The business of the brand
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The most common mistake companies make when branding their company, product or services is thinking that the business of the brand is the same as the business of your business. This presentation takes you through the differences, showing that the business of your business supports the business of your brand to make both robust. The information presented here is huge when thinking of rebranding.
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The business of the brand
- 1. ® B E Y O N D T H E O R Y The Business of Your Brand!
- 2. ® B E Y O N D T H E O R Y Corp. Identity Efficacy Consistency Product What you sell W hat you do or what you make The business of your business Your Business
- 3. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity Efficacy Consistency Product What you sell W hat you do or what you m ake The business of your business Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Processes, operations, ingenuity
- 4. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Processes, operations, ingenuity Market Pressures Affirmation Personal identity Preceptual context Self description Corp. Identity Efficacy Consistency What you sell W hat you do or what you m ake The business of your business Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business
- 5. ® B E Y O N D T H E O R Y Market Pressures Positioning, meaning, integrity Processes, operations, ingenuity Market Pressures Affirmation Personal identity Preceptual context Self description Corp. Identity Efficacy Consistency What you sell W hat you do or what you m ake The business of your business Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Marketing Pressures
- 6. ® B E Y O N D T H E O R Y Entrance and availability Preference and margins Positioning, meaning, integrity Processes, operations, ingenuity Affirmation Personal identity Preceptual context Self description Corp. Identity Efficacy Consistency What you sell W hat you do or what you m ake The business of your business Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business
- 7. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Preference and margins Your logo and mark ! Your look and feel ! Your promise to the consumer
- 8. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Preference and margins How much the customer believes you to be important ! How much they covet the brand ! How important you are to their sense of self
- 9. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Preference and margins Who the customer wants/needs to be ! Where the customer belongs ! How they fit in
- 10. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Preference and margins What the customer believes to be true ! What the customer believes to be important ! Where they believe your brand fits
- 11. ® B E Y O N D T H E O R Y Positioning, meaning, integrity Affirmation Personal identity Preceptual context Self description Corp. Identity What customers buy W ho you are and what you m ean The business of your brand Your Business Preference and margins What the customer hopes to become ! What the customer needs to believe ! How much the customer cares
- 12. ® B E Y O N D T H E O R Y www.stealingshare.com ! Stealing Share, Inc Suite 816, 301 S Elm Street, Greensboro, NC 27401 • 336.389.9315 733 3rd Avenue, 15th Floor • New York, NY 10017 • 866-725-1080