Beware of “buzzword thinking”…
“Branding” has become 21st-century marketing’s first great buzzword. Every agency uses
it (each with a different definition, each with their branded name for its development process. We do it, too!)
Every client wants to build it – whatever “it” is, and most are uncertain if they are focusing their
resources on the right “it.”
Buzzwords can make us lazy. Our job as brand strategists is, first, to clearly and precisely
lay out the framework of our brand development and optimization process. We must earn your trust and confidence
in its success.
Brand development is a partnership. Only if you are open and collaborative with us can we sharpen
your competitive edge to compete fiercely in today’s marketplace…and fulfill our commitment to grow
your business beyond your expectations.
Before you select Smith O’Keefe you will know and understand:
1. Our definition of "brand" – what it means to your success.
2. Why we must first understand your business strategy – to ensure the brand strategy
we develop together is in precise ALIGNMENT with your business strategy.
3. Our rigorous process for discovering your brand's essence – not just how it works,
but why it works – so you can feel confidence in the results.
4. How we will discover all we must learn about the environment in which your brand must compete
– how we will achieve an intimate understanding of your competitors, your industry, your
customers and all your audiences.
5. How we will identify the most strategically effective brand positioning to claim your brand distinction.
6. How we will challenge that positioning, its truth and the strategies it suggests –
to ensure a level of confidence that makes investing in those strategies much easier.
7. Why "Thinkers and Do-ers" is the new paradigm in brand stewardship –
why brand development and strategic planning are only half of the challenge – why implementation is so often
the weak link that breaks down the branding machinery – why also engaging Smith O'Keefe to consult and guide and manage
execution of your brand strategies, with our unequaled "Super-Vision" insight and intimate
knowledge of your core values, is the best insurance for your substantial branding investments.
8. How we will identify and assess the most effective ways to communicate, with clarity and strategic
simplicity, your brand distinction – externally, converging selected marketing tools into an
integrated one-voice, high-performance communication plan…and internally as well. If staff doesn’t
understand what your brand is, take ownership of it and know what’s expected of them, how can you assume
they’ll do whatever it takes to deliver your promise, your claim of distinction – every day?
9. How our unique "Idea House" think-tank process facilitates bringing powerful, creative
IDEAS to the table – adding substantial VALUE to your engagement of Smith O'Keefe.
10. How we will measure R.O.I. – how we will hold accountable our ideas, our
execution, our stewardship as well as your support (remember this is a partnership – everything we do,
everything you and your staff does every day counts). |