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Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRAND PROMISE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRAND PROMISE OVERVIEW
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRAND PROMISE
• It must really matter to your
cu...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRAND PROMISE
WHO? Your Core Customer &
their Ne...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
POWER OF A GREAT
BRAND PROMISE
• Easily attract ...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
STEPS TO DETERMINE
YOUR BRAND PROMISE
1. Decide ...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
SANDBOX
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WHAT IS YOUR
SANDBOX?
• Where will you sell?
(ge...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
CORE CUSTOMER
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WHO IS YOUR WHO?
• A real person, not a
category...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WHY DO YOU NEED TO
KNOW YOUR CORE
CUSTOMER?
•The...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
EXAMPLE: START-UP FITNESS CENTER
A n a d u l t m...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
THEIR WHO?
A mom who wants her young
children to...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
RHYTHM SYSTEMS EXAMPLE
The coachable CEO of a gr...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
IN 20 WORDS OR LESS:
• Who are your best custome...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
NOW, WHAT DOES
YOUR WHO NEED?
• Focus on Needs n...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WHAT ARE YOU UNIQUELY
QUALIFIED TO DELIVER?
• Co...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
EXAMPLE: START-UP FITNESS CENTER
“ M e a s u r e...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
EXAMPLE: FEDEX
P e a c e o f M i n d
• H a d t o...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WORK ON BRAND PROMISE
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
WHAT IS YOUR
BRAND PROMISE?
• Think about your C...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
PITFALLS TO AVOID
• Overly complex
promise that ...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRAND PROMISE TEST
• Is this why Core Customers
...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
DELIVER ON YOUR
BRAND PROMISE
The real value lie...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
NEXT STEPS
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
BRING YOUR BRAND PROMISE TO LIFE
• A s k y o u r...
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm®
University
ASSESS HOW YOU ARE USING YOUR
BRAND PROMISE TODA...
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Brand Promise Rhythm University Slideshare Slide 1 Brand Promise Rhythm University Slideshare Slide 2 Brand Promise Rhythm University Slideshare Slide 3 Brand Promise Rhythm University Slideshare Slide 4 Brand Promise Rhythm University Slideshare Slide 5 Brand Promise Rhythm University Slideshare Slide 6 Brand Promise Rhythm University Slideshare Slide 7 Brand Promise Rhythm University Slideshare Slide 8 Brand Promise Rhythm University Slideshare Slide 9 Brand Promise Rhythm University Slideshare Slide 10 Brand Promise Rhythm University Slideshare Slide 11 Brand Promise Rhythm University Slideshare Slide 12 Brand Promise Rhythm University Slideshare Slide 13 Brand Promise Rhythm University Slideshare Slide 14 Brand Promise Rhythm University Slideshare Slide 15 Brand Promise Rhythm University Slideshare Slide 16 Brand Promise Rhythm University Slideshare Slide 17 Brand Promise Rhythm University Slideshare Slide 18 Brand Promise Rhythm University Slideshare Slide 19 Brand Promise Rhythm University Slideshare Slide 20 Brand Promise Rhythm University Slideshare Slide 21 Brand Promise Rhythm University Slideshare Slide 22 Brand Promise Rhythm University Slideshare Slide 23 Brand Promise Rhythm University Slideshare Slide 24 Brand Promise Rhythm University Slideshare Slide 25 Brand Promise Rhythm University Slideshare Slide 26 Brand Promise Rhythm University Slideshare Slide 27
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This slide deck will help you understand, determine, and use Brand Promise to grow your business.

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Brand Promise Rhythm University Slideshare

  1. 1. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE
  2. 2. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE OVERVIEW
  3. 3. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE • It must really matter to your customers • It must differentiate you from your competition THE PROMISE YOU MAKE TO YOUR CUSTOMERS
  4. 4. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE 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 It’s H OW you s ell your W H AT to your W H O
  5. 5. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University POWER OF A GREAT BRAND PROMISE • Easily attract your core customer • Makes you memorable, remarkable, and standout in the market • Gain clarity on what’s important to your core customer • Focus sales and delivery teams • Close deals faster and easier • Play to your strengths
  6. 6. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University STEPS TO DETERMINE YOUR BRAND PROMISE 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
  7. 7. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University SANDBOX
  8. 8. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WHAT IS YOUR SANDBOX? • Where will you sell? (geography) • What will you sell? (product lines) • Distribution Channel? (B2B, B2C, dedicated sales force, sales reps, on-line, retail) W her e w ill you D OMIN ATE over the next 3 - 5 year s ? Step 1
  9. 9. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University CORE CUSTOMER
  10. 10. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WHO IS YOUR WHO? • A real person, not a category • Much deeper than market segments • They have reasons, emotions, fears, interests – they have NEEDS The ON E You C AN N OT Live W ithout Step 2
  11. 11. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University 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, etc.
  12. 12. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University EXAMPLE: START-UP FITNESS CENTER A n a d u l t m a n o r wo m a n wh o wa n t s a n d c a n a ff o r d a n e x c e p t i o n a l p e r s o n a l t r a i n i n g e x p e r i e n c e
  13. 13. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University THEIR WHO? A mom who wants her young children to get more nutrition • 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 J uic y J uic e Example
  14. 14. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University RHYTHM SYSTEMS EXAMPLE 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.
  15. 15. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University IN 20 WORDS OR LESS: • 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 Who is Your Core Customer?
  16. 16. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University 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? Step 3
  17. 17. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WHAT ARE YOU UNIQUELY QUALIFIED TO DELIVER? • Consider Strengths & Core Competencies • What are you uniquely qualified to do that others cannot do? • Is there something you already do they don’t even know about? • Do you have an asset you can use? • Consider your “Best At” from the Hedgehog exercise That fulfills their NEED (Not Wants ) Step 4
  18. 18. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University EXAMPLE: START-UP FITNESS CENTER “ M e a s u r e d p r o g r e s s t o wa r d t o t a l we l l b e i n g ”
  19. 19. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University EXAMPLE: FEDEX P e a c e o f M i n d • H a d t o r a i s e t h e s t a k e s f r o m o v e r n i g h t d e l i v e r y • N o w, c u s t o m e r s c a n k n o w wh e r e t h e i r p a c k a g e s a r e a t a n y t i m e
  20. 20. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WORK ON BRAND PROMISE
  21. 21. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University WHAT IS YOUR BRAND PROMISE? • Think about your Core Customer • Think about their needs • Think about your strengths & assets • Think about what your competition won’t do
  22. 22. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University PITFALLS TO AVOID • Overly complex promise that customers find confusing • Generic promise, not specific enough • Promising something that is tablestakes for your industry
  23. 23. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRAND PROMISE TEST • Is this why Core Customers buy? • Will it be easier to generate sales? • Will it make you better? • Will customers say you are different because of this?
  24. 24. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University 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
  25. 25. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University NEXT STEPS
  26. 26. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University BRING YOUR BRAND PROMISE TO LIFE • A s k y o u r M a r k e t i n g t e a m t o t e s t t h e m e s s a g i n g … d o e s i t a t t r a c t m o r e p r o s p e c t s ? • H a v e S a l e s t e a m t e s t i t wi t h p r o s p e c t s … d o e s i t h e l p c l o s e d e a l s ? • H a v e S e r v i c e / D e l i v e r y t e a m p r o v i d e f e e d b a c k o n t h e c u s t o m e r s y o u a r e a t t r a c t i n g • I s i t b r i n g i n g a l i g n m e n t t o y o u r S a l e s a n d S e r v i c e / D e l i v e r y t e a m ?
  27. 27. Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University ASSESS HOW YOU ARE USING YOUR BRAND PROMISE TODAY Red-Yellow-Green Your Brand Promise Your team is working to deliver on it and it is a clear differentiator that your customers love. Your Brand Promise is effective at winning deals. You are attracting more of your Core Customer in the sales process. You have key activities to deliver and KPIs to track its effectiveness. Your Brand Promise doesn’t differentiate or isn’t helping you close sales. Your Brand Promise is only for marketing and you don’t have activities or KPIs to support and measure it. You have not defined a Brand Promise for your company.
  • AngelaGleasonPMP

    Mar. 3, 2020
  • MDShaaif

    Feb. 21, 2017

This slide deck will help you understand, determine, and use Brand Promise to grow your business.

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