When you think of the great brand names in the world, they all have one thing in common: they deliver an emotional solution every time it is consumed that is bigger than its functional benefit. Think of Corona beer. You don’t have to be a beer drinker to understand its emotional value offering: instant vacation, beach, fun, friends… oh yeah, it’s a beer. All too often companies fall into the sea of sameness – brands that look and sound the same – by only promoting functional benefits that any competitor can claim: green, metal, durable, flexible, quality, etc. When companies do that, it’s no wonder they underperform, lose market share, and even go out of business. If you want your brand to rise above the clutter and noise of the sea of sameness, it’s time find your own Corona a-ha moment. Content contributed by Scott Carpenter, Florida SBDC at USF

1. Find Your Brand's
A-Ha Moment to Break
Out of the Clutter
Conduct Customer Research
SURVEY YOUR CUSTOMER DATABASE
From this data, you will start to see your brand is much more than a piece
of equipment to your customer. It provides them with so
much more.
Research the Competition
REVIEW HOW YOUR COMPETITION PROMOTES ITSELF
The key is to learn the commonalities of the competitive set so that when
you develop your own brand position, you can compare it against the
market to ensure it is a unique value proposition.
Develop a Brand Ladder
USE RESEARCH TO CONNECT TO THE NEEDS OF CUSTOMERS
This starts at the foundation with the brand's physical features and works
its way up to emotional benefits.
Build a Visual Storyboard
PUT NEW BRAND POSITION IN THE CENTER WITH KEY MESSAGES
AROUND IT THAT VALIDATE THE POSITION
While your brand ladder may produce an exciting brand promise to break
out of the clutter, you must remember that the brand promise must be
true and supported through the functional benefits of your product,
service and company.
Know the Vision and Share it with Others
PROVIDING THE STORYBOARD TO EVERY EMPLOYEE TO HANG IN
THEIR OFFICE IS A GOOD PLACE TO START.
Great brands stand the test of time because they continually offer and
deliver an emotional benefit that gives purpose to the end customer’s
stature and a sense of place in their eyes.
SBDCTampaBay.com