Your Brand Booster: How to leverage every customer experience
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Your Brand Booster: How to leverage every customer experience

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A smart brand strategy is critical for any organization—large or small. This presentation shows how to best leverage every customer experience to boost your brand. ...

A smart brand strategy is critical for any organization—large or small. This presentation shows how to best leverage every customer experience to boost your brand.

Check out the accompanying webcast at http://www.brighttalk.com/webcasts/4866/play where you can hear Briana Marrah, Principal of Parker LePla, talk about best practices in branding and why it’s important for your small business. You’ll walk away with actionable tips to boost your brand and effectively connect with your audience.

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  • Check out the accompanying webcast at http://www.brighttalk.com/webcasts/4866/play where you can hear Briana Marrah, Principal of Parker LePla, talk about best practices in branding and why it’s important for your business. You’ll walk away with actionable tips to boost your brand and effectively connect with your audience.
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  • Add book visuals
  • Add more technology companies
  • Markets are driven by people, not companies. People have access to a lot of choices and information—no longer a one-way conversation from company to mass market In fact, there is no longer a mass market—just lots of individuals…and they have a lot more control The internet, proliferation of media, and proliferation of products and services means a company can no longer control the conversation with the customer in the same way
  • So what is this group of individuals asking for from companies? Alignment of values, transparency and a conversation. They want to be spoken to as peers, they want to feel like the company has similar values, and they want both head and heart connections.
  • So what is this group of individuals asking for from companies? Alignment of values, transparency and a conversation. They want to be spoken to as peers, they want to feel like the company has similar values, and they want both head and heart connections.
  • Do something that makes you stand out This takes courage, but when Doubletree Inn hands me my warm cookie, I remember, and associate good feelings with the hotel chain. When a Southwest Airlines employee cracks a joke, I remember to relax and enjoy the flight. When Ikea names its children’s desk “Fartful”, which of course, means speedy in Swedish, I feel like I connect with the company.
  • Do something that makes you stand out This takes courage, but when Doubletree Inn hands me my warm cookie, I remember, and associate good feelings with the hotel chain. When a Southwest Airlines employee cracks a joke, I remember to relax and enjoy the flight. When Ikea names its children’s desk “Fartful”, which of course, means speedy in Swedish, I feel like I connect with the company.
  • http://www.istockphoto.com/stock-photo-7763298-woman-holding-megaphone.php http://www.istockphoto.com/stock-photo-7344414-portrait-of-happy-businessman-jumping.php
  • So how do you Be? By following the seven laws of strong brands. This is the recipe for long-term connections with customers that turn into marketshare and profits.
  • Be true to yourself, find out who are you and don’t try to be someone else There’s nothing sadder than a conservative company trying to be hip. There’s nothing more confusing to a customer than being bombarded with company messages, all with different personalities. Figure out who you are, and then be more of that. It’s one reason your current customers are with you: be more of who you are and you’ll attract more customers like the ones you have. The rule is, if you’re all things to everybody, you’re nothing to anyone, so be somebody.
  • Be true to yourself, find out who are you and don’t try to be someone else There’s nothing sadder than a conservative company trying to be hip. There’s nothing more confusing to a customer than being bombarded with company messages, all with different personalities. Figure out who you are, and then be more of that. It’s one reason your current customers are with you: be more of who you are and you’ll attract more customers like the ones you have. The rule is, if you’re all things to everybody, you’re nothing to anyone, so be somebody.
  • Interest comes from being both different and relevant. Have some personality, a unique focus, stand out. But most of all, be relevant. This means both relevant and differentiated. This means that you have a role you play in the market that no one else plays as well as you. That you have flavor and personality. That you don’t harp on expected attributes like quality or integrity, but assume those and play up your unique aspects. Be the character you are.
  • Interest comes from being both different and relevant. Have some personality, a unique focus, stand out. But most of all, be relevant. This means both relevant and differentiated. This means that you have a role you play in the market that no one else plays as well as you. That you have flavor and personality. That you don’t harp on expected attributes like quality or integrity, but assume those and play up your unique aspects. Be the character you are.
  • Walk the talk Walking the talk is just as important as talking the talk. You can’t solve a company problem with a marketing solution (except in the short term). So figure out how to align your organization with your primary promise and make sure you’re keeping it all the way through, from how you hire and train, to how you bill, to how you answer the phone. If you’re the friendliest company, make sure you have a friendly atmosphere inside; if you’re all about speed, then your website better load quickly. You get the point. There once was a bank that did an ad campaign around helping you use credit wisely. But brand managers were compensated based upon loan volume. Talk about setting up cognitive dissonance!
  • Walk the talk Walking the talk is just as important as talking the talk. You can’t solve a company problem with a marketing solution (except in the short term). So figure out how to align your organization with your primary promise and make sure you’re keeping it all the way through, from how you hire and train, to how you bill, to how you answer the phone. If you’re the friendliest company, make sure you have a friendly atmosphere inside; if you’re all about speed, then your website better load quickly. You get the point. There once was a bank that did an ad campaign around helping you use credit wisely. But brand managers were compensated based upon loan volume. Talk about setting up cognitive dissonance!

Your Brand Booster: How to leverage every customer experience Your Brand Booster: How to leverage every customer experience Presentation Transcript

    • Leveraging every customer experience
    • July 2009
    Your brand booster
  • WHO WE ARE
  • WHO WE WORK WITH
  • THE CUSTOMER IS IN CONTROL
  •  
  • AND THEY DEMAND AUTHENTICITY
  •  
  • WHICH MEANS LIVING YOUR BRAND
  •  
    • A LITTLE BACKGROUND ON BRAND
    • WHY DOES BRANDING WORK?
    emotional + logical
    • HOW DOES BRANDING WORK?
    actions + messages
    • DEFINING YOUR BRAND
    Your brand
    • STRONG BRANDS ENJOY:
    Your brand Loyalty: Committed customers will almost never switch and they have the power to energize the rest of your customer base. Price premium: A strong brand can command a significant price premium over market average prices. Peer recommendation: Committed customers actively recommend the brand to others.
    • THE WHOLE GOAL
  • THREE WAYS TO GET A BOOST FROM YOUR BRAND
  • BOOSTER #1: BE YOURSELF
  •  
  • BOOSTER #2: BE INTERESTING
  •  
  • BOOSTER #3: BE YOURSELF INSIDE & OUT
  •  
    • TO DO
    • What role do you play in your market?
    • What can you deliver on that no one else can?
    • What is the one filter everyone at the organization can use to make sure they are delivering on the promise?
    • What personality traits make up your brand?
    • What are the cultural pieces that are essential to your promise?
    • DEFINE YOUR BRAND
    • What products/servings should you offer?
    • Who is your best customer?
    • What types of employees would you hire?
    • How would you sell your products/services?
    • SYNC WITH STRATEGY
    • BRAND TOUCH POINTS
    • How can we demonstrate our brand promise each time our customer interacts with us? (sales, billing, in the store, customer service, etc.)
    • What is the experience now and how do we close that gap?
    • Are we missing any touch points?
    • Today’s brands are communities
    • How can you give customers a way to interact with you that fulfills their interests?
    • How can you communicate in a way that feels more like a dialogue than a monologue?
    • THINK SOCIAL
    • Follow us, friend us, or read our blog:
    • Twitter.com/parkerlepla
    • Parker LePla on Facebook and LinkedIn
    • Integratedbrand.com
    • QUESTIONS?