core customer rhythm university

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BRAND PROMISE & CORE CUSTOMER


BRAND PROMISE OVERVIEW


BRAND PROMISE

• It must really matter to your customers

• It must differentiate you from your competition

THE PROMISE YOU MAKE TO YOUR CUSTOMERS


BRAND PROMISE

WHO? Your Core Customer & their Needs

WHAT? What makes you unique – or at least uncommon

HOW? The persuasive strategy that will convince your WHO to buy your WHAT

I t ’ s H O W y o u s e l l y o u r W H AT t o y o u r W H O


STEPS TO DETERMINE YOUR BRAND PROMISE

1. Decide on your Sandbox

2. Identify your WHO

3. Discuss their needs (vs. wants)

4. Understand what you are uniquely qualified to deliver

5. Determine your Brand Promise


CORE CUSTOMER


WHO IS YOUR WHO?

• A real person, not a category

• Much deeper than market segments

• They have reasons, emotions, fears, interests – they have NEEDS

T h e O N E Yo u C A N N O T L i v e W i t h o u t


WHY DO YOU NEED TO KNOW YOUR CORE CUSTOMER?

•They will buy at optimal price & quantity to generate profit•Personalizing your “who” allows you to really understand them• This allows you to focus your resources & clarify your message•You can discover their habits and determine the best way to reach them – social media, on-line, etc.


EXAMPLE: START-UP FITNESS CENTERA n a d u l t m a n o r w o m a n w h o w a n t s a n d c a n a f f o r d a n

e x c e p t i o n a l p e r s o n a l t r a i n i n g e x p e r i e n c e


THEIR WHO?

A mom who wants her young children to get more nutrition • Realized it is not the child

who is making the purchasing decision

• Developed web strategy targeting their online savvy WHO

• Result: #1 brand in category, $400m a year in sales

J u i c y J u i c e E x a m p l e


RHYTHM SYSTEMS EXAMPLE

The c oachab le CEO o f a g row ing company w i t h 50+ emp loy ees , and mu l t i p l e l ev e l s o f managemen t who

wan ts t o empower t he i r t eam to s tay f oc us ed , a l i gned & ac coun t ab le t o

ac h i eve resu l t s .


IN 20 WORDS OR LESS:

• Who are your best customers?• Who makes the buying decision?• What does your team love about

working with them?• What do they love about working

with you and your team?• What do they all have in

common?• Role, title, responsibilities• Characteristics, traits

Who is Your Core Cus tomer?


NOW, WHAT DOES YOUR WHO NEED?

• Focus on Needs not Wants

• What need is your competition unwilling or unable to meet?

• Put yourself in their shoes

• What keeps them awake at night?


WHAT ARE YOU UNIQUELY QUALIFIED TO DELIVER?

• What are your strengths & Core Competencies

• What are you uniquely qualified to do that others cannot do?

• Is there something you already do that they don’t even know about?

• Do you have an asset you can use?

• If you have done the Hedgehog exercise – consider your Best At

That fu l f i l ls thei r NEED (Not Wants)


EXAMPLE: START-UP FITNESS CENTER“ M e a s u r e d p r o g r e s s t o w a r d t o t a l w e l l b e i n g ”


EXAMPLE: FEDEX P e a c e o f M i n d

• H a d t o r a i s e t h e s t a k e s f r o m o v e r n i g h t d e l i v e r y

• N o w, c u s t o m e r s c a n k n o w w h e r e t h e i r p a c k a g e s a r e a t a n y t i m e

core customer rhythm university

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