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SELLING BRAND VALUE WORKSHOP
[COURSE #1.2]
Does it feel like your brand is a "commodity" in a sea of
competition?
Your brand is the mental and emotional "real estate" held in the
minds and hearts of your customers. Communicating your TOTAL
BRAND VALUE vs. PRICE alone to current and potential customers
drastically improves your ability to compete in a saturated
marketplace. When your firm’s brand and its products and services
are completely differentiated from the competition, your odds for
success are exponentially increased. Research suggests that those
brands that engage people emotionally and that differentiate
themselves command prices 20% to 200% higher than
competitors’ and sell in far higher volume. This class will focus on
selling the value of the firms total brand solution vs. competing on
price to win and keep new business!
Objectives
Participants will learn to:
- Recognize and build value into commoditized products and
services
- Identify the 6 elements of a successful brand
- Build passion and respect for your firm, its products and services
- Identify how brands become cults
- Understand and communicate your firm’s brand story in the
market place
- Position successfully and differentiate your firm, its products and
services from the competition
- Define and target new clients for your firm’s products and services
Class Size: Up to 16
Length: 8 hrs
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