WORK
brand
REPOSITIONING
Brand is deeper than a business discipline like Marketing or Sales or Customer Service. It’s more than Strategy. It’s more than Identity. Think of Brand like a person. Brand is the BODY and SOUL...the WHO and WHY. It’s alive. The business disciplines are the WORK of the person...the HOW.
That’s why it is so important to get the Brand Positioning right. Without it, everything in the business is so much harder.
Solution Focus
Brand Repositioning for B2B companies with annual revenue between $2M and $50M.
Often skipped, but never here @ Lumotiv, work ALWAYS begins with a proper Brand Analysis. The exercise is vital in helping everyone on both teams better understand the brand, at the same time. Without it, shortcuts and disconnects will occur in the output of the identity...and in the results you seek to achieve in using that identity to be unique, achieve growth, and inspire loyalty among your people and customers.
Presentation of the analysis report marks the introduction of the most useful way to see your brand, through the AudienceLens™, a principled mindset and language for earning and nurturing trust by focusing on the WHYs of the audience. Multiple deliverables will be recommended within the following categories...
strategy
The strategy is designed to inform, preserve, and promote the essence of your brand, the story, and the identity. The strategy contains elements of planning and aspiration to be in the right position.
story
The Brand Story is the architecture, name, voice, and multiple forms of short story content representing the core messaging. It presents the brand as the guide and the customer as the hero.
identity
The Brand Identity is the representation of the brand in multiple digital assets, anchored by the website. The identity includes the creation of those assets in accordance with the design style.
Indicators of a Brand positioning Problem or Opportunity
Everything in a business is so much harder, and more expensive, when the Brand is not properly positioned (in the market, and in the minds of you and your team). The following are indicators of a brand positioning problem or opportunity indicating a possible need for brand repositioning...
GROWTH IS A GRIND
Everything in marketing, sales, and service feels harder than it should be resulting in a deal close rate below 50%.
not uniquely positioned
The brand look, feel, and/or name does not stand out, and/or is unoriginal.
disconnected/missing FEEDBACK LOOPs
There’s no programatic feedback loop for NPS (Net Promoter Score), no QBR (Quarterly Business Review) or similar model in place for long term engagements, nor is there a programatic referral process.
INEFFECTIVE STORY
Messaging doesn’t effectively use the art of storytelling for business.
WRONG HERO
The brand messaging positions the company and the people in it as the hero more than the people who are the customers. Also a problem: more promotion of customer brands over that of the people representing those brands.
EMPLOYEE CONFUSION
If observed and surveyed independently, employees are unclear on the mission, vision, and principles.
SOLVE COMPLEX PROBLEMS
The company solves complex problems that reflects back on the brand messaging making it difficult to create messaging that the audience can easily understand.
DRIFT
The company is good at delivering on its “sweet spot” offering(s), then they get asked to do related work, but not in the sweet spot...creating a “drift” from the mission and scalable growth.
hero stories
To best understand the results you can achieve through Brand Repositioning work, click on a photo to hear about the results these heroes achieved...
If you’re ready to make your company truly unique, achieve growth, and inspire loyalty... it all starts with a conversation. Don’t worry. It doesn’t hurt. It’s just a conversation. What you do with it is always up to you.