Transcript
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE & CORE CUSTOMER
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE
• It must really matter to your customers
• It must differentiate you from your competition
THE PROMISE YOU MAKE TO YOUR CUSTOMERS
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
BRAND PROMISE
WHO? Your Core Customer & their Needs
WHAT? What makes you unique – or at least uncommon
HOW? The persuasive strategy that will convince your WHO to buy your WHAT
I t ’ s H O W y o u s e l l y o u r W H AT t o y o u r W H O
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
STEPS TO DETERMINE YOUR BRAND PROMISE
1. Decide on your Sandbox
2. Identify your WHO
3. Discuss their needs (vs. wants)
4. Understand what you are uniquely qualified to deliver
5. Determine your Brand Promise
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHO IS YOUR WHO?
• A real person, not a category
• Much deeper than market segments
• They have reasons, emotions, fears, interests – they have NEEDS
T h e O N E Yo u C A N N O T L i v e W i t h o u t
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHY DO YOU NEED TO KNOW YOUR CORE CUSTOMER?
•They will buy at optimal price & quantity to generate profit•Personalizing your “who” allows you to really understand them• This allows you to focus your resources & clarify your message•You can discover their habits and determine the best way to reach them – social media, on-line, etc.
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
EXAMPLE: START-UP FITNESS CENTERA n a d u l t m a n o r w o m a n w h o w a n t s a n d c a n a f f o r d a n
e x c e p t i o n a l p e r s o n a l t r a i n i n g e x p e r i e n c e
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
THEIR WHO?
A mom who wants her young children to get more nutrition • Realized it is not the child
who is making the purchasing decision
• Developed web strategy targeting their online savvy WHO
• Result: #1 brand in category, $400m a year in sales
J u i c y J u i c e E x a m p l e
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
RHYTHM SYSTEMS EXAMPLE
The c oachab le CEO o f a g row ing company w i t h 50+ emp loy ees , and mu l t i p l e l ev e l s o f managemen t who
wan ts t o empower t he i r t eam to s tay f oc us ed , a l i gned & ac coun t ab le t o
ac h i eve resu l t s .
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
IN 20 WORDS OR LESS:
• Who are your best customers?• Who makes the buying decision?• What does your team love about
working with them?• What do they love about working
with you and your team?• What do they all have in
common?• Role, title, responsibilities• Characteristics, traits
Who is Your Core Cus tomer?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
NOW, WHAT DOES YOUR WHO NEED?
• Focus on Needs not Wants
• What need is your competition unwilling or unable to meet?
• Put yourself in their shoes
• What keeps them awake at night?
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
WHAT ARE YOU UNIQUELY QUALIFIED TO DELIVER?
• What are your strengths & Core Competencies
• What are you uniquely qualified to do that others cannot do?
• Is there something you already do that they don’t even know about?
• Do you have an asset you can use?
• If you have done the Hedgehog exercise – consider your Best At
That fu l f i l ls thei r NEED (Not Wants)
Copyright © 2016 Rhythm Systems, Inc. rhythmsystems.comRhythm® University
EXAMPLE: START-UP FITNESS CENTER“ M e a s u r e d p r o g r e s s t o w a r d t o t a l w e l l b e i n g ”
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