the case for brandedworld organizations: a white paper

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Discovering BrandedWorldTM: The Seven Universal Truths Organizations Can

Apply to Achieve a Stronger Competitive Advantage

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A White Paper

February 2013

BrandedWorldTM: The Ultimate Competitive Advantage

Discovering BrandedWorldTM A White Paper

Discovering BrandedWorldTM: The Seven Universal Truths Organizations Can Apply to Achieve a Stronger Competitive Advantage By Benjamin E. Warsinske Published by BrandedWorld, LLC

All rights reserved. No part of this white paper may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without written permission by the author, except for the inclusion of brief quotations in a review.

Copyright ©2013 by BrandedWorldTM, LLC, All Rights Reserved First Edition, 2013 Published in the United States of America



Table of Contents Introduction .......................................................................................................... 4 Framework Defined .............................................................................................. 5 Axiom One: Passion ............................................................................................. 6

Passion is Fuel ....................................................................................................... 6 Take Action ............................................................................................................ 7

Axiom Two: Mission ............................................................................................. 8 If Passion is Fuel, Mission Provides Direction .......................................................... 8 Take Action ............................................................................................................ 9

Axiom Three: Story ............................................................................................. 10 Beginning to Tell Your Story ................................................................................. 10 Take Action .......................................................................................................... 11

Axiom Four: Designed Experience .................................................................... 12 Guiding Clients Through A Unique Setting to Achieve a Planned Outcome .......... 12 Take Action .......................................................................................................... 13

Axiom Five: Culture ............................................................................................ 14 Bringing Story to Life through Community ............................................................ 14 Take Action .......................................................................................................... 15

Axiom Six: Metrics .............................................................................................. 16 You Can’t Measure What You Can’t See .............................................................. 16 Take Action .......................................................................................................... 17

Axiom Seven: Platform Development ................................................................ 18 Syncing the Axioms to Create A Cohesive Brand ................................................. 18 Take Action .......................................................................................................... 19

Imagine Your BrandedWorldTM Brought to Life ................................................. 20 It’s Time to Take Action and Make Your Dreams a Reality .................................... 20

How A BrandedWorldTM Ambassador Can Help ............................................... 20 Let Us Be Your Advisor As You Embark On This Journey ..................................... 20 Two Routes .......................................................................................................... 20

SPECIAL OFFER for ‘Treps ................................................................................ 21 About the Company ........................................................................................... 22

Welcome to BrandedWorldTM ............................................................................... 22

Meet Benjamin ................................................................................................... 22



Introduction Organizations come in all shapes and sizes, catering to a wide variety of markets. Many small businesses, non-profits, community developments, existing towers, cities, counties, states, and government agencies all have something unique to offer their target market. However, these same organizations often lack a clear, defined direction with objectives that can be tracked, measured, and repeated across multiple market sectors. Visualize your industry. Now imagine your organization and picture its end state--there is clear intent, vision and mission. The vision and mission captivate not only the employees that work towards the defined goals, but also the clients, customers and fans alike that all believe in the organization and what it stands for. There is unity across all touch-points and channels of communication

All entrepreneurs owe it to themselves to build choices into their organizations--be that to sell or grow. BrandedWorldTM Ambassadors help you get to the choices, and beyond.

BrandedWorldTM is a framework that organizations can adopt to incubate, create, and grow their brands to thrive within their target market. A BrandedWorldTM is the ultimate competitive advantage. Many small business executives and entrepreneurs get lost working in the company. Producing products and delivering services take up the majority of time and energy to the point where the overall vision is lost. The overall vision is overshadowed, sometimes lost, in the effort to produce products and deliver services. That was the reason for being in business in the first place! While executives or entrepreneurs may enjoy the work they do in the business, without clear plans to lead their organizations, without time spent working on the organizations, entrepreneurs have simply created endless jobs for themselves. Taking the time to focus on the organization and forming a framework that allows the entrepreneur and his team to understand the vision, the mission, and the story, will allow the entrepreneur the ability to focus on the designed experience, culture, metrics, and platform development. Syncing these elements together will create a solid foundation from which to grow. The entrepreneur will be able to easily track exactly how each of the axioms is performing individually and collaboratively as a complete system. This will provide key insights into the



business strategy, which will enable the company to move forward. The organization is then a living, breathing entity, evolving over time to better fit an expanding target market. Utilizing the BrandedWorldTM framework will guide your organization forward in a steady, integrated and exceptionally positioned way.

Framework Defined Organizations may have some elements in place when beginning to create worlds of their own. However, having these elements without having them synced will not produce the results one desires. Without a clear framework to tie all of the components and elements together, organizations can find themselves feeling lost, unorganized, and fragmented across departments. Worse yet, this not only causes internal headaches but causes differing interactive experiences for clients as well. This causes confusion for clients and hurts the perception of the brand. Employees may have individual ideas about what the firm does and what it offers, and this inconsistency also weakens the brand. The BrandedWorldTM framework is made up of seven interwoven axioms, or (universal truths), which form a distinctive platform. By working to strengthen and track these seven axioms, the organization can streamline all of its activities--tracking, measuring, and adjusting based on proven processes. The axioms below make up the framework, which then serves as a roadmap for the entrepreneur and his team.



Axiom One: Passion Passion is Fuel

Passion can be hard to describe, yet when you see others passionate about their company or cause, what it stands for, and how hard they are willing to work to achieve their mission, you have

seen passion in action. It comes deep from within and shines through. You feel it--excitement, focus, and continual work to help your target market improve. And then something magical happens. As you and your organization spread a positive, passionate message to achieve a specific mission to a targeted market, that market will begin to respond. An upward spiral of opportunities will continue to come forward. Dreams Create Passion; Passion Fuels Dreams of What Could Be One of the many characteristics that set entrepreneurs apart from others is their imagination and willingness to take action. Bringing an idea to life is much, much harder than people may think. But the challenge and the potential reward of accomplishing that goal is often the only motivation needed to continue working towards it each day. Think of what could be, what you want the organization to look like, feel like, stand for, how others will perceive the company, etc. Taking the time to think about these questions now will help to fuel your passion for the organization and its mission. The bigger your passion and the bigger your dream, the more you will achieve. Your vision sets the tone which will capture the dream and make it reality.

Focus on Airmen, Mission, and Innovation.

United States Air Force: www.af.mil Incubating an Idea Through Active Research How you go about formulating your ideas and growing them is up to you. It could be at a quiet hotel in a secluded area along the coast, or in the back of your favorite library in your neighborhood. It could be that you spend your travel time on planes and in airport terminals jotting down ideas, creating sketches, outlining potential service offerings, and writing articles. This is active research. This is the passion that entrepreneurs must have to keep building their BrandedWorldTM and expanding their brand. This same passion needs to be transferred to the organization’s team, empowering them to dream,



imagine, and create to help grow the brand. Passion is contagious; spread it among your team. A BrandedWorldTM organization is a living, breathing entity that is ever evolving; it is fueled by passion and has its message spread by loyal employees, customers, clients, and fans.

Take Action

Think about your industry and your organization. What are you passionate about? What drives you to get up each morning and work towards the vision you have imagined, and the mission you are on? Free-write for 10 minutes listing as many characteristics about your passions, industry, and what your ideal organization looks like.



Axiom Two: Mission

If Passion is Fuel, Mission Provides Direction

In business, the mission statement is the specific task assigned to all employees of an organization. A BrandedWorldTM organization has a clear, concise, and focused mission. The mission statement should be thought of as a powerful thesis statement, drawing in the target market to want to learn more, while empowering your team.

Mission statements provide the aim of the organization, a declaration of an organization’s core purpose. In other words, the mission statement answers the question, “Why do we exist?” Many times, company executives choose to make their mission statement a personal statement from the partners which can turn into a few paragraphs that blend together describing their philosophy, strategy and values. The problem with blending and overlapping these areas together is that you end up with no clear direction. It is not a statement that employees can read, immediately understand, connect with, and support. The United States military is focused on achieving operational mission requirements. From Headquarters to Major Command to Numbered Air Force, to Wing and Group, on down to Squadron and Flight levels, when an Airman is asked what the mission of the Air Force is, they respond as though it is a part of them, stating the mission of the Air Force as well as their level’s operational mission.

The mission of the United States Air Force is to fly, fight, and win…in air, space, and cyberspace.

United States Air Force: www.af.mil The Air Force’s mission statement is ideal. It packs a punch and is broad, yet focused at the same time. It can easily be memorized and spoken with conviction. The statement empowers both those who have become Airmen, as well as those who appreciate the service that the United States Air Force provides.



The United States Air Force goes one step further than most organizations, assigning mission statements to each unit below the Headquarters level. Each Unit knows and believes in the overall mission of the Air Force. In order to achieve the overall mission, they must focus on their unit’s mission. They know they are a small part of a bigger vision. If they focus and complete their mission, they will help the Air Force achieve the greater mission. Here is an example of hierarchy and mission statements. When reading them, think about how they all roll up into (into) the Air Force’s Mission and overall Vision statements. Wing Mission Statement

Provide the President of the United States sovereign options to decisively employ airpower across the entire spectrum of engagement.

Mission Support Group Mission Statement

Provide expert combat support anytime, anywhere while building a premier base community.

Take Action

Look at the examples of mission from the Air Force. Think about your mission statement or the mission statement you are creating. Does it align with your passion? Is it easy to memorize? Can employees and clients alike believe in it? Begin by writing out 1-2 sentences describing the mission of the organization. Then, work to reduce it to one concise sentence. Then, work to reduce it to 7-15 words total.



Axiom Three: Story

Beginning to Tell Your Story As an entrepreneur on a mission, you cannot wait to share what you and your organization are working on next. What better channel of communication is there to share, educate, and inspire your target market than story? No matter the story, it has the power to transform lives.

A strong, structured story is based on Aristotle’s model of a beginning, middle, and end. Combining the work of Aristotle, communications firm Duarte, and elements of your BrandedWorldTM, you will begin to form a powerful story that readers and audiences can connect with, believe in, and retell easily. Start off describing life as the reader or audience knows it based on your product or service niche. The audience will quickly start to understand because that is their common everyday experience. This creates a bond and opens the reader to hear your ideas for change. A baseline has been established. Now, begin to introduce your organization’s vision of what could be. The gap may throw the reader off balance, but that is good. This is an opportunity to put your organization in a solution-based position to a captive audience. The audience understands that their world, as they know it, is now off kilter. Play on the contrast between ‘What is’ and ‘What Could Be.” (Use all quotation marks.)

As you move back and forth between what is and what could be, the audience will begin to find the ‘what could be’ more alluring. As you are telling the story of what is vs. what could be, readers will want to know what do next, how to get their world back on track, how to enrich their quality of life. This is not where the story ends; it is simply a pause in the story to invite the audience to take action inspired by the story. Describe how much better their world will become when they adapt these new ideas.



Take Action

How will you tell your organizations story? How do you want your organization to be perceived? Think about the structure of the story. Using the model that Duarte presents, create a story by describing “what is” (current state) versus “what could be” (your vision).



Axiom Four: Designed Experience Guiding Clients Through A Unique Setting to Achieve a Planned Outcome

Certain companies have been able to systematically break down an experience in order to define and design exactly how the user will be guided. In other words, while the user may not ever realize that they are moving from designed point to designed point, the organization is collecting data at each designated interval to

make sure that the user is having a specific experience. It is not a coincidence that theme parks are designed in specific ways. There is proven data showing that particular stores at front entrances to parks perform higher than at other locations within the parks. When users of the theme park goes to exit the park, it is no coincidence that the parking lot appears to be closer than it actually is and that they must pass through a variety of shops in order to reach their vehicles. Organizations of any size can use this concept to their advantage. No matter which industry you are in, you have an opportunity to design an experience that is measurable and repeatable. Utilizing the five senses to evoke emotions and to direct users can dramatically enhance the services, products and overall experiences offered. James Archeer, an Inc. contributor, recently wrote about the use of scents in strategic marketing initiatives for businesses. He explains why it can be so effective: The power of smell to trigger an experience is related to the olfactory nerve's location near the amygdala (the area of the brain associated with emotional experiences) and the hippocampus (associated with memory). It's almost like smell has a shortcut to those parts of your brain that your other senses don't. BrandedWorldTM organizations are able to measure the success of each experience a customer has, based on data collected from set elements that are repeated at the same time, every time, for each customer, yielding the same result. This sets them apart among their competitors, adding an advantage beyond the elements their competitors may be competing against such as price. Utilizing all five senses to captivate a customer or client adds layers to the experience making it truly unique.



Take Action

The products and services your organization offers are wrapped in an experience you provide whether you realize it or not. Think about the experience the organization offers. Can it be objectively measured? How can it be improved upon? What would the ideal experience look like, sound like, taste like, smell like? Free-write.



Axiom Five: Culture Bringing Story to Life through Community

A group of individuals who band together because they believe in the mission of an organization create culture. They community understands that to achieve that mission, to help the cause, to get the message out into the world, they must all work together, knowing the cause is bigger than any individual. The culture of an organization is ever evolving, shaped by the people who work day in and day out towards the mission’s end.

Culture arises when communities of people begin to understand a set of terms, a language that they use among themselves and their peers. In the business world, a language could be thought of as terms that different professionals use to communicate within their niche. Engineers have terms that only other engineers understand. Lawyers use terms that are familiar to other lawyers. Beyond professional services though, there is a new type of language cropping up. Words are power. They shape perception, make others believe, and empower positive change. How an organization chooses words to use in marketing materials, to create an online presence, to be associated with products and services offered, to words that employees use to describe those same products and services--these words matter and they make a difference. Are the words chosen aligned to the mission and to the story that is being shared? Do the words complete the experience as a whole, adding value? Or do the words take away value, causing a gap between the experience being offered and the experience being delivered? “In N Out,” a burger chain in the southwest United States, has their own language that is not written anywhere on their menus--instead it is spoken only when ordering. A community has sprung up online to inform others of the different terms to use and what you will receive when you order those items. This creates community and has gone viral. Even people who do not live near an In N Out know and understand its language. Starbucks has created its own language to describe their premium coffee drinks. While small, one-off coffee shops have bland, generic names, Starbucks has defined their drinks and in doing so, has created a culture around those words. So much so, that when a Starbucks native orders a non-Starbucks drink,



they often have trouble, almost as if the language presented on an alternative menu is a foreign one. Adapting an exclusive language and educating your target market as to its meaning and value can allow your BrandedWorldTM to stand out.

Take Action

Company culture shapes the environment for both employees and clients. It also can determine the creativity and innovativeness of an organization. Culture will shape how people will behave. Think about the ideal company culture. What are its characteristics? How is it perceived? What type of people will be attracted to this work environment? Are those people aligned with the organizations mission? Free-write.



Axiom Six: Metrics You Can’t Measure What You Can’t See

All organizations have systems and processes in place whether they realize it or not. Many small organizations often rely on a select few individuals to take care of multiple processes within a department, yet when those employees are away, out sick, or leave the company entirely, the

efficiency that was created instantly evaporates. Even worse, if no one else in the organization knew what that individual did, then the process must be reinvented, slowing the company down and resulting in additional work to get the process right and the system back in place. BrandedWorldTM organizations adopt a Six Sigma philosophy (this is a good way to introduce Six Sigma) that seeks to improve the quality of process outputs by identifying and removing the causes of errors and minimizing variability in both manufacturing and business processes. Six Sigma is a set of tools and strategies for process improvement originally developed by Motorola in 1986. Six Sigma became well known after Jack Welch made it a central focus of his business strategy at General Electric in 1995, and today it is used in [a variety of] different sectors of industry.

- en.wikipedia.org/wiki/Six_Sigma Documenting and tracking processes in each department of an organization can be hugely beneficial in understanding the performance of a unit versus the overall company. The goal is to identify objective metrics that can be measured and then used to provide guidance on where an organization may focus to improve its processes. A BrandedWorldTM is an evolving entity, continually improving its performance as a benefit to all vested parties including partners, shareholders, and clients. Organizations who adopt the BrandedWorldTM framework become change agents who continually improve not only their brands, (comma) but the overall quality of their products, services, systems, and processes. Are clients customers?)



Take Action

All organizations must continue to evolve, improve, and change to fit the markets’ needs. What processes exist in your organization can you identify that can be improved upon? Think of your organization in terms of systems. How do they interact- do they interact? How can that be improved upon? Take an existing process and story-board or map out all of the steps. Then analyze each step, combining and eliminating to produce a more efficient process.



Axiom Seven: Platform Development Syncing the Axioms to Create A Cohesive Brand

Individually, the first six Axioms are critical for any organization. When synced and leveraged over multiple platforms, the organization becomes a true BrandedWorldTM. Think of all of the different distribution options for your products and services that are available both online and offline. All of these touch points (one word?) are

opportunities to connect with your organization’s ideal target market. These platforms have been crafted to allow individuals and organizations to share their message and tell their story. BrandedWorldTM organizations provide a consistent, unified experience across all of these communication channels. No matter whether it is an online channel or offline media, the experience is designed in a consistent way. Platforms can also be created by the organization itself. Organizations gain greater control over the process when they design from the ground up as well as define the experience for their users. These platforms could be in the form of membership sites, physical retail stores, corporate headquarters, podcasts, web TV shows, workshops/seminars, or applications. These platforms are unique to the organization itself, produced and created to promote the company. Multiple revenue streams are critical to maintaining growth and softening the ups and downs of economic cycles. Traditional professional services tend to focus on one type of revenue. While that type of revenue can be lucrative at times, it does not provide protection in the case of a down economy. No matter what type of business you are in, all industries and organizations can benefit from implementing various revenue streams. BrandedWorldTM organizations are always looking for ways to add new revenue types to their balance sheets. Some examples may be creating books, workshops, webinar series, or selling affiliated products and services that can be associated with the organization’s brand. Each of these strategies requires research and study in order to be implemented. It is important that an organization utilize strategic planning to ensure that the organization is meeting all of its goals, financial and otherwise.



Take Action

Platform development is about choosing how you want to share your specific content with your target audience. Examples include video, podcasts, blogs, physical locations, smartphone applications- the list is endless. What type of platforms work best to connect with your target audience? How will you create a consistent experience across all platforms? Free write and brainstorm ideas for different platforms to use and connect with.



Imagine Your BrandedWorldTM Brought to Life It’s Time to Take Action and Make Your Dreams a Reality As an entrepreneur, you have a chance to share your message with the world, to make a positive impact in the lives of the people that your organization reaches. There is an opportunity to move above and beyond what you alone can do. You understand that the mission of the organization is greater than you and your team and you can use the power of the internet to advance your mission.. The opportunity is clear: a BrandedWorldTM framework provides you the tools, resources and guidance to allow your organization to create the ultimate competitive advantage. Through an iterative process, strengthening each Axiom will provide a solid foundation for your organization to stand on and position itself within the marketplace.

How A BrandedWorldTM Ambassador Can Help Let Us Be Your Advisor As You Embark On This Journey BrandedWorldTM Ambassadors are strategic advisors, ready to help guide you and your team through the process of shaping, forming, and strengthening your organization into a BrandedWorldTM. At every step, our Ambassadors provide tools, outline strategies, help to identify areas of improvement, as well as set timelines and provide management oversight to ensure that projects are completed on time and on budget.

Two Routes For ‘Treps ‘Treps are entrepreneurs whose organizations are less than five years old. Ambassadors will engage with the entrepreneurs and their teams, delving into the seven Axioms of the BrandedWorldTM framework, positioning the organizations to construct solid underpinnings which will enable them to thrive within their target markets. Consulting Engagement Packages begin at $1,497.00 US For Execs Execs are entrepreneurs and business owners whose organizations are greater than five years old. The organization may have existing processes and systems in place, but they are often broken and fragmented. Ambassadors begin by performing a detailed analysis of the organization based on Axiom criteria. The analysis provides a baseline from which the team can begin to identify opportunities for improvement to strengthen the organization. Consulting Engagement Packages begin at $2,997.00 US



SPECIAL OFFER for ‘Treps Limited Time Only

Turn Your Dreams into Reality. Begin the Journey Today. What’s Included:

• 3 engagement sessions focused on formulating your dream into concrete vision and mission statements

• Comprehensive overview of the Seven Axioms • Brainstorming sessions to generate ideas • Outlined Road Map to Transform Your Organization

Take Advantage of this Opportunity! Use this special coupon and Promotion Code to receive $250 US off a BrandedWorldTM Discovery Package.

Email: [email protected]

Subject Line: BrandedWorld Engagement Session [BWES]



About the Company Welcome to BrandedWorldTM

Imagine a world unlike any other you have experienced. Imagine a world where you, the entrepreneur, can determine the experience your users will have, create unique offerings, and provide consistent services. Envision a world where story is brought to life, woven

through language and spread through a community of believers. Discover how all of the experiences designed can be tracked and measured to increase quality and profitability while reducing expenses and variability. Discover BrandedWorldTM: the Ultimate Competitive Advantage. Vision Statement: To provide tools and guidance for entrepreneurs and organizations in order to create solid foundations in which their brands can thrive in specific target markets. Mission Statement: To aid entrepreneurs in the pursuit of creating the ultimate competitive advantage for their organizations through use of the BrandedWorldTM framework. Visit: www.brnddwrld.com www.brandedworldpodcast.com (coming soon!) Contact: [email protected]

Meet Benjamin Benjamin Warsinske, SSBB is the founder of the BrandedWorldTM framework

and CEO of BrandedWorldTM, LLC. Born with an entrepreneurial spirit, business has always fascinated him, exciting his imagination and piquing his curiosity. BrandedWorldTM is the result of a groundbreaking body of research delving into the business world, understanding different business models and learning how to take advantage of the unique elements of each to create a distinctive

model that softens the ups and downs of the free market system Mr. Warsinske graduated from Washington State University and is a Six Sigma Black Belt.

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