The real art of business marketing is uncovering the business core services/products and “packaging” them to be desirable.This “packaging” requires more than key messaging, creative design and credibility – it needs business modelling and a process. In this post I will outline the key brand marketing or BRAND CHATTER™ modelling components.
To model your business, you must create a business platform that precisely identifies the service/product/system that will engage and incite chatter or awareness for your brand. (i.e. BRAND CHATTER™)
There are 4 Master Components of Successful Brand Marketing (BRAND CHATTER™) Modelling:
Brand Marketing Master Component #1 – Internal BRAND CHATTER™
Internal BRAND CHATTER™ is what you and the business need the team to feel and want to say about the brand. The internal BRAND CHATTER™ is vision based, inspiring, compelling, realistic, preferential, unique and competitive. The internal BRAND CHATTER™ is born from the company leader and massaged, kneaded and formed by the team collaboratively. It is an emotional statement, belief and mandate and acts as the business cultural guiding light for the team. The internal BRAND CHATTER™ is proudly referenced, displayed visually and becomes the core chattered language in the company against which all performance is measured.
To create the internal BRAND CHATTER™ is is critical to identify the company’s “Key Connector”.
Brand Marketing Master Component #2 – Key Connector
The Key Connector for business is determined by selecting the specific actions the team performs with excellence and extreme pleasure. By identifying the actions in the business that provide extreme pleasure, one can quickly identify the Key Connector. What actions, deliverables, processes and procedures do you enjoy the most in the business? These actions could involve innovation, system efficiencies, relationships, education, leadership or a combination of these actions. Once these are identified, the Key Connector can be easily detected by examining the value and effect of these desired actions. Why are these actions pleasant for the team to execute? What value and effect do these actions have on the team specifically? You will begin to see a correlation between excellence and pleasure in your business. The Key Connector is not what you do differently in the marketplace, it is what you do with excellence and pleasure.
Brand Marketing Master Component #3 – Impact Factor
The Impact Factor component of successful BRAND CHATTER™ is critical to ultimate success in business. Impact does not mean the end deliverable or results you deliver – rather it means the affect of your results on others. What is your business impact? Will your business actions affect a few, a bunch, a mass, the world, the future? What is the projected impact your actions will have on others? In science, every action has a reaction. Translating that into business and marketing – every business action has a BRAND CHATTER™ reaction. How will your actions impact others feelings and beliefs? How will your business be remembered? What legacy are you creating? What range factor of impact do you desire?
Brand Marketing Master Component #4 – External BRAND CHATTER™
External BRAND CHATTER™ is extremely relevant and sensitive these days. This is what you want others outside your business to feel and say about your products/services and team.
It is the emotional connection you have with people outside your business and the reach of that strong connection (positive or negative) in individual networks. With the accelerated capacity to spread opinion to others from any connected device, your external BRAND CHATTER™ has become one of the most concerning and sensitive areas of focus for your marketing. It is critical that business owners pay close attention, monitor and measure their external BRAND CHATTER™. There are a variety of options available to businesses that enable people to monitor and measure their BRAND CHATTER™. I will do a seperate post on the tools I recommend in detail, but if you can’t wait, connect with me and we will chat.