Elevate Your 
UNIQUE Brand

Step One: Define your strategy/Part One: Elevate your uniquebrand

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Why this matters

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Developing your customer-first brand

We bring your teams together to refine your purpose and explore how you want to come across to customers in a hyper-competitive world, ultimately focusing your sales and marketing on what matters to customers.

Desktop Research.

We will conduct a baseline audit of your current set up to establish benchmarks to build from. We will identify specific, maesurable and time-bound goals that are important to map and improve. As part of the early stage output, we will provide a report on your keyword ranking, search volumn, difficulty score and backlinks and how you compare to your closest competitors.

Working on the Brand Growth Plan

The Brand Workshops.

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Define your core proposition

In this session we hone in on the proposition that is key to the value you deliver for your customers. What is the core of your competitive advantage? What makes customers buy from you instead of someone else? What do you do for customers and which elements do you excel at? How do you differentiate from your competitors? We work with you to hone in on the heart of your offering to make your marketing more impactful.

Clarify brand essence and personality

Part of what should differentiate you is the unique expression of your brand values, culture and personality. It's the most intangible but often most significant part of the way you turn up in the world and communicate with customers.

What is your ideal customer profile?

This workshop determines the characteristics of a company that would be an ideal fit for what you offer. We help you capture the shape and behaviour of the perfect-fit customer organisation; the firmographic, environmental and behavioural attributes that would define your most valuable customer. And the shared traits of existing customers who are succeeding with your solution today.

Establish reasons to believe

Why should your team and customers believe in your core proposition? The digital brand workshops identify the 'reasons to believe', the evidence of the unique value you offer to customers.

Develop your buyer personas

In the buyer persona workshop, we develop substantial descriptions of the people most likely to buy from you. Together, we go beyond demographics to understand your prospects' challenges, fears, and aspirations. What causes buyers to invest in solutions like yours and what do they expect to achieve? Which aspects of competing solutions do they perceive as most critical? What concerns could make them doubt you are their best option? And who and what is in their ecosystem that might sway their opinion either way?

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The Brand Growth GamePlan.

The Brand Growth Gameplan will be delivered after the first six weeks of this six-month programme. The Customer Brand phase is about steps one through four detailed below.

We will summarise the output from our desktop research and the workshops in this section in a GamePlan that will also include the results and output from your MediaBrand and StoryBrand Workshops. The final plan will consist of:

Brand Growth GamePlan
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1

Benchmark Report

Competitor analysis and your current setup

2

Brand Key

Core propositions, reasons to believe, brand essence and personality

3

Ideal Customer

Fully design profile of the perfect customer for your business

4

Buyer Persona

Change Drivers, Success Factors, Perceived Barriers, Decision Criteria and Eco-System

5

The Content Strategy Framework

Develop a framework to position and differentiate your brand narrative

6

The Content Launch Plan

The components of a launch campaign including email, social, video and an on-demand asset

7

Website Wireframe

A plan for your homepage designed around your customer

8

Website Wishlist & Sitemap

Output from your website workshop to inform the build

9

Buyers Journey

Key pain points and questions at each lifecycle stage

10

Content Audit

Review of existing content to identify repurpose opportunities

11

Media Plan

Synopses and briefs for each content asset that we will build in step two of the Brand Growth Plan

12

1st Quarter Campaign

Campaign plan for the first 90 days post-launch

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