<img src="//bat.bing.com/action/0?ti=5500040&amp;Ver=2" height="0" width="0" style="display:none; visibility: hidden;">

PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


View Our Case Study

Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


View Our Case Study

GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


View Our Case Study

The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


View Our Case Study

Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


View Our Case Study

Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

View Our Case Study

J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

View Our Case Study

Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

View Our Case Study
Conversation Qualified Leads: Using Drift to Engage Prospects

Marketers feel that sales don’t care enough about existing content and simply let it go unused. Sales teams say that marketers aren’t doing enough to deliver quality leads that show signs of purchase intent. The rift between sales and marketing dates back to the earliest days of online marketing ...

Keep Reading

Have a favorite Adhere author?

Let’s all admit it we all have our favorite adhere blog contributor. If you only want to hear from them just click their lovely face and only see their contributions!

Or subscribe and follow them all!

Jobs-to-be-Done Branding to Find Your Positioning

Branding Brand Development
March 29, 2018

People don't want to buy a quarter-inch drill. They want to buy a quarter-inch hole!-Theodore Levitt


This quote has become something of a rallying cry for marketers. We don't want to just push our features-we want to market to our customers' results.

However, Levitt's quote is from the 1960s and companies are still falling short when it comes to focusing on customer jobs to be done.

Even though jobs-to-be-done framework is primarily focused on product development, marketers should apply it to their branding exercises.

A Simplified Explanation of the Jobs-to-be-Done Framework


Clayton Christensen's original discussion about jobs to be done was published in 2006. His main argument was that marketers need to spend less time focusing on demographics and more time working out the jobs customers want to do.

To simplify the discussion, let's break down the milkshake example Christensen uses. To improve the sales of McDonald's milkshakes, marketers had two high-level options.

First, they could improve the product by conducting research into the segment of customers that frequently purchase milkshakes. Researchers asked customers if any particular improvements would make them purchase more milkshakes-thicker, more flavor, larger straws, etc.

Or, they could improve the product by drilling down on the jobs customers wanted to do. Researching surges in milkshake sales in the mornings and afternoons uncovered different jobs and helped marketers make changes to best suit them.

You can get the full story from the publication, but the point is this-focusing on improvements to product attributes for wide customer segments resulted in an average, one-size-fits-none product. With the jobs-to-be-done mindset, sales improved because the company was able to deliver milkshakes that fit into specific needs.

While this approach to product development is essential to business success, it's no longer enough on its own. Without strong branding to back up the product, businesses will lose out to competitors.

Luckily, the same Jobs-to-be-Done Framework that derives from the McDonald's experiment can be used to strengthen your branding.

The 8-Point Framework to Help Find Brand Positioning


From a branding perspective, the Jobs-to-be-Done Framework is best-suited to help you nail down your positioning statement. Even though positioning statements are fairly simple in theory, they can often feel too abstract. This framework can help make the process of building your positioning statement more concrete.

Consider the 8 phases of the Jobs-to-be-Done Framework and think about where your brand (not just your product and its features) fits in:

  • Define: The goal-setting and resource-planning phase
  • Locate: Where customers collect what's needed to do the job
  • Prepare: Setting up for the job to be done
  • Confirm: Verification that customers have what they need for the job
  • Execute: Actually doing the job
  • Monitor: The confirmation that jobs have been done successfully
  • Modify: Improving execution after the fact
  • Conclude: Finish the job


At each stage of the framework that applies, marketers should consider how their product delivers innovation for the job. And when done well, these insights should align perfectly with the brand positioning process.

Once you have a clear understanding of the job being done through your brand, you're well on your way to locking down a positioning statement. But positioning statements are still just a small part of the overall branding picture.

If you want to learn more about how you can build a brand that lasts, check out The Ultimate Guide to Brand Development.

RELATED ARTICLE
The What and Why of Brand Positioning Statements
RELATED ARTICLE
A Simple Brand Development Strategy

Branding Brand Development

May 24, 2018 Dominique grew up in St. Croix, USVI but has happily made Houston her second home. An avid fan of literature, pasta, and all things tech - her role as Adhere’s SaaS marketing manager is highlighted by a true understanding of the industry. Her favorite part? Creating custom strategic marketing plans for each client with the team. See All articles
Want to market healthcare to millennials? We will show you how! Download our free whitepaper.
Make your manufacturing business more profitable
attract new b2b clients through thought leadership: Watch Webinar On-Demand