Branding

Your brand is the true, unique essence of your organization.

About Your Brand

Your brand is simply a reflection of what’s true about your organization.

 

In the age of radical transparency, it’s obvious when there is a gap between your “brand promise” and reality. For that reason, it’s crucial to have a genuine commitment to doing the right thing, to having a purpose that serves all stakeholders and the world.

 

It’s also crucial to differentiate your organization from the crowd.

 

Differentiating Your Brand

I work with you and your team to differentiate and position your brand in a way that resonates deeply with your audiences. The core discipline in this work is the competitive differentiation.

 

In a competitive differentiation, we conduct a dispassionate, in-depth analysis of your strengths and weaknesses vis a vis your peers worldwide. Then we use a structured process to articulate the strongest positioning and most compelling messages for your services.

 

These messages are unique, credible – as in true, real, authentic – and also relevant to your audience.

 

The competitive differentiation offers enormous strategic value beyond the development of the strongest, most refined positioning as it typically surfaces new, valuable information on the competitive playing field, your real strengths and weaknesses, what your clients really want and need, and changing market dynamics and trends.

 

The insights we glean from the competitive differentiation typically reveal risks and opportunities that inform your strategy.

 

As part of this work I do an audit/analysis of your online presence and often find rich assets we can use more effectively to strengthen your narrative or tell your story in a more engaging way.

 

Once we have developed the most refined positioning and strongest messages for your organization, service, or product, we work with you to develop internal and external communication strategies to broadcast these messages.

Projects

I have conducted competitive differentiations for:

  • A joint venture and mergers/acquisitions in global banking in the United States, Canada, and Europe.
  • The purchasing outsourcing and procurement services business of a major firm.
  • Business lines, products, and services in banking, technology, commercial real estate, consulting, and communications.

Services

Core services:

  • Competitive differentiation research and analyses
  • Audits/analyses of your online presence
  • Positioning and key message development
  • Providing the strategic input your team needs to strengthen your website and online presence

 

Additional services:

  • Development of internal and external communication strategies and global thought leadership programs
  • Refinement of your purpose statement and core values to reflect the imperatives of the moment
  • Training (for your team) on core branding disciplines–competitive differentiation and message platform development

 

“The competitive differentiation you conducted changed our understanding of the competitive playing field for this business. We didn’t just change our messages; we changed the whole strategy for the business.”
– Board Member, Multinational Consulting Firm

More Topics

deeppurpose
Why is clarifying your purpose essential?
ToRebrandOrNot
 When does it make   sense to rebrand?

Call Alice at 347-647-4221