how it works
Our Process
The Brand Scan Process is designed to empower your company by revealing competitive strengths and aligning your team to your Market Leadership Position.
OUR GAME-CHANGING BRAND SCAN PROCESS
OUR GAME-CHANGING BRAND SCAN PROCESS
#1
Brand Scan Industry Exploration
The BrandScan process begins with activities to help us better understand your company, industry and competitors. This equips us to provide informed feedback and actively moderate throughout the rest of the BrandScan process. Specific activities include:
2
Review of Current Communications
We gather and review your current sales and marketing materials to evaluate the
effectiveness and consistency of messaging.
effectiveness and consistency of messaging.
1 of 3
#3
Leadership Interviews
We interview two key leaders—typically the CEO/owner and a sales or marketing leader—to understand your current opportunities, challenges, and priorities for growth.
2 of 3
#4
Competitor Scouting Reports
We investigate and review the available social, sales and marketing content of your top five competitors and explore their key strengths and position where possible.
3 of 3
#5
Brand Scan Focus Group Assessment
Driven by the disciplines of Behavioral Economics and Brand Positioning, Brand Scan’s innovative online focus group is different from anything in the market. 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. Specific Activities include:
#6
Attribute Identification
We investigate and review the available social, sales and marketing content of your top five competitors and explore their key strengths and position where possible.
1 of 6
#6.5
Attribute Categorization
To recreate the limited information used by customers and prospects to make buying decisions, Brand Scan has developed the Table of Branding Attributes. This proprietary tool enables our Brand Strategist to sort the attributes identified by your team. Then your team eliminates and prioritizes which attributes matter most in your industry.
2 of 6
#7
Attribute Top 10
To create a list of the Top 10 most important industry attributes, Brand Scan uses our innovative voting process. Your team listens to feedback from other departments to create a hierarchy of your industry’s drivers of customer choice–the playing field on which you compete for customers, and where your competitive advantages are ultimately defined.
3 of 6
#8
Competitive Ranking
By blending principles of Behavioral Economics and Brand Positioning, we recreate the process customers subconsciously use to make purchase decisions: comparing your performance in specific attributes against your competitors’. Your team pools its industry knowledge to assess how you stack up against your top five competitors in each of the Top 10 attributes.
4 of 6
#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 creates a hierarchy of your company’s strongest attributes and identifies your 3 Power Drivers: the 3 attributes that combine to represent your greatest competitive advantages and define your Market Leadership Position.
5 of 6
#10
Customer Benefits
Over the past decade Brand Scan has developed a proprietary database of benefit prototypes. Our Brand Strategists use this database–along with insights from your team–to generate customer benefits for each of your top 3 attributes. Your team ranks them, prioritizing those that best communicate your brand leadership position to customers and prospects.
6 of 6
Final Section
Brand Scan Focus Market leadership Position
Now, the Brand Scan team synthesizes the insights we’ve gathered to develop your Market Leadership Strategy—your company’s blueprint for market leadership. Legitimate claims of leadership can be made for valued market segments based on competitive advantage in:
Industry attributes • Geography • Innovation • Market share • Product category
We identify the market segment that matches your strongest industry attributes and customer benefits, then design a blueprint to build market leadership. Your Market Leadership Blueprint consists of two critical components:
1 of 3
Blueprint Strategy:
Your Market Leadership Position, presented in multiple articulations, including:
Brand Position: One phrase or sentence that succinctly states the position and market segment you can own in the marketplace.
Brand Value Proposition: One or two sentences that expand on the Brand Position to communicate why your company has the authority to own its position.
Brand Story: a brief story that tells how your company came to own its Market Leadership Position. An “origin story” that gives context and personality to your Market Leadership Position.
Tagline: A verbal expression of the essence of your Market Leadership Position.
Brand Copy Points: A list of your company’s leading industry attributes and customer benefits, to ensure that social, sales and marketing content is on brand.
Brand Value Proposition: One or two sentences that expand on the Brand Position to communicate why your company has the authority to own its position.
Brand Story: a brief story that tells how your company came to own its Market Leadership Position. An “origin story” that gives context and personality to your Market Leadership Position.
Tagline: A verbal expression of the essence of your Market Leadership Position.
Brand Copy Points: A list of your company’s leading industry attributes and customer benefits, to ensure that social, sales and marketing content is on brand.
1 of 3
#10
Blueprint Creative
Powerful creative expressions are indispensable in bringing your market leadership position to life. Your Brand Scan includes Blueprint Creative work: traditional or digital deliverables that are ready to deploy in the marketplace. Blueprint Creative work is also a reference point to help your in-house team or agency continue to build creative work aligned with your brand.
2 of 3
#10
Final Report
Brand Scan Market Leadership Blueprint
Powerful creative expressions are indispensable in bringing your market leadership position to life. Your Brand Scan includes Blueprint Creative work: traditional or digital deliverables that are ready to deploy in the marketplace. Blueprint Creative work is also a reference point to help your in-house team or agency continue to build creative work aligned with your brand.
3 of 3
#1
Brand Scan Industry Exploration
The BrandScan process begins with activities to help us better understand your company, industry and competitors. This equips us to provide informed feedback and actively moderate throughout the rest of the BrandScan process. Specific activities include:
2
Review of Current Communications
We gather and review your current sales and marketing materials to evaluate the
effectiveness and consistency of messaging.
effectiveness and consistency of messaging.
1 of 3
#3
Leadership Interviews
We interview two key leaders—typically the CEO/owner and a sales or marketing leader—to understand your current opportunities, challenges, and priorities for growth.
2 of 3
#4
Competitor Scouting Reports
We investigate and review the available social, sales and marketing content of your top five competitors and explore their key strengths and position where possible.
3 of 3
#5
Brand Scan Focus Group Assessment
Driven by the disciplines of Behavioral Economics and Brand Positioning, Brand Scan’s innovative online focus group is different from anything in the market. 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. Specific Activities include:
#6
Attribute Identification
We investigate and review the available social, sales and marketing content of your top five competitors and explore their key strengths and position where possible.
1 of 6
#6.5
Attribute Categorization
To recreate the limited information used by customers and prospects to make buying decisions, Brand Scan has developed the Table of Branding Attributes. This proprietary tool enables our Brand Strategist to sort the attributes identified by your team. Then your team eliminates and prioritizes which attributes matter most in your industry.
2 of 6
#7
Attribute Top 10
To create a list of the Top 10 most important industry attributes, Brand Scan uses our innovative voting process. Your team listens to feedback from other departments to create a hierarchy of your industry’s drivers of customer choice–the playing field on which you compete for customers, and where your competitive advantages are ultimately defined.
3 of 6
#8
Competitive Ranking
By blending principles of Behavioral Economics and Brand Positioning, we recreate the process customers subconsciously use to make purchase decisions: comparing your performance in specific attributes against your competitors’. Your team pools its industry knowledge to assess how you stack up against your top five competitors in each of the Top 10 attributes.
4 of 6
#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 creates a hierarchy of your company’s strongest attributes and identifies your 3 Power Drivers: the 3 attributes that combine to represent your greatest competitive advantages and define your Market Leadership Position.
5 of 6
#10
Customer Benefits
Over the past decade Brand Scan has developed a proprietary database of benefit prototypes. Our Brand Strategists use this database–along with insights from your team–to generate customer benefits for each of your top 3 attributes. Your team ranks them, prioritizing those that best communicate your brand leadership position to customers and prospects.
6 of 6
Final Section
Brand Scan Focus Market leadership Position
Now, the Brand Scan team synthesizes the insights we’ve gathered to develop your Market Leadership Strategy—your company’s blueprint for market leadership. Legitimate claims of leadership can be made for valued market segments based on competitive advantage in:
Industry attributes • Geography • Innovation • Market share • Product category
We identify the market segment that matches your strongest industry attributes and customer benefits, then design a blueprint to build market leadership. Your Market Leadership Blueprint consists of two critical components:
1 of 3
Blueprint Strategy:
Your Market Leadership Position, presented in multiple articulations, including:
Brand Position: One phrase or sentence that succinctly states the position and market segment you can own in the marketplace.
Brand Value Proposition: One or two sentences that expand on the Brand Position to communicate why your company has the authority to own its position.
Brand Story: a brief story that tells how your company came to own its Market Leadership Position. An “origin story” that gives context and personality to your Market Leadership Position.
Tagline: A verbal expression of the essence of your Market Leadership Position.
Brand Copy Points: A list of your company’s leading industry attributes and customer benefits, to ensure that social, sales and marketing content is on brand.
Brand Value Proposition: One or two sentences that expand on the Brand Position to communicate why your company has the authority to own its position.
Brand Story: a brief story that tells how your company came to own its Market Leadership Position. An “origin story” that gives context and personality to your Market Leadership Position.
Tagline: A verbal expression of the essence of your Market Leadership Position.
Brand Copy Points: A list of your company’s leading industry attributes and customer benefits, to ensure that social, sales and marketing content is on brand.
1 of 3
#10
Blueprint Creative
Powerful creative expressions are indispensable in bringing your market leadership position to life. Your Brand Scan includes Blueprint Creative work: traditional or digital deliverables that are ready to deploy in the marketplace. Blueprint Creative work is also a reference point to help your in-house team or agency continue to build creative work aligned with your brand.
2 of 3
#10
Final Report
Brand Scan Market Leadership Blueprint
Powerful creative expressions are indispensable in bringing your market leadership position to life. Your Brand Scan includes Blueprint Creative work: traditional or digital deliverables that are ready to deploy in the marketplace. Blueprint Creative work is also a reference point to help your in-house team or agency continue to build creative work aligned with your brand.
3 of 3
SEE HOW WE CREATE MARKET LEADERS
SEE HOW WE CREATE MARKET LEADERS
SHEELY’S
Ranked one of
America’s Top 10
independent
furniture stores.
FARMERS NATIONAL BANK
Rated Ohio’s top
preforming community
bank & Americas’s 13th
best performing bank
HUMTOWN
2020 National
Association of
Manufacturer of
the year.
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Brand Scan is a trademark of The Prodigal Company