What makes your innovative tech company different? Why should your prospective customers care?
You know your technology is superior to the industry Goliath. The challenge is that your potential customers don’t. They’re comfortable with what they have. They don’t crave a better experience. They might not know a better product exists. Even if they’ve heard of your technology, simply knowing your company exists is not enough to change their behavior. Customers need to be able to compare and contrast your tech with the status quo. They need incentives to change their behavior and assurances that their risk will be rewarded.
The Brand Strategy phase is designed to articulate how your company is different, demonstrate why your potential customers should care and inspire them to take action. At this stage, brand positioning and messaging is developed based on your buyer personas and customer journey map.
Here is what’s accomplished in the Brand Strategy phase.
Here we'll define who you are as a brand, who you’re not, where you’re going and how you’ll get there. Your brand positioning gets to the essence of who you are. It articulates the inherent value of your offerings and explains how you differ from your competition.
The voice of your brand is established. You can give your elevator pitch with time left for small talk. A well-crafted positioning statement builds critical consensus within your company and assures the same story is being told on the marketing, sales and tech fronts. The Toolbox tone-o-meter maps out the appropriate language for all possible situations.
Your branding campaign is conceptually and visually realized. If you had a billboard in the center of town, this is what would be on it. This is where the psychology and science from the Brand Assessment phase blend into the art of brand design. Next comes applying The Big Idea through all parts of the Brand Implementation phase.