Please note that KAB Marketing is no longer operating as a consulting and presentations company. The Blog "What's Branding Got to Do with it?" will continue to be published on a regular basis.

ACTIVATE THE BRAIN…STIMULATE YOUR BRAND!

May 22, 2019

KEN BANKS’ BLOG MAY 2019

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ACTIVATE THE BRAIN…STIMULATE YOUR BRAND!

Nine years ago, I got together with another consultant/speaker to co-author Brain Branding—Activate the Brain…Stimulate Your Brand which is now available on Amazon and Kindle.  I had been consulting and presenting on developing an effective brand for several years, but when I heard Robyn’s presentation on communication and whole brain thinking, I believe together we had discovered an innovative way to make branding come alive for marketers in almost every consumer industry.  Robyn had been enlightening her audiences on the fact that the brain is actually divided in four quadrants—not just two halves.  As I listened to her, it became apparent that the differences in these four quadrants mirrored four of the five steps that I had learned were necessary in creating a successful brand strategy.  So, we put our “brains” together and develop BrainBranding.  It was a new way to look at how to understand customers better by studying the way these customers think when they decide to shop a certain store, buy a specific brand, or use a special service.

We have been promoting our book and presenting ever since by helping marketers understand that there are four thinking styles:  

The Investigator (Quadrant A)-  This customer researches extensively before making       decision. And it’s not just price, the investigator wants to know product features, reviews, warranties, service and history.

The Coordinator (Quadrant B)- Reliability and dependability are important to this customer.  Requiring simplicity and practicality, she wants a clear definition of the features and looks for solutions to the need or problem that nurtured the interest. The coordinator wants details and facts.

The Relater (Quadrant C)- A relationship is important to this customer and they will seek out a seller who is personable and genuinely interested in them and their needs.
An emotional connection is critical and once you have it the brand loyalty is difficult to lose. Want benefits and will share them with others and is motivated by a positive purchase experience.

The Trendsetter ((Quadrant D)- This customer wants the latest and the newest technology or style. Anticipates “out of box” thinking and innovative features and benefits.  An early adapter who prefers multiple options for brand usage.

The interesting fact is that research has shown that over 90% of the people in the market are motivated by all of these styles to some degree.  So, you can’t just brand to one style, you have to have-e a brand message that hits all four to some extent and to do that the marketer has to exercise these same styles in a four-step brand development strategy and they aren’t in the same order as presented above.

  1.  CREATE YOUR VISION—(Trendsetter)Look to the future.  Why does your brand exist?  What does your future vision look like and how will the market change.  Look for state of the art options and unique benefits.  Be creative in your message.  Stand out. Have a strategy based on the future as well as research of past competitors and brands.
  2.  CONDUCT RESEARCH (Investigator)—Get the facts about your brand and what it’s all about.  Look at market history and competitive brands.  Look at brand history and sustainability.  Dive into the statistics that support your brand’s position and analyze the competition for strengths and weaknesses. Determine the brand’s position and its value proposition.  This is the TRUTH of the brand.
  3. COMMUNICATE AN EMOTIONAL VALUE (Relater)- Unfortunately, many marketers jump into a new ad campaign or theme before doing the necessary homework above. Once you’ve done the homework, you can start communicating the feelings that you want the customer to have toward your brand and how they feel toward you as seller.  Communicate the benefits of using your brand or service. Let them know What’s In It For Them!  Develop the HEART of the brand—how it makes them feel inside and what personal service it provides.
  4. CONSTRUCT A PLAN (Coordinator)- Add some form to your substance with a plan that is comprehensive and executable (and understandable). Combine the 3 steps above into a marketing plan and develop a reasonable timetable and measurement for success.  Honestly determine the state of the brand today and where you want it to be in the future (and how to get there.)

That leaves us at the Step Number 5, which we have added because without it all of the others are just an exercise in futility or at best mediocre results.  That is to LIVE UP TO THE BRAND EVERY DAY!   In order to do this, you must market your brand to your staff and those who represent you in every aspect of the business.  This is just as detailed as the plan in Step 4 above.  It is not just a video or memo that briefly explains the new brand position, it is a marketing strategy developed by and for everyone who has a stake hold in the product or service.  If the server or salesperson doesn’t get it and demonstrate it with every transaction, the customer won’t return.  If the service department or product development don’t create what is promised in the marketing, they won’t buy it.  If the message isn’t consistent with your brand strategy and have appeal to all of the thinking styles noted above, forget about success. 

All of this is discussed in more detail and with specific case studies and example in our book.  We also developed a manual that walks you through the process of developing a successful brand.  Good luck and Stimulate Your Brand!