How to use it
Get a mix of the right people together in a room (ensure that between them they know about all key aspects of your business) and set aside around two hours for the exercise. The only other things you’ll need will be notepaper and pens and someone to facilitate the discussion.
Include members from your sales and front-line teams in your discussions, as they will have the best first-hand experience of your customers and know what motivates them to engage with your company and what their ‘pain points’ are.
A session might run along these lines:
1. List your products and services and note down the benefits that each provide
2. Look at each of the benefits and decide whether they are functional or emotional
A functional benefit might be: ‘high fuel efficiency’, the emotional benefit might then be: ‘makes me feel like I’m saving the planet’
3. Determine how important each feature and benefit is to your customers
Ask whether the individual features and benefits are:
Expected (i.e. customers won’t purchase if they are missing)
Adding value (i.e. they help to differentiate you from your competitors by adding something extra or unique)
A winner (i.e. something that will make people come to you and you alone).
4. Rank the features and benefits
Now determine which features and benefit are most important to your customers and which connect with them most strongly. One way to do this is to rank them in the following order:
Functional benefits that are expected = 1 point
Functional benefits that add value = 2 points
Functional benefits that are ‘a winner’ = 3 points
Emotional benefits that are expected = 4 points
Emotional benefits that add value = 5 points
Emotional benefits that are ‘a winner’ = 6 points
Those that score highest should be the starting point for the ‘pillars’ on which you build your brand and brand strategy.