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What is a brand?

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www.brand-camp.com What is a brand? This presentation busts the misconceptions around what a brand actually is and outlines how to build a remarkable brand.

www.brand-camp.com What is a brand? This presentation busts the misconceptions around what a brand actually is and outlines how to build a remarkable brand.

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What is a brand? What is a brand? Presentation Transcript

  • What is a brand?
  • The shift:Business to Brand
  • So what is a brand?
  • It’s not a logo
  • It’s not a consistent corporate identity
  • It’s not a product
  • It’s not what YOU say it is
  • It’s not a productIt’s what people say about you when you’re not in the room  
  • “A brand for a company is like areputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos
  • A great brand hasnothing to do with size
  • I’m going to equip you with the tools to better control that conversation  
  • A brand is a tool that consumers use when making buying decisions
  • Creating a brand gives you stability,growth potential, loyalty and longevity
  • So how do you create a great brand?
  • Advertising is the tax you pay for being unremarkable
  • What makes you stand out?
  • What do you stand for?
  • Three little questions Who are you? What do you do?Why does it matter?
  • Who are you? We are Lucozade Sport. What do you do? We make sports nutrition products Why does it matter?We matter because we give sports people an edge when it matters most. That’s why we are the official provider of sports nutrition to the biggest names in football and athletics.
  • Who are you? We are Andrex. What do you do?We make soft, strong and long toilet tissue for the whole family Why does it matter?We matter because we understand that it’s the little things that can make a difference, so we continue to produce high quality toilet tissue with outstanding value.
  • Can you answer these? Who are you? What do you do? Why does it matter?
  • Be consistent insidethe company and out
  • Your VisionHow do you see your future?
  • To be the Earth’s favouritelittle food company.While that might sound alittle far fetched to somepeople, a wise chap once said‘We are limited not by ourabilities but by our vision.’Which is why we’ve madeours so big.
  • Your Mission
  • Its about the meaning behind the money
  • Why are you doing what you do?Many people find this really hard to articulate
  • To organisethe world‘sinformationand make ituniversallyaccessible anduseful
  • Your Values
  • 3 step process1.  Give your value a memorable name2.  Create a short explanation3.  Outline how it is brought to life in day to day activities
  • They have one core principle, around which they make all their decisionsCreate a business we can be proud ofThey then break this down into four values, each reflecting what they are, how they do things, and where they increasinglywantto be:Be naturalWe want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it humanand putting people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves.Be entrepreneurialinnocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to beas responsive as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative andchallenge the status quo. We want to do what we do better than anyone else, and have fun doing it.Be commercialWe are a commercial business and so creating growth and profit for us and our customers is central to what we do and whyweare here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing themain thing.Be generousWith our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitablesupport. It’s that simple
  • You need to create a community people will be proud to be part of
  • Dare to be different and see where it takes you
  • VisionOne day, 30% of all retail transactions in the US will be onlinePeople will buy from the company with the best service and the best selection Zappos.com will be that online store
  • MissionTo provide the best customer service possible. Internally, we call this our WOW philosophy.
  • #1 priority = culture
  • Hire for fit Train for fitCustomer service isnt a department Its the whole company
  • Empowered employeesThey do whatever it takes to make the customer happy
  • Do youspeak Zappos
  • Values Deliver WOW through service Embrace and drive changeCreate fun and a little weirdness Be adventurous, creative and open-minded
  • Advertising
  • Advertising
  • Brand Experience
  • A movement
  • Lessons learned Create a remarkable visionBe willing to trade short-term profit to achieve a long- term vision Have a clearly defined brand / customer promise Align the strategy / brand and the customer experience so that they are inseparable Boldly challenge traditional thinking in the industry
  • Lessons learned Become a remarkable leader Develop a unique leadership style that dramatises the cultureCommunicate the vision and purpose powerfully and clearly ‘Walk the talk’ when it comes to demonstrating the company values Spend a lot of time with customers and employees talking about your vision
  • Lessons learned Deliver a remarkable customer experience Deliver a customer experience that is consistent, intentional, differentiated and valuable Bring the brand promise alive for customers in dramatic waysFocus the whole company on delivering a remarkable customer service Align marketing, operations, and HR around the customer experience
  • Lessons learned Cult-Like cultures are very powerfulRemarkable brands are cult-like in their desire forcomplete commitment and buy in to their cultures and valuesConnecting people to a cause is very powerful The stronger your culture, the more cult like it becomes and the more likely the hiring process becomes self selective through word of mouth
  • Lessons learned Remarkable brands create a sense of community through languageCreating new words for things that are important to your brand is very powerful It creates ‘inside jokes’ and a sense of belonging It is also a key differentiator
  • Lessons learned Create superheroesPeople can do extraordinary things if you allow them to This type of culture liberates employees to be themselves and to be the best they can beRandom acts of kindness have a powerful effect on word of mouth
  • Lessons learned Create remarkable marketingClearly and honestly communicate your brand promise and values to customersActively involve customers in helping to create / improve / protect the brand Achieve high levels of customer advocacy or ‘fandom’ to drive referral business
  • Lessons learned Measure what mattersMaintain a clear focus on your target audience and what they value Measure the complete customer experience, not just satisfactionRegularly get feedback on how to improve the customer experienceFocus on employee and customer satisfaction, not just the bottom line
  • A final thought Companies that stand out because they stand up for something will be the ones that customers and employees around the world will want to engage with.