Competitors can copy everything except a strong brand.
Good branding has measurable value. Well-liked brands can charge 2X more than competitors. Harvard professor Gerald Zaltman found that 95% of purchases – including B2B expenditures – are made subconsciously based on branding. Branding attracts up to 75% of new customers. Good brands are also more profitable.
42% of businesses fail because there is not enough demand for their product or service.
You can't have a strong brand without research.
Who they are
What are the demographics, and psychographics of your best customer segment and where do they live? What is the market size/potential?
Why they buy
People buy because you solve a pain point. For example, you offer a large inventory of hard to find items, such as bariatric home health supplies.
Is your brand message consistent?
Are the brand message and creative execution congruent? Is the brand message cohesive and consistent across platforms?
Is it aligned with current knowledge?
Does your brand fit what you currently know about your customers, competition, and marketplace?
What do stakeholders say?
What do surveys tell us about how your employees, past clients, and other stakeholders view your company?
What can interviews tell us?
What do one-on-one interviews reveal about the data in stakeholder surveys and about your business?
What interferes with the buying process, particularly online? Does employee dissatisfaction show up in bad service?
This is a classic way to summarize your company's strengths, weaknesses, opportunities, and threats,
Who are your top direct competitors?
How do you compare with them in terms of market share, pricing, and relative strengths and weaknesses?
Who are your top indirect competitors?
What are alternatives that compete with your product category? Thirsty people can drink soda, juice, etc.
What are industry perceptions?
What are the perceptions of your industry? How trustworthy is your industry perceived as?
What are industry trends?
What are existing trends and what opportunities or threats do they present to your business?
What is the general context?
What are the economic, legal, and political issues that may impact your organization and its success?
How can your business be future proofed?
What are industry weaknesses and how can your firm overcome them better than rivals?
Without data you're just another person with an opinion. – W. Edwards Deming
I help you find your big idea.
Your big idea is your brand.
What are the vision and mission statements that guide your business growth and provide the benchmarks for decisions?
What is one idea that sets you apart from your competitors and gives prospects a reason to choose you?
This is done by a graphic designer or design firm based on your brand strategy and competitive research. You don't want to look like the next guy.
This is done by a copywriter based on your brand strategy and target audience. A brand story codifies your strategy. Voice is brand personality.
The secret sauce...I make you likable
A classic advertising study found that likability is the most important factor in brand success. Likable brands produce 3x more revenue. In the Significant Objects experiment, $128.74 worth of junk sold for $3,612.51 just by adding likable back stories. That's a return of 2800% achieved with the right words.
Why should you pay someone to research a business you run every day?
I've worked with hundreds of clients. Less than a third had an accurate picture of their strengths and weaknesses versus their competitors.