How to run a B2B brand

b2bToo many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.

In this story, I will show you how to build out a customer profile, a brand positioning statement, brand idea, brand concept, and brand story, all within the context of a B2B brand. I hope afterwards, you will be convinced the fundamentals work equally well.

Manage your B2B reputation

B2B marketing is not just about selling products, but about building and selling your brand’s reputation. The role of a B2B brand is to create a unique idea for your brand, perceived in the minds and hearts of your customer, consistently delivered by the experience, forming a bond, power, and profit beyond what the product itself could achieve. Too many B2B companies believe they just SELL PRODUCTS. However, you should be building and managing the reputation of your brand. Whereas basic products and services solve small problems, I like to think that a brand beats down the enemy that your customer faces every day. For instance, FedEx fights the enemy of “business moving too slowly” while IBM fights “unsolvable problems” for their customers. What is your customer’s enemy that you can solve for them?

The more loved a brand is by its customers, the more powerful and profitable that brand will be. With a connected brand, it helps to warm up sales leads–many times they’ll already know your reputation before you call. A brand can connect with customers so that pricing becomes less of a factor. If the customer is satisfied and connected on one piece of business, they’ll look to you to solve other problems for them.

Elements of the brand positioning statement

Four elements make up a brand positioning statement, including who you serve, where you play, where will you win and why consumers should believe you. These are the consumer target, marketplace definition, the consumer benefit, and support points.

  1. Who is your customer target? What slice of the potential customer base is the most motivated by what your brand offers? Do not just think about whom you want, but rather who wants your brand.
  2. Where will you play? What is the competitive set that defines the space in the market where your brand competes? Positioning is always relative to the other brands your brand competes against.
  3. Where will you win? What is the main consumer benefit promise you will make to the customer target to make your brand stand out as interesting, simple, unique, motivating, and ownable? Do not talk about what you do (features); instead, talk about what the consumer gets (functional benefits), and how the consumer feels (emotional benefits).
  4. Why should they believe us? Understand what support points and features you need to back up your main promise. These support points should close any possible doubts, questions, or concerns the consumer has after hearing your main promise.

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Before you just randomly write out a brand positioning statement based on your intuition, force yourself to think deeper to help focus your decisions on the best possible space for your brand to win and own.

Start with your customer

Most marketers think of the type of customers they want to attract. Why not change your thinking and go after those customers who are already motivated by what your brand offers? So instead of asking, “Who do we want?” you should be saying, “Who wants us?”

I use seven fundamental questions to define and build a profile of your ideal consumer target:

  1. What is the description of the consumer target?
  2. What are the customer’s main needs?
  3. Who is the customer’s enemy who torments them every day?
  4. What are the insights we know about the customer?
  5. What does the customer think now?
  6. How does the customer buy?
  7. What do we want the customer to see, think, do, feel or whisper to their friends?

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The customer benefits ladder

The customer benefits ladder helps turn your brand’s features into customer benefits. You should stop talking about what your brand does and start talking about what your customer gets.

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The four steps to building a customer benefit ladder:

  • Leverage all available research to define your ideal customer target profile with need states, customer insights, and the customer enemy.
  • Brainstorm all possible brand features. Focus on those features you believe give your brand a competitive advantage.
  • Move up to the functional benefits by putting yourself in the shoes of the customer. For each feature on your list, ask, “So, what do I get from that?” Challenge yourself to come up with better benefits by asking the question up until you move into a richer zone.
  • Then move up to the emotional benefits. Look at each functional benefit and ask, “So, how does that make me feel?” As you did in step 3, keep asking the question until you see a more in-depth emotional space you can win with and own.

Find your Brand Idea

The best brands use a Brand Idea to help explain themselves in 7 seconds, and use that Big Idea to help extrapolate that same brand story into 60 seconds or even 30 minutes, depending on the situation. In a crowded branded marketplace, Brand Ideas help simplify your brand message so it’s easily understood and remembered, own-able in the customers’ mind and heart and motivating enough to change consumer beliefs and behavior. That brand idea should transform your brand message into a brand reputation.

b2bI created a brand idea blueprint, which has five areas that surround the brand idea.

On the internal brand soul side, describe the products and services, as well as the cultural inspiration, which is the internal rallying cry to everyone who works on the brand. On the external brand reputation side, define the ideal consumer reputation and the reputation among essential influencers or partners.

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The brand role acts as a bridge between the internal and external sides.

  • Products and services: What is the focused point of difference your products or services can win on because they meet the consumer’s needs and separate your brand from competitors?
  • Customer reputation: What is the desired reputation of your brand, which attracts, excites, engages, and motivates customers to think, feel, and purchase your brand?
  • Cultural inspiration: What is the internal rallying cry that reflects your brand’s purpose, values, motivations, and will inspire, challenge, and guide your culture?
  • Influencer reputation: Who are the key influencers and potential partners who impact the brand? What is their view of the brand, which would make them recommend or partner with your brand?
  • Brand role (archetype): What is the link between the internal sound and external reputation?

Once you have your Brand Idea, you should then use it to frame the 5 different connectors needed to set up a powerful bond between your brand and your customers.

Build your brand around a brand idea that’s simple to understand and big enough to create a lasting impression with consumers. b2b

  • Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper.
  • Use your brand story to motivate customers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers.
  • You need a fundamentally sound product, with innovation that keeps your brand at the forefront of trends and using technology to deliver on your brand promise.
  • The purchase moment is where customers move through the purchase cycle and use channels, messaging, processes to make the final decision
  • Turn the usage of your product into an experience that becomes a ritual and favorite part of their work life so that your customers always turn to you first.

Organize your Brand Concept

Write your concept in as realistic a manner as possible, narrowing it down to one main benefit and two support points. It should be realistic enough to fit on your package, new product innovation, advertising copy, or your sales message. Too many brand leaders try to write concepts that include everything, with a long list of claims and reasons to believe. There is no value in writing a concept just to pass a test, and then find yourself unable to execute the concept in the market.

The ideal brand concept

  • The main headline should capture the brand idea. The headline is the first thing customers will see, and it will influence how they engage with the rest of the concept.
  • Start every concept with a customer insight (connection point) or customer enemy (pain point) to captivate the consumer enough to make them stop and think, “That’s exactly how I feel.” Your customers feel more engaged with your concept. The enemy or insight must also set up the brand promise.
  • The promise statement must bring the main customer benefit to life with a balance of emotional and functional benefits.
  • The support points should close off any gaps that customers may have after reading the main benefit. An emotional benefit may require functional support to cover off any doubt lingering in the consumer’s mind.
  • Complete the concept with a motivating call-to-action to prompt the customer’s purchase intent, which is a significant part of concept testing.
  • Adding a supporting visual is recommended.

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The Brand Idea should drive the internal culture

Whereas B2B brands currently treat marketing as a support function, once you have your brand idea, you can see how for a B2B brand, that the idea should drive every part of your organization and that your brand’s experience will be supported by the culture, people and operations which then transforms that idea into a brand reputation. Below you can see how that Big Idea should be a beacon for your top-to-top leadership, your sales team, the problem solvers, customer service team and the experience delivery team.

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Everyone in your organization must be saying the same message. For a B2B brand, marketing’s role is to make sure that the external and internal stories are given equal importance so that everyone in your organization must be communicating and delivering the same big idea to customers that they see in trade magazines, at trade shows or in the sales materials.

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Communicating your brand

Like any brand, there are really only four choices: you can be better, different, cheaper or else not around for very long. For B2B, when your product is a commodity, you have to find a way to use service levels as a way to see your point of difference. When you start to treat your own brand like a commodity or believe that you are, that’s when you’re in trouble. What you want to do is use that Brand Idea to create an internal culture and use that culture to build your brand’s reputation as the way to help separate you in the marketplace.

As you build your culture, you’ll see that you can begin to use culture as a way to stand out and then you’ll evolve to where culture becomes the backbone that delivers the brand experience. At the ideal stage where you become a beloved brand, you see that culture and brand become one as your own people become the most outspoken fans of the brand.

You can extrapolate all the work you have done so far into a brand story, which explains, “who you are.”

  • Turn your brand idea into an inspiring promise statement you will deliver.
  • Match the brand purpose to customer insights showing why it matters. This thinking makes it highly personal, explains the story behind why you do what you do. This part of the story will connect with consumers.
  • Use your brand’s core belief in connecting with consumers, and demonstrate what you do to support that belief.
  • Talk about what makes your brand different and what claims you have to support your difference.
  • Outline the ways you want to connect with your customer and the promise you will make to them.

Your brand is your reputation, and it can never be a commodity

Click below on the Powerpoint version of the B2B brand workshop we run for clients.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

How to manage your B2B brand

Too many people think that brand management matters most to a consumer brand, and they under-estimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring a low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.

B2B marketing is not just about selling products, but about building and selling your brand’s reputation. The role of a B2B brand is to create unique idea for your brand, perceived in the minds and hearts of your customer, consistently delivered by the experience, creating a bond, power and profit beyond what the product itself could achieve. Too many B2B companies believe they just SELL PRODUCTS. However, you should be building and managing your reputation of your brand. Whereas basic products and services solve small problems, I like to think that a brand beats down the enemy that your customer faces every day. For instance, FedEx fights the enemy of “business moving too slowly” while IBM fights “unsolvable problems” for their customers. What is your customer’s enemy that you can solve for them?

The more loved a brand is by its customers, the more powerful and profitable that brand will be. With a connected brand, it helps to warm up sales leads–many times they’ll already know your reputation before you call. A brand can connect with customers so that pure pricing becomes less of a factor. If the customer is satisfied and connected on one piece of business, they’ll look to you to solve other problems for them.

Start with a Big Idea

The best brands use a Big Idea to help explain themselves in 7 seconds, and use that Big Idea to help extrapolate that same brand story into 60 seconds or even 30 minutes, depending on the situation. In a crowded branded marketplace, Big Ideas help simplify your brand message so it’s easily understood and remembered, own-able in the customers’ mind and heart and motivating enough to change consumer beliefs and behavior. That big idea should transform your brand message into a brand reputation.

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Below is the tool we use to figure out a brand’s Big Idea which revolves around five areas that help define the brand: 1) Brand’s character 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer reputation of the Brand and 5) the role of the brand in connecting with consumers. How we use this tool is we normally brainstorm 3-4 words in each of the four distinct sections and turn create sentences for each. Then looking collectively, we begin to frame the brand’s Big Idea with a few words or a phrase to which the brand can stand behind. The tool works! 

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Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your customers.

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Build your brand around a big idea that’s simple to understand and big enough to create a lasting impression with consumers. Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. Use your brand story to motivate customers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. You need a fundamentally sound product, with innovation that keeps your brand at the forefront of trends and using technology to deliver on your brand promise. The purchase  moment is where customers move through the purchase cycle and use channels, messaging, processes to make the final decision. Turn the usage of your product into an experience that becomes a ritual and favorite part of their work life so that your customers always turn to you first.

Whereas B2B brands currently treat marketing as a support function, once you have your big idea you can see how for a B2B brand, that the idea should drive every part of your organization and that your brand’s experience will be supported by the culture, people and operations which then transforms that idea into a brand reputation. Below you can see how that Big Idea should be a beacon for your top-to-top leadership, your sales team, the problem solvers, customer service team and the experience delivery team.

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Everyone in your organization must be saying the same message. For a B2B brand, marketing’s role is to make sure that the external and internal story are given equal importance so that everyone in your organization must be communicating and delivering the same big idea to customers that they see in trade magazines, at trade shows or in the sales materials.

b2b marketing 2016.088
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Like any brand, there are really only four choices: you can be better, different, cheaper or else not around for very long. For B2B, when your product is a commodity, you have to find a way to use service levels as a way to find your point of difference. When you start to treat your own brand like a commodity or believe that you are, that’s when you’re in trouble. What you want to do is use that Big Idea to create an internal culture and use that culture to build your brand’s reputation as the way to help separate you in the marketplace. As you build your culture, you’ll see that you can begin to use culture as a way to stand out and then you’ll evolve to where you see culture becomes the backbone that delivers the brand experience. At the ideal stage where you become a beloved brand you see that culture and brand become one as your own people become the most outspoken fans of the brand. 

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Your brand is your reputation and it can never be a commodity

Click below on the Powerpoint version of the B2B Brand Workshop we run for clients.

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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10 ways to build an exceptional Customer Experience, just by saying “stop it” to these brand killers

 

 

There is only one source of revenue: Your Customers!!!

The most Beloved Brands create a brand experience that lives up to even over-delivers against the brand’s promise. I always like to remind myself that the customer is the most selfish animal on the planet, and deservedly so, because they have given you their hard-earned money. Brand Leaders are always fixated on driving demand to increase share and sales. Yet they usually only reach for marketing tactics like advertising, special promotion or new products. Many tend to forget about creating exceptional customer experiences. It takes years to get customers to change their behavior and move away from their favorite brand and try yours. Yet it takes seconds of bad service for you to lose a customer for life.

Do you treat those who love your brand better than you treat other customers?  You should. You can never lose their love, and then you have to find ways to use that love to get them to influence others in their network.

As we map out how consumers buy and experience brands, we have created 5 main consumer touch-points that will impact their decisions on whether to engage, buy, experience and become a fan. Our five consumer touch-points we use are:

  1. Brand Promise: Brands need to create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper.
  2. Brand Story: Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers.
  3. Innovation: Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise.
  4. Purchase Moment: The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision.
  5. Brand Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of their day.
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Here are the 10 customer experience things that you should STOP DOING:

#1: Stop it with the attitude of “I’m in shirts not ties”.

It can be extremely frustrating walking up to an employee of a store who has no clue about anything but their own little world. And even worse when they just point and say “go over there”. The better service is those who take the extra step by jumping in and helping and those know what’s going on in every part of the brand–not just their own world.Stop Try asking someone at Whole Foods where something is and they will walk you right over to the product you’re asking about and ask if you need anything else.

#2: Stop it when you make the customer do the work.

The airlines have been shifting all their work over to customers for years–boarding pass, bag tag and now even lifting your suitcase up onto the conveyor belt. While it might help you control your costs in the short-term, you’ll never be a Beloved Brand and you’ll never be able to charge a premium price for your services. Instead, in a highly price competitive marketplace, you just end up passing those cost savings onto to the customer in lower prices. No wonder most airlines are going bankrupt.

#3: Stop it when you feel compelled to bring up the fine print when dealing with a customer problem.

A year ago, I had a problem with a laptop I bought, but I felt extra confident because I had paid extra money to get the TOTAL service plan. Yet with my first problem with the laptop, I was told the TOTAL service plan did not include hardware,software, water damage or physical damage. 1e1d5d079e23366d1149ea834ce8102f62d562519d45930ae0c0fb1b485ffff7Are you kidding me? With a computer, what else is there? As a consumer, I had gone through the brand funnel–from consideration to purchase–and made a choice to buy your brand. Yet, at the first sign of my frustration with your brand you are deciding to say to me “don’t come back.” I had a problem with my iPhone and returned it to the Apple store. They went into the back room and got a new iPhone for me and said “would you like us to transfer all your songs over?” I was stunned. Apple took a problem and turned me into a happy customer who wanted to spend even more money with them.

#4: Stop it when you send a phone call to an answering machine.

We’ve all experienced this and secretly many of us have done this. Now if you know you’re going to get a machine ask the customer: “is it OK if you get their machine”. But willingly sending a caller into a machine is just plain lazy and it says you just don’t care. Treat them with the respect that a paying customer has earned with you and make sure there is a human on the other line.

#5: Stop it with processes that make it look like you’ve never been a customer before.

While brand leaders tend to think they own the strategy and advertising, it is equally important that you also own the customer experience. While the positive view of the purchase process is driven by a brand funnel, you should also use a “Leaky Bucket” analysis to understand where and why you are losing customers. It is hard work to get a customer into your brand funnel, it is great discipline to move them through that brand funnel by ensuring that every stage is set up to make it easy for the customer to keep giving you money. Step into the shoes of your customers and experience the brand through their eyes on a regular basis so you can effectively manage the experience. You should always be shopping your own category, just to see how it is to buy your brand. When you find leaks to the brand funnel, find ways to close them so you can hang on to the customers you’ve worked so hard to get into the doors.

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#6: Stop it with trying to win every customer interaction.

This past Christmas I was lucky enough to be 34th in the return line at Best Buy. For some reason they put the most angry person they could find to manage the returns line. I suppose it lowers their return budget, but it also drives away customers. With every customer, this guy was hell-bent on trying to break the customer’s spirit so they’d avoid returning the product. As I watched, I felt like I was headed into a police interrogation. On the other hand, if you want to see a comfortable returns policy, try returning something at Costco. They take the stance that they are on the side of their “members” and help you go up against the big bad manufacturers. If you don’t have your receipt, they’ll print it out for you. At Costco, the returns process is where they earn that $50-100 membership price. Just maybe you should start treating your customers like members and see if it forces you to see things differently.

#7: Stop it when you are explaining your problems instead of listening to the customer’s problems.

When a place is completely messed up, some workers feel compelled to tell you how stupid they think this is. Unfortunately, this constantly complaining ‘why me’ attitude can quickly become systemic and contagious within the culture. It takes an effort to turn the culture around. The best way is to create service values, driving process that helps reward good service, and driving personal accountability within everyone. Then reward behavior that matches up to the service values.

#8: Stop it with the hollow apologies that seems like you are reading from a manual.

No one wants to deal with people who just feel like they are going through the motions. It’s crucial that you set up a culture that is filled with authentic people who have a true passion for customers. TD Bank retail staff does an exceptional job in being real with customers. When you consider that they hire from the same pool of talent as all the other banks, it’s obviously the culture of caring about their customers that really makes the difference in separating their customer experience from others.

#9: Stop it when you try using my complaint call as a chance to up-sell me. The only up-sell is to get me to come back again.

Last month, I had an issue with my internet being way too slow. When I called my local service provider, instead of addressing how bad their current service was, the first response was to try selling me a better service plan that with a higher monthly fee and a higher priced modem. Then suddenly, they tried to sell me a home security system. If a customer is a point of frustration, why would they want to pay you even more money for a bad service. You haven’t earned my business. The best in class service is the Ritz Carlton who proactively look to turn customer problems into a chance to WOW the customer. It’s built right into the culture as employees are encouraged to brainstorm solutions and empowered with up to $2,000. Instead of up-selling, the Ritz spends the extra effort to ensure you’re satisfied with the service you’ve already paid for.

#10: Stop it when it just becomes a job for you and you forget the passion you have for the business.

When your team starts to feel like they have no power, they just start to show up as pencil-pushing bureaucrats. There’s no passion left–as it’s been sucked out by a culture with a complacent attitude and a bunch of check in-check out types who follow the job description and never do anything beyond it.  Ask yourself “why do you come to work” and if the answer doesn’t show up in your work, then you know that the culture needs a complete overhaul. If you don’t love the work, then how do you expect your customer to love the brand?  

The best Marketers manage their brand culture

Beloved Brands create an exceptional customer experience. They know it’s not just about advertising and innovation. As a consumer, I’ve become spoiled by the best of the brands who raise the bar and continue to surprise and delight me. Think of how special you feel when you are dealing with Disney, Starbucks and Apple. Compare that to how demoralized you feel when dealing with the airlines, utilities and electronics shops. For the Beloved Brands, they understand that Culture and Brand are One. The Brand becomes an internal beacon for the culture—and the brand’s people have to genuinely be the strongest most outspoken fans who spread the brand’s virtues.keep-calm-and-stop-it-stupid.jpg

As you look at your own customer experience, take a walk in your customers shoes and see where your customer would rate you. Are they with you because they love you and want to be with you or because they have to be with you? Even though they like the product, they may feel indifferent to your brand. And they’ll be gone at the first chance at an alternative. And as a brand leader, your brand is likely stuck on a rational promise, unable to separate yourself from competitors and instead you are left competing on price and promotion.

  • Begin by holding the culture up the lens of the brand’s Big Idea and ensure the right team in place to deliver against the needs of the brand.
  • Start finding ways to create a culture that is more consumer centric (customer first)
  • Begin to push the culture to create a unique delivery of the product experience. Use Leaky Bucket analysis to take a walk in your customers shoes and to discuss weaknesses.
  • Set up forums for innovation—that create an energy through the culture and one that starts to take risks on the best ideas.
  • Use a purpose driven vision, with a set of beliefs and values to challenge the team to create and deliver that experience.
  • Reward the behaviors that match up to your values, with both rewards and recognition. Creating a culture of wow stories motivates all employees to seek potential wow moments they can deliver.
  • Begin using power of a loved brand to attract and keep the best. Find fans of the brand who will become your front line spokespeople. They bring that passion for the brand.

Here’s our workshop presentation on “Creating a Beloved Brand”.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

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In advertising, what comes first: the MEDIA choice or the CREATIVE idea?

Of course the consumer always comes first. However, as you begin the advertising process, Brand Leaders need to figure out whether the creative determines the media choice you make or the media choice helps frame the creative. When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You would see some magazine, OOH and even some sampling idea. Back then, there was no internet advertising yet.

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Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President. It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: “So what comes first, the media choice or the creative idea?” The room went silent for about 5 minutes. Then of course both sides talked over each other, both saying it was them that came first.  

All Marketing Execution has to do something to the brand–getting the consumer to think, act or feel differently about your brand. Media is an investment against your strategy and creative is an expression of your strategy. Both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. Great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. Media and creative need to work to jointly capture the consumer and deliver the strategy.  

With separate agencies, the problem now rests with Brand Leaders to figure it out. While one could theoretically argue that if the Creative Idea of the advertising is so big, it should work in every medium. That’s just not always true in reality. Some ideas just work better in certain mediums. Yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. The best overall advertising should work focus on what has the most impact and what has the highest efficiency.  

Here’s a solution for Brand Leaders 

The three questions you always need to keep in your head at all times: 1) where is your consumer 2) where is your brand and 3) how does the creative idea work? 

1.  Where is your consumer?

You should really understand who your consumer is, and who they are not. You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them. They’ll say “they get me”. You should always be mapping out a day in the life of your consumer. Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?” Take a “be where they are approach” to your media. 

2.  Where is the Brand?

First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

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3.  How does the Creative work? (The ABC’S)

The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 7,000 brand messages per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer. 
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In the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it is a new product, I want all four, but I have to have: Attention and Communication. If the brand is in a competitive battle I have to have Brand and Communication.  If the brand is a leader and beloved, I need to make sure the advertising is about the Brand and that it Sticks.   

What I recommend you do:

In a sense, you have to work the creative and media together. But that’s impossible. So what I do is hold off on making any media decisions until you see the creative idea and how it is expressed in a few media options. With all the potential media options now available, I ask for 3 executions for each creative option:

        1. Video version
        2. Billboard 
        3. Long Copy Print

Sounds simple, but here’s the logic. With those 3, I can now imagine how the advertising might work across all possible media options. 

  • The “Video” allows me to imagine how the creative would work for traditional 30-second TV ad, a 60-second movie theatre ad, 2 or 3 minute viral video for sharing or even a video you could put on a website.
  • The “Billboard” allows me to imagine how it would work with traditional media options such as out-of-home billboard, bus shelter, in-store poster, packaging copy and the back cover of a magazine.  Or if we want to look at digital, it could be a digital billboard, Facebook photo, website cover.
  • The “Long Print” allows me to imagine what how it might work with a print ad, side panel of packaging, brochures, public relations story-line,  social media feed or even a blog on your website.  

With 3 simple asks against each creative idea, it covers off most of the traditional media options, even covering the digital media. So now as the Brand Leader goes to their Media Agency, they will know how the creative idea would work against any of their recommendations. 

Obviously, we always recommend that you focus. So we’ll likely recommend a lead traditional media and a lead digital and lead social option. You need to make the most out of your limited resources of dollars, time, people and partnerships. However, if we want a creative idea to last 5 years, seeing it work across this many media options gives me a comfort that should I need that option, I know the creative idea will work.

The media math from a client’s view

While the media agency owns the media math that blows your mind, here is some simple client side media math. As clients, we have to make the most of our budgets. 

  • Your production budget should be around 5-10% of your overall advertising plan. If you have small budgets, that may creep up to 20%, but that’s it. Every time you do a new piece of creative, the production dollars go up and the media dollars go down. I’d recommend you focus on one main traditional media and have only one secondary option. This keeps your spend focused. 
  • When it comes to social media, keep in mind there is no free media options. Instead of financial capital, you are now exhausting people capital. Just like the traditional options, I would recommend one lead social media and one secondary focus. Do not try to be all things to all people.  
  • The other reason to focus is to ensure you do great executions and not just “ok”.  Pick the media that maximizes the power of the creative. Don’t exhaust the team by spreading them against too many activities.   
  • Allow 80 to 90% of your media spend be on the highly effective highly efficient media plan. That means 10-20% of your media spend can now go against high IMPACT creative ideas that you know will break through.  

Work with both the creative and media at the same time, figuring out what gives the highest return on your investment

 

To see a training presentation on getting Better Marketing Execution: 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

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How to lead the entire Brand Planning process on your business

4 stages of the planning process

Our  planning process starts with a deep-dive business review, lays out the brand positioning. We use the Brand Plan to get everyone on the same page, helping make decisions, resource allocations and set up the brand’s execution. We then build an execution plan that helps every stakeholder to contribute their part to the brand.

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First, you need to go deep to gain an understanding

Every situation has unique challenges. It is important to do the work to understand where your brand is today, what is holding it back from the expected growth. Whether that means doing a deep dive on the business or challenging your people with key questions that will highlight the challenges facing the brand.

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To read more on conducting a Deep Dive Business Review, here is our workshop that we run to help make brand leaders smarter:

Create a winning brand positioning statement for your brand

You need to create a brand idea and brand positioning that will help your brand win in the market. Find a winning brand positioning, that balances the rational and emotional benefits.  Work to create a Big Idea that frames the external and internal promise of your brand. We recommend that you validate a Brand Concept with your consumers to see if  you have something unique, own-able and motivating.

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To read more on developing a unique, own-able and motivating Brand Positioning Statement, here is our  workshop that we run to help make brand leaders smarter:

Write a Brand Plan that everyone can follow

The main goal of writing a focused strategic brand plans is to get everyone on the same page, so that everyone in your organization can follow. Here, you want to get your team lay out a long range strategic road map and brand plan that includes a vision, purpose, goals, strategies and tactics. Then, work with your team to create actionable project plans for each tactic with goals, milestones and budget.

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To read more on building a Brand Plan that everyone can follow, here is our workshop that we run to help make brand leaders smarter:

Build the marketing execution plan that drives growth for your brand

We use the Big Idea map to lay out a plan every consumer touch point–including the brand promise, brand story, innovation, purchase moment and brand experience. From there, we match up with the consumer buying system to focus on moving consumers from awareness to purchase to repeat and on to becoming loyal. This sets up the communication brief that frames both the creative and media, helps drive the innovation plan, sets up the culture of the organization as the backbone to the experience and manages the purchase moment through channel management and merchandising.

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To read more on getting the most from your Marketing Execution, here is our workshop that we run to help make brand leaders smarter:

 

We run workshops that help Brand teams make better decisions on the way to smarter action plans

We are big believers in the workshop process. We think it’s the best way to get the decision makers in the room, push for alignment, make decisions and drive the team towards action. The most noticeable point of difference we offer is that we will challenge you with new ideas to get your brand and your team in a better position for future growth. As the facilitator, I bring my executive experience into the room, ready to challenge the thinking and pushing for better answers. It’s like having another VP Marketing in the room.

While anyone can recommend a strategy, we recommend a realistic strategy that drives towards action. Quite frankly, I’m not big on consultants that just bring in big presentations that just sit on the shelf and never make it to the market. They cost a lot, take a long time, and in general they are written by consultants that have never run a business. Even Ad Agencies can recommend strategy, but they usually bring an agency bias and just give strategies that set up work they want to make–whether it drives growth for your business or not. I’ve run many businesses and I understand the pressure you’re facing on driving growth.

My personal promise to you is that I will get your brand in a better position for future growth

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. custom_business_card_pile_15837We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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How to run your B2B (business to business) brand

Too many people think that brand management matters most to a consumer brand, and they under-estimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring a low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.

B2B marketing is not just about selling products but about building and selling your brand’s reputation. The role of a B2B brand is to create unique idea for your brand, perceived in the minds and hearts of your customer, consistently delivered by the experience, creating a bond, power and profit beyond what the product itself could achieve. Too many B2B companies believe they just SELL PRODUCTS, because you should be building and managing your reputation of your brand. Whereas basic products and services solve small problems, I like to think that a brand beats down the enemy that your customer faces every day. For instance, FedEx fights the enemy of “business moving too slowly” while IBM fights “unsolvable problems” for their customers. What is your customer’s enemy that you can solve for them?

The more loved a brand is by its customers, the more powerful and profitable that brand will be. With a connected brand, it helps to warm up sales leads–many times they’ll already know your reputation before you call. A brand can connect with customers so that pure pricing becomes less of a factor. If the customer is satisfied and connected on one piece of business, they’ll look to you to solve other problems for them.

Start with a Big Idea

The best brands use a Big Idea to help explain themselves in 7 seconds, and use that Big Idea to help extrapolate that same brand story into 60 seconds or even 30 minutes, depending on the situation. In a crowded branded marketplace, Big Ideas help simplify your brand message so it’s easily understood and remembered, own-able in the customers’ mind and heart and motivating enough to change consumer beliefs and behavior. That big idea should transform your brand message into a brand reputation.

Below is the tool we use to figure out a brand’s Big Idea which revolves around four areas that help define the brand: 1) Brand’s personality 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer Views of the Brand. How we use this tool is we normally brainstorm 3-4 words in each of the four distinct sections and turn create sentences for each. Then looking collectively, we begin to frame the brand’s Big Idea with a few words or a phrase to which the brand can stand behind. The tool works! 

 

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Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your customers.

 

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Build your brand around a big idea that’s simple to understand and big enough to create a lasting impression with consumers. Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. Use your brand story to motivate customers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. You need a fundamentally sound product, with innovation that keeps your brand at the forefront of trends and using technology to deliver on your brand promise. The purchase  moment is where customers move through the purchase cycle and use channels, messaging, processes to make the final decision. Turn the usage of your product into an experience that becomes a ritual and favorite part of their work life so that your customers always turn to you first.

Whereas B2B brands currently treat marketing as a support function, once you have your big idea you can see how for a B2B brand, that the idea should drive every part of your organization and that your brand’s experience will be supported by the culture, people and operations which then transforms that idea into a brand reputation. Below you can see how that Big Idea should be a beacon for your top-to-top leadership, your sales team, the problem solvers, customer service team and the experience delivery team.

 

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Everyone in your organization must be saying the same message. For a B2B brand, marketing’s role is to make sure that the external and internal story are given equal importance so that everyone in your organization must be communicating and delivering the same big idea to customers that they see in trade magazines, at trade shows or in the sales materials. 

 

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Like any brand, there are really have four choices: you can be better, different, cheaper or else not around for very long. For B2B, when your product is a commodity, you have to find a way to use service levels as a way to find your point of difference. When you start to treat your own brand like a commodity or believe that you are, that’s when you’re in trouble. What you want to do is use that Big Idea to create an internal culture and use that culture to build your brand’s reputation as the way to help separate you in the marketplace. As you build your culture, you’ll see that you can begin to use culture as a way to stand out and then you’ll evolve to where you see culture becomes the backbone that delivers the brand experience. At the ideal stage where you become a beloved brand you see that culture and brand become one as your own people become the most outspoken fans of the brand. 

 

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Your brand is your reputation and it can never be a commodity

Click below on the Powerpoint version of the B2B Brand Workshop we run for clients.

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

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