The Leading Data-Driven Branding Process

Reveal your competitive advantages and become a market leader

The Leading Data-Driven Branding Process

Reveal your competitive advantages and become a market leader

EXPLORE THE GAME-CHANGING BRAND SCAN PROCESS

#1

1. Becoming a Market Leader

If you’re not seen as a leader, you settle for a fraction of your market’s customers. But you don’t have to be the industry’s biggest player to own a leadership position. Brand Scan reveals how owning competitive advantages in specific attributes, geographies, market segments, product categories or innovations – positions you as a leader. Our data-driven, affordable process has a decade of proven success helping small to medium sized businesses increase market share, build profit margins and be resilient through good and bad economic times.

“This cost-effective process succeeded in revealing our brand strengths when every other approach had failed us.”

- Eugene Calabria, CEO, GBS Corp

#2

2. We Do the Due Diligence

We do the heavy lifting - our process is not a burden for you and your team to complete. The Brand Scan Team begins with two 30-minute leadership interviews conducted remotely, which provide a brand-centric assessment of your industry category, your key competitors and your company’s branding, marketing and sales history.

“Our engineers valued the Brand Scan process because it was so logical and data-driven.”

- Kaite Denno, Director of Marketing, Brilex Industries Group

#3

3. The Better-Focused Focus Group

Driven by the disciplines of Behavioral Economics and Brand Positioning, Brand Scan’s innovative online focus group is different from anything in the market. Many focus groups last three hours but generate only 10 minutes of usable insights. In a fast-paced 2 hours and 45 minutes, our Active Facilitators will help your team discover and align around the brand attributes and customer benefits that will ultimately drive sales, protect profit margins and increase market share.

“The process revealed how to be an industry leader without requiring endless hours of our time.”

- Brandon Lamoncha, Director of Additive Manufacturing, Humtown Additive

#4

4. Identifying Industry Attributes

Your focus group begins where your prospect’s buying journey begins—by considering all attributes available in your industry. Think of attributes as positive characteristics of a company, product or service. Aided by our proprietary attribute database, your Lead Facilitator helps your group generate 70 to 90 attributes that the perfect company in your industry would offer. Clients are enlightened by the collective industry knowledge of their team.

“Affordably discovering what we offer that matters to prospects has been a game changer.”

- Jeff Smith, Enertech Solutions

#5

5. Attribute Categorization: Building Blocks of Brand

BrandScan has discovered that there is a finite universe of brand attributes, and developed our Table of Branding Attributes to categorize them into 9 master categories and 43 subcategories. For each industry, certain categories of attributes are more valued than others. Using our proprietary Table of Branding Attributes our Brand Strategists analyze the attributes identified by your team and help you hone in on which categories of attributes matter most to your industry’s prospects.

“This process is a brilliant way to identify how you can truly be a market leader”

- Amber Wallce, VP of Marketing and Retail Banking, Farmers National Bank

#6

6. Intuitive Fast Thinking: Your Prospect’s Decision-Making Hack

According to Behavioral Economics, prospects use “fast thinking” – rules of thumb, gut instincts and other short-cuts – to simplify complex buying decisions. In order to narrow the list of attributes, we utilize a group process that engages “fast thinking” to mimic the way people quickly narrow and prioritize what they value when making a purchase. Participants advocate for attributes based on the powerful customer benefits they offer, with healthy debate culminating in alignment around the attributes ultimately selected.

#7

7. The Top 10 List:
Your Industry’s Playing Field

Our innovative voting process reveals a comprehensive view of your industry’s drivers of customer choice. As your team listens to feedback from other departments, a holistic understanding of your customer’s product journey is developed. Siloed departmental biases give way to the discipline of the process and the excitement of shared discovery of each other’s bodies. This top 10 list of industry attributes is the playing field on which you compete for customers, and where your competitive advantages are ultimately defined.

#8

8. Stacking Up Against the Competition

We’ve analyzed your industry, and now we analyze your brand. By blending principles of Behavioral Economics and Brand Positioning, we recreate the same process prospects and customers subconsciously use to make purchase decisions. We take each of the Top 10 attributes and guide your team through a candid assessment of how you stack up against your top five competitors. For many companies, this is their first candid conversation about strengths, weaknesses and their competitive performance in the marketplace.

“Because of the Brand Scan we can focus our branding on what separates us from our competitors.”

- Scott Baird, President, Baird Brothers Fine Hardwoods

#9

9. Brand Strength Algorithm

Our proprietary Brand Strength Algorithm eliminates the industry attributes where you lack competitive strength and elevates attributes where your competitive strength is greatest. This results in the identification of your 3 Power Drivers: the 3 attributes that combine to represent your greatest competitive advantages and define your ultimate brand leadership position. Aligning your team around these 3 Power Drivers provides real-world direction for hiring, training, product development, and marketing that results in a unified strategy for business growth.

“In addition to positioning us in the marketplace, the Brand Scan helped align our internal culture with our brand. ”

- Donnie Wells, President, Taylor Winfield Technologies

#10

10. Reveal Your Most Powerful Customer Benefits

Over the past decade BrandScan has developed a proprietary database of benefit prototypes aligned to both attributes and industries. Our Brand Strategists reference this database--along with insights from your team’s discussions throughout the focus group--to generate 4 rational or emotional customer benefits for each of your 3 Power Drivers. Your team ranks them, prioritizing the customer benefits that best communicate your brand leadership position to customers and prospects. If you’ve wasted half of your marketing budget on wrong or weak messaging, reallocating dollars to your 3 Power Drivers and their customer benefits doubles your marketing budget.

“The Brand Scan identified key messages my sales staff uses to convert prospects into customers.”

- Al Romanini, President & CEO, Willoughby Supply

#11

11. Validating Your Brand Messaging

To achieve the highest standard of market-testing we offer a Messaging Validation option. Following completion of your focus group, our creative team develops test executions of messaging for your most powerful customer benefits. We digitally survey your customers, prospects and your employees to identify how to best communicate your brand. We complement this with two open-ended questions that capture the authentic expression of customer and prospect voices.

#12

12. Positioning Your Brand for Market Leadership

Now, the Brand Scan team synthesizes the insights we’ve gathered to create your Brand Identity—your company’s best opportunity for market leadership. We identify your Market Leadership Position, presented in multiple articulations to effectively communicate your leadership role both externally and internally. Legitimate claims of leadership can be made for valued market segments based on competitive advantage in specific attributes, geographies, innovations, market shares or product categories. Being perceived as a leader is the fastest route to gaining market share.

#13

13. Creative Development

Written and visual creativity are indispensable ingredients in developing branding and marketing tactics that drive sales and establish market leadership. Brand Scan’s creative team develops traditional or digital media tactics of your choice that bring your Market Leadership Position to life. We call these executions Creative I.D. Work. Use these tactics in the marketplace and as examples for your in-house team or agency to build creative work aligned with your brand.

“The creative work that brought to life the strategic insights from the process were first rate .”

- Jeff Curry, GM and Principal of Sheely’s Furniture & Appliance

#13

14. Final Report:

Your Brand Scan final report, contains the raw data generated at each step of the process, articulations of your Market Leadership Position, and your Blueprint Creative Work. This is the blueprint for building out your brand into the marketplace. It demonstrates how to establish, align your team around, and maintain your market leadership. This report is provided in both print and digital format so that it can be easily referenced for future planning.

“Why engage in guesswork when the Brand Scan shows you what’s most valuable about your brand and what you do?”

- Eric Ryan, President, JAC Management

#1

1. Becoming a Market Leader

If you’re not seen as a leader, you settle for a fraction of your market’s customers. But you don’t have to be the industry’s biggest player to own a leadership position. Brand Scan reveals how owning competitive advantages in specific attributes, geographies, market segments, product categories or innovations – positions you as a leader. Our data-driven, affordable process has a decade of proven success helping small to medium sized businesses increase market share, build profit margins and be resilient through good and bad economic times.

“This cost-effective process succeeded in revealing our brand strengths when every other approach had failed us.”

- Eugene Calabria, CEO, GBS Corp

#2

2. We Do the Due Diligence

We do the heavy lifting - our process is not a burden for you and your team to complete. The Brand Scan Team begins with two 30-minute leadership interviews conducted remotely, which provide a brand-centric assessment of your industry category, your key competitors and your company’s branding, marketing and sales history.

“Our engineers valued the Brand Scan process because it was so logical and data-driven.”

- Kaite Denno, Director of Marketing, Brilex Industries Group

#3

3. The Better-Focused Focus Group

Driven by the disciplines of Behavioral Economics and Brand Positioning, Brand Scan’s innovative online focus group is different from anything in the market. Many focus groups last three hours but generate only 10 minutes of usable insights. In a fast-paced 2 hours and 45 minutes, our Active Facilitators will help your team discover and align around the brand attributes and customer benefits that will ultimately drive sales, protect profit margins and increase market share.

“The process revealed how to be an industry leader without requiring endless hours of our time.”

- Brandon Lamoncha, Director of Additive Manufacturing, Humtown Additive

#4

4. Identifying Industry Attributes

Your focus group begins where your prospect’s buying journey begins—by considering all attributes available in your industry. Think of attributes as positive characteristics of a company, product or service. Aided by our proprietary attribute database, your Lead Facilitator helps your group generate 70 to 90 attributes that the perfect company in your industry would offer. Clients are enlightened by the collective industry knowledge of their team.

“Affordably discovering what we offer that matters to prospects has been a game changer.”

- Jeff Smith, Enertech Solutions

#5

5. Attribute Categorization: Building Blocks of Brand

BrandScan has discovered that there is a finite universe of brand attributes, and developed our Table of Branding Attributes to categorize them into 9 master categories and 43 subcategories. For each industry, certain categories of attributes are more valued than others. Using our proprietary Table of Branding Attributes our Brand Strategists analyze the attributes identified by your team and help you hone in on which categories of attributes matter most to your industry’s prospects.

“This process is a brilliant way to identify how you can truly be a market leader”

- Amber Wallce, VP of Marketing and Retail Banking, Farmers National Bank

#6

6. Intuitive Fast Thinking: Your Prospect’s Decision-Making Hack

According to Behavioral Economics, prospects use “fast thinking” – rules of thumb, gut instincts and other short-cuts – to simplify complex buying decisions. In order to narrow the list of attributes, we utilize a group process that engages “fast thinking” to mimic the way people quickly narrow and prioritize what they value when making a purchase. Participants advocate for attributes based on the powerful customer benefits they offer, with healthy debate culminating in alignment around the attributes ultimately selected.

#7

7. The Top 10 List:
Your Industry’s Playing Field

Our innovative voting process reveals a comprehensive view of your industry’s drivers of customer choice. As your team listens to feedback from other departments, a holistic understanding of your customer’s product journey is developed. Siloed departmental biases give way to the discipline of the process and the excitement of shared discovery of each other’s bodies. This top 10 list of industry attributes is the playing field on which you compete for customers, and where your competitive advantages are ultimately defined.

#8

8. Stacking Up Against the Competition

We’ve analyzed your industry, and now we analyze your brand. By blending principles of Behavioral Economics and Brand Positioning, we recreate the same process prospects and customers subconsciously use to make purchase decisions. We take each of the Top 10 attributes and guide your team through a candid assessment of how you stack up against your top five competitors. For many companies, this is their first candid conversation about strengths, weaknesses and their competitive performance in the marketplace.

“Because of the Brand Scan we can focus our branding on what separates us from our competitors.”

- Scott Baird, President, Baird Brothers Fine Hardwoods

#9

9. Brand Strength Algorithm

Our proprietary Brand Strength Algorithm eliminates the industry attributes where you lack competitive strength and elevates attributes where your competitive strength is greatest. This results in the identification of your 3 Power Drivers: the 3 attributes that combine to represent your greatest competitive advantages and define your ultimate brand leadership position. Aligning your team around these 3 Power Drivers provides real-world direction for hiring, training, product development, and marketing that results in a unified strategy for business growth.

“In addition to positioning us in the marketplace, the Brand Scan helped align our internal culture with our brand. ”

- Donnie Wells, President, Taylor Winfield Technologies

#10

10. Reveal Your Most Powerful Customer Benefits

Over the past decade BrandScan has developed a proprietary database of benefit prototypes aligned to both attributes and industries. Our Brand Strategists reference this database--along with insights from your team’s discussions throughout the focus group--to generate 4 rational or emotional customer benefits for each of your 3 Power Drivers. Your team ranks them, prioritizing the customer benefits that best communicate your brand leadership position to customers and prospects. If you’ve wasted half of your marketing budget on wrong or weak messaging, reallocating dollars to your 3 Power Drivers and their customer benefits doubles your marketing budget.

“The Brand Scan identified key messages my sales staff uses to convert prospects into customers.”

- Al Romanini, President & CEO, Willoughby Supply

#11

11. Validating Your Brand Messaging

To achieve the highest standard of market-testing we offer a Messaging Validation option. Following completion of your focus group, our creative team develops test executions of messaging for your most powerful customer benefits. We digitally survey your customers, prospects and your employees to identify how to best communicate your brand. We complement this with two open-ended questions that capture the authentic expression of customer and prospect voices.

#12

12. Positioning Your Brand for Market Leadership

Now, the Brand Scan team synthesizes the insights we’ve gathered to create your Brand Identity—your company’s best opportunity for market leadership. We identify your Market Leadership Position, presented in multiple articulations to effectively communicate your leadership role both externally and internally. Legitimate claims of leadership can be made for valued market segments based on competitive advantage in specific attributes, geographies, innovations, market shares or product categories. Being perceived as a leader is the fastest route to gaining market share.

#13

13. Creative Development

Written and visual creativity are indispensable ingredients in developing branding and marketing tactics that drive sales and establish market leadership. Brand Scan’s creative team develops traditional or digital media tactics of your choice that bring your Market Leadership Position to life. We call these executions Creative I.D. Work. Use these tactics in the marketplace and as examples for your in-house team or agency to build creative work aligned with your brand.

“The creative work that brought to life the strategic insights from the process were first rate .”

- Jeff Curry, GM and Principal of Sheely’s Furniture & Appliance

#13

14. Final Report:

Your Brand Scan final report, contains the raw data generated at each step of the process, articulations of your Market Leadership Position, and your Blueprint Creative Work. This is the blueprint for building out your brand into the marketplace. It demonstrates how to establish, align your team around, and maintain your market leadership. This report is provided in both print and digital format so that it can be easily referenced for future planning.

“Why engage in guesswork when the Brand Scan shows you what’s most valuable about your brand and what you do?”

- Eric Ryan, President, JAC Management

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