How to build a brand these days

How to build an IFA brand

OK. It’s not really a question of how to build an IFA brand

But any brand

So...

So...
...let’s think about it this way.

And let’s start with Wally Olins

In my opinion,
Wally Olins is the
Godfather of brands...

And an exquisite communicator of ideas

I’ll share his boiled-down brand model with you in a moment

But first let’s make sure you’re clear about the difference between...

Brand

Branding
...and

Branding enables people to
understand how to navigate your products, services and organisation...

Whereas your brand is a consequence of how you go about doing it.

Wally Olins reduces the elements of a brand down to a very simple model.

What’s the big idea behind your business’s products and services?
Core idea

What’s the big idea behind your business’s products and services?
but from your stakeholders’
point of view and not yours?
Core idea

Product
How’s the big idea expressed in the products or services that your business offers to the outside world?
Core idea

And how do
you enable the outside world to engage with you?
Environment
Core idea

And how do
you enable the outside world to engage with you?
Environment
Core idea
For instance via
a shop, the web or
face-to-face consultation?

Core idea
And how are stakeholders able to interact with your business?
Communication

Finally, how do
you – and the people working with you – help express the big idea?
Behaviour
Core idea

Product
Environment
Behaviour
Core idea
Communication

That’s the tried
and tested theory that addresses the issue of...

But thanks to the
consequences of innovation
in technology...

And its effect on peoples’ expectations of how they consume products and services.

It’s probably more appropriate
to address this issue instead...

It’s probably more appropriate
to address this issue instead...
these days

Product
Because this model is subtly changing...
Environment
Behaviour
Core idea
Communication

Product
In two really
interesting ways
Environment
Behaviour
Core idea
Communication

Here
Product
In two really
interesting ways
Environment
Behaviour
Core idea
Communication

Here
Service design
In two really
interesting ways
Environment
Behaviour
Core idea
Communication

Service design
In two really
interesting ways
Environment
Behaviour
Core idea
And here
Communication

Service design
In two really
interesting ways
Environment
Behaviour
Core idea
And here
Conversation

Product
Service design
In two really
interesting ways
Environment
Behaviour
Core idea
Communication
Conversation

Product
Service design
How you enable interaction with consumers of your business’s products and services determines its usefulness
Core idea

Core idea
And its usefulness makes what you offer more interesting for consumers to share with other people
Communication
Conversation

But why’s this happening?

Because the mass media model of communication is disintegrating

Brands no longer ‘control’ consumption of messages about their businesses

Consumers no longer depend on a small number of media channels

Consumers no longer depend on a small number of media channels
People create and realise their own
networks of individuals and organisations with common interests

So to build a successful brand these days
means your business must make a positive social contribution wherever people congregate

So to build a successful brand these days
means your business must make a positive social contribution wherever people congregate
Whether that’s individually,
in groups, in real-life or online

So ask yourself...

So ask yourself...
How do I engage with my network?

So ask yourself...
How usable is my service?

So ask yourself...
How usable is my service?
How can I help my customers to help me?

Covester.com enables people to congregate and connect around a common interest - investing

Covester.com enables people to congregate and connect around a common interest - investing
But it also enables them to track and invest in each others portfolios

TripAdvisor.com enables people to congregate around a common interest – travel

TripAdvisor.com enables people to congregate around a common interest – travel
People share their experiences of destinations and, by doing so, create a rich source of valuable travel information for one another

Getsatisfaction.com enables businesses to create support communities among customers

Getsatisfaction.com enables businesses to create support communities among customers
By doing so, brands enable customers to help customers use their products and service AND they gain incredibly valuable insight

So back to the original issue

Just think about the amount
of work it takes to stay in touch with all your existing clients...

In fact, they never go away.

Until now, you’ve never been able to easily stay connected.

Until now, you’ve never been able to easily stay connected.
These days, you can with little or no effort at all.

So ask yourself...

So ask yourself...
How can I engage with my network?

So ask yourself...
How can my service be more usable?

So ask yourself...
How can my service be more usable?
How can I help my customers help me?

Because...

If you engage with your network

If your service is really usable

If you let your customers help you help them

If you let your customers help you help them
Then you’ll have a brand

www.twitter.com/ianthomas_mrm
www.mrm-london.com

Sources & Acknowledgements
Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com
Slides 10-14: Road-signimage: Splorp's photostream at Flickr.com
Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk
Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM

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How to build a brand these days

by MRM London on Nov 22, 2009

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How to build a brand these days — Presentation Transcript