The Brand DNA Plan
Discover a programme to set your business apart in the eyes of your ideal OEM partners.
Why Brand DNA Matters
As a contract manufacturer, you may be unable to showcase your customers to prove your expertise. That's why understanding the significance of your brand's unique identity is crucial.
Brand DNA defines how your services are a better fit for the clients who matter—and helps you win larger contracts and build lasting OEM relationships.
.svg)
Transform your Brand
Discover a bespoke plan for brand transformation and improving customer experience in your sales pipeline.
Tune your Positioning
Learn how we can help you find a balance between the logical "yin" of positioning and the emotional "yang" of branding.
Stand out where it matters
Explore this seven-step programme to stand out in a competitive growth market and extend your reach.
Diagnostic Review
Facilitated workshop – onsite or virtual
Baseline audit & gap analysis
Identify gaps, then prioritise the biggest growth levers.
- Validate success metrics & reporting stack
- Evaluate target audiences & segmentation
- Assess marketing channels & content effectiveness
- Analyse sales process & hand-offs
- Examine cross-team collaboration
We'll send you a short survey before the event.
Target Audience
Facilitated workshop – onsite or virtual
Ideal Customer Profile
What are the characteristics of your perfect customer – the type of customer that will benefit most from your services and generate the most value for your business?
Define Buyer Personas
Who are the buyers involved in a decision to work with you? What are their challenges, fears, and aspirations - their priority initiatives, success factors, perceived barriers, and decision criteria?
Map Your Buyer's Journey
Break the buyer's journey into critical stages. Then, tailor your approach to answer their urgent questions. Map your content to the journey stages and improve sales and marketing outcomes.
Market Analysis
Research & Analytics Project
Identify gaps with your competitors
We will assess your current position and analyse your competitors' online strategies.
- This evaluation will uncover their strengths, weaknesses and position in the digital landscape.
- This research and its findings are essential and required for the Brand Positioning Workshop (Step 4).
Analyse Your Position
We will evaluate your digital presence and performance. This analysis will help us define your strengths and identify areas for improvement. It will also compare you to competitors.
Review Competitors
We will analyse website performance and online reputation, identify strengths and weaknesses, and uncover opportunities and strategies to outperform competitors in the digital landscape.
Identify Gaps
We will identify where your competitors lag and excel. We will use this to improve your strategies. It will help us seize online market opportunities and reduce digital threats.
Stand out where it matters
Facilitated workshop – onsite or virtual
What You Stand For
Establish a precise identity by outlining your brand's differentiation. Make sure this shows your beliefs and principles. This will build a brand that resonates with stakeholders.
Competitor Positioning
Identify how competitors are positioned and assess their strengths and weaknesses. Use this knowledge to differentiate effectively, emphasising unique attributes that set you apart.
What Customers Want
Define customers' needs, desires, and pain points. Focus on delivering solutions that address these aspects. Align your services and messaging to meet these expectations.
Practical tips on...
B2B Brand
Positioning
Differentiate in a competitive market by creating a unique brand identity that resonates beyond traditional branding elements like logos, font and colours.
Hone Your Messaging
Facilitated workshop – onsite or virtual
Value Propositions
Crafting compelling value propositions is crucial for any business. They showcase your business's unique benefits and address what customers need, want to avoid, and want to achieve.
- This workshop will guide you through the process of creating solid propositions that can set your services apart from competitors, improve your marketing, and boost your sales.
Your Customer's Jobs
To establish your 'jobs to be done' you must identify the tasks your customers aim to complete, the problems they need to solve, and the needs they want to meet.
Your Service Solutions
Create a map that demonstrates how your services solve real customer problems and meet their needs, connecting the dots between their "jobs to be done", pain points, and desired outcomes.
Innovate Propositions
Learn how to identify opportunities to create value, brainstorm ideas to evolve and improve them, and match customers' jobs, pains, and gains with your pain relievers and gain creators.
Develop a Messaging Framework
Facilitated workshop – onsite or virtual
Brand Pillars
Brand Pillars are characteristics and core values that help define your company's identity and personality. They help develop the brand story and organise its messaging for the audience.
Brand Persona
Creating a clear brand persona is vital. It helps attract and retain clients and staff. It demonstrates your reliability and excellence, helping your brand connect with customers.
Brand Story
Define the change customers need from you. Hone the problem you solve for them. Show empathy. Establish your authority. Introduce a plan to make them heroes in your story.
Grow your digital reach & impact
A Facilitated Virtual Workshop
Brand Identity
Your brand identity is compiled from a collection of elements that culminate to create a feeling about your business. A strong B2B brand will match its buyers' needs, interests, and challenges.
- Your brand identity includes how your company looks, feels, and communicates. This must be true across all channels. It creates a clear image that reflects your values and aims and sets you apart from competitors.
- In addition to customer needs, focus on operational excellence. Incorporating advanced practices and maintaining high standards across operations helps build trust and distinguish your business in a competitive market.
Tone of Voice
Your brand is not just about what you say but how you say it. Your 'tone of voice' should reflect your values, connect with your target audience, and be consistent across all channels.
Visual Identity
Extend your digital brand and enhance its impact. Your logo, colours, and typography are integral to a design style that should mirror your brand's identity and beliefs. Consistency builds trust.
Brand Promise
Outline the consistent experience customers can expect. Highlight your brand's intangibles: innovation, quality, sustainability, ethics, and communication. These can set you apart.
Define your Custom Plan
Surveys | Research | Workshops
What You Get
Six Workshops
Research & Analysis
Brand Framework
Online or in-person
4-Week Programme
The Plan
This tailored strategy aims to elevate your market standing while enhancing your marketing, sales, and customer service efforts. We distill our extensive findings into key deliverables, securely hosted on a dedicated microsite.
This user-friendly platform ensures round-the-clock access to your brand plan, allowing easy downloads and sharing capabilities for seamless collaboration and implementation.
What it Costs
For £19,200 (20% discount included), the full module works out to just £3,200 per workshop. That investment gets you six live sessions, bespoke diagnostic insights, and a brand platform that positions you to win more, faster.
If you are a contract manufacturer who wants to explore how we can help you build a custom growth plan in your business, book a Discovery Call.
What happens after the programme is completed?
After completing The Brand Positioning Module, participants gain a suite of tools, strategies, and ongoing resources to implement the brand transformation effectively. Here’s what happens next:
Access to Your Brand Plan Microsite
- A dedicated, secure microsite serves as a centralised hub for all deliverables.
- Features include:
- Downloadable resources: Brand framework, workshop findings, and actionable recommendations.
- Collaboration tools: Shareable content for seamless team implementation.
- 24/7 access for ongoing reference and updates.
Implementation Guidance
- You’ll have clear, prioritised steps for aligning marketing, sales, and customer service teams.
- A focus on translating the plan into real-world actions, such as:
- Refining marketing campaigns.
- Adjusting sales strategies.
- Enhancing customer experience touchpoints.
Tracking and Measuring Success
- Benchmarks and tracking processes established during the diagnostic review help monitor progress.
- Suggested metrics include:
- Lead generation and conversion rates.
- Customer satisfaction and retention rates.
- Market share growth and digital performance improvements.
Continued Support
- Option for follow-up consultations to ensure the strategy is being effectively implemented.
- Opportunity to book additional workshops or custom sessions for specific challenges as they arise.
What’s the cost? Can I decide which parts I want to do?
The price for the 6 workshops and the full package of research and brand framework materials is £19,200 (including a 20% discount). You can choose to book workshops individually at the full price of £4000 each (excluding discount).
How much involvement is required from my team during the process?
The more involved your team is in the workshop, the better. It’s the insight and interaction every invididual brings to the sessions that will help your facilitators understand how your brand is perceived in the market right now, and shape your collective brand vision for the future.
Workshops:
- Each workshop is designed to be interactive and participatory, requiring input from key stakeholders.
- Recommended participants:
- Sales, Marketing, and Customer Service leaders.
- Senior management and decision-makers who understand your business goals.
- Workshops typically involve:
- Sharing insights about customer needs, competitor positioning, and brand challenges.
- Collaborating on defining customer personas, value propositions, and messaging.
Pre-Workshop Preparation:
- Completing questionnaires and surveys to establish baselines and gather data for the workshops.
- Collecting relevant documentation (e.g., sales data, customer feedback, or existing branding materials).
How do I get started with Equinet?
Want to learn more about developing a contract manufacturing brand with Equinet?
Discovery Call
Kick off the journey with a simple conversation. During this initial call, we’ll discuss your business objectives, challenges, and priorities to determine how Equinet can deliver solutions tailored to your needs.
Viability Assessment
This step evaluates the feasibility of implementing a strategic solution that aligns with your objectives and timelines, ensuring every step is grounded in achievable outcomes.
Alignment Workshop
Collaborate with your senior management team in a dedicated workshop. This session fosters alignment on a proposed strategy, builds consensus and creates a unified vision for implementation.
