The Six-Step Formula to Reinvent Your Brand.


Playbook Step-by-Step Playbook to Building a Strong Brand



Step 1: Understand Branding
  1. Definition: Branding is the association between your business and familiar, positive concepts.
  2. Goal: Establish clear and positive associations to create a strong brand identity.


Step 2: Identify Why Branding Matters
  1. Economic Impact: A strong brand lowers customer acquisition costs (CAC) and increases customer lifetime value (LTV).
  2. Benefits:
  3. Attract more customers.
  4. Increase conversion rates.
  5. Enable premium pricing.
  6. Foster customer loyalty and repeat business.


Step 3: Define Your Target Audience (The "Who")
  1. Criteria for Selection:
  2. Growing Market: Target a sector that is expanding.
  3. Affordability: Ensure your audience can afford your offerings.
  4. Ease of Targeting: Choose an audience that is easy to find.
  5. Pain Points: Focus on audiences experiencing pain points that your product/service can solve.
  6. Example: An accounting firm might target med spas and anti-aging clinics due to their growth, wealth, ease of targeting, and specific financial pain points.


Step 4: Understand Audience Preferences
  1. Research: Identify what your target audience values and struggles with.
  2. Example: Med spas may value increasing profits, acquiring more customers, optimizing operations, building a sellable business, and recruiting and retaining talent.


Step 5: Create and Advertise Relevant Content
  1. Content Creation:
  2. Develop content that addresses your audience's needs and positions your brand as a solution.
  3. Use blogs, videos, cheat sheets, and other formats to share valuable information.
  4. Advertising:
  5. Use various channels to promote your content and reach your target audience.
  6. Differentiate between advertising (making your brand known) and branding (the content of your advertising).


Step 6: Keep Your Promises (Product Quality)
  1. Deliver Consistency: Ensure your product/service delivers as promised.
  2. Build Trust: Consistently meet or exceed customer expectations to create a virtuous cycle of branding.
  3. Encourage Feedback: Foster word-of-mouth marketing by encouraging satisfied customers to share their experiences.


Step 7: Maintain and Evolve Your Brand
  1. Continuous Improvement: Regularly review and refine your branding strategy based on feedback and market changes.
  2. Prune and Plant: Continuously manage your brand’s associations, removing negative or irrelevant elements and strengthening positive ones.
  3. Adapt to Trends: Stay current with market trends and evolving customer preferences to keep your brand relevant.