3 simple steps to cut through and win your customer’s heart

3 Simple Steps To Win Your Customer’s Heart

Jim Parry

Thursday 3rd March

3 Simple Steps To Win Your Customer’s Heart

Today we’ll talk about:

• The role of brand as tool for growth

• Step 1: Stepping into your customer’s shoes

• Step 2: Creating Shared Value

• Step 3: Connecting on a different level

Is your business B2B or B2C?

• B2B: Does your business concentrate mainly on business customers?

• B2C: Does you business concentrate mainly on the end consumer?

• Put your response in the question section.

Vision and Culture: Zappos

The Brand Toolbox

Vision – Where you want to be

Values – What you stand for

Sustainable Competitive Advantage – How you will win

Brand Positioning – Your emotional connection with customers and staff

Brand Proposition – The value you offer your customers

A position a brand has is……

A person’s gut feeling about a product, company or service

Brand Positioning

Is building perceptions in mind of the customer, based on key insight about wants and needs already in their minds

Brand Positioning

Safety

Magic

Happiness

The Elephant and the Rider: An Analogy

Personal Value Beats Business Value

Step 1: Start with your customer and their emotions

• Who are they? –give them a name

• Where do they work/live?

• What do they love doing?

• What makes them happy/sad?

• What problems do they have?

• What’s a good/bad day?

Brian: Toll Customer Example

Step 2: Determining Your Shared Value

Your brand or service

• Is for: _______

• Who want to:__________

• It provides: ___________

• That offers:____________

• Allowing them to:_________

• And they believe this because:__

Target Consumer

Job/Desired Outcome

Functional benefit

Point of Differentiation

Higher order benefit/emotional

connection

Reason to believe or claim support

Brand PositioningDetermining Shared Value (illustrative)

Toll

• Is for: busy business delivery managers

• Who want to: deliver products on demand

• It provides: delivery parcels on time

• That offers: assurance of always on time

delivery, so less inventory for business

• Allowing them to: enjoy the certainty of

delivery

• And they believe this because: wireless

tracking of shipments saves managers time

Target Consumer

Job/Desired Outcome

Functional benefit

Point of Differentiation

Higher order benefit/emotional

connection

Reason to believe or claim support

Brand PositioningDetermining Shared Value (illustrative)

Nature Valley

• Is for: the aspirational outdoor person

• Who want to: be outside, enjoying nature

• It provides: a healthy snack

• That offers: natural nutrition without any

preservatives

• Allowing them to: connect with nature

• And they believe this because: of Nature

Valley’s long history of embracing the

outdoors and outdoor sports

Target Consumer

Job/Desired Outcome

Functional benefit

Point of Differentiation

Higher order benefit/emotional

connection

Reason to believe or claim support

Step 3: Thinking and doing on a different level

Nature Valley – Not just snack bars

Zappos – Not just shoes

In summary: 3 Simple Steps To Win Your Customer’s Heart

• Brand positioning is a hugely effective tool for growth

• Step 1: Stepping into your customer’s shoes

• Step 2: Creating Shared Value

• Step 3: Connecting on a different level

www.so-brand.com.au

+61 434 607765

For more help, contact Jim Parry: