The starting phase of the project is the aggregation, identification, and research of related areas of information that will empower the creation of a comprehensive picture for the best possible decision-making. We will focus on:

• Mapping out the current business, goals, and assets to see where the company could be optimized, what’s working, and what should be reassessed.
• Identifying and mapping out current strengths, weaknesses, threats, and opportunities in the marketplace(s). And considering if there are other opportunities in this or other marketplaces.

Next, we will analyze, ideate, and optimize your business strategy. We will focus on:

• What is the ultimate purpose of the business?
• What are the financial targets/goals of the business necessary to achieve this? And what is the fiscal plan to achieve these goals?
• What products, services, and solutions will be offered to specific target audiences?
• What will be required from the financial, logistical, and operational angles?
• What will be necessary from a marketing and sales perspective?
• Does your business need to concern itself with intellectual property and critical information, and if so, what solutions/steps need to be implemented?
• Are there any foreseeable risks that need to be considered and planned for?

Next, we will develop your umbrella brand strategy.

Your brand strategy is the beating heart of your business. It translates your products, services, and value hypothesis into simple, clear communications.

Your brand strategy tells the story of how your business helps customers solve their problems, satisfy their needs, and/or resolve their pain points. And it does so in a way that effectively grabs their attention, builds trust, and makes you stand out from the competition. It builds trust and reinforces the promise of who you are, what you stand for, and what unique and meaningful benefits you deliver.

A brand is more than just a logo. It is a promise that can build trust and drive sales. It’s your company’s engine. An engine that drives sales and builds equity.

An umbrella brand strategy gives the flexibility for a family of brands in different but either related markets, or different markets offering a similar value proposition and service(s) or product(s) offering.  

The umbrella brand strategy will answer the following questions:

• Where does the brand(s) see opportunity?
• Are there additional opportunities for the brand(s)?
• Who are your customers? And what are their wants and needs?
• What does your target market(s) want/need? Putting the right stuff in front of the wrong people or the wrong stuff in front of the right people is one of the first marketing mistakes business owners make.
• What is my target market(s) really buying? For example, people don’t really buy insurance; they buy peace of mind.
• What’s the biggest benefit to lead with? Be the problem solver and pain reliever. People are much more willing to pay for a cure than prevention. Targeting existing pain rather than promising future pleasure will result in much higher conversion, high satisfaction, and lower price resistance.
• What are the best emotionally charged words and phrases that will capture and hold this market’s attention?
• What objections do my prospects have, and how will I solve them?
• What outrageous offer (including a guarantee(s)) can I make?
• Why should they buy from you rather than from your nearest competitor?
• What unique value propositions does the brand provide to solve the customers’ wants and needs?

We will then work with you to map out your “Elevator Pitch.” We will simplify your umbrella brand strategy into a single-breath, concise, and persuasive sales pitch that anyone in the organization can easily remember and share to quickly and effectively let people know what your brand delivers.

Next, we will take the understanding of where you and your customers are at, your goals, and your business & umbrella brand strategy and create a roadmap of suggested next steps for optimizing your business.

We will answer questions such as

• What do you need for your business to succeed?
• What are your best options for growth and funding?
• What foundational pieces do you need, such as websites, digital platforms, content, collateral, etc?
• And what do they need to contain?