What is the FRAME marketing model?

FRAME is a marketing model that stands for Focus, Realize, Adjust, Mount and Exhibit.

We are starting a new series today. I am going to talk about the FRAME model, which we have been working on for a long time and have been able to test with different clients and brands. When you are done with this series, you will understand the value of the model, how to implement it, how to create a systematic strategy, and how to increase your brand's worth. The goal is for you to be able to develop your own brand strategy by analyzing case studies that you come across while explaining the model. If you are ready, let us get started

What is FRAME?

The acronym FRAME stands for Focus, Realize, Adjust, Mount, and Exhibit. The model is a tool for quickly implementing the strategic approach that products and services require in their branding journey. FRAME is a methodology that is adaptable enough to be used by businesses of all sizes while remaining simple enough to be used by non-marketing professionals. The model is, by definition, a step-by-step process with a ready-made toolkit to make life easier while taking these steps.

As promised, I will now discuss the model's headings and the areas they cover.

Focus

Focus refers to the process of expressing which problem your product or service solves for the consumer. This process includes product and service features, why these features are needed, customer and end user definitions, and detailed persona analysis. The goal here is to identify who is going to buy our product. To learn their expectations.

Realize

In the realize step, we look closely at competitors and their products, analyze the market, and figure out how product features translate into benefits. "Why do our customers prefer our product? Why do they like the rival better? What are the things where our competitors are better than us or where we are better than them? What are the benefits of the product and service? Which features are more crucial to the buying decision?" In this step, we find the answers to these questions. The point of this step is to take a picture of the brand.

Adjust

As you are aware, a brand represents differentiation. Using the information gathered in the first two steps, we will now identify the value proposition that solves the customer's problem and distinguishes you from the competition. Other questions we will address in this step include insights based on the results, compliance with the persona we identified as the target audience, and identification of category entry points. The goal of this step is to FRAME the brand.

Mount

Now that we have all of our answers and have linked them to the market, we can move forward. We now wonder, "How can we fulfill our commitments to the customer?" Do we have any hard evidence? Do we have any proof to back up this claim? "How will we persuade the customer?" After we find out how to answer these questions, we will know how our brand will talk to its customers. The last thing to do in this step is to come up with a motto that will guide all communication efforts and tell people about it. 

Exhibit

We have reached the last step. There is no longer any confusion about what to say or to whom. Now, we must determine how to say it. How will we show our brand, framed and hung on the wall, to visitors who might be interested in the exhibition? "What will our visual world look like? What words, what language will we use to express ourselves? Which channels of communication will we use? What will the types and frequency of content be? We will answer questions that will lead us from a strategic approach to creative execution. And in the end, we are ready to show our brand to new customers.

You might not be familiar with all of the definitions or have all the details straight in your head, especially if you are not a marketing expert. Not a problem. This is the first of a five-part series detailing this methodology. We will take a methodical look at it from start to finish, discussing and illustrating key points. See you next week!

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