1. Marketing Strategy
Strategic Considerations for Corporate Branding

2. • Create a Sense of Urgency – Market Realities & Company Position
• Form a Powerful Coalition – Executive Team & Project Refresh team
• Create a Vision – Align Brand Strategy with Strategic Business Objectives
• Develop New Brand Identity – Logos, Words, Colors
• Communicate the Vision – All key stakeholders (All levels)
• Empower Others to Act – Give employees permission to be GREAT!
• Create Short Term Wins – Track progress (Quantitative & Qualitative)
• Institutionalize New Approaches – Integrate into everyday activities
• Brand Management
Managing the Change Process For Our Brand
Brand Refresh – Change Process
*Based on “Leading Change Article” – John P. Kotter HBR, and Rebranding Model developed by James Brown 2

3. Brand Roadmap – Project Refresh
Brand Strategy Development
WHY we are taking this approach
Brand Identity Design
WHAT we will we will say and look like
Brand Campaign Execution
HOW we plan to engage stakeholders
• MarketingBrand Audit (Internal Focus)
 Company Communications History
 Vision, Mission, Values, Culture
 Segments, Targets, Positioning
 Brand Perceptions
 Brand Equity Model (Corporate & BUs)
• Strategic Positioning (Value Proposition)
 Brand Study –
 3 C’s Analysis – 360 Degrees
o Customer Sensing Survey
o Competitive Landscape Brief
o Company Capabilities Matrix
 Brand Attributes
• Brand Brief (Blueprint)
 Brand Narrative (Who we are, What we
do)
 Brand Architecture (Naming)
 Brand Attributes
 Brand Equity Profile
• Creative Brief (Visual & Verbal Vocabulary)
• Communications Strategy Matrix
 Objectives (Share Info., Influence
Behavior)
 Stakeholders (Employees, Customers,
Investors, Government Officials)
 Vehicles (DigitalWeb, Social Media,
Print, Video, Presentations, Speeches)
• Visual Identity (Look & Feel)
 Shapes, Colors, Fonts
 Digital Assets (Logos & Images)
• Written Identity (Content)
 Frequently Asked Questions (FAQs)
 Messaging Platform & Taglines
• Marketing Materials (Communication
Tools)
 Brand Standards
 Promotional Items
 Website
 PowerPoint Templates
 Letterhead & Stationary
 Business Cards
 Thought Books
 Company Video
 Signage
 Newsletters
 Business Forms
 Media Kit
 Company Fact Sheet
 Sales Sheets
 Brochures
 Tradeshow Booth & Signage
• Brand Experience Delivery
 Customers: Social Media, Personal Selling,
Service Recovery, Service Calls, Invoicing
 Employees: Onboarding, Benefits, Safety,
Compliance, Goal Setting, Leadership,
Coaching, Intranet
• Programs & Governance
 Entrepreneurial Innovation Program
 The Superior Way Foundation
 Entrepreneurial Innovation Program
 Brand Ambassador Program Brand
Custodians
 1:1 Executive Coaching
 External Presentations
 Speakers Council
 Sales Training (Customer Calls)
 Customer Onboarding Program
 Marketing Resource Center
 Employee Empowerment Program (It's on
me)
 Customer Facing Engagement
• Go-to-Market Campaigns
 Internal
 External
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4. Brand Strategy Imperatives
Characteristics of Operationally Executable Brand Strategy
Flexibility
Authenticity
Simplicity
Nimble & Agile…
• Adapt to shifts in strategy
• Be relevant to all business units
Just the Facts…
• Speak the Truth
• Under Promise. Over Deliver.
Keep it Simple…
• Meet people where they are…
• Avoid confusion…
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5. Narrowing the Focus – Positioning Concepts
Believable
• Applied Innovation
• Customer Intimacy
• Practical Value
• Professional
• Reliable People
• Unique Heritage
Meaningful
Relevant
• Customer Intimacy
• Innovation
• Reliability
• Good Value
• Solutions Driven
• Commitment to Excellence
• Experience
• Global Capabilities
• Engineering
• Responsive
• Customer Care
• Ease of Doing Business
• Problem Solver
• Low Cost Provider
• Reliability
• Quality
• Research & Development
• Competitive Pricing
• Market Leadership
Operationally
Executable?
3 C’s Positioning
Model
Surveys & Trends
Workout Sessions
(Workshops)
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6. Positioning Option 1 – Customer Intimacy
Quality of service delivery
Acceptable
Difficult to OwnRequirements
Customer
Intimate
Unclaimed
Differentiators
Exceptional
The Sweet Spot
Industry expertise
Global capabilities
Engineering / Design
Responsiveness
Satisfaction
Ease of doing
business
Technical Innovation
Safety
Integrity
Entrepreneurship
Cost-effective
Sales responsiveness
Supply Reliability Knowledgeable account teams
Preferred supplier
for difficult projects
Effective integration
of a wide range of
products and services
Competitive
pricing
Not arrogant
Provides superior
technical solutions
Understanding
customer needs
Red text – Does supports positioning strategy
Gray text – Does NOT support positioning strategy
Commitment
True
partnership
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7. Positioning Option 1: Customer Intimacy
• Your concerns are the cornerstone of our CUSTOMER CARE
– When you have concerns, we take it personally.
• We translate your needs, into SOLUTIONS
– We work side by side with you, every step of the way
• Our accountant managers are COMMITTED to your success
– We make it our business to know your business
Challenges
• Customer Service Standards required across all BUs
• Difficult to own without significant investment
• Heavy dependence on consistent sales and service experience – Centralized CRM
Key Message: We understand your needs…
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8. Positioning Option 2 – Practical Value
Quality of service delivery
Acceptable
Difficult to OwnRequirements
Unclaimed
Differentiators
Exceptional
The Sweet Spot
Industry expertise
Global capabilities
Engineering / Design
Responsiveness
Satisfaction
Ease of doing
business
Technical innovation
Safety
Integrity
Entrepreneurship
Cost-effective
Sales responsiveness
Supply reliability Knowledgeable account teams
Preferred supplier
for difficult projects
Effective integration
of a wide range of
products and services
Competitive
pricing
Not arrogant
Provides superior
technical solutions
Understanding
customer needs
Practical
Value
Commitment
True
partnership
8Red text – Does supports positioning strategy
Gray text – Does NOT support positioning strategy

9. Positioning Option 2: Practical Value
• We design our SOLUTIONS to be “Fit for Purpose”
– We keep it as simple as it needs to be…and no simpler
• We INNOVATE to solve customer problems
• Our business model allows more FLEXIBILITY in delivery and
sourcing
Challenges
• Heavier dependence on technical capabilities (skills, awareness, delivery)
• Accelerated adoption of shared services across BUs
• Advanced training to improve strategic selling skills
• This positioning strategy is not applicable to all BUs
Our Solutions are “Fit for Purpose”…
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10. Positioning Option 3 – Unique Heritage
Quality of service delivery
Acceptable
Difficult to OwnRequirements
Unclaimed
Differentiators
Exceptional
The Sweet Spot
Industry Expertise
Global Capabilities
Engineering / Design
Responsiveness
Satisfaction
Ease of Doing
Business
Technical Innovation
Safety
Integrity
Entrepreneurship
Cost-effective
Sales Responsiveness
Supply Reliability Knowledgeable Account Teams
Preferred supplier
for difficult projects
Effective integration
of a wide range of
products and services
Competitive
pricing
Not arrogant
Provides superior
technical solutions
Understanding
customer needs True
partnership
Commitment
Unique
Heritage
10Red text – Does supports positioning strategy
Gray text – Does NOT support positioning strategy

11. Positioning Model – 3 C’s
Quality of service delivery
Acceptable
Difficult to OwnRequirements
?
Unclaimed
Differentiators
Exceptional
The Sweet Spot
Industry Expertise
Global Capabilities
Engineering / Design
Responsiveness
Satisfaction
Ease of Doing
Business
Technical Innovation
Safety
Integrity
Entrepreneurship
Cost-effective
Sales Responsiveness
Supply Reliability Knowledgeable Account Teams
Preferred supplier
for difficult projects
Effective integration
of a wide range of
products and services
Competitive
pricing
Not arrogant
Provides superior
technical solutions
Understanding
customer needs True
partnership
Commitment
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12. Messaging Considerations
Technical Expertise
Competitive Pricing
Ease of Doing Business
Responsiveness
Quality
Innovation
Total Cost of ServiceSatisfaction
Customer Care
Research & Development
Customer Intimacy
Good Value
Customer Value
Commitment
Customer
Experience
Return of Investment
Solution Providers
Industry Expertise
Market
Leadership
Product &
ServicesPositioning Strategy Options
Customer Intimacy
Innovation
Reliability
Good Value
Solutions Driven
Commitment to Excellence
Experience
Global Capabilities
Engineering
Responsive
Customer Care
Ease of Doing Business
Problem Solver
Low Cost Provider
Reliability
Quality
Research & Development
Competitive Pricing
Market Leadership
Global Capabilities
Reliability
Engineering / Design
Cost to Serve
Effective brand strategy narrows the focus to emphasize our Brand Essence
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