Before you Pitch Anything, Sell Anything, or Say Anything – examine the SMALL DATA that makes up your brand!
Popularized by Martin Lindstrom's book "Small Data", we examine all the emotional factors that make up your market, and how to create a brand that resonates at the heart of your customer.
1. Articulate Your Brand's Values
A brand is defined by its values. For example, an organization that is committed to a value like "innovation" will demonstrate that value in how employees/partners are trained, achievements or milestones are recognized or incentivized, and how an innovative culture is communicated and encouraged with both inside and outside stakeholders.
Brand Values give your organization proof of what it values and what it invests resources in. Brand Values attract customers and clients who are looking for those values in the products and services you offer.
2. Formulate a Brand Promise
A Brand Promise fulfills what customers or clients expect from your product or service. It creates an emotional bond by encouraging loyalty, and the power of referral with “friend recommending to friend”. It is also something your organization is doing already. In other words, it is what your most loyal customers or clients experience consistently.
A Brand Promise tells customers and clients what they can count on you for.
3. Map Features, Benefits, Emotions
The Features, Benefits, and Emotions table maps out how your customers prioritize what's important to them. It's a way to get inside the heads and hearts of prospects to understand, in what order, the features and benefits you offer matter to them. This information is used to establish how, and in what order, you talk about your offering in marketing materials, websites, powerpoint presentations, and the press.
Articulates exactly what features and benefits, and in what order, to put in the marketing message. It's an internal "mapping" of what is in your prospect's head - and the messaging needed to address and fulfill those needs and desires.
4. Do a Brand Competitive Analysis
A competitive analysis, examining the brand promise, value proposition, and messaging for each of the top brand competitors in your field.
This is critical in that it gives us the perspective to present branding and messaging that stands out from the competitors, creating differentiation in the customer's mind, and guaranteeing you are not parroting the same claims in the same way.
5. Create a Brand Roadmap
A step-by-step Guide to implement the Brand Values, Brand Promise, and Brand Messaging. Examples and swipe copy to use on websites, marketing brochures, powerpoint presentations, and PR releases. This is the document you refer to in order to execute any marketing message.
"Tim has positioned our brand for growth by helping articulate what our brand values are, and the promise we deliver on."
– Lawrence Charles, Charles & Company