Rebrand using the Stealing Share Behavioral Modeling
A rebrand is a significant business, service, or product undertaking. It has costs and benefits. For a moment, let’s put aside the cost-benefit analyses and assume it makes sense for you.
Here is how we ensure the messaging change and positioning put your brand in a better position. Other brand companies want you to trust their experience in your category or the brilliance of their strategists.
Stealing Share has brilliant strategists and broad category experience. However, we want to share our science — our tools for making no missteps. Call us, and we will tell you how we do it. We are a different kind of rebranding company. Because our end goal is igniting the brand’s ability to steal market share, we looked at repositioning brands differently.
Stealing Share is a Science
A Rebrand is a science. And because this is science and not merely art, we needed a model. And the model had to be something that could be tested and challenged. As a result, we created our behavioral modeling.
It is a tool to measure the intensity and test the importance of those emotional intensities.
As a result, behavior modeling guides our brand development. It is a crucial safeguard during a rebranding project. If your branding goal is to increase customer preference and grow your market share, know that our brand development process goes beyond theory.
Our behavioral model makes rebranding a science. Not an experiment. Call us, and we will explain it in more detail.
You best understand the model itself as brand anthropology. Vastly different than traditional branding practices. You need behavior modeling and a better understanding of the human condition to influence human behavior and increase market share. Map it out. And see it in the context of a broader palette than just the confines of your category.
A Rebrand Builds on What You Already Own
A rebrand builds on what you have. A brand change initiative builds on what works now and incorporates what is happening right now.
We start fresh. That means we don’t assume we know
everything there is to discover in your target audience.
Our modeling opens the door to understanding your target audiences.
It goes deeper and goes beyond just their usage and attitudes. You also need to know what your target audiences believe to be true about their lives, values, aspirations, and goals.
The model illuminates these understandings. It weaponizes the brand’s position and meaning to disrupt the current market. You need to understand better the beliefs that trigger behavior, guide their lives, and direct their purchase decisions.
That is why we developed our behavior modeling. But also it is a predictive model.
It allows us to see the consequences of a new brand meaning on the market. We can visually identify the causes and effects of every nuance in the rebranding strategy.
Traditional Brand Strategy is a Failure
Traditional rebranding fails. Emotionally held beliefs encourage preference over the needs and wants of your current brand promise. The model allows us to anticipate and more sharply identify the crucial changes in the brand message. We developed this behavior modeling for finding and isolating those essential beliefs.
Traditional brand messages and corporate brand adjustments seek to exploit a unique selling proposition. The unique selling proposition satisfies a purpose (i.e., get whiter whites with laundry soap powder). As a result, brands that aim to steal market share need to be more critical to the customer’s sense of self. The beliefs fuel the brand’s position and not just desires. That is how a brand becomes immediately important. It is the secret sauce.
We model the space to understand all the nuances because your brand must reflect the belief systems that direct behaviors and uncover why someone wants or needs a better laundry result.
We conduct Preceptive Behavioral Modeling sessions built upon a model for predicting success. It provides the basis for our research as we target and influence the market. These precepts command the actions of your target audience. There is a one-to-one causal relationship between what the customer believes to be true about the world and the purposes (and purchases) they seek to fulfill daily.
Rebrand to Represent What They Covet
Human beings naturally seek balance. Your brand must use this naturally occurring power. Your customer and prospect naturally gravitate away from conflict and towards an internal sense of harmony.
This means they seek to diffuse conflicts in everything they do and purchase decisions.
Conflicts exist between their actions and their belief systems. It comes down to simple physics in the end. In general, what they believe to be true about the world creates the purposes they seek to satisfy in specific purchase categories.
Brand strategy is all about permissions. Brand permissions arise from the precepts of your target audience and the purposes that your brand meets.
Understanding the ruling precepts when developing a strategy is as important as understanding regional and cultural differences. It means more.
Human beings are inherently wired to seek balance and internal agreement. When faced with decisions, we strive to align our choices with our values, desires, and emotions. In the business world, this psychological tendency provides valuable insight into how a rebrand can be a potent strategy. A well-executed rebrand not only reshapes a company’s image but also gives customers the “permission” to prefer what the company sells by helping them resolve internal conflicts.
Understanding the Quest for Internal Balance
In our complex world, individuals are often bombarded with choices. From mundane decisions like selecting a morning coffee to significant life choices, the decision-making process is intricately tied to the pursuit of balance.
We seek coherence between our desires and actions and gravitate toward brands and products that align with our self-perceptions and aspirations.
Consider a scenario where customers are torn between their desire for indulgence and their commitment to a healthy lifestyle. This internal conflict creates a sense of tension that hinders decision-making.
In such instances, a well-crafted rebrand strategy can be transformative. By acknowledging and addressing the customer’s internal struggle, a brand can provide a solution that bridges the gap, thereby granting the “permission” to choose a product that aligns with their values and desires.
The Role of Rebranding: Balancing the Equation
Rebranding is not merely about changing logos and colors; it’s about reshaping a brand’s identity to align with its target audience’s evolving needs and aspirations.
By understanding the internal conflicts that customers experience, brands can position themselves as facilitators of harmony and balance. This involves two essential steps: acknowledging the customer’s dilemmas and providing a solution that alleviates the conflict.
Imagine a company producing delicious snacks but struggling to appeal to health-conscious consumers.
This company can highlight its commitment to using healthier ingredients, transparent labeling, and responsible sourcing through a rebrand. By directly addressing the internal conflict of indulgence versus health, the brand extends the “permission” to health-conscious consumers to enjoy its products guilt-free.
Empowering Through Permission
Rebranding strategies that address internal conflicts empower customers to make choices that resonate with their inner values. They provide a sense of permission to embrace a particular brand, product, or service by resolving the dilemmas that might have held them back.
Consider a financial institution that aims to attract customers torn between their desire for personalized service and security concerns.
The institution can highlight its cutting-edge security measures through rebranding while emphasizing its commitment to personalized, human-centered service. This strategy grants customers the “permission” to trust the institution with their financial needs, thus striking a balance between their desires.
Here are prime rebrand examples of a successful rebranding strategy that addressed internal conflict. Consider Dove’s Real Beauty campaign. By acknowledging society’s conflicting beauty standards, Dove empowered women to embrace their natural appearance.
This approach resonated deeply, solving the internal conflict many women experience between their self-perception and societal expectations.
The campaign didn’t just sell products; it sold the permission to feel beautiful as one is.
Building Bridges to Choice
In branding, acknowledging and addressing internal conflicts cannot be underestimated.
A skillful rebrand strategy gives customers the “permission” to prefer a brand’s offerings by helping them navigate their inner dilemmas. By becoming a bridge between desires and actions, brands can forge lasting connections with their target audience. In a world inundated with choices, a brand offering clarity, understanding, and resolution becomes a guiding light in decision-making.
As businesses strive to capture hearts and minds, embracing this nuanced understanding of human psychology can pave the way for successful rebranding and sustainable growth.