Significantly increase your brand value

A strategic problem many businesses face is they fail to significantly increase their brand value. Many businesses are unclear about the brand value that they provide to their customers. As a result, they sell their products and services at lower margins.

Significantly increase your brand value

Question:

Do you value your company, and is this evident by its pricing structure?

Answer:

At The Alpha Group we make certain that you assess your current and brand value and plan how to significantly increase the brand value and how to utilise this.

So, how does this happen?

Easy, its a six step-process using the power of the peer-to-peer advisory board.

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Firstly the peer-to-peer advisory board help you Assess your company’s brand value.

1 AWARE

1 = Your target prospects are not aware of your company

10 = Your prospects & customers know who you are & often think of you. You benefit from high levels of inbound enquires

2 UNDERSTAND

1 = Your prospects don’t understand the services and products that you provide

10 = Your prospects & customers fully understand the services/products you offer & why you offer you. You achieve high levels of cross-selling

3 BELIEVE

1 = Your prospects & customers have little belief in what you are claiming in your marketing

10 = Your prospects & customers frequently give you referrals saying you deliver what you claim

4 FIT

1 = Your services/products and marketing messages are poorly aligned to the needs and wants of your prospects

10 = Your products and services are perfectly aligned to the needs and wants of your prospects & customers. They are keen to do business with you

5 DESIRE

1 = Your customers & prospects choose you out of desperation through lack of other choices

10 = Your customers & prospects are proud to engage with your brand and they tell others. You benefit from higher margins and less time pressures on delivering your products & services

YOUR TOTAL BRAND VALUE SCORE

Secondly the peer-to-peer advisory board help you identify what is your strategic problem.

What is your company’s brand value worth to you?

“Your brand’s value represents your profitable sales arising from the superior demand created for your products and services through the strength of your brand” Business Week.

Achieving high brand value is the difference in price and desire you can achieve for your products and services over your competitors.

Many of us are unclear about the brand value that we provide to our customers. As a result, we are often forced into providing lower margin products & services i.e. we achieve lower, profitable sales.

Thirdly the peer-to-peer advisory board help you define your goal for your brand value.

1 Your key company growth goal

In 8 – 15 words below, what is your key growth goal for your company for the next 2/3 years? Please make it a SMART Goal (Specific, Measurable, Achievable, Realistic, Time-bound).

2 Your brand value goal

To help you achieve your company goal above, in 8 – 15 words please define below your 12- month SMART goal for your brand value.

3 Your critical obstacle

In 10 – 15 words below, starting with “failing to”, what is the critical obstacle you need to overcome to achieve your brand value goal.

Failing to

Fourthly the peer-to-peer advisory board help you identify your strategic changes.

What strategic changes will work best for you to achieve your brand value goal and increase your brand value scores?

1 AWARE (YOUR SCORE): ______

What can you do to improve your score? (Start each change with an action verb)

Some examples of possible strategic changes:

→ Use give-aways and ‘loss-leaders’

→ Build partnerships – piggyback other companies’ activities who don’t compete with you

→ Extend your brand reach through new channels e.g. social media, events, keynotes, sponsorships etc.

2 UNDERSTAND (YOUR SCORE): ______

What can you do to improve your score?

Some examples of possible strategic changes:

→ Focus one key message – then once engaged have a program of additional messages

→ Pick the phone up and have a conversation with your customers!

→ Spend time with key contacts and explain the breadth of your company

→ Change your company name or strapline

3 BELIEVE (YOUR SCORE): ______

What can you do to improve your score?

Some examples of possible strategic changes:

→ Offer guarantees

→ Secure high-profile testimonials & case studies

→ Gain industry/peer awards

→ Achieve quality/industry recognised accreditation (ISO)

→ Offer “Try before you buy” incentives

4 FIT (YOUR SCORE): ______

What can you do to improve your score?

Some examples of possible strategic changes:

→ Improve your proposition to customers

→ Align your messaging to the wants/needs that your customers really value

→ Re-design your packaging/marketing materials

→ Add other elements to your proposition (whilst maintaining or improving your margins)

5 DESIRE (YOUR SCORE): ______

What can you do to improve your score?

Some examples of possible strategic changes:

→ Create exclusivity or rarity

→ Add features

→ Upgrade/improve your products/services

→ Modernise your communications

Please asterisk your 3 key important strategic changes above that will improve your brand value scores. Write each of these key changes on a small post-it.

Fifthly the peer-to-peer advisory board help you create your Brand Value Plan.

Write your key company goal for the next 2/3 years (from page 3)

 YOUR GOAL FOR

YOUR BRAND VALUE

  1. Your 3rd key, strategic change

    1. Your 2nd key, strategic change

    2. Your 1st key, strategic change

Your strategic problem/critical obstacle (from pages 2 & 3)

Sixthly the peer-to-peer advisory board help you evaluate the benefits to you on the worth of your company

Over the next year, what will be the benefits and financial payoffs to you and your company from successfully implementing your Brand Value Plan? 1. On your annual sales

Currently Within 1 year

  1. On your % operating profit on these sales

Currently % Within 1 year %

  1. On your operating profit i.e. your sales x % operating profit (i.e. 1 x 2 above)

Currently Within 1 year

  1. Other benefits to you and your company e.g. on your ability to launch new products & services, your profit multiplier, ease of recruitment, the motivation of you and your staff, etc.

a)

b)

c)

In summary, within 12 months, what will be the beneficial impact of the above on the worth of your company?

Lastly the peer-to-peer advisory board help you take massive action.

The profound impact on you and your company of significantly increasing your brand value is that you will substantially increase the net worth of your company.


If you would like to find out more about how The Alpha Group members significantly increase their brand value then please get in touch and I will be happy to send you further information about visiting a suitable group, online, face-to-face or blended with a mixture of real world and virtual board meetings.

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