Extending Your Brand's Reach - Wichita Metro Chamber Sunrise Scrambler


Published on

Your company or organization's brand is about much more than a logo. It's about customer experience, and building your brand requires consistency across not just marketing channels, but also operations, technology and beyond.

Using the Kansas Turnpike Authority as an example, we explore all the ways your brand touches customers and potential customers, and consider how to do so better, more consistently and for maximum impact.

Published in: Business, Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • The word “brand” has become pretty popular. Google the word and you get 1.64billion results. Most of us think immediately of logos, marketing – maybe communications and messaging. My remarks today revolve as much around operations and technology as marketing and communications. Today I’m going to:Define brandBrand promiseOperations & technologyBrainstorm ways your brand touches customers you may not be thinking aboutFocus on your customersBrainstorm ways to better connect with customers
  • Define what a brand is and isn’t exactly
  • Logo
  • Can change a logoGet a logo wrongBrand remains steadfast
  • Tagline,themeline, positioning statementApart from your full brand, it’s meaningless
  • Identity package
  • Your mission statementIt’s not just what you promise to do, who you serve or even the results you promise to deliver. It’s how you promise to make your consumers and even non-consumers FEEL whenever they experience your brand – assuming you deliver a consistent experience.
  • The Kansas Turnpike Authority's mission is to provide safe, high-quality highway transportation services to our customers for the lowest reasonable cost.But our brand promise is to Noticeably Better.
  • Kansas Turnpike’s brand promise is “NOTICEABLY BETTER”How many of you have already taken the time or been coached through the process of developing a brand promise?Can you tell us what that is?
  • If a brand starts with a promiseIt’s built on consistent customer experience
  • Branding brings to mind marketing, advertising and messaging.I suggest to you that your operations and technology have as much to do with your brand as your logo, tagline and business card design.Examples for KTA – all about operations and technologyIn these examples, I’m not showing off what masters we are of a consistent brand experience for our customers. I’m demonstrating just some of the ways I’ve learned we need to think about our customer experience because the Turnpike had not previously been thinking about these as important to our brand.
  • 236 lane miles from Oklahoma border to Kansas City carry almost 36 million vehicles in a year.
  • 22 interchanges allow travelers easy access to communities from north to south.
  • We employ approximately 225 toll collectors.
  • Our K-TAG electronic tolling program has 168,000 accounts and processed 1.5million transactions in October alone.
  • We also have self-pay kiosks at most toll plazas and some toll plazas are self-pay only.
  • We have a team of engineers on staff and their work can be seen on the bridges, roads and interchanges up and down the Pike.
  • Six Service Areas provide fuel, restrooms, food and safety 24 hours a day, 365 days per year.
  • Safety is of vital importance to our customers. Our first line of defense is made of up 51 Kansas Highway Patrol troops assigned to the Turnpike. They are patrolling the Pike all day every day keeping motorists safe.
  • We deploy a fleet of motorist assist vehicles in the summer months and are considering expanding the program to year-round.State Farm and KTA co-branding
  • We design and manufacture our own signs so have a bazillion branded items up and down the roadway.
  • There are those elements of our operations that can produce a negative association with our brand such as Highway Patrol making stops…
  • …and construction zones slowing traffic. And our ability to maintain a positive brand is reflected in our ability to create messaging that reminds travelers that these things happen with their safety and ease-of-travel in mind.
  • When our operations and technology are working correctly, though, we get to be the heroes even in times such as these.
  • Sales people trained?--brand promise--messagingAre the tools they use brand-compliant and consistent?--business cards--printed collateral--wearables and promotional items--tradeshow boothCustomer service reps trained?Do they have the technology and infrastructure they need to answer, address and respond to customers?What kind of experience do your customers have when they call your office or walk in your door?
  • Website – most powerful brand tool--Not enough to look good (although that’s certainly important)--Usable & intuitive--User experience-focusedEXAMPLE: KTA website user testingSearch/SEO--Reputation.com’s tagline used to be: “Search results are the new first impression”--Have to be able to find your website--Google “DIY SEO” then be willing to spend money on a digital partner or dedicated staffThought leadership--Website content--Blog postsEmail marketing--Remember to drive traffic back to your website--Use social sharing--Forward to a friend--Often enough to be helpful and informative, not so often as to be annoying--A/B testingOnline advertising--Targeted to very specific audiences--Inexpensive barrier to entrySocial media--Base decisions off your audience ONLYUse website & social media analytics
  • Press releases--Post to website--Push out on social media--Repurpose for thought leadershipMedia relations--Is it easy for the press to get a hold of you?--How do they know who to call?--Is your press contact available and will make calling the reporter back his/her highest priority?Events--Open houses & ribbon cuttingsTradeshows--No ugly booths--Informed, trained employees working the booth--Branded materials --What systems (operations) are in place for follow-up after?Community involvement--Chamber--Trade groups--Boards--Schmoozy events
  • One 2013 study: 73% of U.S. consumers said they prefer direct mail for brand communications because they can read the information at their convenience.May be easier to stand out.
  • OutdoorPrint advertisingTVRadioPoint-of-purchasePrint collateral like brochures and sales sheets--Branded--Consistent--Professional (unless your brand is to intentionally look mom-’n’-pop)--Strong call-to-action--Dedicated promotion codes, website addresses, email addresses and phone numbers to track what’s working
  • Loyalty programsPromotionsEXAMPLE: K-Tag contestReferral incentives--Do you have the infrastructure, systems and processes in place to execute such programs and promotions? To receive new customers through them?ACTIVITY: Brainstorm with each other as many ways as you can think of that your brand touches consumers – through operations, technology and what you would normally think of as sales, marketing and communications.
  • Are you shaping your customers’ brand experience around them? Or around who and where you think they are, but aren’t sure?
  • It’s vital to design your marketing, operations and technology around your customers.They expect it now more than ever.Email and online surveysFocus groupsPoint-of-sale opportunitiesMarket research firmsBig dataSocial media listening--Baseline data--Overall cost savings from using a scalpel instead of a shotgun
  • Who are your customers?Where are they?How do they want to connect with your brand?Where do they live?Where do they get their news?What do they read?What do they do online?What do they expect from our company?What systems do we need to put in place in order to deliver?What will it take to convert them to customers?What will it take to grow them into brand ambassadors?
  • KTA customers as examplesBusiness commuters who are often traveling daily or at least weekly
  • Commercial truckers
  • Families traveling across the state often but not with specific regularity (such as to visit other family)
  • Leisure travelers, tourist, out-of-state drivers
  • Groups with special considerations such as motorcyclists
  • ACTIVITY: Brainstorm with each other your list of top target market groups and develop a list of places where your customers interact with your brand.
  • Extending Your Brand's Reach - Wichita Metro Chamber Sunrise Scrambler

    1. 1. Extending Your Brand’s Reach Wichita Metro Chamber Sunrise Scrambler November 20, 2013
    2. 2. What’s in a brand? (And what isn’t, exactly.)
    3. 3. A brand is more than…
    4. 4. A brand is more than…
    5. 5. A brand is more than…
    6. 6. A brand is more than…
    7. 7. A brand is more than…
    8. 8. A brand starts with a promise.
    9. 9. “A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company.” -Jean Wilcox, ABC’s of Branding
    10. 10. A brand is built on consistent customer experience.
    11. 11. Operations | Technology
    12. 12. Consistent Experience
    13. 13. Consistent Experience
    14. 14. Consistent Experience
    15. 15. Consistent Experience
    16. 16. Consistent Experience
    17. 17. Consistent Experience
    18. 18. Consistent Experience
    19. 19. Consistent Experience
    20. 20. Consistent Experience
    21. 21. Consistent Experience
    22. 22. Consistent Experience
    23. 23. Consistent Experience
    24. 24. Consistent Experience
    25. 25. Sales & Customer Service
    26. 26. Online | Digital | Social
    27. 27. Media & Public Relations
    28. 28. Direct Mail
    29. 29. “Traditional” Advertising
    30. 30. Brand Ambassadors
    31. 31. A brand is largely defined by the consumers of the brand.
    32. 32. “A brand promise is the commitment to deliver made between that brand and its audience.” -Mark Di Somma, Brand Strategy Insider
    33. 33. Survey | Research | Listen
    34. 34. Where do your customers experience your brand?
    35. 35. Audience
    36. 36. Audience
    37. 37. Audience
    38. 38. Audience
    39. 39. Audience
    40. 40. Who are your customers and where do they want to interact with your brand?