Determine WHO you are and WHAT your brand is, and you're NOT. The rest of it is just a lot of noise.
Zero external marketing dollars should be spent until we fully understand the motivations and purchase process of your target buyer. Building a brand that attracts customers is your biggest business challenge. You can have the greatest product or service ever created. If no one understands message or can find you, the world will never have the opportunity to engage you.
COMPONENTS OF BUYER BRANDING
Voice of the Buyer
In-depth interviews with your target audience allow us to capture their preferences, expectations, and aversions to your solutions. It digs deeper into customer feedback to ask, “What do you mean by that?” More than ever, making a human connection with customers is a key to success. If you want to increase sales; improve retention and loyalty; create greater customer satisfaction; develop breakthrough products; then you have to understand the voice of buyer and learn their language.
The difference between data and insights is that insights tell us how we can leverage data. Buyer insights show us what prospective customers are thinking and doing as they weigh their options to address a problem. The problem your company hopes to resolve. Much more than a one-dimensional profile or "demographic" of the people you need to influence, actionable "buyer personas" reveal insights about your buyers’ decisions. These specific attitudes, concerns, and criteria that drive buyers to choose you, your competitor, or the status quo, are the insights we leverage to grow your business.
The Brand Story
Your brand is valuable when it positively influences a purchase, a recommendation, or behavior change with your audience. Our designs are based on how the buyer desires to interact with you. Your logo, messaging, and where and how you engage with customers, will be consistent to your unique brand story. Customers frame their challenges and search differently than you, the expert frame your solution. Speaking their "challenge language", and placing your solution in their search frame, creates a long lasting valuable brand. This is language description of the Buyer Journey.