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Brand Promise and Core Customer

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Brand Promise and Core Customer

  1. 1. © 2008-2015 Rhythm Systems, Inc. Rhythm® Brand Promise & Core Customer
  2. 2. © 2012-2015 Rhythm Systems, Inc. Brand Promise The promise you make to your customers • It must really matter to your customers • It must differentiate you from your competition
  3. 3. © 2012-2015 Rhythm Systems, Inc. Brand Promise It’s HOW you sell your WHAT to your WHO • WHO? Your Core Customer & their Needs • WHAT? What makes you unique – or at least uncommon • HOW? The persuasive strategy that will convince your WHO to buy your WHAT
  4. 4. © 2012-2015 Rhythm Systems, Inc. Power of A Great Brand Promise • Easily attract your core customer • Focus sales and delivery teams • Close deals faster and easier • Play to your strengths • Gain clarity on what’s important to your core customer • Makes you memorable, remarkable, and standout in the market
  5. 5. © 2012-2015 Rhythm Systems, Inc. 1. Decide on your Sandbox 2. Identify your WHO 3. Discuss their needs (vs. wants) 4. Understand what you are uniquely qualified to deliver 5. Determine your Brand Promise Steps to Determine Your Brand Promise
  6. 6. © 2012-2015 Rhythm Systems, Inc. What is your Sandbox? (Where will you DOMINATE over the next 3-5 years?) • Where will you sell? (geography) • What will you sell? (product lines) • Distribution Channel? (B2B, B2C, dedicated sales force, sales reps, on-line, retail)
  7. 7. © 2012-2015 Rhythm Systems, Inc. Who is your WHO? The ONE you cannot live without • A real person, not a category • Much deeper than market segments • They have reasons, emotions, fears, interests – they have NEEDS
  8. 8. © 2012-2015 Rhythm Systems, Inc. Why do you need to know your Core Customer? • They will buy at optimal price & quantity to generate profit • Personalizing your “who” allows you to really understand them • This allows you to focus your resources & clarify your message • You can discover their habits and determine the best way to reach them – social media, on-line media
  9. 9. © 2012-2015 Rhythm Systems, Inc. An adult man or woman who wants and can afford an exceptional personal training experience Example Start-Up Fitness Center
  10. 10. © 2012-2015 Rhythm Systems, Inc. Their WHO? A mom who wants her young children to get more nutrition Example • Realized it is not the child who is making the purchasing decision • Developed web strategy targeting their online savvy WHO • Result: #1 brand in category, $400m a year in sales
  11. 11. © 2012-2015 Rhythm Systems, Inc. Our WHO? The coachable CEO of a growing company with 50+ employees, and multiple levels of management who wants to empower their team to stay focused, aligned & accountable to achieve results. Example
  12. 12. © 2012-2015 Rhythm Systems, Inc. In 20 words or less: Who is Your Core Customer? • Who are your best customers? • Who makes the buying decision? • What does your team love about working with them? • What do they love about working with you and your team? • What do they all have in common? • Role, title, responsibilities • Characteristics, traits
  13. 13. © 2012-2015 Rhythm Systems, Inc. Now, what does your WHO Need? • Focus on Needs not Wants • What need is your competition unwilling or unable to meet? • Put yourself in their shoes • What keeps them awake at night?
  14. 14. © 2012-2015 Rhythm Systems, Inc. What are you uniquely qualified to deliver? That fulfills their NEED (Not Wants) • What are your strengths & Core Competencies • What are you uniquely qualified to do that others cannot do? • Is there something you already do that they don’t even know about? • Do you have an asset you can use? • If you have done the Hedgehog exercise – consider your Best At
  15. 15. © 2012-2015 Rhythm Systems, Inc. “Measured progress toward total wellbeing” Example Start-Up Fitness Center
  16. 16. © 2012-2015 Rhythm Systems, Inc. Peace of Mind • Had to raise the stakes from overnight delivery • Now, customers can know where their packages are at any time Example
  17. 17. © 2012-2015 Rhythm Systems, Inc. The promise you will make to your customers that really matters to them and differentiates you from your competition •Think about your Core Customer •Think about their needs •Think about your strengths & assets •Think about what your competition won’t do What is your Brand Promise?
  18. 18. © 2012-2015 Rhythm Systems, Inc. Pitfalls To Avoid • Overly complex promise that customers find confusing • Generic promise, not specific enough • Promising something that is tablestakes for your industry Educatio n
  19. 19. © 2012-2015 Rhythm Systems, Inc. 1 9
  20. 20. © 2012-2015 Rhythm Systems, Inc. Deliver On Your Brand Promise The real value lies in the system you create to ensure you deliver it: • Activities • Strategies • Brand Promise KPIs • Brand Promise Guarantee Next Steps
  21. 21. © 2012-2015 Rhythm Systems, Inc. How to Bring Your Brand Promise to Life Next Steps • Ask your Marketing team to test the messaging… does it attract more prospects? • Have Sales team test it with prospects… does it help close deals? • Have Service/Delivery team provide feedback on the customers you are attracting • Is it bringing alignment to your Sales and Service/Delivery team?

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  • MDShaaif

    Feb. 21, 2017
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    Aug. 1, 2017
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    Apr. 25, 2018
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    May. 26, 2019
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    Nov. 5, 2019

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