Mastering brand growth for scale-up success with Anthony Tattum

On Monday, 9 December 2024, Anthony Tattum, our co-CEO hosted a workshop at Birmingham’s dynamic STEAMhouse. Titled “Mastering Brand Growth for Scale-Up Success”, the session brought together ambitious scale-ups from across the West Midlands, all eager to elevate their brand strategies and drive sustainable growth.
 
Using Leopard Co’s proprietary ROAR Framework, Anthony guided participants through actionable strategies to define, activate, and amplify their brands. Here’s a recap of the day’s key insights and takeaways.

The ROAR framework: A proven approach to growth

Anthony introduced attendees to Leopard Co’s ROAR Framework, a practical methodology designed specifically for scale-ups. The framework’s four stages offer a structured approach to brand growth:

1. Research: Uncover where your brand stands using the 4C Model—Customer, Competitor, Company, and Category.
2. Opportunities: Prioritise high-impact areas that align with your strengths.
3. Activation: Create marketing funnels to guide your audience from awareness to action.
4. Results: Set clear objectives, align with the right channels, and measure success.

This framework equips scale-ups with the tools to cut through the noise and build a brand that resonates.

Workshop highlights

1. Diagnosing your brand: The 4C model

Anthony kicked off the session with a deep dive into brand diagnosis using the 4C Model. Participants explored their customers, competitors, internal strengths, and the wider category trends. This exercise revealed key gaps and opportunities in their current strategies.

Takeaway: Use the 4C Model to identify your brand’s unique position in the market and build a strategy grounded in insight.

2. Focusing on what matters most

One of the most valuable discussions of the day revolved around prioritisation. Anthony highlighted the importance of focusing on a few high-impact initiatives rather than spreading resources too thin.
 
Quoting Anthony: "Great brand strategy isn’t about doing more; it’s about doing the right things better."
 
Takeaway: Saying “no” to the wrong opportunities is just as important as saying “yes” to the right ones.

3. Crafting campaign ideas with category entry points (CEPs)

Anthony showed how Category Entry Points (CEPs) —the moments when customers think about your category—can be used to craft powerful campaigns. Delegates worked on aligning their messaging with these crucial triggers.
 
Examples of CEPs:

• B2B: "When ESG compliance deadlines loom, our software simplifies the process."
• B2C: "When I need quick energy on the go, [Brand] delivers convenience and a boost."

Takeaway: Link your brand to specific customer moments to ensure your campaigns resonate both emotionally and rationally.

4. Building an effective marketing funnel

The session on activation focused on creating tailored marketing funnels to guide customers from awareness to action. Anthony used the PESO model (Paid, Earned, Shared, Owned media) to help participants identify the best channels for their audience.
 
Example Funnel:

• Awareness: LinkedIn ads and thought leadership blogs.
• Consideration: Downloadable whitepapers and case studies.
• Action: Personalised demos and targeted landing pages.

Takeaway: Match your content to your audience’s stage in the journey and use the right channels to deliver it.