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Why Excellent Quotient: Part II - Educate

Hopeful you took a look at the 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…


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 Excellence -- It is imperative to evaluate, strategize, and implement practices that optimize excellence at each stage:

· 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.

The Tools

  • Target Segmentation and definition

  • Naming and naming conventions

  • Service Concepts

The Discipline

  • Business Plans, Marketing Plans, Sales Plans

  • Objectives, Strategies, and Tactics

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!

The Results

  • Brand Identity, logos, descriptors

  • Corporate language changes/inclusions

  • Industry: Press Releases, Blogs, Articles

  • Customer Communications: Direct Response, Email Marketing, etc.

  • Prospecting/Community: Advertising, Social Media, Promotions, Incentives

  • Business practice/service changes/inclusions

  • Every touch your audiences has with you

  • Well-educated, well-armed inspired employees:

  • Corporate Communications

  • Annual Report, training/HR documents, boilerplate for PR, partners, agencies

  • Market-facing communications

  • website, media/social “about” sections and profiles

  • Packaging/fulfillment

  • Collateral and Promotions

  • Selling & Distribution

  • Sales presentations/resources, channel tools, customer service/point-of-sale

  • Customer-facing communications: press, advertising, direct mktg, social media

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

Success Stories
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