Corporate Branding That Sticks Slideshare

Corporate Branding that Sticks Why invest in developing a strong corporate brand Bianca Cawthorne, Butterﬂy London

A brand is a coherent set of ideas in your consumer’s mind

But audiences of Corporate Brands are much more complex

Consumer brands just have one audience… the person who buys / uses the product Consumer Brand

But Corporate brands have many more audiences, all who have a diﬀerent relationship with the brand Customer Government Employee Brand Financial Investors Institutions This requires a complex management of Image, Reputa8on & Message, needing 8ghter, more well‐deﬁned Brand & Communica8on strategies

Corporate brands reﬂect the people within an organisation much more than consumer brands External External Internal 60% Internal 10% Consumer Brands Corporate Brands

A strong corporate brand will help your business in a number of ways…

Captures your vision Sets out your future and the direc5on you’re heading

Manifestos are powerful things…and you will be judged against them

ExxonMobil

Expresses what you stand for Captures what you believe, what you want to be famous for and gives you a sense of purpose

Investec

Guides your strategy Will keep your ac5vi5es on the right track so that you make the right business choices without devia5ng from what you do best and where you want to be. Will set the pla?orm for all your future ac5vity and posi5oning

To help you make the right decisions…

…and not the wrong ones

Unites your people Brings your people together to create pride, commitment and consistency. Becomes the basis for your values, culture and behaviours

For the best…

…Not the worst

Guides recruitment policies

“If you want to appeal to families with kids, then you need employees in stores who are friendly, helpful and understand the needs of mothers with children.”

Maximises Value Intangible values can be translated into tangible value, especially if you seek to launch an IPO

“Five years ago, Google sold shares to the public for the first time in what was one of Silicon Valley’s most discussed, dissected and debated initial public offerings of stock. When the offering finally happened, it turned an estimated 1,000 Google employees into millionaires. Originally priced at $85 each, Google’s shares soured past $600 in 2007. The day after GOOG started trading, an editorial in the New York Times praised the offering’s structure but sounded dubious about what it described as Google’s bubbly post- I.P.O. valuation of $27 billion.In retrospect, $27 billion may look like a bargain. Google’s market value is more than $140 billion today.” New York Time, 19th Aug 2009

Sum of Parts Will explain and bring together all the aspects of your organisa5on and opera5on, deﬁning the inter‐dependencies and common strengths of the business

Arcadia

But, brands need more than a set of words to make themselves real… they need a story behind them

Branson on Branding “The idea that business is strictly a numbers aﬀair has always struck me as preposterous. For one thing, I’ve never been par5cularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the Virgin brand in all of its myriad forms.”

What’s your Story? Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversa5ons with those outside who need your services.

Once you’ve found your story • Live it on the inside. • Tell it well to the outside. • And people will pull up their chairs for a listen.

Who are we?

We are Butterfly We’re not like other brand consultancies... We  believe  that  the  traditional  consulting  model  needs  to reinvent itself to remain relevant.  Clients are under pressure to deliver  more  with  fewer  resources  and  less  investment.  They only  want  the  right  people  for  the  task,  who  understand  their brand and category and who can bring something fresh, new and genuinely different. Butterfly is a new breed of brand consultancy… We  are  a  collaboration  of  experts  in  the  fields  of  strategy, branding,  innovation  &  design  who  want  to  transform  the  way we work in order to help transform brands and businesses. We bring a unique perspective and a network of skills. Together we combine insight, intuition and creative intelligence giving you brand creativity that delivers commerciality.

We’ve transformed the way we work so that we can help to transform your business We bring together the right people for the task, creating bespoke teams that suit your brief and your needs. Because of our international network, we’re able to get the right local  talent  together  for  the  assignment  so  that  we  are  able  to navigate the cultural nuances of your brief ‐ however complex. We  are  virtual,  making  the  most  of  leading  edge  technology,  so we have no oﬃces but can work anywhere and everywhere. We  are  cost  eﬀective  ‐  you  only  pay  for  the  creative  and  the thinking and not the overheads. This is why we are a new breed of brand consultancy.

How can we help you? Strategy Development Communications & launch Market & Consumer Insight strategy Identity, Naming and Opportunity Assessment Packaging design (quantitative & qualitative) Concept, Product  & Brand Development

End of commercial break

Contact Bianca Cawthorne Butterﬂy London 46 Brook Road St Margaret‘s TW1 1JE M: +44 (0) 7866 806 367 (UK) M: +971 (0) 55 288 7614 (UAE) bianca@butterﬂylondon.com

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Corporate Branding That Sticks Slideshare

by Bianca Cawthorne

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