Actionable, measurable, and iterative strategy to increase awareness, conversions, and sales
Maximize growth ROI with a methodical process to increase the good business metrics and reduce the bad ones.
GROWTH
GOALS
Expanding the
top of the
funnel
More people know
Increasing
conversions
More people buy
Decreasing the
costs of attaining
customers
A message that spreads on autopilot
Decreasing the
costs of retaining
them
Becoming the default brand
Businesses grow by selling for more, selling to more, or both
Brandad will help set growth objectives, build a strategy to attain them, and facilitate tactics to implement them.
Fundamental macro shifts and incremental adjustments in key areas throughout the customer journey.
Selling proposition
What you do
BRAND
Who you are
Messaging
What you say
Experience
What it feels like
FUNDA
MENTAL
CHANGES
LEADERSHIP
Develop a leadership position in a new category
LATERAL GROWTH
Innovation: testing untapped market opportunities
RE-POSITIONING
Same offering to a different audience
PIVOTING
Different offering to the same or new audience
RE-BRANDING & “RE-MESSAGING”
Changing the conversation
BRAND
Increasing brand awareness and brand equity, and optimizing product/market fit
MARKETING
Increasing traffic, customer LTV, and WOM, and reducing customer acquisition cost
EXPERIENCE
Increasing click-throughs & conversions (sales), and decreasing attrition and churn
INCRE
MENTAL
OPTIM
IZATION
Lack of meaningful differentiation, complicated communication, and inconsistency in experience result in low reach, penetration, and brand recall, which can lead to high customer acquisition costs, shrinking margins, and poor customer retention.
Does your brand stand out, connect, and stick (in the mind)?
Brandad helps position, reposition, define, or refine a brand to connect with the optimal audience and drive brand equity.
BRAND EXPE RIENCE
Identity, voice, and narrative
Focused, purposeful, and meaningful brand that connects, sticks in the mind, and shapes the intended perception.
Customer touch-points
Empathy, intent, consistency, and attention to detail in all business interactions throughout the customer journey.
From the moment they found you to the checkout and beyond.
IN
TER
ACTION
Without differentiation no one pays attention
Brandad will optimize what your business looks, sounds, and feels like on and off line.
Strategy that drives actions, decisions, and messaging.
Positioning shapes perception
POSIT
IONING
How you’re perceived relative to the competition
Shaping minds is easier than changing them. Distinct positioning sets the brand apart and forms the intended perception.
What sets the brand apart
The bite-size narrative that differentiates the business, tells people what they need to know to make a decision, and anchors the brand in their minds.
VALUE
PROP
OSITION
The message and the way it’s communicated throughout customer interactions and touch-points—on and off line—shapes what people know and what they do.
If you’re saying the right thing to the wrong audience or the wrong thing to the right one, you’re wasting resources.
Do people notice, understand, remember, and act on your message?
Brandad will help capture the essence of your business and evolve it into an authentic story that connects with the optimal audience.
WEB
CONTENT
Website, customer communications, and paid or organic content
Clear, relevant, informative, engaging, and simple
The campaign that amplifies and spreads the message far and wide
Audience
Copy and creative
Channel, placement and delivery
(How Where and When)
AD
VER
TISING
“The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.”
— Peter Drucker
You could be selling the best thing out there, but people can’t buy what they don’t know
People’s experience with your product, store, website, or app determines what they feel, think, do, and tell others.
Observing their interaction with products and what they’re saying about their experience reveals opportunities to optimize, tweak, upgrade, or elevate—aka growth.
Lean changes throughout the customer experience can have a disproportionate impact on sales.
There are no cookie-cutter growth solutions. Different circumstances, conditions, and goals require different strategies and tactics.
Brandad develops a systematic and lean growth process, starting with the fundamentals.
DISCOVERY
Defining the objectives, level-setting the baseline, and determining the benchmarks to measure progress (in-person or video meeting).
AUDIT
A (w)holistic view of the customer journey and an exhaustive analysis of the brand, communication, and experience to surface issues, complexities, inconsistencies, and growth opportunities.
Did everything make sense and feel clear, on-brand and on-message?
What could be improved?
Was the problem solved?
Was the experience special enough to brag about and come back for more?
RESEARCH
Interviewing customers, analyzing user sessions, breaking down the experience, and creating personas that engulf the underlying needs, wants, and motivators of the target customers.
SWOT
Competitive analysis to surface comparative Strengths, Weaknesses, Opportunities, and Threats.
What are the competitors saying and doing, and what aren’t they?
PLAN
Developing an action plan and creating an outline of the planned changes (what, where and how will be optimized, refined, refocused, restructured, streamlined, trimmed, synthesized, or simplified).
TESTING
Introducing a change and splitting traffic between the original and the new.
Testing creatives and measuring brand equity growth with neuroscience (powered by Mindspeller)VALIDATING
Measuring the change from the baseline, interviewing customers, gathering observational insights from customers’ interaction with the product and brand communications.
ITERATING
Keeping the useful, discarding the useless, and iterating the promising.
Clarity breeds understanding. Understanding breeds trust.
— Brandad
Short-term, contract, or partnership.
PROJECT
Per-project prices reflect the complexity and scope of the project.
Feel free to reach out for an assessment.
PROFIT
SHARE
A percentage of sales after an increase in conversions.
PPR
Pay-Per-Results is a symbiotic relationship with aligned goals, shared risk, and common success.
Growth can happen organically, but most times it’s an engineered process.