How to establish the right brand platform to ensure you attract prospects

Companies are increasingly looking for support with marketing lead generation and help to improve conversion rates. The starting point for this is always your brand positioning. If this is right you will communicate more distinctively, be more relevant to your prospects and enable them to interact with you with confidence.

This post aims to share how we do this at Clock using a tool we’ve honed and developed over the past 10 years which we call The Clock Brand Pyramid. For a more detailed view of the pyramid and how to use it, click here.

Know your why

Start by reflecting on why your organisation was founded. What need were the founders seeking to fulfil, what problem were they solving for customers? What beliefs did they have that led them to starting out on their own? How did the market place look at the time and what change has happened since that the business has had to adapt to?

The emotional triggers are equally as important as the rational ones. Entrepreneurs are often driven by their values and beliefs as well as their commercial idea, these values and beliefs are in the organisation’s DNA so they are important to unearth.

What’s the opportunity?

The ClockWise Brand Pyramid starts by looking externally (starting at the base of the pyramid), consider your audience. Who are they, what matters to them, what is their need for your product or service? Who are the competitors in your space, how do they differ to you, are there lots of competitors who are very similar and is there an opportunity to do something better of different? What are the pain points for the customer – what does your product or service deliver for them?

Application to industrial manufacture

We helped a valve manufacturer uncover where their value lay and at the same time unearthed the key insight for the sector. At the time valve companies were focussed on marketing their products as better quality/cheaper/better made/quicker delivery etc.
When we went through this insight phase we discovered the valves were a very small part in usually very large and significant projects, often where failure was not an option or it could lead to loss of lives (on aeroplanes, cars or oil rigs for example), so the value therefore to the customer was much more than price, service or delivery, though this is what the buyers would focus on. The value lay in the promise of trust.

The reassurance a British designed and manufactured valve brings to the overall project, the collaboration between customer and engineer to produce a valve that is bespoke and absolutely fit for purpose. This company is in the business of peace of mind, not valves.

Application to professional services

An accountancy firm targeting SMEs was struggling to cut through the noise from competitors, they were offering the usual services; payroll, tax planning, etc. However after going through the insight phase we helped them see they were actually in the business of time and efficiency. They were giving their clients time to run their business’ better and more efficiently.

Once their marketing messages switched to demonstrating how they understand the needs of the SME, how they enabled the business owner to have more time to work on the business, their lead conversion went up over 200%.

Understanding the problem you are solving or the need you are fulfilling and focussing your marketing on your expertise in answering that is key to successful lead generation and conversion.

Communicating your positioning for lead generation

Once you know why you exist and you understand what really matters to customers, you can use it to create a clear proposition that resonates with customers and prospects in a way that moves them to you. When you move away from marketing a product or service and move towards becoming expert in the thing they need most, you will move prospects and customers closer to you.

So dig deep, listen carefully to your customers to really understand what keeps them awake at night and you might just find the golden opportunity for your brand that is right in front of you.

Want help creating your own Brand Pyramid? Get in touch today.

The post Get back to basics before embarking on any marketing lead generation appeared first on Clock Creative.