Presentation given in Washington DC 2009 to group of small businesses, when I "Man on the Moon Consulting"

1. Is your brand truly Blog updates
unique?
16th Sept: Green messages
14th Sept: Maximizing your impact
MAN ON THE MOON CONSULTING
REDEFINE YOUR MARKET & BRAND BOUNDARIES

2. Rob Kempton
Insight “Mission Control”
Relentlessly seeking
Brand
uncontested market
Brand
strategy Process
expertise development
space, focusing on the
customer not the
competition – turning
Your
knowledge that into a compelling
and
resources
narrative
MAN ON THE MOON CONSULTING
REDEFINE YOUR MARKET & BRAND BOUNDARIES

3. What’s a
brand
anyway?

11. Your brand is the ultimate collection
of views and opinions people hold
about you. It encompasses
everything: quality of experience, look
and feel, customer care, office, retail,
web and social media environments -
creative execution across all touch-
points. Aspirational
brand
It’s the meaning of your offering
You can control Today’s
brand
that meaning if
you want?
Bridging the difference between today
and aspiration – that’s Brand Strategy

12. Brand = $$$$
More meaningful brand
experience for present and
future customers
Redefined More loyal
brand customers, more
strategy new customers,
increased long term
value of your
organization
increasing brand equity has been proven to
All else being equal,
shift the demand curve upwards – allowing for potentially higher
prices, and/or increased market share

13. Sweet spots

14. 1. Organizations with
a meaningful vision,
long-term goals,
and a “roadmap”
stand the best
chance of success.

15. “ most execs can’t articulate the objective,
scope and advantage of their business in
a simple statement – if they can’t neither
can your customers or employees”
Harvard Business Review April 2008

16. 2. Brand strategy is the plan
to create the true meaning
of your brand in your
customers mind by tapping
into a pain point, that
when fulfilled your
customer screams “Yes!!”

18. 3. Brand strategy
is about focus
and conviction.
“It's better to be a mile deep and an inch wide than vice versa.” – Guy Kawasaki

20. Focus will give you a ripple effect
Hiking boots and outdoor clothing products
….?

21. 4. Delivering customer
value in uncontested
market space must
be the goal of brand
strategy development.

23. 5. It’s about having a
compelling reason why
your core customer can’t
live without you, and
communicating that in
everything you do.

24. • EXAMPLE??

25. 6. It’s about
designing an
operation that is
aligned to your
brand promise.
.

27. 7. Strategy is rarely
executed effectively.
Management must
champion the cause
throughout the
organization to reap the
rewards.

29. Focus
Differentiation
Compelling
Brand
“Walk the walk – talk the talk”

30. Brand
positioning
statement

31. Brand positioning is
The focus and reference point in
everything the organization does
strategically for their customers.
It’s where you explicitly describe
why you deserve to exist in the mind
of the prospect?

32. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

33. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

34. A genuine brand positioning
statement - thoughts?
“We specialize in providing high quality, cost
effective strategic solutions and next generation
application, to small and medium enterprises
and government organizations who are aiming
to reduce their operational costs and increase
their revenue by enabling faster access and
processing of their business data”

36. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

37. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers
Macho “wannabees”,
mostly in the USA, in HD make big loud You can go join a gang
an era of decreasing motor cycles of cowboys
personal freedom

38. Stage 1: Core
Customer
• Goal
• Insight
• Which community
• Demographic

39. The goal that your brand is
targeting
• Your core customer will likely have 2 or 3
core goals they are looking to achieve
• Which one presents the biggest
opportunity to exploit?
• Choose just one

40. Pain Point or Insight
• The most deeply held
desire, want hope and fear
of your core customer that
your brand can best fulfill.
– Leverage in order to make your product or
service meaningful – creating an intuitive
bond

41. Which community do they sit in?
Online and geographically

42. Age, Socio-economic segment etc
Demographic?

43. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

44. Stage 2: What’s
truly unique and
compelling?

45. • Not just differentiation, but…
RADICAL
differentiation

46. Exercise:

47. Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

48. Stage 3: Brand
promise

49. Relevant and compelling
• Go back to the original goal that your
core customer has – use the same
language
• It can be a functional benefit or
emotional

51. Brand positioning: Stages
Unique: (the Brand
Core most promise: The
customer: compelling benefit you
Who do you argument you deliver which
serve, where, have to is relevant to
at what point? support your your core
benefit) customers

52. Focus
Differentiation
Compelling
Brand
“Walk the walk – talk the talk”

53. All decisions in the future…
…need to be tested against
your brand positioning
Does this…
• Help or hinder my goal?
• Focus me, or un focus me?
• Purify or modify my brand

54. Brand values and associations
• Vital elements of the brand that are intrinsic to it’s
existence and can not be compromised – they provide
tonal and emotional continuity to all communications
• Exercise:
1. List all the words that best describe the brand (the
attributes the core customer identifies)
2. Take out what could be applied to competitors
3. Eliminate some and refine to a few words (3 preferably)
e.g - Ambitious / Fresh / Responsible etc

55. Brand essence
• Crystallize in a single idea &
capture the very essence of
what you wish the brand to
stand for.
• To pinpoint the vital idea,
look deep into customers
minds, and grasp the true
value of the brand from their
perspective

56. Brand vision
• Google – organize the worlds information
and make it universally accessible
• Coca Cola – to refresh the world
• Cirque du Soleil – to invoke the
imagination provoke the senses and evoke
the emotions of the people around the
world

57. Is your brand truly Blog updates
unique?
16th Sept: Green messages
14th Sept: Maximizing your impact
MAN ON THE MOON CONSULTING
REDEFINE YOUR MARKET & BRAND BOUNDARIES

58. Focus
Differentiation
Compelling
Brand
“Walk the walk – talk the talk”

60. Rob Kempton
Insight “Mission Control”
Relentlessly seeking
Brand
uncontested market
Brand
strategy Process
expertise development
space, focusing on the
customer not the
competition – turning
Your
knowledge that into a compelling
and
resources
narrative
MAN ON THE MOON CONSULTING
REDEFINE YOUR MARKET & BRAND BOUNDARIES