Branding is often associated with identity and marketing, but the most successful businesses understand branding as a foundational element of strategy. To customers, a successful brand (with its associated marketing messages and images) is the embodiment of a desired outcome. Building a strategic brand is about understanding and satisfying your customers\’ outcomes in a way that truly separates you from your competitors. When you become known for your ability to fulfill a customer\’s desire in a way no one else can, then you not only have an authentic brand but you also have a clear path for continued growth.

1. Branding for Growth
Presented by Rob Hinckley • September 8, 2011

2. Branding for Growth
Part 1: The Rewards of Strategic Branding

3. Branding for Growth September 8, 2011
brand = ?

4. Branding for Growth September 8, 2011
competitive separation
we are clearly
ahead of other
options

5. Branding for Growth September 8, 2011
the best option for ...

6. Branding for Growth September 8, 2011
our customers’ outcomes
... not our
company’s
offerings

7. Branding for Growth September 8, 2011
their desired outcome our offering

8. Branding for Growth September 8, 2011
our goal is to brand this not this

9. Branding for Growth September 8, 2011
while still selling this

10. Branding for Growth September 8, 2011
strategic branding =
clear competitive separation
in satisfying our customers’
most valued outcomes

11. Branding for Growth September 8, 2011
brand rewards:
• rapid growth

12. Branding for Growth September 8, 2011
brand rewards:
• rapid growth
• less risk

13. Branding for Growth September 8, 2011
brand rewards:
• rapid growth
• less risk
• permanent customer
association

14. Branding for Growth September 8, 2011
brand rewards:
• rapid growth
• less risk
• permanent customer
association
• premium pricing

15. Branding for Growth September 8, 2011
brand rewards:
• rapid growth
• less risk
• permanent customer
association
• premium pricing
• easier marketing
decisions

16. Branding for Growth September 8, 2011
their desired outcome our offering

17. Branding for Growth September 8, 2011
outcome: freedom to come and go (affordably)

18. Branding for Growth September 8, 2011
outcome: a pure drink of water (+ a tropical daydream)

19. Branding for Growth September 8, 2011
outcome: a more sanitary way to clean your nose

20. Branding for Growth September 8, 2011
outcome: the same fast meal anywhere in the country

21. Branding for Growth September 8, 2011
outcome: the movies come to you

22. Branding for Growth September 8, 2011
outcome: ? x

23. Branding for Growth September 8, 2011
the problem
the core of your brand will
slowly becomes business-as-usual
for you and your competitors

24. Branding for Growth September 8, 2011
the problem
extraordinary outcomes > ordinary

25. Branding for Growth September 8, 2011
there are
no rewards for
being ordinary
BUT
there are losses for
failure to maintain
expected standards

26. Branding for Growth September 8, 2011
the solution
create a new brand core:
satisfy an important outcome, and
separate from the competition

27. Branding for Growth
Part 2: Developing a Growth Strategy

28. Branding for Growth September 8, 2011
growth strategy:
• identify customer
segments

29. Branding for Growth September 8, 2011
growth strategy:
• identify customer
segments
• identify important
but unsatisfied
outcomes

30. Branding for Growth September 8, 2011
growth strategy:
• identify customer
segments
• identify important
but unsatisfied
outcomes
• design extraordinary
outcome experiences

31. Branding for Growth September 8, 2011
growth strategy:
• identify customer
segments
• identify important
but unsatisfied
outcomes
• design extraordinary
outcome experiences
• stay disciplined

32. Branding for Growth September 8, 2011
growth strategy:
• identify customer
segments
• identify important
but unsatisfied
outcomes
• design extraordinary
outcome experiences
be the big fish in a small pond
• stay disciplined

33. Branding for Growth September 8, 2011
growth strategy:
• identify customer
. segments
• identify important
but unsatisfied
outcomes
• design extraordinary
outcome experiences
outcome analysis: observation, interviews, and surveys
• stay disciplined

34. Branding for Growth September 8, 2011
growth strategy:
now we have the information we need to be creative
• identify customer
. segments
• identify important
. but unsatisfied
. outcomes
• design extraordinary
outcome experiences
• stay disciplined

35. Branding for Growth September 8, 2011
growth strategy:
develop and stray true to a Dominant Selling Idea (DSI)
• identify customer
. segments
• identify important
. but unsatisfied
. outcomes
• design extraordinary
. outcome experiences
• stay disciplined

36. Branding for Growth September 8, 2011
“An outcome-driven
strategy secures for a company a
competitive position that is both
unique and valued.”
– Anthony Ulwick, Strategyn

37. Branding for Growth September 8, 2011
“To innovate forever is not an
aspiration, it is not a strategy,
it is a requirement.”
– Geoffrey Moore, TCG Advisors

38. Thank You
Presented by Rob Hinckley • September 8, 2011