Branding Process. How to steal share.
Our focused branding process grows market share. More than that, it steals share from the competition.
All this helps us understand your marketplace, as it exists, and develop questions for the market research.
Our branding process uses a predictive model for understanding and changing human behavior. You MUST change behaviors if you want to grow market share.
We use a model called the Preceptive Behavioral Model. It’s based on a simple, fundamental truth. All human behavior arises from our 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.
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. Let’s just say, switching streams is MUCH more expensive and riskier. You have to so deluge the market with messages that they can’t be ignored, while risking the alienation of a sector of the audience.
Branding process – How we find your target audience
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. So while we’ll test usage and attitudes, as well as market information, we’re also looking for switching triggers, especially of the emotional nature.
Then we test the precepts from the Preceptive Behavioral Modeling.
Remember, asking the right questions is the key to success. It is the foundation in growing market share. Most only ask the expected questions in research that tell you nothing.
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 of the market’s players, including you. This is not always pleasant stuff because we will uncover problems with yours. If we didn’t, then all we could say is, “This as good as it gets.”
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 because you can’t grow market share without looking it truthfully.
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 the reason for choice. This clarity allows us to see the category from the most important point of view. The customers of those who currently do not choose you.
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 who you are for and who you are not for. That is an important piece because brands that try to be for everybody turn out to be for nobody. The charter also defines what you stand for, what promises you make and your brand’s personality. It states the brand’s position clearly. Most of all, it clearly states the single-minded brand position.
Additionally, we always identify quantifiable marketing goals, advocating the most intensive messaging that influences your prospects. We look for the single most persuasive thing you can say to change the market.
Stealing Share identifies the most important brand characteristics, both physical and emotional. Then we create the blueprint for all the creative work. This can include brand training, design, marketing materials and advertising strategies. We create trade show design and interactive applications. However, what we create depends on the brand strategy. We are looking for the best avenues going forward that best tells your brand story.
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 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 rebranding project.