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Strategy and messaging to position a brand and anchor a message in the mind
Your customers (and all of us as consumers) buy if we need, want, or desire something.
But we’re not in a constant mode of shopping and we rarely buy on a whim.
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
Strategy sets the foundation for brand communication, and charts the path to reaching an audience with a compelling message.
First principles
WHO
Target audience and customer profile
WHAT
Positioning, story and messaging
WHY
The reason people notice, care about, and act on the message
HOW
The way the message is delivered
WHERE
Where the message is delivered
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.”
―Steve Jobs
CUSTOMER
Your potential customers are in different stages of awareness. Some of them would buy what you’re selling if they knew about it; others want it but don’t know you sell it; and others want it but don’t know you exist.
When we understand the customer and the journey they’re on, we can say the right thing and create the optimal experience to connect, resonate, and call to action.
Different
Our brains are primed to notice change.
Offering the same thing or repeating the same message will put you in the back of the mind.
Anyone can claim “better”, promise superior service, or offer a discount, but only meaningful differentiation captures the mind and resonates “in the heart”.
POSITION
Positioning shapes perception. It’s how the world perceives your brand relative to the competition.
Intentional and meaningful positioning tells people what you do, what makes it special, and why they must have it.
Message
The main thing people say about you and the one thing you’re known for.An effective message is built on a unique, provable, and defendable value proposition.
“When you advertise fire extinguishers, open with fire.”
― David Ogilvy
Chasing customers will get you occasional buyers.
Anchoring a brand in the mind will earn you loyal customers who will spread your message and advocate for your brand.
DISCOVERY
Defining objectives, capabilities, and target audience
RESEARCH
Customer interviews and competitive analysis
IDEAS
Ideas, concepts, drafts, and moodboards
TESTING
Interviews, A/B, and neuro-testing
ITERATING
Changing, editing, adding, and/or trimming
DELIVERY
Strategy, positioning, value proposition, and project-specific deliverables
PRICING
Strategy development projects start at $2,000.
Prices reflect the complexity and scope of the project.
Feel free to reach out for a free assessment.
The difference between messaging and communication is that the former doesn’t answer questions.
―Eric Schmidt
You may be selling the best thing out there, but in today’s noisy world, even Jesus would need a strategy to connect, communicate, and “convert”.
Brandad will help create meaningful differentiation, position a strong brand, and formulate a compelling value proposition.