Guy Richards / Ordinary Life with a Brand Strategist

Can’t Google

A lot of people turn to Google for business plans. But the one thing Google can’t do is provide this.

It is because business plans take insight into your situation, knowledge of the market and your offerings, plus wisdom to create a solution that only comes from experience.  

It is amazing how many people are searching for business plans. In my opinion the main reason is because it is near impossible for company to build a strong plan from within. They are to close to themselves to cut through the clutter of what is important to the market, to understand how the customer perceives them and to articulate the primary value they bring to the buyer.

Businesses should be looking for an experienced strategist with a great track record rather than a plan. Plans can’t adjust or be shared.

#10 / What I learned at Convene...outsourcing or leadership?

This clip is about what I learned from a man who buys declining manufacturing businesses and turns them around.

#10 / What I learned at Convene...outsourcing or leadership? from Guy Richards

Forecasting Brand Impact

You can forecast the impact of a brand by the loyalty of those it leads.

Measurement

What do we measure? Everything!

We measure how our day is going by our previous experiences of great days we’ve had. Interbrand measures the Top 100 Global Brands and Outreach measures the top 100 Fastest Growing Churches. Every measurement taken has a reference point of worst and best, even if the lines are a little blurry.

It’s really simple. Some people will say, “Well, at least I’m not as bad as…” While others stay in the middle of the indicators, hoping not to stir the pot.

But then, there are those who are not satisfied with the worst and best case scenario. These people have an internal drive that is far greater than those around them. They set their own standard of “GREAT,” which the world has yet to see.

It’s only when a gifted visionary can paint the canvas of “GREAT” that “GREAT” can be achieved. Which pushes the bar of best-case scenario forever.

No longer does the innovations of the competition bring this person fret. It’s because the measurement this person is running off of is so far ahead of the standard that they are looking to God for what is possible.

What is your life’s measurement standard, worst to best? Or is it hard to explain because it’s so far past best that you are redefining the standard daily?

Clear Perspective on Current Reality

Working with both large and small brands I have found one thing that changes everything, the outcomes, the budgets, the to-do-lists and most importantly the results.

The one thing is a clear perspective on current reality. It is being able to truthfully overhaul the brand as a whole, from both inside and outside.

Here are 6 essential questions I use with clients:
1. Do you have a clear vision and plan that your organization is striving to reach? (And does it matter to the world?)
2. Are the employees engaged with this vision?
3. Is the service/product you offer add more value than your competitors?
4. Does your visual identity clearly distinguish you as relevant and memorable?
5. Do you have marketing strategies that drive profitable sales/donations?
6. Are your customers/donors positively advocating your brand to their friends and family?

If you answered yes to all the above, you are in a great place “today,” and if you didn’t, take this free brand alignment test. It only takes a few minutes and it will outline your brands underlining weaknesses.

PS. Once you receive your diagnostic, download the free charts to see which one of the four categories your brand is in.

Brand vs. Bottom-line Focused Organizations

From my experience I believe there are two main mindsets that lead all organizations,  “brand focused organizations” and “bottom-line focused organizations.”

The difference between these two mindsets leads to two very different outcomes.

Bottom-line Focused Organization
The bottom-line focused organization’s primary concern is here and now. They think… “How can we profit the most off of every transaction, even if we have to use pressure to squeeze the last penny out of a customer/donor.“

This organization will soon go under or fade to the background of the market as a result of disappointed customers/donors sharing their experience with friends and family (and these days Facebook and forums).

Brand Focused Organization
The brand focused organization’s main goal is a great reputation that drives profitable sustainability. They think… “How can we please our customers/donors by consistently giving them a great service/product and an unexpected experience, even if we financially breakeven in some situations.”

This organization will slowly build a great brand reputation and secure a top position in the market while sustaining the loyalty of a base of advocates who will not consider another option.

What is the focus of the organization you work for, want to work for, lead or do business with?

Assessing Your Client’s Future

Assessing your client’s/brand’s future is a tricky thing. You must not put too much weight on what your client says until you have determined their behavior matches.

Because I’m pretty vocal about being a Christian, I get clients who seem to give me answers that don’t match. I believe it’s because they want to influence me to view them as great people. We as humans naturally want people to like us.

Let me give you an example. When assessing a client I usually ask them… what three goals would like to achieve before you die? And they say:

1. Have our business increase by 10 times while having minimal responsibility.

2. Travel more.

3. And…aaa…build housing for underprivileged kids.

Well, I would say their only business motive is wealth so it can support an affluent lifestyle. With this motive their brand will have no engaging goal to tackle. Their employees will see through the lack of leadership and the brand will almost always fall in the middle of the competitive pack because the ownership won’t want to risk profitability on innovation.

The rule of thumb in assessing a brands situation is: listen to opinions but make diagnostics determinations on factual behavior.

Most people can’t articulate why they make the choices they do because they’re not in touch with their subconscious motivational drivers. So, they tell you what you want to hear or what they think should be the write answer.