The commercial context (why to call)
A strong brand creates enduring demand from the right kind of customers. A strong brand enhances sales and marketing effectiveness. A strong brand is the foundation for confident pricing. A strong brand helps to retain top talent by giving them something to believe in and belong to.
A weak brand can be a six or seven figure problem for a medium-sized business. Annually.
My clients have a great businesses but their brands are letting them down. They pay me five-figure fees to solve their six or seven-figure (annual) problems. I set them up with a brand that does them justice. References on request.
My ideal clients (who should call)
I work with leaders of B2B and service businesses. That usually means the founder or CEO.
They’re as proud and protective of their culture as they are of their service.
The culture of their business is an extension of their personal values. These people know what they’re about.
Culture is just as important for their customers. Their customers know them well and they’re buying the character of the business as well as its product or service.
My clients have an intuition that their brand is letting them down, but they have neither the time nor the expertise to do something about it.
They want a shop window that pulls people in. They’re not interested in grey or beige. They want something special. They want it to be outstanding.
They appreciate simplicity and direct, pragmatic advice. They have no time for over-complication.
They might have a marketing manager in the business, but not a strategic brand expert.
Their typical problems (when to call)
A brand problem is a commercial problem. You can’t convert, you can’t close, and you can’t clinch if don’t communicate your unique value.
A correctly diagnosed brand problem should therefore be a “now” problem. It’s important and urgent.
The business isn’t attracting enough of the right kind of leads.
You’re excellent at what you do. Customers are better served by you than they are by your competitors. You should be top of everyone’s list. But you’re not. You have a preference issue. You might even have a consideration issue. Stronger brands are clamouring more effectively for the limited attention of customers, even if they don’t deserve it.
The business is creating a poor first impression.
Prospects aren’t enthused on first encounter. They might even be turned off. The messaging isn’t pressing the right buttons. Your shop window needs attention. It’s not good when a website makes warm leads colder.
The business is misunderstood.
You should be the obvious choice. But you haven’t got your story straight. Your positioning lacks precision and punch. Ideal customers put your brand in the wrong box and look elsewhere.
Pitching is no fun.
Hearts sink when anyone asks, “What do you do?” There isn’t a short, straight, compelling answer to the question. Your elevator pitch is loose and flabby. Buyers and investors are underwhelmed. There’s no Strategic Narrative.
The business has lost its spark.
The brand feels less vibrant and vital than it did at the start. It had zest and zing. It had a voice. What happened to the secret sauce that made it all feel so alive back then? Maybe it’s time to retell the origin story.
If you know someone who needs this kind of help, please point them in my direction. If you feel seen, please get in touch.
phil @ philadams.co (dot co, not dot com). Or message me on LinkedIn.
