The Branding Detectives: part-sleuth, part-storyteller:
As a business person, you know that finding the secret to customer targeting, media selection, pricing, and messaging can feel like a mystery. At Spotlight we love to help businesses succeed by combining our “sleuthing” talents with the right “storytelling” to create an irresistible brand.
How? We start by asking the right questions (often in new ways), listening hard to what's said and what's not, and doing our homework . It goes something like this:
#1: Question, observe, assess. We dig deep to understand what makes your business unique. Just as a fingerprint is unique to you, and you unconsciously leave it everywhere you go, your brand essence is already there and having an effect – but is it clear and compelling, or blurry? Our B.E.A.M. process provides a proven, step-by-step guide for the brand essence investigation.
#2: Develop a motivating “title” (or brand essence statement). Capturing each client’s brand essence in a single compelling phrase is critical. It’s who you are. Your brand essence statement encapsulates your story in a few effective words, guiding anyone supporting the company’s operations. It is distinct from the tagline, which connects businesses to customers.
#3: Create a compelling “cover” (a.k.a. a compelling brand identity). The old motto notwithstanding, customers will, in fact, judge you by your cover, because it's their first defense against the millions of messages they receive every day. Irresistible brands have a human dimension; our focus in branding your business is on creating an irresistible and authentic connection between you and your audience.
#4: Take action. Knowing the story, and even telling it well, isn’t enough to create results. You need to spread the word, engage your target customers, and reinforce who you are in every customer interaction -- and with every employee interaction as well. At Spotlight we help you build integrated marketing plans and put them into action in the right media so you get more of the right customers, at the right pace and price, and those customers STICK.
Are you preparing the next chapter in your story? Is it time for you to become irresistible?
If you’re ready to step boldly into the spotlight, we can help. Call us at 919-817-8141, today.