Creating confidence in your brand through an enhanced user experience - Presented by John Hinder, Head of Digital Experience at Scottish Life
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Creating confidence in your brand through an enhanced user experience - Presented by John Hinder, Head of Digital Experience at Scottish Life

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  • 1. Creating confidencein your brand throughan enhanced userexperienceJohn HinderHead of Digital ExperienceScottish Life1
  • 2. 3 things I was asked to cover Establish why a superior Establish why a superior customer experience goes customer experience goes hand-in-hand with brand hand-in-hand with brand confidence confidence Today’s topics Distinguish how you can Distinguish how you can proactively demonstrate that proactively demonstrate that What is a brand? What is a brand? your organisation is a your organisation is a A quick look at customer experience A quick look at customer experience credible and relevant player credible and relevant player How they fit together How they fit together in the changing market place in the changing market place Why do people trust brands? Why do people trust brands? Harnessing brand trust Harnessing brand trust Understand how to Understand how to implement a strategy that implement a strategy that serves to increase trust in serves to increase trust in your brand your brand2
  • 3. The history of brands brandr old norse meaning "to burn”3
  • 4. The industrial revolution4
  • 5. It’s more than a logoA name, term, sign, symbol or design, A brand is the set of expectations,or a combination of them intended to memories, stories and relationships that,identify the goods and services of one taken together, account for a consumer’sseller or group of sellers and to decision to choose one product or servicedifferentiate them from those of other over another.sellers. Seth GodinAmerican Marketing AssociationThe intangible sum of a products Any brand is a set of perceptions andattributes: its name, packaging, and price, images that represent a company,its history, its reputation, and the way its product or service.advertised. Persuasive BrandsDavid Ogilvy To put it at its simplest, a brand is a promise.5
  • 6. Let’s simplify things... 1. Your brand is your reputation 2. You don’t own your brand, your customers do Your brand is what your customers think of you6