Branding Process. How to steal share.
Stealing Share’s branding process starts here. It starts with BELIEFS.
Our focused branding process grows market share.
Because of this focus, our process starts with facts. We begin conducting one-on-one interviews with your key personnel and influential members of your marketplace. And this includes media, suppliers customers, prospects and rejecters.
All this helps us understand your marketplace, as it exists.
Our branding process uses a predictive model for understanding and changing human behavior. You MUST change behaviors if you want to grow market share.
And we use this scientific model in our process. We call the model the Preceptive Behavioral Model. And it’s based on a simple, fundamental truth. The knowledge that all human behavior arises from their beliefs.
We refer to those beliefs as Precepts. (We even have a metric for predicting how successful your marketing will be)
Per our predictive model you must perform one of two functions to influence consumer behavior and steal market share. Remembering that stealing share is ALWAYS at the competitors expense.
So, you must either align yourself with a powerful belief (Precept) already in the market space. Or you must create and communicate a powerful new one. This means you must either move with an existing current or switch streams altogether.
How we find your target audience – By going into the field.
We don’t make this stuff up. We always conduct both qualitative and quantitative research to understand the market trends. Our projectable research measures key influences in your market.
Then we test the precepts and switching triggers from the Preceptive Behavioral Modeling. This in addition to the more traditional benchmark queries. We need to understand all the market influences.
Remember, asking the right questions is the key to success. It is the foundation in growing market share.
How we analyze the competition and broaden the scope.
Stealing Share’s branding process demands that we conduct a take-no-prisoners approach to market trends. It means we look at all marketing messages and influences. And we look at brand positioning, personality, promises, strategy, and consistency of all communication. The communications from you and the competition. This is not always pleasant stuff. Through this branding process we identify all the competitors. And we perform redundant checks on our questions.
Then we visually graph competitors in a clear snapshot of the market. But we examine them from the outside-in point of view. From the point of view of the customer and prospect.
We look at your brand dispassionately.
We do that for you. Hopefully your able to take the truth.
We look at your current strategy with a dispassionate view. Only then can we clearly understand what the market is believing. As a result, we uncover your equities, opportunities and barriers to success.
Being objective is a cornerstone of our branding process. We challenge everything.
We look at the market from the outside-in.
Your customers’ perceptions are the bedrock and foundation of our branding process.
As a result, we value the outside-in perspective. Because it is REAL. And, it defines the complete category of choices. But, all from the perspective of the target market. This clarity allows us to see the category from the most important point of view. The customer’s.
Our Branding Process. Actionable strategies you can execute immediately.
Every brand project is different. So, we have no cookie cutter solutions.
However, every brand project we accept includes creation of a brand charter, which acts as the brand’s constitution. The brand charter defines whom you are for and who you are not for. It defines what you stand for, what promises you make and your brand’s personality. It states the brand’s position clearly.
Additionally, we always identify quantifiable marketing goals. And we advocate the most intensive messaging that influences your prospects. The message that moves the greatest number of customers and influencers.
Stealing Share identifies the most important brand characteristics, both physical and emotional. Remembering that it is from the perspective of the target audience.
Then we create the blueprint for all the creative work. This includes brand training, design, marketing materials and advertising strategies. We create trade show design and interactive applications. You get everything you need.
Most importantly we make hard and important decisions. Decisions that choose critical tactics. This means we identify the single-minded brand proposition. The single most important idea that causes the change in the target audience. It is the spark that grows your market share.
The Stealing Share branding process includes all the important strategic and creative work
Click here for a project flow chart of a typical Stealing Share project.
Logo creation, brand theme line, brand standards, marketing materials, website design, social media and sales training are part of our deliverables.
One thing you can count on is that whatever you need to steal market share will be part of your rebranding project.