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Your brand is much more than your product or service. Your brand is both a promise to the customer and what their expectations of you are. It's also your staff, culture, values, business processes and systems. But perhaps more than anything, it represents how you make meaning for people and something that should be at the very core of company purpose. As such, well defined brand meaning should be the universal language and business thought that connects with and guides everyone, both outside and inside the company.
SBD can help you in getting at the right framework and "story" of what your brand represents; the integrated promise, purpose and emotional bond that will resonate best with your customer's expectations as well as passionately drive your company.
Working closely with you, SBD will build the appropriate research and strategy plan to produce the key learning needed in building and putting into action powerful brand definition and meaning. Integration of these insights and actions can be confined to marketing and advertising applications or extend further into a broader company narrative for internal leadership and management purposes through our Organizational and Leadership practice.
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Brands and organizations are first and foremost about understanding and engaging people----- a key first step in developing market-driven actions. And while the consumer can't predict the future or tell you what to do next with absolute certainty, they are a fundamental marker pointing the way forward through their product participation and consumer voice. And as organizations and brands grow and mature, consumer input becomes increasingly important to maintaining an active conversation with the people you serve, versus the demographics you target.
SBD can help in evaluating, defining and bringing to life the key segments most important to your business. From who they are to the dialogue and touch points most relevant in getting to transaction, we'll help to facilitate the key intersection of brand, consumer and context that can advance your business.
A variety of qualitative and quantitative research techniques are available that produce richer insights to more deeply define and frame both existing and emerging markets for improved sales and marketing connections.
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Today, a significant percentage of consumers view advertising as some kind of mental pollutant they are confronted with in their daily lives. Not so much because they view marketing and advertising in and of themselves as horrible thing's but rather, the messaging, context and "talk at me" tone that many brands often wrap themselves in is a complete disconnect. As a result, much of what consumers are exposed to today simply isn't very interesting, relevant or engaging. It only stands to reason that if you are going to show up at the consumer party uninvited, you had better be interesting, involving and with relevant purpose.......or risk being ignored and perhaps even disliked.
Through specific research and brand planning techniques, SBD will help you develop a central brand organizing idea, the critical first step in engineering communication relevance. Integration of the organizing idea constructs into all outbound communication channels will help make future communication programs work more effectively and with reduced spend.
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Most corporate sales goals can be distilled into a pretty simple phrase: "get 'em to buy, keep buying and then buy more." While the goal is simple enough, the path to achievement is much more complex.
There are many things that contribute to your level of sales success. Most obvious is your product value perception by potential customers and how they view it in the context of the competitive options available. But equally important and a part of their perception are your people and systems that support the product such as personal sales interaction, promotion and PR, buying environments, service support programs, company values, and community standing. All of these can significantly contribute to forming consumer relationships that breed loyalty and recommendation, keys to managing and delivering sustainable sales growth.
SBD will help you evaluate and improve current CRM and sales efforts, by identifying and separating the unproductive from the productive. We'll then work with you to develop and initiate new programs and training modules that translate new insights into sales driving actions.
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Even when all of your brand work is set and on course with the intended markets, optimum business success is still at risk if the organization's people aren’t in sync with your brand—the deeper meaning and role in company purpose. In our experience we've seen business performance severely hindered due to internal productivity issues that were primarily a function of inconsistent or absent brand understanding.
Successful companies like Nike, Starbucks, HP, Nordstrom, Home Depot and Coca-Cola fully get the importance of their people understanding their brand and integrating that knowledge and associated passion into their daily work for optimum performance.
SBD through our Organizational and Leadership work can help you increase individual and departmental performance through training techniques that include a brand narrative focus. By bringing your brand deeper into the company, we’ll help people jump from the limitations of job description, fear and pay periods as the motivators of performance, to the more virally powerful ones of purpose and passion.
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