Just FYI, no blogs last week due to flu bug. Funny how you can’t write when you can’t sit up.
Today’s guest blog is written by Mindy Jeffries of Stealth Marketing. She will be writing a series of blogs that will appear here occasionally. If you want to contact Mindy you can call her at 314 880-5570. Tell her you saw her here!
In my last blog, I talked about branding things – things with which your customers interact! “Things” is a little vague, so let’s clarify – your branded assets include things like: your office, trucks, people (uniforms), website. What about branding your product? What are the stepping-stones of branding your service that you’ll be delivering to your customers? This gets complicated really quickly, so how can we simplify it?
Let’s begin with the strategic analysis of the brand.
The first step is a customer analysis.
Here are questions you have to ask yourself: what are the current trends in the telecommunications industry? What is affecting your business? We all know some of those major trends; landline disconnections, and streaming TV, for example. But now let’s add motivation questions. Which customers are motivated to use cell phones in which parts your geographic footprint? What are the unmet needs of your customers? Brainstorm these questions with your team and figure out answers relevant to your brand. In the end you’re shooting for stellar customer service, making each customer happy beyond expectations.
The second step: Competitor analysis.
What are your strengths compared to all competitors including these new Internet competitors? What are your answers to the “cell phone problem”? What are the strategies to attack the segments we have previously identified? And last but not least, what are your vulnerabilities? Examining your vulnerabilities is hard, you have to strip away your bias, take a step back and look at the big picture. Be honest with yourself. Analyze yourself like you would your competitors. Which leads nicely into…
The third step: Self-analysis.
Ask yourselves and your customers: what is the current image of the brand? What is the brand’s heritage? What does your product provide? What are its strengths?
The last step: Determine your organizational values.
What are the positive attributes of your leader or leadership team? It might be something as simple as: “we always go the extra mile!” or “We’ll make sure the customer is always satisfied.”
Still not sure what organizational values look like?
Here are the Stealth values to give you an idea! We exist to help others, we are passionate about what we believe in, we are perpetual students, we love challenge, we like to stretch boundaries and evolve to the next level of everything. We are driven by relationships because relationships drive communication and good communication drives success. We work to achieve success.