1. Brand Positioning Workshop
We help create a brand positioning statement and brand idea that sets up a brand concept that will help your brand win in the marketplace.
Detailed explanation of our brand positioning process
As part of our brand strategy consulting process, we start our brand positioning workshops by helping you define a focused consumer target profile with consumer insights, enemies and buying behaviors. From there, we use our consumer benefits ladder to move your thinking from product features to the functional consumer benefits and emotional consumer benefits. At Beloved Brands, we have created our consumer benefit cheat sheets that have 50 possible functional benefits and 40 potential emotional benefits to help your team explore, define and focus on the right benefit space for your brand. We also have tools to find support points and claims to back up your consumer benefit. The goal is to find a winning brand positioning statement in a space that is unique, ownable, and motivating to your consumers.
Once you have the brand positioning statement as a foundation, we move on to help you build a brand idea that becomes your brand’s 7-second pitch. As a checklist, a great brand idea should be interesting, simple, unique, inspiring, motivating, and ownable. Then, we stretch the brand idea out across the five touchpoints to drive consistency throughout your organization, which includes the brand promise, story, innovation, purchase moment and consumer experience. Finally, we take all this great work and turn it into a brand concept and a brand story that sets you up to execute and win in the marketplace.
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2. Strategic Brand Plans Workshop
We build a strategic brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth.
Detailed explanation of our strategic plan process
At the beginning of our brand strategy consulting planning process, we start with a deep-dive business review to look at every aspect of the brand, including the marketplace, consumers, channels, competitors and the brand. This analysis can include key interviews with executives and customers, as well as an audit of competitors and your brand’s work. After the review, we summarize the drivers and inhibitors currently facing brand, and the potential risks and opportunities we see in the future.
Through our brand strategy consulting workshop, we use our Strategic ToolBox questions to open up your team’s thinking and help you frame the key issues facing your brand. We lay out each element of the strategic brand plan, with unique tools to inspire thinking and guide the writing of brand vision, purpose, values, key issues, strategies, and tactics. Once we finalize all the plan elements, we put the strategic brand plan on one page and in a formal presentation.
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3. Marketing Execution Coaching
Align your marketing execution behind a brand idea that tightens your bond with consumers and moves them through their buying journey
Detailed explanation of our marketing execution process
We believe the goal of any marketing execution is to tighten your bond with consumers and drive demand for your brand. From the positioning work, we stretch your brand idea across all five consumer touchpoints: promise, story, innovation, purchase moment and consumer experience. With our brand consulting process, we make sure the execution will move consumers through the stages of the purchase journey.
To focus your agencies, we start with a creative brief that takes the work of the brand positioning and the strategic brand plan. The brief will focus any outside agency in developing smart, creative advertising and media decisions. We work with sales to find programs that work at the purchase moment through retail channels, packaging, e-commerce, direct selling, customer service and merchandising. Moreover, we can work with product development to create an innovation process that brainstorms new ideas, turns them into concepts, looks at a testing and assessment method, and then builds and executes a launch program. At each decision point, we will advise you on the potential options.
With my 20 years of marketing experience, I can offer coaching and consulting on any marketing execution including advertising, media, innovation, in-store promotions, and internal marketing communications.
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What our clients say about us
Beloved Brands has been a tremendous asset to Earls. As a brand consultant, Graham helped us to uncover a new vision, big idea for the Earls brand and strategic business plan. We were so pleased with the results, we used Beloved Brands to develop Earls’ cultural brand service values which were rolled out to all 6000+ employees.
Monique Gomel
VP Marketing, Earls Restaurants
Graham delivers exactly on his promise – he makes brands and brand leaders better. I have worked with Graham twice now, and say confidently his brand consulting approach and strategic tools truly uncover what’s holding back a brand. His ability to connect complex situations and drive the room to focus, is exceptional.
Davide Viola
VP Marketing, Melitta Coffee
Graham’s experience gives his work credibility. His ability to pare complex problems down to simple-to-understand concepts is his greatest strength. While Marketing is an imprecise and confusing science, Graham’s insights and confidence helped us land an exceptional brand proposition as the foundation of our success today.
Piers Buck
CEO of Little Freddie
Graham asks the questions you should already have the answer to but didn’t realize you didn’t. Graham Robertson asks simple questions that you never realized you don’t have one answer to as a team. As a brand consultant, Graham spent a few days with a cross-functional team at Cell Signaling Technology and took us through his brand framework asking us clarifying questions along the way. The most powerful question he asked us was “who is your best customer.” It was like all the air had been sucked out of the room and he allowed the dramatic pause to linger. When people began to attempt to answer we weren’t aligned but at that moment we saw the opportunity to move from a product-centric organization to one that is more customer focused. I highly recommend Graham to any organization looking to move their brand forward.
Rebecca Reppucci
Director of Marketing Communications, Cell Signaling Technology
About us
Meet Graham Robertson, founder of Beloved Brands
As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham’s purpose is to use his marketing experience and provocative voice to get marketers to think differently about their brands, and to explore new ways to grow.
In his distinguished 20-year marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards.
