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Kantar, the international market research company, recently conducted the largest brand research project* ever undertaken and concluded that the most successful brands are meaningfully different from their competitors.
The research revealed that brands with meaningful differentiation outperform their peers in measurable ways. These brands capture nine times more market share than non-differentiated ones, can charge double the price, are four times more likely to grow, and are seven times more likely to attract new customers.
This reinforces the undeniable power of a strong brand. But while global corporations have the resources to leverage this, what about brands like ours, working with tighter budgets?
Smaller businesses arguably have the most to gain from a well-developed brand.
A clear, focused brand not only highlights a compelling benefit for customers but also shapes a business’s relationships, services, and overall identity.
Most importantly, a strong brand differentiates a small business from others offering similar services. It ensures the brand stays relevant to its audience (because without relevance, there’s no audience) and distinct from competitors (because without difference, there’s no reason to choose you).
Adapted from my award-winning book What’s Your Point? the Brand Arrow framework has been successfully applied to over 150 businesses worldwide. It offers a structured yet practical approach that helps small businesses articulate their value clearly and implement strategies immediately—in just one day.
The process delivers these key outcomes:
2.Drivers and Barriers: Identifying factors to leverage and challenges to overcome in pursuit of the vision.
3.Positioning: Establishing what lies at the heart of the brand to guide its direction and unify the team.
4.Proposition: A concise, differentiating statement of the brand’s value for use across sales and marketing.
5.Values: Internal benchmarks that guide the team’s behaviour and external markers that shape client perceptions.
6.Audience: A detailed understanding of primary and secondary target audiences and their shared needs.
7.Benefits and Features: Clear identification of the key benefits the brand offers and the features that deliver them.
8.Value Proposition: A succinct summary of the problem faced by all clients, how the brand solves it, and what makes it unique.
9. Key Messaging: Five core messages to ensure consistency across the brand’s website, social media, and marketing materials.
You can choose from two approaches whihc you can see here:
- Brand Arrow Solo: A one-day interactive session with me, resulting in a fully completed brand strategy by the end of the day.
- Brand Arrow Group: A workshop where representatives from up to four small businesses work collaboratively, coached by me. Each company walks away with a completed brand strategy.
Both options have been specifically developed for small businesses and are priced to make them accessible. If you’d like a no-obligation chat, drop me a line at bruce@thebrandarrow.com or call 07782 326 030.
Here’s what one local business owner had to say about the Brand Arrow:
“The work with Brand Arrow was transformational for our business. We developed key messaging and a value proposition that has provided razor-sharp focus for the agency, increasing our web referrals by 270%.”
— Richard Pagett, Founder, Build PR
Why work together?
I’m now celebrating my 16th year running my St Albans-based Brand Strategy consultancy, as well as regularly speaking at conferences and lecturing at business schools. I teach brand management on the Chartered Institute of Marketing’s diploma course and am an accredited speaker with the Vistage CEO network. My expertise has helped countless small businesses stand out, grow, and thrive.
If you’d like to explore how The Brand Arrow can help your business, reach out to me directly at bruce@thebrandarrow.com. I also regularly host free elevator pitch (value proposition) workshops to give you a taster of my approach:https://www.thebrandarrow.com/elevator-pitch
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