Now it’s time to develop a list of keywords that resonate with your clients, tribe, the big idea your business represents,  brand promise, solutions, products, services and story.
Now it’s time to take the basic marketing communication framework and dive deeper into knowing the personality, persona of the business, organization, brand. Yes, there are a million additional steps we could take to further advance and refine the process to develop marketing and brand strategy.
It’s extraordinary isn’t it how so much has been made of the emergence of China and India and of the impact of new technology on the world’s economic wellbeing – and yet a factor bigger than either of these dynamics has been comparatively ignored. Nanette Byrnes's cover story for the September 4th, 2008 issue of BusinessWeek goes to some length to point out how men are evolving as shoppers and how there is much more nuance to their buying habits than marketers had perhaps previously considered. Such press coverage reminds me of the big swing toward a women's-market focus that emerged roughly eight years ago. After all, good, basic, effective marketing involves narrowing the targeted segment to its utmost passionate core and then really digging in to get to know them as well as possible (aka — lots of work).
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.
Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. Professional services are sold on reputation and trust, and a strong brand establishes these qualities in the minds of prospects.
Cathedrals are “highly valued outcomes” clients and customers desire that cannot be easily obtained. There is a penalty for not buying, so essentially there is no option for the prospect — they must buy. What outcome the brand provides (value proposition), to whom (target customer), better than anyone else (proof). For professional service brands, defining the target customer is more about “fit” than demographics.


For professional services brands to “own” the one thing that matters to a prospective client requires you prove the claim of expertise. Write a Business Plan Choose from over 100 free sample business plans to use as templates for writing your own. A business plan is a written description of your business's future, a document that tells what you plan to do and how you plan to do it.
I spent about 15 years running a salon chain I co-owned,  marketing over 40 different locations, 500 unique  individuals and a couple hundred products.
Don’t worry I am not special I did not get the cooking gene, nor the 60 year marriage gene. In this step we treat the company as if they were a person and completely identify every like, dislike and trait from tone of voice, to words used,  preferred colors, symbols, icons. I will share other tools that are further refinements however, make no mistake after 100′s of business marketing gigs I can tell you that this is a very effective foundation from which  you can dive into creating a brand platform and to develop a marketing and branding strategy.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Service offerings, claims of expertise and quality delivery are table stakes in uncovering the real “value” of a service brand. Needs are unknown and unarticulated until the service brand enlightens the prospect to an outcome that, once revealed, is one that can’t be lived without.
Here, the challenge is to distinguish between required attributes – the ones that all competitors must have – and the truly unique attributes that only your firm can credibly claim.
This one thing must be highly valued by the target client and not be in abundant supply by competitive brands.
That marketing boot camp along with the last 5 years of strategic marketing consulting taught me one thing.
Every product and service either solves a problem or capitalizes on an opportunity; or solves pain points of clients.


What are 3-7 words that powerfully communicate what makes your company unique and different? The goal is to develop a very clear understanding of exactly what the brand looks like, feels like, sounds like and acts like. In my mind, the pendulum swing then was not from serving male consumers amazingly well to serving women (at all), but from marketing based on huge assumptions about how people buy to a wisely more narrowed focus on core customers with a much deeper understanding of how purchase decisions are influenced. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. When “services” are in abundant supply, customers need something more than ephemeral claims to make purchase decisions, and more importantly, become loyal advocates of the service brand.
Research Firms, Science and Technology, Advertising Agencies, Public Relations Agencies, Architecture and Engineering Firms serve latent outcomes.
I’ve learned to keep marketing and branding strategy easy for my clients by using tools like the one below. What is the problem your clients have, where is their life more painful than it needs to be? The brand promise and value proposition is overarching and yet every product and service should have a clear statement of value, promise also. This document becomes the filter by which we evaluate every new creative execution and campaign. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?



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