One face to the customer
bookstore. Build a brand.
Harry Beckwith (Selling the Invisible) It worse than the three faces of Eve. the many faces some companies present to their market and their customers. While decentralized divisions and distinct business operating units have done wonders for the agility of corporate America, we are starting to see at least one bad side effect:
This is particularly evident in companies where multiple business units sell to the same customer. Imagine the poor enduser being barraged by scads of self styled, separate and unique marketing messages generated by individual business units; all with parochial profit/loss objectives.
By separating marketing resources into proprietary parcels for each unit, these companies further dilute already limited budgets. The laws of marketing physics dictate that these groups create exclusive programs, messages, positions, names, logos, icons in the name of reaching their personal product goals. But, many times at the expense and detriment of the
cheap fake oakley sunglasses company overall market position and brand image.
Most companies simply do not have the resources people or money to sustain customized, fragmented product or division level approaches, and achieve
fake oakley sunglasses breakthrough success with today customers.
180 degrees off course
That because today customer is changing. While the business world goes about its internal driven restructuring, its customers are reorganizing themselves to buy a completely different solution than is being created by these so called management gurus.
Your customers, in increasing numbers, are looking for a more complete, trustworthy single source solution. You don have to look too hard to verify this. Supplier consolidation is a well documented trend. These customers require vendor partners who assume more important turn key responsibilities. Systems integration and related after sale services, such as inventory management, are among the new expectations.
How does a company appeal to these customers when it is perceived merely as a collection of islands in a stream? How does it instill confidence in its integrated solution when decentralized marketing messages create images of concrete silos where inter dependent products and services should be seen?
The answer: companies must reach all their
fake oakleys cheap critical audiences with a cohesive, consistent message presented in a manner that is immediately identifiable as a single, positive corporate brand.
This requires a strong corporate positioning strategy to unite your company offering in a customer relevant manner that provides clear and tangible proof of the superiority of your solution. The process, however, requires significant discipline for strongly divisionalized companies looking to put an umbrella over their fiefdoms.
A day in the life of the brand
The first step in organizing and rallying disparate agendas toward a singular brand position is a market study. A meaningful brand market study is more experiential than it is empirical. It reaches
cheap wholesale oakley sunglasses out to all relevant audiences with the power to influence a brand position and the company ultimate success: Company executives: do we already know? In depth, one on one interviews with key company executives from appropriate corporate and division areas of responsibility.
Top customers: has been your experience with our brand? Visit 5 7 preferred customers to witness a day in the life of the brand. These will be the customers who already committed to your complete offering despite the lack of a single message.
wholesale cheap oakleys are our gaps? Interview 2 3 significant sales losses. Companies who fit the profile of a preferred customer, but who chose a competitor.
HQ customer visits: turns prospects on? Use observers to take notes during tours and discussions with promising
prospects visiting your headquarters as part of the sales process.
Field experience: is the sales environment? Ride shotgun for a day or two with a few regional level salespeople to experience the day to day competitive environment.
Secondary sources: market information already exists? Access existing data on market trends, perceptions and ranking of vendors, buyer demographics and decision making protocols, etc.
Requirements for building a brand that sells
Based on the input from the market study, companies can begin to discuss positioning options. Mini worksessions and if meetings should produce reasonable brand position hypotheses. In his book, the Invisible, Harry Beckwith lists several requirements for creating a position that has real market impact: Focus You cannot be all things to all people. It about sacrifice. What one distinctive thing will give your company an edge. A lack of sacrifice is a lack of positioning. Focus also allows you to rally and pinpoint resources for more support. Halo effect Recognize that investing in one positive image will have associated impact on your company entire portfolio. Remember, one ever go fired for choosing GE (General Electric). Start with current position Find out current customer perceptions and turn them into a benefit.
cheap oakleys Emphasizing those issues that most relate the brand to improving the daily life of its users. If the gap between perception and reality is too big, your customers and prospects won make the leap to a radically new position. Be different Don just try to be better. Positioning is about clear, positive difference. The subtleties between whose better don stand up long enough to count. So, stand out in a parity situation. Give prospects a real, sustainable reason to choose you. Be distinctive In a world of information overload, your brand position and message need to be unique, hard hitting and pertinent, as well as sensory and creative. You won listen to clich Your customers won either. If you are comfortable that your positioning options stand up to this litmus test, you will want to entertain select feedback from some of
fake oakley wholesale the same audiences who participated in the original market study.
Their qualitative responses will provide the material for an in depth position development plan, including some creative execution to demonstrate how the brand position will to life, in the day to day lives of company staff, customers and prospects.
replica oakleys brand to life: Put out an points bulletin
The use of marketing communications, such as advertising and publicity, as the primary drivers of company branding is dead. A good corporate theme or line alone cannot carry the day when contributors to (and detractors from) brand equity exist across an entire organization.
As a result, alignment is the most critical component to a brand position success or failure. Aligning all the forces inside an organization that impact the brand is key to building brand equity. Why? Because communications messages being sent to the market need to line up with the experiences customers have with the company.
From a customer perspective, all experiences affect brand image, not just those designated as building. For example, among customers with a favorable impression of a company advertising, a negative service experience will always stick out as the impression they have of the brand. In addition, the resulting negative word of mouth will carry more sway over potential customers than anything advertising could ever accomplish.
The goal for bringing a brand to life is to make a proactive effort to drive the organization toward aligned brand equity development in all facets of the customer experience.Articles Connexes：