INFLUENTIAL now offers a research-based Brand Audit & Rebranding advisory service to growing enterprise IT vendors, in partnership with Fearless Branding.

OVERVIEW:
This service is perfect for small- to midsized vendors ($5-50M in sales) facing new challenges in changing markets. Management teams often find business performance suffering because the original brand position has become outdated, diluted, or distracted. The foundation of the service is customer research that taps the client’s existing customer brand equity to get the company back on track. Our unique service partnership offers divergent but complementary best practices - B2B technology positioning with traditional consumer brand management - at a more affordable scale than comparative offerings from larger branding firms. The benefits of defining a single unifying “Fearless Brand” principle are:

1. Focused and precise differentiation for more resonance/relevance with target audiences
2. Organizational alignment behind a clear, consistent understanding of the brand
3. A foundation for more effective, efficient market execution
4. An energized, reinvigorated organization

FREQUENTLY ASKED QUESTIONS

Who is the Service for?

• Specifically designed to benefit management teams at growing B2B technology companies
• Ideal clients have achieved first revenue & a critical mass of initial customers
• Ventures whose original positioning has become outdated or diluted
• Differentiation challenged in sales/marketing/product by new competitors, spotty customer intelligence, emerging trends, or other changing market conditions

What is the Service?

• A 360-degree brand assessment interviewing internal stakeholders, existing customers, key market influencers & secondary research on competitors
• A sophisticated strategic advisory process helping company leadership discover their unique "Fearless Brand Idea"
• Creative design concepts, if desired

What is a "Fearless Brand Idea"?

• A single unifying principle that aligns the organization
• Precise differentiation which has greater resonance with target audiences
• A vision defined emotionally & aesthetically as well as functionally (unlike standard "repositioning")

What are the Benefits Delivered?

• An understanding of the brand's relevance to customers & the wider marketplace
• A foundation for more effective, efficient market execution
• Bottom-line results such as more qualified sales leads & stronger customer loyalty
• An energized, reinvigorated organization

What Makes the Service Special?

• Uniquely distills the best practices of B2B technology positioning & B2C brand creation
• Packaged especially for growing tech companies at a more affordable scale
• Actively involves existing third-party PR or design team members (traditionally the first outsourced services in B2B tech)

Who is Robert Friedman of Fearless Branding?

• A brand strategist with more than 17 years of experience in consumer packaged goods (Kraft, Nestle, Vicks, USPS)
• A former corporate brand manager & ad agency account rep
• Developer of the Fearless Branding methodology, delivered to non-tech markets since 2002
• More information on Robert's background & methodology can be found at Fearless Branding

What Does the Service Cost?

• Price based on variety of metrics that dictate project scale - including number of customers, size of management team, number of competitors, growth stage of client company
• Letter of agreement details estimated number of hours, at a rate of 150 per hour, per partner
• Client signs with INFLUENTIAL and receives only a single invoice
• Brand Audit may be purchased separately

How Are the Results Executed?

• INFLUENTIAL and Fearless Branding currently partner to deliver only this service
• Client under no obligation to retain either or both in executing their new brand identity
• However, clients encouraged to learn about the full range of services offered by INFLUENTIAL and Fearless Branding to realize their brand in the marketplace

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