How the branding process starts – It starts with precepts.
Our branding process starts with our strategists conducting one-on-one interviews with your key personnel and other influential members of your marketplace, such as media, suppliers and even some rejecters, to better understand your marketplace, as it exists now. Stealing Share has developed a strategic model for understanding and changing human behavior that we apply in our process. We call the model the Perceptive Behavioral Model and it is based on a simple, fundamental truth-that all human behavior is a result of beliefs.
This model indicates that you must perform one of two functions if you are to change consumer behavior and steal market share from your competition. You must either align yourself with a powerful precept (belief) already moving in the market space or create and communicate a new one. You must either move with the current or switch streams altogether.
How we find your target audience – By going into the field.
We conduct both qualitative and quantitative research to fully understand the market trends and key influences in the market. We test the precepts from the Perceptive Behavioral Model in addition to the usual benchmark queries. We must ask the right questions in order to be successful in growing market share.
How we analyze the competition – We broaden the scope.
Our branding process demands that we conduct a no-holds-barred review of market trends, marketing messages, positioning, personality, promises, strategy, and consistency of all communication of the competition. We identify the competitors and perform multiple investigations.
We visually graph competitors in a clear representation of a snapshot of the market, examining them from the outside-in point of view – from the eyes of the customer.
How we look at your Brand – By looking at it dispassionately.
You love your brand, and sometimes it’s difficult to look at it objectively. We look at your current strategy with a dispassionate view so that we clearly understand what is being communicated in the market and can consequently uncover any equity.
How we look at the market – From the outside in.
Your customers’ perceptions form the bedrock and foundation of our branding process.
We value the outside-in perspective because it defines the complete category of choices from the perspective of the target market. It sees the category from the most important point of view – the customer.
What you get – Actionable strategies you can execute immediately.
Every brand project is different and we have no cookie cutter solutions. However, every brand project we accept includes a brand charter, which acts as the constitution. It defines for whom you are for, who you are not for, what you stand for, what promises you make and your personality. It states the position clearly.
We always include a three-part creative brief. The first part of it is the media brief in which the market research is condensed to its germinal parts. Quantifiable marketing goals are identified and appropriate media vehicles are recommended for exposing the messaging to the greatest number of consumers and influencers.
The background brief describes the key characteristics to market, both physical and emotional, as they relate to the target audience.
The creative brief is the blueprint for all of the creative work including marketing and advertising strategies. Most importantly, however, it makes hard and important decisions that outline critical tactics. It also includes a single-minded proposition – the single most important idea that causes the change in the target audience and the growth of your market share.
Stealing Share completes important and creative work, such as:
Click here for a project flow chart of a typical Stealing Share project.
Logo design, theme line, brand standards, marketing materials, web site design, social media and sales training are often part of our deliverables. One thing you can count on is that whatever you need to steal market share will be part of your project.