There is a process and a methodology that works, even if you sell something everyone sells, and most clients think it is a commodity. For every market and every product or service there is a brand leader, and that leader is capturing the lion share of the sales, and will have the best margins. So the goal is to be that company, and to stay that company.
The good news for those who not the market leader, leadership is not a birthright. You must work to stay on top or someone who is working harder, smarter, and with a better plan will bypass you.
To get started, I will begin with the end in mind, and define Brand Dominance, our goal. Brand Dominance is when you are perceived as the first, or only choice for the product/service you provide within the marketplace you serve. Additionally, you are the highest ranked and rated solution offered on the internet, when the key words and phrases that define your business is searched.
Not knowing where you are in this process I'll start by defining the brand continuum, and then the processes we will undertake to get you to the top.
- No Brand Awareness - Don't know you, don't need you, don't want you
- No Brand trust - Knows who you are, don't trust you
- No Brand Uniqueness - Knows you, trusts you, but no difference between you and others
- Brand Loyalty - Knows, you, trusts, you, appreciates your difference, willing to try you again
- Brand Dominance - Advocates for you, will not try another brand
Within this continuum, there are nuances that we must understand in shaping our positioning, offerings, messaging, and marketing actions on our way to brand dominance. They are;
- Adoption lifecycle
- Industry you serve
- Demographics of your customer
- Buying criteria
- Your Corporate culture
We will touch upon all of these as I tell this story through the eyes of my own business, and businesses I have coached through the years. Stay tuned.
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