Branding Insights

Making global brand portfolios stronger by their relationship

Over 25 years ago Al Ries and Jack Trout wrote the brand classic Positioning: The Battle for Your Mind.

The book still has a tremendous impact on our brand philosophy all these years later. Positioning: The Battle for Your Mind teaches ultimate appreciation for the importance of the single brand.

However, as today’s global brand icons acquire additional brands, there exists the need to bring these brands together in a cohesive brand portfolio. Customers must embrace the relationship and benefit of buying from a single unified global brand that has made the portfolio stronger by their connection.

Equally important, employees need to embrace these new relationships and elevate the newfound strength of the entire brand portfolio to customers.

Making global portfolio brands stronger by single ownership lifts all brands in the boat, and is the sweet spot of our brand work.

Customers will pay more for the right brand image

Does the right brand image matter? According to a study done at the University of Georgia real-estate buyers will pay a 4.2% premium for a property in a subdivision that has the term “country” in its name, and an additional 5.1% on top of that for “country club.”

How customers perceive your brand can make a difference in what people are willing to pay for your product or service.

Do you understand why they buy?

When was the last time you sat down with your best customers or the people selling, installing, or handling your product or service and asked them what differentiates it from your competitors, and then determine ways to optimize that point of differentiation in your marketing?

Have you made time to understand and analyze the positioning of your competition?

Is this a good time to review your integrated marketing plan and seek opportunities to improve?

Have you mind mapped all of your touch points and made certain your message is consistent across all channels?

If you haven’t had time to do some of the above, relax and call Synergy Leadership Group. We have performed the above analysis and positioning for some of the most iconic brands in America.

Because “he/she” wants it done that way

As a leader of your organization have you ever heard someone explain company direction by saying, “Because (insert your name here) wants it done that way!”

When it was my name inserted in that sentence it made the hair on the back of my neck stand at attention.

It was at a point in my career before I learned the power of storytelling.

It is tough to manage a large group of people and do your best to explain the “why” behind “why the company is a certain way.”

With memorable, planned, and consistent storytelling, all leaders can more easily guide the company in the direction you have chosen.

Generate passion for your strategic direction

Studies have found that employees perform at a higher level when they have a clear understanding and a sense of purpose for where their organization is going, how they are going to get there, and their role in the journey.

The best strategic planning efforts begin with an internal rollout that aligns the organization behind the vision and generates excitement and passion for the new direction.

With Synergy as your strategic planning partner, we’ll work hard to bring your employees into the process so they have contributed to the planning and feel ownership in the new direction by launch time.

We have performed hundreds of strategic planning and branding sessions for a diverse range of companies. They benefit from the knowledge gained and renewed sense of purpose and direction.

We use a proprietary program called Brand Life to guide our planning process to a deliverable that leaves no doubt about what your organization stands for, how it should present itself to its customers, and the employee’s role in accomplishing the organization’s goals. We guarantee your complete satisfaction with our work.

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