Frequently Asked Questions About Brand Model 3.0
A Brand Lover is your best customer. Each business will define their best customers in different ways. Generally speaking, your best customers buy from you more often, consistently choose you over your competitors and create new customers for you via positive word of mouth.
What exactly is a brand model?
An effective brand model provides the key insights needed to plot the future course of your brand. Taking a holistic approach, the Brand Model 3.0 addresses psychological, biological and cultural drivers in the purchasing behaviors of your customers, in addition to addressing more standard aspects like your brand identity, competitive landscape and brand direction.
Why does my company need a brand model?
An effective brand model is the single best way to differentiate your brand and make better long-term business decisions. That's the very short answer. The more complete answer can be found here.
What is the value of modeling your best customers?
Your best customers are your most loyal customers. Your loyal customers are your most profitable customers as they drive repeat business, retention and positive word of mouth for your brand. By modeling your brand around your best customers, you naturally grow your business based on clear differentiation and drivers of choice. Put simply, a business strategy based on Brand Model 3.0 makes your competition irrelevant and leads to long-term growth.
Is Brand Model 3.0 quantifiable? Are there numbers to back up your insights?
Yes, the brand model offers quantitative components measured against our qualitative analysis. Dependent on your needs, we can access larger sample sizes in our analysis, improving statistical validity.
What's the process? How do you do it?
Our brand modeling process generally takes 90 days. The Brand Model 3.0 process always kicks off with an off-site meeting with your leadership team to align and educate members and capture the ideas needed to develop the model. Please contact us for more details about the process.
How long does it take? How soon can my company get a completed Brand Model 3.0?
Our brand modeling process takes approximately 90 days to complete. Please contact us for availability and scheduling.
What's the secret sauce? What’s the magic behind Brand Model 3.0?
If you don't understand why your customers choose you more often than your competitors, you're screwed. We focus on understanding the drivers of choice and differentiation of your best customers because our research confirms that focusing on your best customers is the best way to build a true competitive advantage and long-term profitability.
How do I know if your brand modeling service is right for my company?
If you're a mid- to large-sized business with revenue exceeding $30 million, Brand Model 3.0 will help you fortify your brand and increase your market share. Your brand model insights will help increase the effectiveness of your advertising and improve all of your consumer touch points. If you're a publicly traded business and/or have revenue in excess of $100 million, we do offer an Enterprise edition of the model which offers multiple market analyses and statistically verifiable analyses to help position you as the dominant player in your market. Contact us for a complete breakdown of what's included in your brand model. (If, however you're a smaller business or just getting started, we suggest downloading or purchasing the Cult Branding Workbook to help you get started on building brand loyalty.)
How long is the brand model good for? Does it need to be updated every year?
The dominant measures of the Brand Model 3.0 are perennial—they don’t change from year to year. Large enterprises, however, are constantly looking to update and refine their model and may choose to update their model every year or two.
What kind of information would you need from us to create our brand model?
If you have existing research, we’ll happily review it and highlight findings relevant to the model. In our initial two-day off-site meeting, we’ll brainstorm with you and generate the needed insights from your leadership team. Together, we’ll determine the criteria for your Brand Lovers at the off-site meeting. Following this meeting, you’ll be responsible for providing us with a list of potential Brand Lovers to contact. After that, we’ll take care of the rest and later contact you to schedule our next meeting to discuss the findings.
Can you help our company become a Cult Brand?
Not every company can be a Cult Brand, but every company can have Brand Lovers. If you are truly committed to serving your customers better than anyone else and cultivating a community around a specific lifestyle, the Brand Model 3.0 can help you move toward Cult Brand status.
Is your model psychological or behavioral?
Actually, our model is unique in that it covers both psychological and behavioral aspects of your customers. Our research demonstrates that Brand Lovers think, feel AND behave in specific patterns. Brand Model 3.0 works to uncover both the psychological and behavioral drivers of your best customers’ purchasing decisions and their overall interactions with your brand.
What will I learn from Brand Model 3.0? What can I do with the information I’ll receive?
Brand Model 3.0 makes business decisions easy by providing a clear lens with which to evaluate your problems. If the decision will not in some way positively affect your Brand Lover, you probably shouldn’t do it. Brand Model 3.0 will also become the absolute measure with which to evaluate your brand against. Brand Model 3.0 can be used to improve the effectiveness of media planning, product innovation, community development, packaging, promotions, strategic initiatives, creative and much more. Every aspect of your business will be positively influenced by Brand Model 3.0.
I get it. I know our business can use Brand Model 3.0, but our executive team is resistant to change.
We’re very familiar with this problem. That’s why we provide you with all the tools necessary to sell-in to your organization including a comprehensive and persuasive brand book, Brand Lover video highlights of your best customers, multiple presentations and key findings reports. You’ll have an arsenal of tools and data at your disposal to help persuade your executive team on the importance of focusing on your best customers. Ultimately, your leadership team wants the business to succeed in the long run and the argument in favor of Brand Model 3.0 is difficult to refute.
I love what you guys do, but I operate a really small business and we don’t generate enough revenue to substantiate an investment in your brand model. Is there anything you can suggest?
Actually, there is. Go here and download the Cult Branding Workbook: Seven Steps to Understanding Your Customer and Cultivating Brand Loyalty. This free guidebook, also available on Amazon.com in hardcopy, is our gift to you. It will walk you through a process to help you better understand your business and your best customers.
Is it true that you guys are thinking of starting a cult?
Although we've been told that many people have drank the “Cult Branding Kool-Aid” and want to get Cult Branding tattoos, we are, in fact, not starting a cult.
Are you guys Brand Lovers of any Cult Brands?
Sure. BJ is a Brand Lover of BMW; Scott is a Brand Lover of LL Bean and The Motley Fools; Melissa is a Brand Lover of Apple and VW Beetle; Aaron is a Brand Lover of Wine Library TV; Salim is a Brand Lover of Nintendo and Mini; Jenny is a Brand Lover of Zappos; Joze is a Brand Lover of Google.
Contact us with any additional questions you might have, receive more detailed information about the Brand Model 3.0 and schedule a time to get started. We look forward to helping you uncover and understand your best customers!
