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SELLING BRAND VALUE WORKSHOP
[COURSE #1.2]
Does it feel like your brand is a "commodity" in a sea of
competition?
Your brand is the mental and emotional "real estate" held in the
minds and hearts of your customers. Communicating your TOTAL
BRAND VALUE vs. PRICE alone to current and potential customers
drastically improves your ability to compete in a saturated
marketplace. When your firm’s brand and its products and services
are completely differentiated from the competition, your odds for
success are exponentially increased. Research suggests that those
brands that engage people emotionally and that differentiate
themselves command prices 20% to 200% higher than
competitors’ and sell in far higher volume. This class focuses on selling the value of the firms total brand solution
vs. competing on price to win and keep new business!
Objectives
Participants will learn to:
- Recognize and build value into commoditized products and
services
- Identify the 6 elements of a successful brand
- Build passion and respect for the firm, its products and services
- Identify how brands become cults
- Understand and communicate the firm’s brand story in the market place
- Position successfully and differentiate the firm, its products and services
from the competition
- Define and target new clients for the firm’s products and services
"You should know that your presentation received nearly all excellent ratings. With comments like, "very articulate and
knowledgeable," "valuable," and "informative," I can assure you that you’ve impressed this group...not
always an easy task!" View Full Letter (PDF)
Kirsten I. Amspaugh
Chairperson
PICA, Inc.
Class Size: Up to 16
Length: 8 hrs
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