This webinar was part two of a three part webinar series looking at how to get any 3rd party to communicate your brand consistently.

1. © 2013 Brandworkz Ltd
How to get any 3rd party to communicate your brand
consistently.

2. Hello and Welcome
2
Jens Lundgaard
Founder and CEO
Abigayle Norman
Content Marketing Manager

3. Housekeeping
3
You are
all mute.
Feel free
to ask any
questions
here.

4. Social Media
4
• Connect with us on social media for the latest information
and news.
• The hashtag for today’s webinar is #brandconsistency.
@brandworkzworld Brandworkz
Jens Lundgaard
Abigayle Norman
Brandworkz

5. Introduction
5
• Challenge: Getting 3rd parties to communicate our brand
consistently across all our channels.
• Brand inconsistency leads to chaos and confused
customers.

6. Align Internal Teams
6
• The first step in minimizing brand chaos and getting on the
road to consistency.
• Contact me at abigayle.norman@brandworkz.com for a
copy of the recording and slides

7. Brand and company value
7
• Brand is a key intangible business asset.
• It is the key driver of competitive advantage and sales.
• Defines who you are, how you operate and how you
differentiate.
• In the 1980s tangible assets made up 75% of company value.
• Today intangible assets make up 80% of company value.

8. Brand and company value
8
• Coca-Cola’s brand is worth 50% of the company value or
$73 billion.
• Coke is able to charge a 112% premium for their brand
because of their clear, consistent brand messages.

9. Brand and company value
9
• 10% above the water is the brand messages that
consumers see.
• 90% below the water is everything that makes is possible
to send consistent brand messages to consumers.

10. Client Examples
10

11. JLL: The Story
11
• Grew quickly through acquisition.
• Challenge:
• needed to align 45,000 people in 1,000 offices and 70
countries to the brand message.
• needed to ensure the communicated the brand
consistently.
• Needed to allow for quick on brand localization of
marketing materials.
• Didn’t want to lose autonomy.

12. JLL: Solution
12

13. JLL: Results
13
• Cohesion, clarity
and draws people
into the brand.
• Increased the
sharing of
marketing
materials.
• Increase in brand
consistency.
• Saved money.
• Gave all parties
access to the
correct materials
every time.

14. Transitions: The Story
14
• Had an old digital asset management system that just
wasn’t working.
• Challenge:
• Needed to get 1,200 people in 15 countries and 5
geographical regions to communicate the brand
consistently.
• Had a serious lack of brand consistency.
• Needed reduce the number of requests to the central
team.
• Needed to give autonomy with out losing brand
consistency.

15. Transitions: Solution
15

16. Transitions: Results
16
• Increased
productivity.
• Control over
the brand.
• Reduced
requests.
• Savings of
$500,000.
• Autonomy
without
sacrificing
consistency.

17. Common Themes
17
• Autonomy without losing consistency.
• Self-service.
• Easy to use.
• Draw people in.
• Give access to the materials needed.
• Reduce low level requests to head office.

18. Tips to getting people engaged with your brand
18
• Quick sign off on localized content.
• Head office can’t be seen as the brand police.
• Make the system something people will want to use.
• Encourage reuse of current campaigns from other regions
or countries.
• Communicate the brand story.

19. Tips to getting sign off or budget
19
• Request our ROI calculator and we’ll take you through it
and show you where your costs savings will come from.
• Visit our case studies page to view more examples of
successful projects.
• Have a chat with one of our brand management experts.

20. Key Takeaways
20
1. Align internal teams.
2. Encourage sharing of marketing materials from across
channels.
3. Give end users autonomy.
4. Keep it simple. Make sure the process or system is easy
to use.

21. Q&A
21

22. Thank You
22
• Please don’t hesitate to get in touch with us if you have
any questions or are interested in learning more about
Brandworkz.
• Website: www.brandworkz.com
• Phone Number: +44 (0)20 7288 9700
• Email: info@brandworkz.com