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A fast and esay strategic planning framework to facilitate customer-centric design, prioritize customer needs, define customer brand and produce results.

Define The Brand

Prioritize Needs

Define The Customer

Define The Brand

Defining
The Brand

By defining the brand you are aligning the perceptions and opinions of your client and with your own before you begin execution.

Defining the brand creates an objective roadmap that saves you time and energy.

“A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a person’s gut feelings about a product, service or organization.”

-Marty Neuimer
Author of The Brand Gap

  • It’s hard to write a brand or mission statement in a worksession
  • But if you break it down into individual attributes it is possible to do it
  • Don’t believe it?
  • Let us show you

CORE Brand Attributes:

  • Culture

  • Customer

  • Voice

  • Benefit

  • Value

  • X-Factor

How would your customers and
employees describe your company?

Example:

  • Sophisticated
  • Ceremonial
  • Relaxed

How would you describe your
ideal customer?

Example:

  • Health Concious
  • Forward Thinking
  • Easy
  • Keep it positive.
  • If someone says “disorganized” you say “organized.”
  • If someone says “behind” you say “forward thinking.”
  • If someone says “difficult” you say “easy.”

How you sound to others

Example:
If your brand was a person, describe
them.

Attribute:

  • Wise
  • Forward Thinking
  • Kind

Archetypes

  • Joker

    Joker

    Fun
    Playful

  • Seductress

    Seductress

    Desirable

  • Rebel

    Rebel

    Deant

  • Hero

    Hero

    Adventurous
    Brave

  • Sage

    Sage

    Trustworthy
    Sage

  • Mother

    Mother

    Generous
    Caring

  • Friend

    Friend

    Straightforward
    Friendly

  • Maiden

    Maiden

    Innocent
    Kind

  • Dreamer

    Dreamer

    Idealistic
    Different
    Creative

  • King

    King

    Powerful
    Assertive

How you make people feel

Example:
After interacting with your product how does
someone feel?

Attribute:

  • Mindful
  • Relaxed
  • Refreshed

The tangible results that you provide

Example:
What qunantifiable outcome do you
provide?

Attribute:

  • Re-energized
  • Save time
  • Empowered

What makes you unique?

Example:
If you were an adventure novel what
would you be about?

Attribute:

  • Escape
  • Travel
  • Asia
NameTea HausWho you are
ProductCustom TeasWhat you provide
CultureSophisticatedHow your customers describe you
CustomerHealth ConciousYour ideal customer
VoiceWiseHow you sound to others
BenefitMindfulHow you make people feel
ValueRe-energizedTangible results you provide
X-FactorEscapeThat one thing that makes you unique

CORE Brand Statement

Tea Haus provides Custom Teas to
Health Conscious customers in a Sophisticated enviorment with a Sage voice, helping them feel Mindful and be
Re-Energized.

Define The Customer

Defining
The Customer

Customer

Customer

user

Example: Tea Haus

A growing Tea Shop in Thousand Oaks, CA

User Categories

  • Your Client’s Current Customers

    Your Client’s Current Customers

    Where most of the revenue is coming from currently.

    Example:
    Older Tea
    Drinkers

  • Your Client’s Ideal Customer

    Your Client’s Ideal Customer

    Who you want more business from.

    Example:
    The Suburban
    Yoga Mom

  • Your Client’s Employees

    Your Client’s Employees

    The current team serving customers.

    Example:
    The College Part-time
    Worker

  • Influencers

    Influencers

    The local restaurant critic

    Example:
    The Famous Chef Blogger

Demographics

  • 39 Years Old
  • Married
  • Husband Bill - CEO, Medium Corp
  • 2 Kids, 10 and 13 Boy and Girl
  • Thousand Oaks, CA
  • $175,000

Customer Back Story

  • Busy mom
  • CEO of Household
  • Busy driving around town carting kids to soccer, school and extracurriculars
  • Loves Yoga
  • Tea lover, seeks temporary escapes

Customers Needs & Why

  • Great ambiance to escape from kids
  • Quality product because she is a tea connoisseur
  • Great service because she wants to feel special
  • To know if she can come before yoga in the morning
  • Feel appreciated
  • Feel it’s a premium brand

Exceed their needs

  • Great interior design
  • Most expensive imported tea
  • Well trained experienced staff
  • Amazing mobile site with hours of operations
  • Loyalty Program
  • Sophisticated design

Demographics

  • 39 Years Old
  • Married
  • Husband Bill - CEO, Medium Corp
  • 2 Kids, 10 and 13 Boy and Girl
  • Thousand Oaks, CA
  • $175,000

Customer Back Story

  • Busy mom
  • CEO of Household
  • Busy driving around town carting kids to soccer, school and extracurriculars
  • Loves Yoga
  • Tea lover, seeks temporary escapes

Customers Needs & Why

  • Great ambiance to escape from kids
  • Quality product because she is a tea connoisseur
  • Great service because she wants to feel special
  • To know if she can come before yoga in the morning
  • Feel appreciated
  • Feel it’s a premium brand

How do you exceed their needs

  • Great interior design
  • Most expensive imported tea
  • Well trained experienced staff
  • Amazing mobile site with hours of operations
  • Loyalty Program
  • Sophisticated design

Prioritize Needs

Prioritize
Needs

What they need

How to exceed needs

Deliverables

Customers Needs & Why

  • Great ambiance to escape from kids
  • Quality product because she is a tea connoisseur
  • Great service because she wants to feel special
  • To know if she can come before yoga in the morning
  • Feel appreciated
  • Feel it’s a premium brand

How could you exceed their needs

  • Great interior design
  • Have most expensive imported tea
  • Well trained experienced staff
  • Amazing mobile site with hours of operations
  • Loyalty program
  • Sophisticated design

Deliverables

  • Posters & wall graphics
  • Point of purchase displays
  • Packaging for loose leaf
  • Staff uniforms
  • Training videos
  • Responsive website
  • Customer loyalty cards
  • High end menus
 
DeliverablesDesirablityAbility to Do ItTotalTerm
Posters & wall graphics10717S
Point of purchase displays8311M
Packaging for loose leaf tea10818S
Staff uniforms8412L
Training videos9817L
Amazing mobile site with details and hours of operations10717S
Customer loyalty cards4812M
High end menus9716M