Taking Your Brand to the Top

Let’s for a moment look at this objective as being a race at the Olympics.

Many different nations enter, some are new to the event, some are household names in their field, some enter every year and just never seem to do any better, yet if they didn’t turn up they’d be missed.

However, some are already household names in another event or field, yet their people and their team are getting stronger every year, able to confidently enter new events they know they can achieve a strong result from.

As with any start point in a race there is an end goal to focus on. This being both the finish line and ensuring that you reach it first.

Unfortunately, it is probably the case that you’re not alone in this race. Other competitors are lining up alongside you as you take your marks.

Many of these competitors are established brands in this specific race you are entering, they’ve experience, pedigree and a strong following of loyal fans.

They’ve got all the latest publicity behind them, as well as unique features that are a recognised favourite with the fans in their chosen field.?

The start line

Every team is lined up, each wondering what training and development has been done behind the scenes.

What new features could be introduced, tactics deployed?

Everyone looks up and ahead...on your marks, set, GO!

From this point on all the planning, all the training and strategic focus will be apparent, as each competitor leaves the blocks. They are all aiming to finish first and secure even more loyal fans, increase focus from the media, as well as be recognised the best out of all the competition. The top of their game.?

The Mechanism

So, focusing back to a brand and a business that wants to enter the race to take its brand and products to the top, there must be a mechanism to do this.

That mechanism should encompass a plan to get to the end goal.

• Training & Development
• Focus market sector
• Who are the competition?
• Competitor Market share
• Consumer Brand awareness
• Retailer Brand awareness
• Brand & Product USP's
• Realistic time frame
• Team support
• Product Development
• Key customers = loyal fans

Training & Development

·????????Trade Customers

·????????Retail & Showroom Staff

·????????Consumers

Focus market sector

·????????Online to Consumer

·????????Retailer Showroom

·????????Developers - housing

·????????Distribution

·????????Wholesale/Merchants

Who are the competition?

·????????Top brands

·????????Where do they operate?

·????????What are their USP's?

·????????What’s their range architecture?

·????????What do they do well?

·????????What’s their price point?

·????????Who are their key accounts?

·????????What does their social media look like?

·????????What events and consumer touch points do they have frequently?

·????????What are the top 3 things customers say about them and their brand?

Competitor Market Share

·????????Where is this share from?

·????????What sector of the market are they strong and why?

·????????Is it market share by volume of customers or through selected partners?

·????????What are their weak points?

·????????Analyse with customers the things they could do better

·????????Which product category is the strongest and weakest?

Consumer Brand Awareness

·????????What consumer demographic do they supply?

·????????Where do they advertise?

·????????How do they advertise?

·????????Frequency?

·????????What USP and ‘call to action’ do they use across their advertising?

·????????What consumer events do they sponsor or attend?

·????????TV, Radio, Online, Press, what is the split and where for target advertisements?

Retailer Brand Awareness

·????????Do they know what you do?

·????????Have they been to a launch event?

·????????Why would they use you?

·????????What do they require in a brand?

·????????Do they really know your brand and products?

·????????Have you sponsored an event or team training day?

Brand and Product USP's

·????????What are yours?

·????????Why are they beneficial to the customers you’re targeting?

·????????Are they truly unique or just 'me too’?

·????????How do you make these stand out above the competition?

·????????What USP does the market or retailers recommend thy require?

·????????What are the gaps in your competitors USP?

·????????What does your product offer that differentiates it from the competition?

Realistic time frames

·????????Don’t set off at 100 mph to reach the finish line

·????????Pace the distance properly

·????????When do you need to speed up and when to slow down

·????????Don’t wear yourself out getting to the top, it’s a long way and needs planning and perseverance.

·????????It also requires team work, you cannot do this on your own

·????????Conserve your tactics and use when required, not all at once.

·????????Avoid diluted messages

Team Collaboration

·????????Work with open book techniques

·????????Shared knowledge, reinforced impact

·????????Behind every successful brand is the team and its people

·????????Engage all departments

·????????Marketing

·????????Finance

·????????Operations

·????????Sales

·????????Category

·????????R & D

·????????IT

Product Development

·????????Always be evolving

·????????Industry feedback

·????????Be creative, not a follower

·????????Listen to your competitors

·????????Listen to your prospective customers

·????????Deliver GAP analysis results

·????????Aim for the stars and catch one

·????????Intuitive technology to deliver your USP's

·????????Transferable features from other channels (Wi-Fi, Processors, colour schemes, styles and aesthetics.

All of this is just the beginning still to the final goal, achieving your brand as number 1.

This should be an undertaking carried out by any company wanting to enter their journey to the front of the pack.? If you want this to happen with your brand then please contact me directly to discuss

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