Defining the Signarama Brand Positioning

V2.0

To define a brands positioning in the market place and in the mind of the consumer you must ask yourself the questions opposite. The individual answers form a brand story which in turn gives us guidance to how best create a brand positioning that in turn gives us the brand’s essence… an idea (a hook) that is differentiated, engaging and true to the product.

brand story 1. category challenges

2. business heritage

3. business definition

4. ideal customer

driver

6. vision & character

5. consumer difference

7. brand essence

Why do you need a brand positioning & essence !A consistent story is the cost of entry in brand marketing, and brand relevance and engagement critical success factors. Internally, all members of the team, especially across disciplines must understand and be passionate about the brand direction and purpose. Externally, when dealing with other partners and of course the consumer, every touch-point has to communicate the brand message with clarity and consistency. This can only happen if you have a written, concise document that articulates what exactly the brand stands for – a brand blueprint. A blueprint that will be applicable to every consumer and partner touch point within every facet of your business. Blueprints have been used to determine and inspire work place/retail design, web design, product development, hiring strategy and as well as all aspects of marketing and communications.

brand story

“  ”   The farther backward you can look, the farther forward you are likely to see. Winston Churchill

heritage History §  Created in US in 1986 by Ray Titus §  Opportunity for a ‘full service signage solution’ §  Aided by computer revolution transforming craft into retail market §  No one yet owned the default /go to positioning in the market §  A one stop shop §  1998 first store launched in Preston 2001 a national offering, 2014 100 stores §  (NB customer centres from stores - retail based) Change & Growth §  Organic growth driven (outside of GFC years) by good franchisor: Autonomy, but also support §  Cooperation, support and shared knowledge among franchisees §  Store numbers & high street positioning facilitated perception of a national brand §  Speeded up the purchase process for the consumer §  Made the process more consumer driven - giving an ongoing contact point §  Business owners from variety of backgrounds who can sell (not tradies) – ‘taking it out of the back yard’

heritage What is the unique spirit of the unispace brand based on its origins and reason for creation:

Spirit §  Proactive / independent / entrepreneurial §  A good positive partnership with each other and the

franchisor §  Professionalising and changing the entire industry –

modernising and standardising §  Changed the place of business - moving from a trade and

craft factory setting to a national retail business §  Changed the nature of the business from production and

craft (with the Tradie) to sales, service and production (with business owner).

§  Evolved the signage business from the tradesman and factory to a sales and service retail model

”  

“   We created a customer service based retail signage business in Australia

“   ”  Unless you have absolute clarity of what your brand stands for, everything else is irrelevant. Mark Baynes CMO Kellogg Co

Product Benefit / aspects of what we do [Product focused[ §  Responsive - 48 hour quotes §  Accessible - retail locations §  Modern - technology and systems §  Quality - Not the cheapest but good quality

signs §  National and International footprint - Put a sign

up anywhere in the country / or the world [Customer Service focused] §  We sell a product and a service - so a

solution §  We give help and advice through knowledge

and experience to our customers §  Customer service over product §  Long-term relationships

What do we do – what are we good at?

brand role

Brand Benefit / about us §  End to end solutions §  Quality signage and service §  Deliver results as painlessly as

possible §  Message makers and dream

creators

Consumer Benefit / about them §  Building their business §  Making customer look good §  Partner them in building their business’

identity §  Make it as easy §  Professional Image §  Confidence in the group/brand retail

outlets: confidence §  Helping customers standout from the

crowd (sign as a representation of business and communication tool)

§  Help other businesses advertise their business

”  

“  §  Sign experts (versus just manufacturers) §  We should not over claim §  We are defining ourselves within the category §  We should be lead by what we offer… §  Not what we ultimately provide §  Within the category, our footprint and approach

to customer service defines us

We provide accessible advice and expert solutions on creating quality signage and branding solutions

What do we do – what are good at?

brand role

”  

“  At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature

Bill Bernbach (B in DDB)

Current customer segmentation

ideal target

Sole Trader Retail & Trade / 10% of rev.

Other / Misc. 10% of Rev.

Franchise & Smaller National Brands / 50% of rev. Creative, Design and

Service suppliers / 30% of revenue

[Qualitative – Larger more successful store – but “role model”]

Current customer segmentation

ideal target Franchise & Smaller National Brands / 50% of rev. §  Franchise or smaller (versus large and/or multinational) national brands [Allphones, Rams] §  They have multiple outlets §  Jobs are regular, and long-term engagements common §  Partnership and on time quality delivery are key §  Marketing contact is more usual (not their money) §  Hence looking for surety of product/delivery over price

Creative, Design and Service suppliers / 30% of rev e §  Service suppliers who distribute to others §  Advertising and Graphic Design agencies; Architects and Building groups §  Less sales and more project management §  Its about delivering what they promise to their clients (indirect) §  Making them look good

Sole Trader Retail & Trade / 10% of rev. §  Mum & Dad - High street retail §  Sole trading - tradies §  Jobs are One-off, low cost and margin §  High maintenance (lack of knowledge) §  Not loyal, price sensitive – deal with business owner (their money) §  [New stores start here / through cold calling]

Current customer segmentation

ideal target

Other / Misc. / 10% of rev. §  High frequency, seasonal or business cycle based – e.g. sales for shops §  Walk in, one–off requests

[NZ Research - Big Picture Feb 2011 on behalf of Speedy Signs]

ideal target Supplier

Partner

Safe pair of hands Innovative

…Provide a more transactional relationship, price per job and that’s it.

More like a vendor service

…Build a mutual relationship based on trust, transparency & sharing of

common values. Solid and challenging advice , shared knowledge and

experience of other clients that have faced similar issues. Effortless

synchronicity

…They wanted a well known, established and trusted

company. No nasty surprises, what you see is what you get.

…While for others it’s more about clever solutions, new and interesting design and construction, showing them things they hadn’t though of

[NZ Research – Applied into Australian targeting segmentation]

ideal target Supplier

Partner

Safe pair of hands Innovative

Sole Trader Retail & Trade / 10% of rev.

Other / Misc. 10% of Rev.

Franchise & Smaller National Brands /

50% of rev.

Creative, Design and Service suppliers / 30% of revenue

Multinational & larger National Brands

Core/Growth Market

§  Our current 50% - Franchise & Smaller National Brands §  A regular customer with a minimum of 12 orders per year §  Each order above $2K §  Spending a fit out, POS or marketing budget §  They are experienced, they know what they want but are willing to listen to your expertise §  Respect our professionalism §  They will become ambassadors within their group – recommending to other departments §  They are initially drawn to the brand §  Want at least a basic project management – ‘here is the artwork, and the address’

Desired target

ideal target

§  They are looking for a safe pair of hands and a long term

partnership:

§  They wanted a well known, established and trusted company. No nasty surprises, ‘what you see is what you get’.

§  They want to build a relationship based on mutual

trust, transparency & sharing of common values. Solid and challenging advice, shared knowledge and experience of other clients that have faced similar issues. Effortless synchronicity

Desired target

ideal target

”  

“  Smaller national brands who are looking for knowledge and experience, a safe pair of hands leading to a long term relationship

“   ”  I cannot give you the Formula For Success, but I can give you the Formula For Failure… Which is: Try to please everybody. Herbert Bayard Swope

uniqueness

[Source: NZ Research - Big Picture Feb 2011 on behalf of Speedy Signs]

uniqueness

[Source: NZ Research - Big Picture Feb 2011 on behalf of Speedy Signs]

Size §  Local and national brand §  Locations : Accessibility §  National Brand in your neighbourhood §  National processes, training and levels of quality §  We make it easy (locations) Service §  They know I will make it happen §  Work by referral §  Relationship / Partnership based soft sell §  We understand the professionalism in consistently conveyed signage,

clothing and stationary §  We make it easy (service) §  Owner runs the store - invested, knowledgeable and passionate Brand Benefit §  Accountability in the result §  Confidence in the brand §  We’ll be here tomorrow – looking for long term partners §  Confidence, trust and accountability §  Accountability: Consistency, Experience, Expertise – Size, brand and

systems. §  Better customer experience, Peace of Mind and professionalism §  Make you look good

!

”  

“  National solutions delivered with passion & care

uniqueness What from a consumer point of view makes us special

[We have gone National to offset a perceived local / small / one man band perception and start to build a national brand solution – locations are our most demonstrative uniqueness. Big enough /small enough strategy]  

societal vision

“   ”  

The best way to predict your future is to create it Peter F. Drucker

§  Making them proud of their business §  Making them and their staff feel good §  Make them feel positive towards their brand §  Helps create a good culture §  Good perception of place of business §  Externally here for the long term §  First impressions are everything §  Creating better first impressions §  Pride in their business and their brand ”  

“  To make sure our clients project the best possible version of their business and themselves

We have a tremendously important role to play in society, what is our inspirational goal? The best brands in the world have a legitimacy, beyond revenue – what is ours?

societal vision

character

§  A serious sign business with integrity §  Setting the quality standards

What must we be like to achieve our vision. We are currently a little too free spirited (in need of standardisation) and we would benefit from a consistent vision – taking us from a small sign shop to a national brand:

§  One team (not in competition with ourselves) §  Sharing product knowledge , customer care

and sales approach §  Proactive in the industry §  Market leaders §  Innovators

§  Being the best version of ourselves §  Consistent quality §  Disciplined & Defined §  A strong national brand

Applying our expertise through knowledge and experience

Bringing our Passion and Rigour to the clients business

Relentless in the pursuit of client satisfaction

Role:

Uniqueness:

Societal Vision:

Character:

brand story Heritage: We created a customer service based retail signage business in Australia

To make sure our clients project the best possible version of their business and themselves

Bringing our Passion to the clients business, Applying our expertise through knowledge and experience, relentless in the pursuit of client satisfaction

We provide accessible advice and expert solutions on creating quality signage and branding solutions

Ideal Target: Smaller national brands looking for knowledge and experience a safe pair of hands leading to a long term relationship

National solutions delivered with passion & care

”  

“  

brand essence

At the heart of the Signarama brand… the brand’s strategic essence:

Conventions: ‘You can get a sign made anywhere – from the backyard to a specialist. What makes the difference in this evolved industry is the customer service – the relationships. We created the retail service model – we now need to evolve again to a client service centre model (Smaller national brands) over a retail store (SMEs)

Setting the standard in signage and branding solutions

§  We have evolved the industry from the factory and trade specialist to the retail professional

§  We have the retail footprint, history and heritage; as well as the processes and customer service skills to be the market leader

§  We are focused on the relationship – the service, advice and knowledge our experience brings – to always make sure you have the best signage solution

§  We set the standard – inherent in this is the leadership and consistency and quality of a national brand.

§  A ‘standard’ is also a sign – at best reflective of (if not giving new meaning to) the logo, or, at least relevant to the role of modern signage

Role:

Uniqueness:

Societal Vision:

Character:

brand story Heritage: We created a customer service based retail signage business in Australia

To make sure our clients project the best possible version of their business and themselves

Bringing our Passion to the clients business, Applying our expertise through knowledge and experience, relentless in the pursuit of client satisfaction

We provide accessible advice and expert solutions on creating quality signage and branding solutions

Ideal Target: Smaller national brands looking for knowledge and experience a safe pair of hands leading to a long term relationship

National solutions delivered with passion & care

Essence: Setting the standard in signage and branding solutions