A Face In The Crowd

SFA Business Bytes, Galway 22nd February, 2017

Part 1. How A Brand Works

In Our Experience…

Success in business

is down to our ability to influence choice.

Purpose Of A Brand?

To make you

the natural choice of your customers.

Purpose Of A Brand?

To help customers

choose what’s just right for them.

How Does A Brand Work?

“A brand influences choice

by standing for the relationship

between the buyer and the seller.”

Islandbridge, 2004

Part 2. Your Best Customer

Who Is Your Best Customer?

Your Best Customer is one who:

Needs,

Wants

& Values what you have to offer

& is Willing to buy

& Able to pay for it.

Best Customer Assessment Tool

(c)IslandbridgeBrandDevelopment(2015)

Current Or Target CustomerNeeds (1 - 5)

Wants (1 - 5)

Values (1 - 5)

Willing (1 - 5)

Able (1 - 5)

Score (20+)

Comment

Best Customer Assessment Tool

(c)IslandbridgeBrandDevelopment(2015)

Current Or Target CustomerNeeds (1 - 5)

Wants (1 - 5)

Values (1 - 5)

Willing (1 - 5)

Able (1 - 5)

Score (20+)

Comment

Sample Customer 1 5 3 5 5 5 23e.g. Low scoring Wants means I need to increase the appeal of

my offering for this customer.

Best Customer Assessment Tool

(c)IslandbridgeBrandDevelopment(2015)

Current Or Target CustomerNeeds (1 - 5)

Wants (1 - 5)

Values (1 - 5)

Willing (1 - 5)

Able (1 - 5)

Score (20+)

Comment

Sample Customer 1 5 3 5 5 5 23e.g. Low scoring Wants means I need to increase the appeal of

my offering for this customer.

Sample Customer 2 3 5 4 2 5 19e.g. Low scoring Needs & Willing means I need to sharpen my

focus on the problem I fix for this customer.

Bullseye Customer Profile

• Age / Gender

• Occupation

• Family Status

• Education

• Interests / hobbies

• Entertainment sources

• Information sources

• Steps to purchase

• Key Conflict

Part 3. Your New Markets

Best Market Assessment Tool

(c)IslandbridgeBrandDevelopment(2015)

Potential MarketNeeds (1 - 5)

Wants (1 - 5)

Values (1 - 5)

Willing (1 - 5)

Able (1 - 5)

Score (20+)

Comment

Sample Territory 1 4 3 5 4 5 21e.g. Low scoring Wants means I need to increase the appeal of

my offering for my customer in this market.

Sample Territory 2 3 5 4 2 5 19e.g. Low scoring Needs & Willing means I need to sharpen my

focus on the problem I fix for my customer in this market.

Thank You!

Gerard@Islandbridge.com