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How to write a winning branding proposal (2)

By News Express on 24/04/2017

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Of course, you could tailor this section to your needs, but the point is to educate your prospect a little. Let them know that branding comes down to creating a perceived identity for their culture. Let them know that you understand that they are looking for certain types of customers, and that certain types of customers are looking for a company to become loyal to.

Another benefit of fleshing out a solution statement is that you are letting your client know that you care enough to explain what you have to offer, and how it’s going to heal their pain point. This is crucial when you are promoting such a creative, intangible service such as branding, since such much of branding is left up to individual perception.

Think of it: How many times have you read about a company in the news who tried to brand themselves one way, but due to poor public perception, they ended up with a completely different brand than the one intended?

This is the power of perception at work

So, it is your job to completely explain that you have the know-how and the tools to not only create the intended perception, but you also have the capability to make sure that every piece of media, PR, and marketing stays on the intended message.

The Benefits

This is one of the most important parts of your proposal. This is the part where the prospect starts to dig in and truly visualise the benefits of spending their money on your project. If you were able to educate your client enough to get them to pay attention to your proposal up to this point, then you should congratulate yourself a bit!

But, not so fast! Don’t pop the bubbly just yet. You still haven’t explained the full benefits. So, think long and hard about what would be the benefits of helping a company to identify and promote themselves with a brand.

Would they attract more of their customer demographic by age or spending habits? Are they going to attract customers who are looking for companies based upon social, religious, or economic values?

Will they become more respected by their industry peers? Would a branding project open the doors for vast expansion (which is particularly important for the company looking to become global)?

Think about your prospect’s sweet-spot. What’s their tick? What’s their “itchy area” that needs scratching? Find these and in the most ethical way, exploit every one.

Explain to the prospective client that your branding project isn’t about airy-fairy, pie-in-the-sky concepts. Let them know that the benefits of paying you for the project translates into money well invested.

The Price

This is where you can firmly answer another one of the most important questions your prospect will ask, in decimals and bank notes. Every product and service has a value assigned to the product, and yours will as well.

However, you’ll need to do a great job at quantifying what the client will be paying for.

As you might imagine, there’s literally many moving parts supporting a branding project. So, it might be helpful for you to group like-projects together, and then assign them a total price.

For example, lump together projects involving print media materials. Then, you might want to lump together your online products, consulting fees, and so on. You understand what’s involved in the scope of your project. The key is to make sure that your client understands this as well.

In addition, don’t present the client with an unreasonable price point based upon the projected value of your branding project. You might believe in what you have to offer, and you might believe that after your client is branded, their company’s valuation could explode. But, unless you have hard, cold evidence, then this is all speculation.

So, you have no right to charge your clients inflated fees. At least, not yet. When it comes to actually formatting your pricing information, it’s suggested that you use a grid format. Don’t lump everything together in long-form paragraphs that are hard to comprehend and are also overwhelming to digest.

The point is to make your proposal inviting to read from beginning to end. A proposal that makes your prospect hyperventilate is one that will be ignored, each and every time.

The Call To Action

Wow! You are 99 percent finished with your proposal. Now, it’s time to ask for your client’s business. But, wait a minute? Isn’t that what you have been doing all along?

Yes, you have. But, you will need to do this again, because you need to make things crystal-clear that you are ready to start your project, now.

You will also need to indicate to your prospect that there’s steps to take, and your call to action section will indicate the appropriate steps. After all, you wouldn’t want for the prospect to think, “Yeah, this sounds like a good idea. Too bad I don’t know what to do next. Maybe this isn’t something I need to pay for right now”.

Since this is the opposite of what you want to take place, include a blurb such as this:

ABC Company can take the following steps to proceed with this project:

1. Accept the proposal as it is or discuss desired changes. Strategy adjustments will be made as the project commences to improve effectiveness.

2. Finalise and sign contract.

3. Submit initial payment of first monthly fee. Once the contract is signed, we will kick off with a preliminary meeting to discuss SEO strategy and then start keyword research.

Do you see what you just did? You left no room for your client to guess at what to do next. If you sold your proposal properly, and if the client sees the value in what you have to offer, then they are going to sign the contract and send you a deposit. Now, you can pop open that well-deserved bottle of bubbly!

Summing Things Up

So, you have learned during this exercise that it’s not enough to bang out a line or two about how your branding project. You will need to engage in quite a bit of hand-holding and education, especially when it comes to a project that includes intangible (yet valuable) services.

You have also learned that there is a right way and a wrong way to format a proposal that will generate a response. It might seem as if you are going through a lot of trouble, but the fact is that most of your competitors won’t bother with any of this.

The fact that you are willing to do so will move you to the front of the pack. Even if no other agency is pitching their services to your prospect, you will need to get on their radar in a way that makes them take you seriously.

Not only will you need to learn how to do this comprehensively, but you will need to this often, and quickly.

You can contact me for business advisory services and training - send me a message via WhatsApp or SMS.

•Lawrence Nwaodu is a small business expert and enterprise consultant, trained in the United Kingdom and the Netherlands, with an MBA in Entrepreneurship from The Management School, University of Liverpool, United Kingdom, and MSc in Finance and Financial Management Services from Rotterdam School of Management, Erasmus University Netherlands. Mr. Nwaodu is the Lead Consultant at IDEAS Exchange Consulting, Lagos. He can be reached via nwaodu.lawrence@hotmail.co.uk (07066375847).

Source News Express

Posted 24/04/2017 1:21:50 PM

 

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