With strategy and services in place, it is time to distance your brand from your competition. Customer experience is the ideal way for you to reinforce and extend your brand.
Start by identifying the brand positioning of your competitors and your company. Look at the equivalent customer scenarios for their services. Identify how they deliver their services and what they do along the way to enforce their brands. From that study, identify the strategies you can use to separate and create differentiation between you and your competitors.
Map your product advantages relative to your competitors and be honest. Decide where you want your brand to be and start the incremental effort to migrate your brand to this new location.
Here again, agility is key to your success. My personal description for this process is Fire, Ready, Aim. Create your service, measure and gather feedback, adjust your process to improve the result and fire again. The speed at which you follow this cycle will define how quickly you distance yourself from your competition. The gains you make here are additive. Each improvement increases your advantage and clearly defines your brand.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016