Why this matters
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.
We will conduct a baseline audit of your current set up to establish benchmarks to build from. We will identify specific, measurable 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.
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.
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.
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.
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.
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?
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:
Competitor analysis and your current setup
Core propositions, reasons to believe, brand essence and personality
Fully design profile of the perfect customer for your business
Change Drivers, Success Factors, Perceived Barriers, Decision Criteria and Eco-System
The Content Strategy Framework
Develop a framework to position and differentiate your brand narrative
The Content Launch Plan
The components of a launch campaign including email, social, video and an on-demand asset
A plan for your homepage designed around your customer
Website Wishlist & Sitemap
Output from your website workshop to inform the build
Key pain points and questions at each lifecycle stage
Review of existing content to identify repurpose opportunities
Synopses and briefs for each content asset that we will build in step two of the Brand Growth Plan
1st Quarter Campaign
Campaign plan for the first 90 days post-launch