View
122
Download
0
Category
Preview:
Citation preview
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE OVERVIEW
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE
• It must really matter to your customers
• It must differentiate you from your competition
THE PROMISE YOU MAKE TO YOUR CUSTOMERS
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE
WHO? Your Core Customer & their Needs
WHAT? What makes you unique – or at least uncommon
HOW? The persuasive strategy that will convince your WHO to buy your WHAT
I t ’ s H O W y o u s e l l y o u r W H AT t o y o u r W H O
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
POWER OF A GREAT BRAND PROMISE
• Easily attract your core customer
• Makes you memorable, remarkable, and standout in the market
• Gain clarity on what’s important to your core customer
• Focus sales and delivery teams
• Close deals faster and easier
• Play to your strengths
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
STEPS TO DETERMINE YOUR BRAND PROMISE
1. Decide on your Sandbox
2. Identify your WHO
3. Discuss their needs (vs. wants)
4. Understand what you are uniquely qualified to deliver
5. Determine your Brand Promise
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
SANDBOX
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHAT IS YOUR SANDBOX?
• Where will you sell? (geography)
• What will you sell? (product lines)
• Distribution Channel? (B2B, B2C, dedicated sales force, sales reps, on-line, retail)
W h e r e w i l l y o u D O M I N AT E o v e r t h e n e x t 3 - 5 y e a r s ?
Step 1
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
CORE CUSTOMER
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHO IS YOUR WHO?• A real person, not a
category
• Much deeper than market segments
• They have reasons, emotions, fears, interests – they have NEEDS
T h e O N E Yo u C A N N O T L i v e W i t h o u t
Step 2
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHY DO YOU NEED TO KNOW YOUR CORE CUSTOMER?
•They will buy at optimal price & quantity to generate profit•Personalizing your “who” allows you to really understand them• This allows you to focus your resources & clarify your message•You can discover their habits and determine the best way to reach them – social media, on-line, etc.
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
EXAMPLE: START-UP FITNESS CENTERA n a d u l t m a n o r w o m a n w h o w a n t s a n d c a n a f f o r d a n
e x c e p t i o n a l p e r s o n a l t r a i n i n g e x p e r i e n c e
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
THEIR WHO?
A mom who wants her young children to get more nutrition • Realized it is not the child
who is making the purchasing decision
• Developed web strategy targeting their online savvy WHO
• Result: #1 brand in category, $400m a year in sales
J u i c y J u i c e E x a m p l e
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
RHYTHM SYSTEMS EXAMPLE
The c oachab le CEO o f a g row ing company w i t h 50+ emp loy ees , and mu l t i p l e l ev e l s o f managemen t who
wan ts t o empower t he i r t eam to s tay f oc us ed , a l i gned & ac coun t ab le t o
ac h i eve resu l t s .
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
IN 20 WORDS OR LESS:
• Who are your best customers?• Who makes the buying decision?• What does your team love about
working with them?• What do they love about working
with you and your team?• What do they all have in
common?• Role, title, responsibilities• Characteristics, traits
Who is Your Core Cus tomer?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
NOW, WHAT DOES YOUR WHO NEED?• Focus on Needs not Wants
• What need is your competition unwilling or unable to meet?
• Put yourself in their shoes
• What keeps them awake at night?
Step 3
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHAT ARE YOU UNIQUELY QUALIFIED TO DELIVER?• Consider Strengths & Core
Competencies
• What are you uniquely qualified to do that others cannot do?
• Is there something you already do they don’t even know about?
• Do you have an asset you can use?
• Consider your “Best At” from the Hedgehog exercise
That fu l f i l ls thei r NEED (Not Wants)
Step 4
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
EXAMPLE: START-UP FITNESS CENTER“ M e a s u r e d p r o g r e s s t o w a r d t o t a l w e l l b e i n g ”
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
EXAMPLE: FEDEX P e a c e o f M i n d
• H a d t o r a i s e t h e s t a k e s f r o m o v e r n i g h t d e l i v e r y
• N o w, c u s t o m e r s c a n k n o w w h e r e t h e i r p a c k a g e s a r e a t a n y t i m e
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WORK ON BRAND PROMISE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHAT IS YOUR BRAND PROMISE?
• Think about your Core Customer
• Think about their needs
• Think about your strengths & assets
• Think about what your competition won’t do
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
PITFALLS TO AVOID
• Overly complex promise that customers find confusing
• Generic promise, not specific enough
• Promising something that is tablestakes for your industry
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE TEST
• Is this why Core Customers buy?
• Will it be easier to generate sales?
• Will it make you better?• Will customers say you are
different because of this?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
DELIVER ON YOUR BRAND PROMISE
The real value lies in the system you create to ensure you deliver it:
• Activities• Strategies• Brand Promise KPIs• Brand Promise Guarantee
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
NEXT STEPS
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRING YOUR BRAND PROMISE TO L IFE
• A s k y o u r M a r k e t i n g t e a m t o t e s t t h e m e s s a g i n g … d o e s i t a t t r a c t m o r e p r o s p e c t s ?
• H a v e S a l e s t e a m t e s t i t w i t h p r o s p e c t s … d o e s i t h e l p c l o s e d e a l s ?
• H a v e S e r v i c e / D e l i v e r y t e a m p r o v i d e f e e d b a c k o n t h e c u s t o m e r s y o u a r e a t t r a c t i n g
• I s i t b r i n g i n g a l i g n m e n t t o y o u r S a l e s a n d S e r v i c e / D e l i v e r y t e a m ?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
ASSESS HOW YOU ARE USING YOUR BRAND PROMISE TODAY
Red-Yellow-Green Your Brand PromiseYour team is working to deliver on it and it is a clear differentiator that your customers love.Your Brand Promise is effective at winning deals.You are attracting more of your Core Customer in the sales process.You have key activities to deliver and KPIs to track its effectiveness.Your Brand Promise doesn’t differentiate or isn’t helping you close sales.Your Brand Promise is only for marketing and you don’t have activities or KPIs to support and measure it.You have not defined a Brand Promise for your company.
Recommended