7 Principles of
We apply these 7 key principles to support sustainable growth and/or optimize the path to your next major capital raise, merger or exit:
1. Align
You’ve acquired a good company. Recurring revenues. Solid customer base. Defensible competitive advantage. Growth opportunities. Now, you’re leveraging valuable legacies while bringing in new ideas and best practices that unlock new value. Rebrand to align with your strategy going forward, as you scale up with fresh momentum.
2. Reframe
Nine times out of ten, you’ve inherited an outdated website, spec-heavy marketing materials and DIY sales presentations. Your efforts to drive incremental revenue will be well served by a brand refresh. Give your newly energized sales team real support with a website and tools that frame a powerful story and position you as the leader you are or intend to become. Plus, a new site helps attract the best people. Nobody wants to work for a company that looks old and tired.
3. Reconcile
It’s not just what you say, it’s how you say it. The latest neurological research proves that business decisions aren’t purely rational. The “emotional” brain plays a big role. So your brand needs to reconcile facts and feelings. Intriguing headlines that make a relevant promise, interesting visuals, empathetic text and a credible up-to-date image will engage both sides of the brain.
4. Resonate
Your target market is its own micro-culture. Whether you’re talking to C-level execs at large enterprises, mid-sized HVAC contractors or health care administrators, you need to speak to them in their language. Not yours. Our reality-based cultural branding method quickly “gets” the way your buyer personas talk and what keeps them up at night. It’s how we create messaging that makes authentic connections.
5. Simplify
Software-as-a-Service (SaaS) and other technology companies share a common pitfall. They get too complicated too soon in their messaging. Instead of leading with a clear and simple value proposition, they overwhelm with a tsunami of detail. Typical takeaway: “What is it these guys do, again?” Simplifying complexity is difficult but essential. It’s a skill Reality2 has perfected over 30 years of working with tech innovators.
6. Differentiate
What do your competitors claim? What do your customers care about? How does this vary by buyer persona? What pain points do you fix better than anyone else? In this context, what’s the best way to differentiate you in a competitive marketplace? Once we collaboratively nail down your differentiation strategy, it has to be expressed differently too. Rebranding needs to set you apart.
7. Engage
There’s an enormous chasm between strategy and execution. It takes a big leap to create a compelling website. Recommendation: don’t try this at home. And don’t make the mistake of hiring a typical web developer or designer who will ask you to provide the content. Reality2 applies 30+ years’ experience to our “strategically creative” websites that bridge the gap, telling your story in words and pictures that engage and motivate.
Contact Farida at (310) 710-3666 or send us an email
For more information about Reality2 including all our services, please visit our main site at: www.Reality2.com