Hopeful you took a look at our first installment of our series Explore – getting to your brand values and core offering.
#2 in the series is Educate – communicating the proof of your concept…
BRANDED BY EQ PHILOSOPHY
Truly efficient and effective marketing
must be Excellent at every customer touch-point.
In this 5-part series, we explain what it is to #BeExcellent and how we help small and growing business optimize their Excellence Quotient – to attract (and keep) their ideal clients for long-term success.
Find Your Excellent
It is imperative to evaluate, strategize, and implement practices that optimize the Excellence Quotient at each stage and collectively:
· Explore your Brand Values and core offering
· Educate the market on your Unique Position, Competitive Difference
· Engage the customer using the right tactic in the right media at the right time
· Execute the sale with outstanding customer service and delivery
· Evolve based on customer needs and the shifting market
Educate the market on your Unique Position, Competitive Difference
Translate and communicate Brand-level Messaging maintaining the Brand’s attributes, values, and voice:
Unique, unassailable Position – what does it mean to each of your targets?
Competitive Advantage – measure your position vs. the competitions by segment
Core Messages and support -- what are the proof points/by segment/by competitor
Differentiate through corporate, company, sales, and marketing strategies/tactics. Re-visit and adjust all of the company’s objectives, strategies and tactics based on Brand Values and Core Messaging.
Communication of your succinct Brand Strategy should cascade through your organization from executives to teams and support staff – this can be a pitfall.
Often important decisions are made and not well understood down ranks – yet those are the very people that wind up touching your customer most!
Depending on the type and size of your business there may be more or less to the list above -- but this is a place to start your checklist.
Look for our next installment: ENGAGE
See these theories in practice at www.BrandedByEQ.com/OurWork