Create unique and compelling characteristics and visuals for your brand. Communicate a distinctive market position through words and design. Make your competitors run scared…All great reasons to engage in any branding or re-branding initiative.  Helping our clients cut through the clutter to focus on the most crucial elements of differentiation is what our branding process achieves. Developed in 1994 and validated by over one hundred companies and organizations worldwide, market analysis™ has been instrumental in developing the foundation for sales, advertising, collateral, PR and interactive programs that create true brand value.

Immerse ourselves. Throughout the market analysis process, we gain consensus regarding pertinent issues and opportunities, then test and verify our findings, using proven market research techniques, by interviewing constituents of influence, including selected employees, customers, prospects and partners. What we learn through one-on-one interviews often reveals the most critical pieces to the communications puzzle—eureka!

Develop “a personality”. Utilizing market analysis, we put visual elements and words around our clients’ brand, create the positioning statement for the organization, tweak and mold that statement for each target audience, evaluate its potential vis a vis competitors and reverse engineer a viable go-to-market plan.

Deliver results. Regardless of the medium, (sales, advertising, collateral, PR, or interactive) a unique and distinctive brand builds awareness and creates profitable enterprises. Simply stated, share of market equals share of mind.

The market analysis Experience

To initiate the process, our expert facilitators conduct an intensive workshop with our clients at an offsite location. The FSM team, led by experienced sales and marketing executives, possess the sales management and marketing know how  to drive the process forward and resolve important issues, including:

• Vision and goals—Big Hairy Audacious Goals
• Positioning issues
• Historical perspective
• Core values and beliefs
• Public relations/external relations objectives
• Marketing objectives
• Audiences served (current and future)
• Ideal customers
• Ideal customer characteristics
• Competitive analysis/competitive map
• Discussion of other organizations to emulate
• Service offering attributes and methodologies
• Uniquely identifiable differentiators
• Sales/distribution channels
• Value Chain
• Talent pool—the organization's ability to promote and support its offerings

Market Research Data
Using secondary Market Research techniques, our objective is to test the viability of our preliminary positioning; to learn the most about a client's ideal or target audience in a short period of time; and to gain an understanding of competitive or other market conditions or legislative pressures.We also:

• Collect and review industry information, press articles, and competitive information
• Evaluate strengths and weaknesses in positioning and presentation
• Review any research data previously collected
• Identify and review industry publications, associations, analyst reports, trends and other indicator

Verification
Using primary Market Researchtechniques, members of our leadership team conduct extensive interviews with representatives of your target audience, and other influencers who have first hand experience with your offerings. We are experienced sales and marketing executives who bring credibility to the process and can gain important feedback from any end user.

Deliverables

Your market analysis™ develops into a graphically presented collateral book that has many times been used for Boardroom presentations and is an executive roadmap of how to achieve an organization’s objectives. Our engagement can include:

• Branding strategy
• Logo development or refinement
• Tagline and messaging
• Subsequent messages by market or audience segment
• Marketing roadmap of objectives and timeframes
• Sales/distribution strategy
• PR strategy and media recommendations
• Tangible examples of how the strategy rolls out into sales & marketing initiatives
• Interactive marketing strategy
• Methodology for measurement

 Our intention is to utilize a creative and systematic approach that ultimately assists a client in meeting and exceeding its business and marketing communications objectives for a fixed period of time and beyond, to the extent that we can define future goals. We truly believe in this process and know that it has significantly helped every client we have worked with.