This workshop was presented to the graduating class of the Sauder UBC Business School’s Sales & Marketing Diploma program as well as the Vancouver chapter of the Sales & Marketing Executives International. I share it to help anyone trying to gain a better understanding of branding for their business
Branding in Canada 1. Branding backgrounder Top Cdn Brand practices(Interbrand)) Deep consumer understanding/segmentation. Communication of community support Honest efforts to communicate “Canada” Lack of pretentiousness Making due with less
Creating Brand Value A BCLC lesson 2. Defining Brand Lotto6/49 Engage the senses - Cue. A “virtual” BE.
Creating Brand Value A BCLC lesson Weak product Attach a desired value to your brand. 2. Defining Brand
Tips on defining your brand 2. Defining Brand Decide HOW you want to be perceived and by WHOM What makes YOU perceive other brands that way when you shop? List qualities you/employees must display to customers to portray this
Why people buy 2. Defining Brand To solve a problem To change/maintain the way they feel
Branding Myths 3.Branding myths Myth: Your USP is your brand. Fact:Your brand is all encompassing. Myth: You must have a logo to be remembered. Fact:Customers remember you primarily by how they are treated.
Branding Myths 3.Branding myths Myth: All you need is a branding strategy. Fact: An ongoing process. Myth: Marketing & Branding are one and the same. Fact: More about good leadership, ethical behavior and the commitment/ability to fulfill brand promises.
Branding Myths 3. Branding myths Myth: Branding is “Marketing’s” responsibility? Fact: Branding is everyone’s responsibility from Board to junior staff. Myth: No budget for branding. Fact:Your brand is only as good as the people who live it day in and out
Delivering BE - A Tomahawk lesson 4. Deliver a great brand experience North Shore Diner Native artifacts High quality ingredients Kids props “Memories” online
Brand Experience Checklist 4. Deliver a great brand experience Map out buyer’s contact points Walk in their shoes – Gaps? Experience resonate with all senses? Brand include staff, stakeholders, media?
Small Business Branding 4. Deliver a great brand experience Smaller approach, markets - same principles! ID clear positioning. Compete on quality, image, uniqueness, service, & value.
Tips on providing a great brand experience 4. Deliver a great brand experience Enlist employees on ideas for adding to BE Train & communicate BE; incentives to deliver it Develop ways to give value to customers, not selling. Breathe brand into behind-the-scenes ops. Talk to your customers even when not buying
Maintaining Brand Experience - A Starbucks Lesson 4. Deliver a great brand experience
Does the activity respect the intelligence of Starbucks customers? Can Starbucks expertly deliver all the promises made? Will Starbucks employees be excited and motivated by the activity? Will customers view the activity as being clever, original, genuine and authentic?
Brand management - An Eaga Group lesson 4. Deliver a great brand experience World Leader – Home Energy Efficiency 5 million upgrades worldwide Extensive Acquisitions last 2 years
Service Excellence Eaga Worldwide brands 4. Deliver a great brand experience
Four segments 4. Deliver a great brand experience National Governments (Local and Central) B2B Cluster BEC Housing Providers Private Sector Residential
Service Excellence Brand Summary 4. Deliver a great brand experience Retained sub-brands Phased out Brands Main Brands Brand A Iguana Direct Brand B BEC
Reverse branding Homeworks 5. Reverse branding Contractors BI very poor Terasen & Eaga Association for leverage, brand values. Challenge of brand delivery through business cycle Vertical integration to attain control/standards
Branding Generation Tomorrow 7. Branding Generation Tomorrow Evolving media environment 1.7 channels vs. 5.4 MSP Broadcaster generation Tips Focus on narrower audiences Make your audience the centre of your brand Stretch your brand values to the edge