Innovation in Branding
The MBM SMART Branding Process™ is innovative and intuitive because it focuses internally. Other branding agencies focus on what customers want, and what competitors provide. They look from the outside in – determining what the market wants and creating messaging from that perspective. And then they expect the company will change itself to try to deliver on those brand promises.
In contrast, we find that successful companies have inherent strengths that appeal to their customers. These are the attributes, skills, personality and unique values that make up the authentic brand. These are the promises customers expect, and that the company has traditionally delivered.
When these values are uncovered and articulated, your company can stay true to itself and embrace its authentic brand. It can live up to its promises.
Your company, and your people will thrive.
What has us thinking today?
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Clarity in Branding
SMART Branding focuses internally to support successful companies in embracing their authentic brand. We talk with everyone in an organization – and being heard raises morale. These conversations uncover strengths leadership might not be aware of, as well as gaps where the company is out of alignment with its authentic brand. We report our insights to leadership in clear and simple language. We provide concrete, strategic recommendations to close the gaps and amplify the strengths. We stay with the company to find the resources needed, track progress to ROI metrics and celebrate success.
Why SMART Branding? To make sure your brand is
- Sustainable
- Measurable
- Authentic
- Reaffirmed
- Truthful
Why SMART Branding? To make sure your brand is
- Sustainable
- Measurable
- Authentic
- Reaffirmed
- Truthful
Case Study: Private College
Problem: client was unsure about their brand relevance, and internal factions were blaming each other for falling enrollment
They Tried: various marketing messages
We Uncovered: their primary audience was on board with the brand, there was an easy fix that repaired internal communications, and internal factions shared strong personal bonds and dedication to the school’s mission
Solution: reinforced existing brand by using it more intentionally and consistently—with students, faculty, administration and staff exhibiting their shared affection for the brand and each other
Outcome: recommitment to brand and increased morale
Added Value: moved client one year ahead of their strategic plan goal
The Critical Gap
There is a gap between what the C-Suite believes is critical to the success of the organization, and what the employees know is critical.
This gap was first uncovered as the “Iceberg of Ignorance” by Sidney Yoshida in 1989 and was confirmed in a 2020 global study by the IBM Institute for Business Value.
These gaps are the difference between a company’s ability to deliver 100% on its brand promises, or not. And if a company is unable to deliver on their brand promises, it’s going to lose customers, employees and market share. The company will stagnate and, without intervention, lose money and possibly fail. It’s a distressing situation too many companies are blind to.
But the good news is the gaps are often easy to fix. And as Yoshida and IBM found, the employees in the organization know what the issues are. It’s just a matter of asking the right people the right questions.
If you’re a CEO, don’t take the Iceberg of Ignorance personally. You want to know everything about your organization and your people, but you have a full plate already. SMART Branding is designed specifically to uncover the gaps and hidden strengths within an organization. We’ve found employees more than willing to share with us what they really see happening within their organization. And we provide strategic recommendations to act on what we find.
Case Study: Private College
Problem: client was unsure about their brand relevance, and internal factions were blaming each other for falling enrollment
They Tried: various marketing messages
We Uncovered: their primary audience was on board with the brand, there was an easy fix that repaired internal communications, and internal factions shared strong personal bonds and dedication to the school’s mission
Solution: reinforced existing brand by using it more intentionally and consistently—with students, faculty, administration and staff exhibiting their shared affection for the brand and each other
Outcome: recommitment to brand and increased morale
Added Value: moved client one year ahead of their strategic plan goal
Case Study: Child Care Center
Problem: stagnant sales
They Tried: marketing, sales training
We Uncovered: onsite visits left prospects feeling the Center was not living up to its brand promises
Solution: redirected the budget to align the brand experience with the brand promises
Outcome: sales increased and new locations were built and filled, with a waiting list
Case Study: Architectural Firm
Problem: growth plateaued
They Tried: more sector lead meetings
We Uncovered: sector leads were at war with each other, therefore no cross-selling
Solution: used objective data at a retreat to re-engage sector leaders with the brand as a central rallying point and to agree on most effective growth strategies, including a recommitment to cross-selling
Outcome: increased morale, rejuvenated commitment to a team-based approach, firmwide growth
MBM sees a world where companies who
are forces for good become invincible.
We are devoted to serving these organizations through
- Doing the right thing, the right way, for the right reason
- Living and working with respect and kindness
- Creating opportunities for every voice to be heard
- Communicating with clarity and purpose
- Always delivering more value than promised
The Experts Who’ll Make Your Brand Smarter
SMART Branding turns branding upside down. We fundamentally disagree with the usual branding approach. And that makes us brand heretics. Aristotle, Martin Luther, Copernicus, Galileo and Joan of Arc were labeled heretics because their innovative thinking challenged and disrupted the status quo. They inspire us to think differently and give us the courage to stand by our convictions. As brand heretics we reject the traditional branding industry by helping organizations use what they already have to get the results they have always wanted.
Maggi Beckstoffer (she/her)
When she’s not focused on SMART Brands, Maggi devotes her energy and insights to the board of directors of Richmond Triangle Players and as a trustee of Randolph College. She previously served the boards of United Way of Greater Richmond, Chamber RVA and LINC. Her passion is helping leaders connect and succeed. She’s smart, funny, and has an inherent sense of openness and empathy.
Kurt Steinbock (he/him)
From making music to serving as a Lay Eucharistic Minister and Vestry member of Christ Church Episcopal, Kurt has become a student of Systems Theory. Through his extensive experience in business and advertising, he’s seen how important it is for organizations to be aligned top-to-bottom on the promises of their brand. Kurt listens more than he talks. But when he does talk, be prepared for often startling insights.
Courtney Sweasy (she/her)
Look up ‘tenacious’ in the dictionary, and you’ll find a photo of Courtney. She’s passionate about finding the strengths and gaps in organizations to create stronger, more sustainable brands. She’s humble, intelligent and organized — and lends all these talents to the boards of Southside Church of the Nazarene and the Footsteps Counseling Center all while raising two boys.