How to Brand an HR Service Business

2010 AND BEYOND Branding for growth in the New Normal Jason Mlicki

$1 in 1979.

$1 invested in Walmart in 1979 $1 invested in Target in 1979 would have returned you would have returned you about $57,000. about $6,900.

$1 in 1999.

$1 invested in Walmart in 1999 $1 invested in Target in 1999 would have returned you would have returned you about $32. about $103.

1960 – 1995. Focus on footprint and scale.

1999 – 2010. Target focuses on brand building.

But, I’m not a retailer.

Okay, I’m still not a retailer.

2010 AND BEYOND Branding for growth in the New Normal

1.0 About brands 2.0 Brand building 3.0 Closing thoughts

About brands. brands Part one. What’s a brand?

No matter what you think, you know a good brand when you experience it. 1.1 I WHAT'S A BRAND?

1.1 I WHAT'S A BRAND?

What a brand is not. 1.1 I WHAT'S A BRAND?

A brand is not a name nor a trademark trademark. 1.1 I WHAT'S A BRAND?

A brand is not a logo nor a tagline tagline. 1.1 I WHAT'S A BRAND?

A brand is not a product nor a package package. 1.1 I WHAT'S A BRAND?

Okay, so what exactly are brands? 1.1 I WHAT'S A BRAND?

Brands are perceptions. 1.1 I WHAT'S A BRAND?

Brands are experiences. 1.1 I WHAT'S A BRAND?

Brands are cognitive. And emotional. 1.1 I WHAT'S A BRAND?

Brands are commitments. 1.1 I WHAT'S A BRAND?

Brands are relationships. 1.1 I WHAT'S A BRAND?

Brands are built on products, taglines, trademarks, logos, services, experiences, gossip, p press releases, tweets, message , , g boards, sales calls, packaging, call centers, signage. 1.1 I WHAT'S A BRAND?

About brands. brands Part two. What brands do.

Brands provide recognition to simplify a purchase purchase. RECOGNITION 1.2 I WHAT BRANDS DO

Good brands create growth by providing consistent experiences. EXPERIENCE C RECOGNITION 1.2 I WHAT BRANDS DO

Great brands connect, inspire and create fans fans. EMOTIONAL CONNECTION EXPERIENCE C RECOGNITION 1.2 I WHAT BRANDS DO

Fans are loyal. 1.2 I WHAT BRANDS DO

Fans are passionate. 1.2 I WHAT BRANDS DO

Fans advocate on your behalf. 1.2 I WHAT BRANDS DO

And yes, sometimes fans pay more more. 1.2 I WHAT BRANDS DO

About brands. brands Part three. Why brands matter.

Strong brands grow sales and increase margins margins. 1.3 I WHY BRANDS MATTER

1.3 I WHY BRANDS MATTER

1990: Shortened the company 2000: Introduced the AFLAC name to AFLAC. duck. 1.3 I WHY BRANDS MATTER

About brands. brands Part four. Examples.

1.4 I EXAMPLES

Brand Building. Building Part one. Brand strategy.

Five components of an effective brand strategy strategy. 2.1 I BRAND STRATEGY

1. Brand promise. What the brand stands for for. 2.1 I BRAND STRATEGY

2. Brand positioning. What makes it unique unique. 2.1 I BRAND STRATEGY

3. Brand attributes. What it’s like like. 2.1 I BRAND STRATEGY

4. Brand vision. What it hopes to become become. 2.1 I BRAND STRATEGY

5. Brand assets. Valuable items that identify it it. 2.1 I BRAND STRATEGY

2.1 I BRAND STRATEGY

1. Brand promise. Our consumer comes first Always first. Always. 2.1 I BRAND STRATEGY

2. Brand positioning. We deliver intimate service every time time. 2.1 I BRAND STRATEGY

3. Brand attributes. Exclusive, premium, signature, personalized, accomodating. signature personalized accomodating 2.1 I BRAND STRATEGY

4. Brand vision. The world’s leading day-to-day financial partner for the moderately affluent to wealthy consumer. 2.1 I BRAND STRATEGY

5. Brand assets. Green. Blue. “A member. Don t member ” “Don’t leave home without it ” it. The centurion. 2.1 I BRAND STRATEGY

Brand Building. Building Part two. Positioning a service brand.

Option 1. Position around a service or skill skill. 2.2 I POSITIONING A SERVICE BRAND

Option 2. Position around an industry or market market. 2.2 I POSITIONING A SERVICE BRAND

Option 3. Position around a philosophy or belief belief. 2.2 I POSITIONING A SERVICE BRAND

Brand Building. Building Part three. Group exercises.

Brand Building. Building Part four. Process.

Brand development process. 4.0 I BRAND STRATEGY

Insight. Learn what you don’t know. Customer R C t Researchh Internal Research Competitive Research Industry Research 4.0 I BRAND STRATEGY

Ideation. Form strategy. Develop b d b li f D l brand belief system and highest-level brand assets. 4.0 I BRAND STRATEGY

Implementation. Bring it to life. Develop t D l tangible ibl brand assets. 4.0 I BRAND STRATEGY

Inspection. Evaluate and adjust. Measure performance M f and look to improve. 4.0 I BRAND STRATEGY

Closing thoughts. thoughts

What does it mean to be a PEO? 4.0 I BRAND STRATEGY

Why do customers really hire you? 4.0 I BRAND STRATEGY

Thank you

How to Brand an HR Service Business

by Mlicki on Mar 13, 2010

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