catalysts for growth throughinsight + action
catalysts for growth throughinsight + action
creating a unique brandto spark business growtha strategic approach to differentiate yourself
Presented by Steve Carples, Principal of Synergistics ConsultingApril 20, 2012
catalysts for growth throughinsight + action
branding
BRANDING is all about focus!
Consistently delivering a core promisebased on internal core competencies & passions
– across ALL stakeholder touch-points –to address a defined target audience’s wants
in a relevant, differentiated way
defined
catalysts for growth throughinsight + action
question to
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?
ponder
catalysts for growth throughinsight + action
BRAND EQUITY
MARKETING
CULTURE
STRATEGY
a model for strategicbranding
Foundation elements
Foundation elements
Value Received:• Positive market image• Increased income and
market share• More clients engaged• Higher client loyalty
Your brand is yourmost significant asset!
catalysts for growth throughinsight + action
another basic
What is the most critical success factor for
building a strong brand?
question
catalysts for growth throughinsight + action
simple
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
answer
catalysts for growth throughinsight + action
A plan of action to marshal precious resources to achieve a desired future
3 Key Questions:– What are you passionate about?– What are your core competencies?– What is your economic engine?
BRAND EQUITY
MARKETING
CULTURE
STRATEGY
strategyfoundation elements
catalysts for growth throughinsight + action
what are you passionateabout?
catalysts for growth throughinsight + action
what drives
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
you?
catalysts for growth throughinsight + action
what are your strengths& talents?
catalysts for growth throughinsight + action
what are your core
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
competencies
catalysts for growth throughinsight + action
what is your valueproposition?
catalysts for growth throughinsight + action
what is your economic
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
engine?
catalysts for growth throughinsight + action
example of brand strategy
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
my essence
catalysts for growth throughinsight + action
articulate your unique
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
offering
catalysts for growth throughinsight + action
Processes for creating, communicating, delivering & exchanging offerings that have value for clients and society
Key Considerations:– Anticipating emerging marketplace needs– Segmenting the market – positioning to a niche– Developing an optimized product/service offering– Building awareness & arousing interest (social
media, collateral, advertising, PR, promotion)– Satisfying target market needs profitably
(optimized distribution channels & pricing)– Delivering on service expectations consistently
BRAND EQUITY
MARKETING
CULTURE
STRATEGY
marketingfoundation elements
catalysts for growth throughinsight + action
brand
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
emulation
catalysts for growth throughinsight + action
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
Key Considerations:– Intrinsically linked to brand essence– 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
BRAND EQUITY
MARKETING
CULTURE
STRATEGY
culturefoundation elements
catalysts for growth throughinsight + action
a legendary corporate
“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
culture
catalysts for growth throughinsight + action
Value derived from the sum of distinguishing qualities, goodwill and name recognition earned over time from all relevant stakeholders
Key Attributes:– Results in higher product/service demand,
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
BRAND EQUITY
MARKETING
CULTURE
STRATEGY
equitybrand
catalysts for growth throughinsight + action
What 1-3 words (NOT company names) do these images evoke in your mind?
= =
=
=
the power of iconicbrands
catalysts for growth throughinsight + action
= Magical Experiences
= Refreshment
= Awesome Functional Design
= Achievement
the power of iconicbrands
catalysts for growth throughinsight + action
a service sector example of
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
branding
catalysts for growth throughinsight + action
speaking to your target’s
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.
heart
catalysts for growth throughinsight + action
what’s yourwish?
catalysts for growth throughinsight + action
what do you
Core Values
Core Purpose
Key Competencies
Operating Style
Value Proposition
Brand Promise
stand for?
catalysts for growth throughinsight + action
ignite your business
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
growth
catalysts for growth throughinsight + action
contact
Thank you!
Steve CarplesPrincipal, Synergistics Consulting
(952) [email protected]
info