defined target
 Products & Services
– Specific offerings you provide to the market you serve
catalysts for growth through
insight + action

12. what is your value
proposition?
catalysts for growth through
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13. what is your economic
engine?
Pricing and Sales Considerations
 Revenue Model
– Transaction vs. recurring revenue
– Value-based pricing
 Prospect Generation/Qualification
– Investment based on “lifetime value” of a client
 Closing Opportunities
– Initial sale & ability to leverage relationships for future sales
 Post Sale Service
– Problem resolution, refund policies & client support
catalysts for growth through
insight + action

14. example of brand strategy
my essence
 Attributes
– Big picture strategic thinker, marketing expert, articulate
communicator, mission driven and goal directed
 Benefits
– Comprehensive perspective, focused business strategies, clearly
articulated brand platforms and executional excellence
 Values
– Insightful, accomplished, responsible, enriched and true-to-themselves
 Personality
– Energetic, inquisitive, caring, adventurous and sociable
 Brand Essence
– Dreams realized
catalysts for growth through
insight + action

15. articulate your unique
offering
Brand Essence Platform
 Attributes
– Tangible characteristics
 Benefits
– Specific client needs served
 Values
– How you make clients feel
 Personality
– How you present yourself
 Brand Essence
– Enduring heart & soul
catalysts for growth through
insight + action

16. foundation elements
marketing
Processes for creating, communicating,
delivering & exchanging offerings that have
value for clients and society
BRAND
EQUITY  Key Considerations:
CULTURE
– Anticipating emerging marketplace needs
– Segmenting the market – positioning to a niche
– Developing an optimized product/service offering
MARKETING STRATEGY
– Building awareness & arousing interest (social
media, collateral, advertising, PR, promotion)
– Satisfying target market needs profitably
(optimized distribution channels & pricing)
– Delivering on service expectations consistently
catalysts for growth through
insight + action

17. brand
emulation
Elements of Brand Communication
 Core Promise
– The immutable essence of what the brand offers emotionally
 Visual Identity
– Logo, standards for color & typography, vocabulary
 Key Message
– Competitive point-of-reference, target, key benefits & reasons why
 Tone & Manner
– Emotional feel that is a part of all stakeholder communications
catalysts for growth through
insight + action

18. foundation elements
culture
Set of shared beliefs, values & norms that
represent the unique character of an
organization, and provides a context for
action in it and by it
BRAND
EQUITY
CULTURE
 Key Considerations:
– Intrinsically linked to brand essence
MARKETING STRATEGY
– Must be consistently expressed at all
stakeholder touch-points
– Requires “stewardship” by key management
– Strengthened by fluid communication up, down
and across the organization
– Instilled through investment in associate
training
catalysts for growth through
insight + action

19. a legendary corporate
culture
 “Pixie Dusting”
– All, from Execs to Maintenance, taught The Disney Way
– Experiential training instills understanding for inner workings of Co.
 Theatre Lexicon
– Cast members always on stage to ensure optimized guest experience
 Doctrine Mentality
– Military-like control, from dress code to behavior & use of iconography
 Corporate Synergy
– New equities extended to all business units for value enhancement
 New Businesses Required to Add-to vs. Leverage Equity
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20. brand
equity
Value derived from the sum of
distinguishing qualities, goodwill and
name recognition earned over time from
all relevant stakeholders
BRAND
EQUITY
CULTURE
 Key Attributes:
– Results in higher product/service demand,
MARKETING STRATEGY
increased sales volume, higher profit margins
and a positive market-leading image
– Stems from the differentiated thoughts and
feelings stakeholders harbor vs. competition
– Once established, can result in total ownership
of a benefit area and be represented by a logo
catalysts for growth through
insight + action

21. the power of iconic
brands
What 1-3 words (NOT company names) do these images evoke in your mind?
= =
=
=
catalysts for growth through
insight + action

22. the power of iconic
brands
= Magical Experiences
= Refreshment
= Awesome Functional Design
= Achievement
catalysts for growth through
insight + action

23. a service sector example of
branding
 Desired Future
– Increase potential donor interest and amount of philanthropic gifts
 Adopted Solution
– Updated identity & new vision to “create a world without heart disease”
– More personalized approach in marketing initiatives
– Consistent expression at all stakeholder touch-points
 Marketing Execution
– “Imagine the Possibilities” tone & manner
– “The Face of Heart Disease …” stories highlight MHIF’s impact
– “Heart of New Ulm” 10-year initiative to eradicate heart disease
catalysts for growth through
insight + action

24. speaking to your target’s
heart
Imagine a world without heart disease …
a world filled with new medical possibilities in the form of more effective
diagnostic techniques and treatment protocols – a world where individuals live
healthier, more productive lives by addressing cardiovascular risk factors
before they become a problem.
This is the vision of the Minneapolis Heart Institute Foundation. Through
ground-breaking clinical research, education initiatives and health behavior
change programs; we are making a tangible impact on improving individuals’
health and reducing the mortality rate associated with cardiovascular disease.
We invite you to join us in envisioning the possibilities. With your support,
together we can create a world without heart disease.
catalysts for growth through
insight + action

25. what’s your
wish?
catalysts for growth through
insight + action

26. what do you
stand for?
 Core Values
 Core Purpose
 Key Competencies
 Operating Style
 Value Proposition
 Brand Promise
catalysts for growth through
insight + action

27. ignite your business
growth
 Define Your Authentic Brand
– Clearly articulate the differentiated value you provide clients
– Help them understand why they should care
 Focus Your Marketing Efforts
– Align your business strategy, marketing & sales delivery
– Ensure your core ideology is internalized by all associates and
exhibited in every action at all touch-points
 Achieve Your Business Goals
– Identify opportunities that meld with what you want to accomplish
– Shine your unique “light” on to the world
catalysts for growth through
insight + action

28. contact
info
Thank you!
Steve Carples
Principal, Synergistics Consulting
(952) 525-3199
steve@synconsult.com
www.synconsult.com
catalysts for growth through
insight + action