Power Attributes

... are the things that drive a customer to choose your products and services over those of your competitors.  Once you have discovered what they are, you wonder how you managed without knowing about them.

Understanding Power Attributes will shape everything you do.  They control how much you can charge, they determine the message for your sales and advertising, they tell you what features and benefits you must deliver to customers.  If you “own” a Power Attribute in the mind of your customers, then they will buy more from you, pay a higher price and buy less from your competitors.

The process – 3 stages

Step 1 - Create the list of candidate attributes.   This can be just done with you and the team, but it is better to involve some customers in a workshop, since they often come up with attributes you did not think of and they talk in normal language not "industry speak".  In both cases we use similar workshop techniques.

Step 2 - Assessment of which attributes are powerful using market research and our proprietary analysis model.  BEAM is an analytical model to determine which attributes are most powerful.  BEAM needs some input data from customers.  This can be derived from online surveys, quantitative market research or workshop methods.  It depends on your budget and market situation.

Step 3 - Workshop to crystallise understanding and decide which attributes are your Power Attributes.  This is where we review the results with you and work together to define which attributes can work best for your business and your brands.

Outputs and deliverables

You will know and understand the things that drive your customers to choose between your products or your competitors’ products.

You will get a presentation and report which shows the thinking and analysis of how the Power Attributes are derived and why they should be believed.

A workshop session with the business team to get their support This often acts as a catalyst for changes to products, services, packaging, positioning and/or marketing communications.  It has a massive impact because the idea of Power Attributes is something that is easy to understand.  It is believed because all of the data is either quantitative or gathered from authoritative figures within the business.

Because it is a Differentiate analysis you will be able to make decisions.  We design the approach to answer important business questions about how to get growth and guarantee that you will have clarity about what to do next and the support of your colleagues to implement it.

If you feel you already know what your Power Attributes are, then the next step is to translate these attributes into Power Propositions.  Click here.

An example of Power Attributes

These Power Attributes are derived from some of our own research and were not done for a specific client.  Click on the image to enlarge