BECOMING BRANDED IN A COMPETITIVE MARKET
A brand is the creation of faith in two groups that absolutely cannot be fooled: your employee culture and your customer culture. The reason branding strategies don’t work is they don’t look where these cultures look to decide whether to grant the leap of faith required to become branded. Branding is a tribute, not a verb. Your company can’t just claim or demand to be branded; it has to be given to you.
There is nothing you sell that a customer can’t choose to buy somewhere else or do without—except an intimate, values-based relationship between customer and company. That relationship can’t easily be deconstructed by your competition and competitors can’t use price, size, marketing or sales to bust it apart. To be a successful brand you must be branded not only for what you sell but for how you sell it.
slap will design a brandable customer experience—spectacular, signature and sustainable—for your company.
We will create willingness in your manager and employee cultures to promote and protect it and recognition in your customer culture of your intent to provide it.
We will introduce the process that identifies passion in the company for why you do what you do—the secret to every truly successful brand—and we’ll show how to turn it into a realistic method for making brand decisions.
Next, we will create emotional commitment in your manager culture and show managers how to ignite previously unseen levels of commitment in their employees.
We will accurately determine what customers want most from contact with your company—what they don’t know they know.
Finally, we will prepare you to guard against all gaps in perception of brand credibility by internal and external cultures and present the metrics that must be monitored to guarantee brand success.
If you sell through channel partners, we’ll show you how to create their strong support for your brandable experience while simultaneously strengthening your own brand perception amongst end users.