is your brand truly unique

MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES

Blog updates

16th Sept: Green messages14th Sept: Maximizing your impact

Is your brand truly

unique?

Rob Kempton“Mission Control”

Relentlessly seeking uncontested market

space, focusing on the customer not the

competition – turning that into a compelling

narrative

Brand development

Brand development

Insight

Process

Your knowledge

and resources

Brand strategy expertise

MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES

What’s a brand

anyway?

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.

It’s the meaning of your offering

You can control that meaning if you want? Bridging the difference between today and aspiration – that’s Brand Strategy

Today’s

brand

Aspirational

brand

Brand = $$$$

Redefined brand strategy

More meaningful brand experience for present and future customers

More loyal customers, more new customers,

increased long term value of your organization

All else being equal, increasing brand equity has been proven to

shift the demand curve upwards – allowing for potentially higher

prices, and/or increased market share

Sweet spots

1. Organizations with a meaningful vision,

long-term goals, and a “roadmap” stand the best

chance of success.

“ 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

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!!”

3. Brand strategy is about focusand conviction.

“It's better to be a mile deep and an inch wide than vice versa.” – Guy Kawasaki

Focus will give you a ripple effect

Hiking boots and outdoor clothing products ….?

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

strategy development.

5. It’s about having a compelling reason why

your core customer can’t live without you, and

communicating that in everything you do.

• EXAMPLE??

6. It’s about designing an

operation that is aligned to your brand promise.

.

7. Strategy is rarely executed effectively. Management must

champion the cause throughout the

organization to reap the rewards.

Brand

“Walk the walk – talk the talk”

CompellingCompelling

DifferentiationDifferentiation

FocusFocus

Brand positioning statement

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?

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

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”

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Macho “wannabees”,

mostly in the USA, in

an era of decreasing

personal freedom

Macho “wannabees”,

mostly in the USA, in

an era of decreasing

personal freedom

HD make big loud

motor cycles

HD make big loud

motor cycles

You can go join a gang

of cowboys

You can go join a gang

of cowboys

Stage 1: Core Customer

• Goal• Insight• Which community • Demographic

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

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

Which community do they sit in? Online and geographically

Age, Socio-economic segment etc

Demographic?

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Stage 2: What’s truly unique and

compelling?

• Not just differentiation, but…

RADICAL differentiation

Exercise:

Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Stage 3: Brand promise

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

Brand positioning: Stages

Core

customer:

Who do you

serve, where,

at what point?

Core

customer:

Who do you

serve, where,

at what point?

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Unique: (the

most

compelling

argument you

have to

support your

benefit)

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

promise: The

benefit you

deliver which

is relevant to

your core

customers

Brand

“Walk the walk – talk the talk”

CompellingCompelling

DifferentiationDifferentiation

FocusFocus

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

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 competitors3. Eliminate some and refine to a few words (3 preferably)

e.g - Ambitious / Fresh / Responsible etc

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

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

MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES

Blog updates

16th Sept: Green messages14th Sept: Maximizing your impact

Is your brand truly

unique?

Brand

“Walk the walk – talk the talk”

CompellingCompelling

DifferentiationDifferentiation

FocusFocus

Rob Kempton“Mission Control”

Relentlessly seeking uncontested market

space, focusing on the customer not the

competition – turning that into a compelling

narrative

Brand development

Brand development

Insight

Process

Your knowledge

and resources

Brand strategy expertise

MAN ON THE MOON CONSULTINGREDEFINE YOUR MARKET & BRAND BOUNDARIES