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Home > What We Do > Brand Development > Our Process |
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 How It Starts—It Starts With Precepts. Our brand process starts by conducting one-on-one interviews with your key personnel and other influential members of your marketplace, such as media, suppliers and even some rejecters, to better understand your brand as it exists now. Stealing Share® has developed a strategic model for understanding and changing human behavior that we apply in our branding process. We call the model the Perceptive Behavioral Model, and it is based on a simple, fundamental truth—that all human behavior is a result of beliefs. From a brand development perspective, this model indicates that your brand must perform one of two functions if it is to change consumer behavior and steal market share from your competition. It must either align itself with a powerful precept (belief) already moving in the market space or create and communicate a new one. Brand development must either move with the current or switch streams altogether. How We Find Your Target Audience—By Going Into The Field. We conduct a both qualitative and quantitative research to fully understand the market trends and key influences in the market. We test the precepts from the Perceptive Behavioral Model in addition to the usual benchmark queries. Brand strategy must ask the right questions in order to be successful in growing market share. How We Analyze The Competition Is Different—We Broaden The Scope. We conduct a no-holds-barred review of market trends, marketing messages, brand positioning, personality, promises, strategy, and consistency of all communication of the competition. We identify the competitors and perform multiple brand investigations. We visually graph competitors in a clear representation of a snapshot of the market, examining them from the outside-in point of view - from the eyes of the customer. How We Look At Your Brand Identity—By Looking At It Dispassionately. You love your brand, and sometimes it’s difficult to look at your brand message objectively. We look at your current brand strategy with a dispassionate view so that we clearly understand what is being communicated in the market and can consequently uncover brand equity. How We Look At The Market—From The Outside In. Your customers’ perceptions form the bedrock and foundation of our brand work. We value the outside-in perspective for branding because it defines the complete category of choices from the perspective of the target market. It sees the category from the most important point of view — the customer. What You Get—Actionable Strategies You Can Execute Immediately. The deliverables include a brand charter, which acts as the constitution for the brand. It defines for whom your brand is targeted, for what the brand stands, what promises the brand makes, and the brand’s personality and nuances. It states the brand position clearly. The other major segment of the deliverables is the three-part creative brief. The first part of the brief is the media brief in which the market research is condensed to its germinal parts. Quantifiable marketing goals are identified and appropriate media vehicles are recommended for exposing the brand messaging to the greatest number of consumers and influencers. The background brief to the media and the creative brief describes the key brand characteristics to market, both physical and emotional, as they relate to the target audience. The creative brief is the blueprint for all of the creative work including marketing and advertising strategies. Most importantly, however, it makes hard and important decisions that outline critical brand tactics. It also includes a single-minded proposition—the single most important brand idea that causes the change in the target audience and the growth of your brand’s market share. Stealing Share® completes important and creative work, such as: Click here for a project flow chart of a typical Stealing Share project. Click here for Site Map |
Customers are different. Customers are the same. By beginning with precepts, Stealing Share® uncovers the beliefs that create the common behaviors.
All human behavior is a result of beliefs.
Discovering how customers see you in context with the category is the first step. |
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