You can’t get where you’re going until you know where you stand.
Brand Strategy starts with understanding your technology customer at the heart, mind and gut level. Where are they? Who are they? What keeps them up at night? How and why do they make buying decisions?
The first step in getting more customers to love you is studying those who already do (and sometimes a few who have lost that loving feeling). Brand Strategy reveals why your customers chose you, why they’re loyal, why they care. From there, the customer journey is mapped out. This critical research serves as the foundation for all branding work to come.
Here’s what is accomplished in the Brand Assessment phase.
Discovery MindJam: The start of a beautiful relationship
Through this relationship-building discovery workshop, Toolbox gathers information from your team to establish branding and messaging criteria. Together, we take a look at where you’ve been, the immediate road ahead and your dream destination.
Together, we take a look at where you’ve been, the immediate road ahead and your dream destination.
We then discuss the competitive situation, strengths and weaknesses, current perceptions in the organization and existing brand communications.
Brand audits: Know where you stand
You can’t get where you’re going until you know where you stand. As a third party with a healthy outside perspective, Toolbox digs in and interviews your key customers, enabling them to open up and share why they love you, what you could be doing better and how else you could be serving their needs. We also interview key staff to gain a deeper understanding of your core solution, value proposition, audiences and how you connect with these audiences. This research codifies your current brand position and establishes a bedrock for the brand development work to come.
Competitor research: Know who you’re up against
Your big idea is better than the status quo, but without a slingshot, David does not beat Goliath. For innovative stage-two technology companies, being better isn’t enough. Toolbox conducts market research to determine your position in relation to your competitors. This analysis lays the foundation for articulating your unique brand position and taking on the big players in the space (and their big budgets).
Customer journey map: Know how your customers navigate the buying process
Using all the intel gathered during the steps above, Toolbox maps out your entire customer engagement process. What triggers potential customers to assess their needs? What makes them think they might need what you sell? What initial investigative steps do they take: solicit peer referrals, attend trade shows, conduct web searches, post RFPs? What does their initial contact with you (and your competitors) look like: email inquiries, phone calls, white paper downloads, app trials? How does your initial conversation with customers go? How do you articulate your brand position? How do you stack up against competitors? What’s your close rate? What are the next steps to convert prospects into customers?
Once we have an understanding of how prospects find you, we determine the appropriate tone to strike. There are times when your message needs to be shouted from the rafters. There are times when your message should to be more buttoned down and direct. Toolbox determines the language your brand needs to speak in order to connect.