They Buy Your Because THE BRAND ACCELERATOR

The Brand Accelerator is a fully custom 1 to 2 – day strategy session where your key executives, marketing, sales and cross-functional experts are introduced to the framework of influence, create your company influence strategy, and plan for implementation.

We go wide, then narrow on your customer insights, translate them to outcomes, and finally create your powerful Because concepts.

The session accomplishes several outcomes including clarification of messaging, alignment, consistency, execution, and importantly – innovation. It will give your team a framework for understanding influence and how to leverage it to maximize every sales opportunity and drive innovation throughout your organization.

Emotional purchase decisions are driven by rational factors that convince our brain that the purchase is a smart decision. One that we could rationally justify to someone else. A big mistake made by many companies is claiming lofty ideas or outcomes without some rational link that makes them believable, and repeatable – their Because.

During our work, we will identify the believable and repeatable Because(s) that allow buyers to justify their emotional purchases, and then tell others.

How we do it:

Your core team of participants learns the Because Framework and then spends one to two days applying it to your company to accomplish your unique objectives. The days are fully customized to your situation, your customers, and your goals.

The session will accelerate your growth by clarifying your business and innovation strategies, creating your Because(s), clarifying your message and inserting the message and Because(s) into every critical customer decision point.

The Brand Accelerator will take what you already do and make it better, more compelling, and more attractive to your ideal customers. It will also lead your thinking on where to go from here – uncovering what innovation do you need to stand out in the sea of sameness.

My commitment is that we will create a program that delivers the specific outcomes you want to achieve, is fully customized based on your business objectives.

Brand Accelerator General Outline

Phase I – Discovery Deep Dive – Pre-work and Alignment

In Phase I we will gather relevant input and information internally and externally that will set us up for success during the daylong planning session. We will also complete alignment calls to be certain that our time together is as productive as possible.

  1. Pre-Meeting Calls: Clarify goals and objectives, align on key deliverables, uncover any hidden landmines, and capture hopes, concerns and questions.
  2. Pre-Work (Company): The work includes defining session objectives and gathering competitor information. Many times, someone at the company will also complete a competitor assessment that they will then present during the live session.
  3. Pre-Work (Participants): Each participant will complete pre-work to warm up their brains and capture their customer insights and beliefs about your points of difference.
  4. Logistics: Complete logistical details of the day – room, projector, flip charts, voting dots, name plates, etc. Mark will provide a guide.

Phase II – Live Brand Accelerator Session

Phase II is the live planning session. The day will include a full “Becoming the #1 Choice in a Crowded Market” keynote for the team and brainstorming around your Target Insights, your Outcome and Your Because. Then we’ll hone your message. You will learn a framework and new language you’ll be able to utilize moving forward to maximize your messages in the future.

Day 1 – Because Framework

  • Kick Off
  • Keynote for all possible employees
  • Competitor assessment presentation (optional)
  • Brainstorming insights
  • Honing insights
  • Lunch
  • Brainstorming Outcomes/Because(s)
  • Hone Because(s)
  • Next steps planning

Day 2 – Execution (Custom based on objectives)

Start with debriefing day one, and overnight breakthroughs. Possible additional activities:

  • Complete framework for second customer type.
  • Sales flow – diagram all points of influence.
  • Communication matrix – what messages get used where?
  • Initiative planning – who will do what and by when?
  • Strategic planning – a broader look at the 90-day, 12-month, and 3-year company Roadmap. What’s in, what’s out, and what’s on hold?
  • Hone messaging language.
  • Alignment and commitments.

Phase III – Messaging Results and Recommendations Report

In Phase III I will summarize the Message Strategy created by the team during the planning session. The report summarizes all brainstorming, key insights, messaging points, powerful outcomes/Because(s) and positioning statements. Includes recommendations and next steps.

Phase IV – Further Deployment Assistance (additional investment)

Mark and Certified Because Framework Facilitators are available to help deploy and implement the strategies in your company as needed.