How to find the motivating consumer benefits that your brand can own

Positioning photos.011In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.

Brands need to be better, different, cheaper or not around for very long.

One of the biggest mistakes that brands make is “yelling at” the consumer with features (what you do) rather than “speaking with” the consumer, about the functional benefits (what they get) and the emotional benefits (how they feel). Watch half an hour of TV one night and you will see brand after brand yelling at the consumer. Feature after feature after feature. This type of Marketing just forces the consumer to have to figure out what they get from your brand. In a crowded media world where consumers see 7,000 brand messages per day, you have just lost out on the opportunity to find a set of consumer oriented benefits that your brand can use to motivate the consumer and own as you build the reputation of your brand.

Positioning photos.016Brands have to stand out or die. If we look the chart below, the Winning Zone for your brand forces you to think about finding the ideal space where your brand matches up to a distinct consumer need better than anyone else. If not, your brand won’t be around for very long. You should avoid competing in the Losing Zone, which goes head to head with a competitor that can deliver the consumer needs better than you can. The area with the yellow arrow is the Risky Zone is a relative tie with your competitor. You can win the tie is by being first, being more innovative and creative or by finding the right emotional connection that makes the functional tie less relevant to the consumer decisions. Avoid the Dumb Zone, where you wage a competitive battle in a space that the consumer does not care about. When you find yourself competing in this space, you will find yourself eventually just talking to yourself.

Consumer Benefits Ladder

Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. Positioning photos.007The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  1. Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
  2. List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  3. Find the functional benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  4. Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.

What are the functional benefits?

To help brand leaders, we have mapped out 9 functional benefit zones and then expanded that to 50 overall functional benefits. As you look through the list, start matching up those benefits that you think will be something consumers want, something that can be unique for your brand and something you can own in the future.

Positioning photos.008What are the emotional benefits?

From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand out there thinks their brand should be the trusted, reliable and yet like-able brand. As a brand, you want to own the emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex have mapped out all the emotional zones for consumers. I’m not a researcher, but if you are interested in this methodology contact Hotspex at http://www.hotspex.biz

We have taken this research method and created an Emotional Cheat Sheet for Brand Leaders. This lists out the 8 major emotional consumer zones, optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge.

Positioning photos.009

To own a space in the consumer’s heart, you want to own and dominate one of zones, always thinking relation to what your competitor may own. Do not choose a list of emotions from all over the map, or you will just confuse your consumer as much as trying to own a long list of rational benefits. Once you narrow the major emotional zone you can own, you can use the supporting words of the Emotional Cheat Sheet to add flavor.

Build your brands around clusters of benefits

As you are looking for the benefits to that your brand stand behind, we recommend that you look at clusters of the functional and emotional benefits, that you believe match up with what consumers want and what your brand does better than other competitors.

Look at our example below, we have mapped out the positioning clusters of three distinct car brands (Volvo, Honda, Ferrari) to showcase how different the functional and emotional benefits.

Positioning photos.010

  • The Volvo brand is notorious for safety, but can also look at quality and how it is made as part of the “Works Better” functional benefit zone. Volvo also makes you smarter and helps your family. The emotional zones where Volvo wins is in are being in control and curious for knowledge.
  • The Honda mini-van is all about family and value for money. Its functionality also can simplify your life. As it is a family car, the emotional zones that Honda can win are being myself and comfort.
  • The Ferrari brand is built around speed and performance, part of the “works better” functional benefit zone. The brand also delivers against experience and sensory appeal.

Sorting the benefits

When we brainstorm around a given brand, we normally end up with too much information. Building on the work from the cluster of benefits to the Consumer Benefit Ladder, we see this type of output for our fictional Gray’s Cookie brand.

Positioning photos.015

Following this brainstorm, there are way too many potential benefits to really begin building your brand. You can use your working knowledge of the brand to begin looking at which of the functional and emotional benefits will help your brand win in the market.

Then use Market Research with consumers to sort through the possible benefits to find the ones that are the most motivating to consumers and own-able for your brand. The grid we use looks at two dimensions:

  1. How motivated consumers are by the benefit
  2. How own-able is this benefit for you brand.

Looking at the grid below, you want to focus and build your brand around those consumer benefits that land in the highly motivating and highly own-able quadrant. This Winning Zone matches up to the Venn diagram we showed earlier. Avoid the losing and dumb zones while any benefits that end up in the risky zone will require speed to market, more creativity and emotional marketing.

Positioning photos.017

Looking at the Gray’s Cookie example, we can see how “guilt free alternative” consumer benefit has the highest potential to motivate consumers and the highest potential for ownership by the brand. The benefits of “new favorite cookie” are highly motivating, but would be owned by the major mass brands in the category.

Bring the 4 elements together to create a winning Brand Positioning statement

Positioning photos.004After doing all the homework, you should be able to put together a winning Brand Positioning Statement that addresses:

  1. Who is in the consumer target? What slice of the population will be the most motivated to buy what you do? The first thing to decide is the consumer target, which should be your first point of focus, so that you can find the slice of the population that will be the most motivated by what you do. The mistake for many Marketers is they think about who you want, and they forget to ask who wants you. Who is the most motivated to buy what you do?
  2. Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? We then frame the positioning by determining the category you play in, defining the competitors you will position yourself against. No one really operates in a blue ocean space, as positioning is always relative to some other choice the consumer can make.
  3. Where do you win? We then need to determine the main promise you will make to the consumer target, in the sense of a benefit for the consumer, both the rational and emotional. Think about what does the customer get, and how does it make them feel?
  4. Why should they believe us? Finally, we will look to understand what support points are needed to back up the main promise you are making. These support points have to support the main benefit, not just random claims or features that you want to jam into your brand message.

Moving from the brainstorm of the Consumer Benefit Ladder, using the research to focus on “Guilt Free Cookie” as the most motivating and own-able benefit, we can see the final brand positioning statement for Gray’s Cookies.

Positioning photos.005

To read more about Brand Positioning, here is the workshop we run for Brand Leaders.

 

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.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

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

GR bio Jun 2016.001

 

How to use a consumer benefits ladder to focus your brand message

The biggest flaw Marketers make is when they talk about what their brand does, instead of what their consumer gets. They try to jam in as many brand messages as possible. They believe that if they say A LOT to a busy consumer mind, consumers will at least hear something. Not true. When you say too much, nothing gets through. Our consumer benefits ladder tool matches up needs of the consumer with brand features to determine the brand’s functional benefits and emotional benefits.

In a Marketing role, it is easy to get fixated on your own brand. I’ve been there. All day long, you talk about your brand. Every meeting is about your brand. You present to management about your brand. You wake up and go to bed thinking about your brand. Also, your brand pays you. Keep in mind, there is only one source of revenue, and that’s your consumer.

Marketers should be fixated on your consumer, not your brand. 

I always ask Marketers: “Do you represent your brand to your consumer or do you represent your consumer to the brand?” Yes, I get stunned looks of confusion when I ask that. But it’s an important question as to your mindset of how you do your job. My challenge to you is to start thinking about your consumer and be their representative of your brand. The work gets better. You will see clearer paths to growth and start to create a brand that consumers love rather than just likes. When this happens, sales go up and the P&L spits out higher profitability. The more loved the brand, the more powerful position it occupies and the more profit it can generate from that source of power.

The Consumer Benefits Ladder

The Consumer Benefits Ladder starts with the consumer, defining the target needs, consumer enemy and insights to help add flavor. We then outline the key features of your brand (what you do), then ladder up to the rational benefits (as a consumer “what do I get?”) and then ladder up to the emotional benefits (as a consumer “how does this make me feel?”)

The ladder forces the Brand Leader to think about consumer benefits, instead of features. The Consumer Benefits Ladder helps you brainstorm possible messages that you may test with consumers. It can help organize the possible brand messages or it can be a decision-making tool as you begin focusing on the most important, compelling brand messages. This will help set your brand up with a unique, own-able, motivating brand positioning statement.

Consumer Benefit Ladder

Who is your consumer target?

The 7 key questions to define the consumer target market:

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

One of the biggest mistakes I see Marketers make is when they pick too big of a target market. A smart target market not only decides who is in the target but who is not in the target. There is this myth that a bigger target will make the brand bigger, so the scared Marketer targets ‘everyone’. There seems to be an irrational fear of leaving someone out. Spreading your brand’s limited resources across an entire population is completely cost-prohibitive. While targeting everyone “just in case” might feel safe at first, it is actually riskier because you are spreading your resources so broadly, that you never see the full impact you want to see. This gives your brand a lower return on investment and eventually will drain your brand’s limited resources. Please focus.

Positioning Consumer Profile

Brand Features

What does your brand do? As you start looking at your own brand, you should look at four types of key features to see if there is a starting point for your story. Here are some questions that will help your brainstorming:

Product/Service

  • Is there something natural in your product you can take advantage of? Can you show up to your consumer in a way that is better or different than your competition?
  • What specific performance indicators makes your brand better? (e.g.  faster, longer-lasting, stronger, more consistent, easier/simpler, healthier)
  • Is there a specific ingredient, lack of ingredient that makes your product better? Or a specific process?
  • Is there an experience or service that comes from your product that makes you show up to consumers as either better or different than your competition?
  • Do you have any specific innovations or creativity that helps your product show up better or different?

Process

  • Detail how your product works differently and how that shows up to the consumer.
  • Showcase your point of difference in the production process that could make you better/different than your competition.
  • What do you do differently than your competitor within the production process?
  • What added service/details do you provide in the value chain

Third person

  • Do you have any consumer evidence (ratings, rankings, consumer satisfaction, awards) that could support a key feature?
  • Are there any stories from consumers, that set up support for a key feature?
  • Is there any expert in the field who can speak on the brand’s behalf?

Behavioral

  • Any clinical test results or in-market usage results that could support your brand features.
  • In-Market sales, share, growth results that would support brand strength, power or momentum.
  • Any evidence in brand funnel scores (highest loyalty) that would support brand features.
  • Before and after studies

Consumer Benefits

What do consumers get? (Rational Benefits) For each feature you list, you want to put yourself in the shoes of the consumer and ask “so what do I get?”  If your brand works faster, then consumers can get on with their day. If your brand is low calorie, then it’s easier for consumers to lose weight. The challenge here is to ensure that each benefit you stand behind makes you show up as better, different or cheaper than your competitors.

Looking at the Venn diagram, you have to begin finding the zone where you are meeting the consumer’s needs and doing it better than any competitor. You can see the two zones to avoid: the losing zone is where you try to play in the space where your competitor is better than you, and the dumb zone where your consumer just does not even care. The dumb zone can be avoided by using this consumer benefits ladder process.

Strategic Thinking Competitive Positioning

What are the functional benefits? 

To help Brand Leaders, I have taken the 9 functional need state zones shown earlier in this chapter and expanded the list to over 50 potential functional benefits that you can build around. As you look through the list, gravitate to the functional benefits you think will fit the needs of your consumers, and where your brand can do it better than competitors. Start with my words and layer in your own creative language with the specific category or consumer language.

Functional Benefits

 

How do consumers feel? (Emotional Benefits)

From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand out there thinks their brand should be the trusted, reliable and yet like-able brand. It seems Marketers want “emotional advertising” but that has to start with an emotional brief.

As a brand, you want to own the emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz We have taken this research method and created an Emotional Cheat Sheet for Brand Leaders. This lists out the 8 major emotional consumer zones, optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge.

Emotional benefit Cheat Sheet

To own a space in the consumer’s heart, you want to own and dominate one of the zones, always thinking relation to what your competitor may own. Do not choose a list of emotions from all over the map, or you will just confuse your consumer as much as trying to own a long list of rational benefits. Once you narrow the major emotional zone you can own, you can use the supporting words of the Emotional Cheat Sheet to add flavor.

Build your brands around clusters of benefits

As you are looking for the benefits to that your brand stand behind, we recommend that you look at clusters of the functional and emotional benefits, that you believe match up with what consumers want and what your brand does better than other competitors.

Look at our example below, we have mapped out the positioning clusters of three distinct car brands (Volvo, Honda, Ferrari) to showcase how different the functional and emotional benefits.

 

  • The Volvo brand is notorious for safety, but can also look at quality and how it is made as part of the “Works Better” functional benefit zone. Volvo also makes you smarter and helps your family. The emotional zones where Volvo wins is in are being in control and curious for knowledge.
  • The Honda mini-van is all about family and value for money. Its functionality also can simplify your life. As it is a family car, the emotional zones that Honda can win are being myself and comfort.
  • The Ferrari brand is built around speed and performance, part of the “works better” functional benefit zone. The brand also delivers on experience and sensory appeal.

Worksheet Example

The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  • Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
  • List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  • Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  • Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.

Put all the information of the group brainstorm into a Consumer Benefits Ladder Worksheet.

consumer benefits ladder

I am excited to announce the release of 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.

To order the e-book version of Beloved Brands, click on this link: https://lnkd.in/eUAgDgS

And, to order the paperback version, click on this link: https://lnkd.in/eF-mYPe

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.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

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 big 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. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving 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. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

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

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

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

Graham Robertson bio