“ Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it. Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customerʼs point of view . Concern and responsibility for marketing must permeate all areas of the enterprise .” Peter Drucker “The Practice of Management” 1954

What is a brand? A company’s brand is what its audiences think and feel about it. It is the result of their experiences with all aspects of a company It is what they think , not what you tell them it is.

What is corporate identity? It is the totality of the way an organisation presents itself What different audiences perceive about that organisation is called its image Every organisation has an image whether it is the one they want or not Successful companies project the image they want by managing all aspects of communication effectively

What is the value of a strong brand? A strong brand is a demand generator that translates into near term revenue : it affects volume, price frequency of sales A strong brand secures future demand through loyalty, repurchase and positive recommendations. - Interbrand

The rules of corporate identity Managing identity enables change to happen Identity deals with both Internal and External audiences Identity touches every part of the organisation Identity is a major factor in influencing your market Identity is an economical resource because it co-ordinates much of what already exists Identity should and must influence every part of the organisation and every audience it has

If this happens it will make sales easier now and in the future

Control it Use it Make it work for you brand

What should the brand identity BE? Marketing Design Communications Staff behaviour SALES A resource for:

Brand identity can project: Who you are What you do How you do it Where your organisation wants to go - Ask yourself these questions to help define your identity And most importantly why a prospect should buy from you rather than your competitors

Brand identity manifests itself in: Products and services – what you do Environments – where you sell it Communication – how you explain what you do And very importantly, BEHAVIOUR, i.e. how you behave internally and to the world

task: Identify what you want your core audiences to think about you – these are your desired brand values Analyse your internal processes, staff values and all internal and external communication – are these consistent with your desired identity If not you need to put in place an identity programme to match your actual behaviour with your desired outcome Identify every area that you could change to improve your company image

Identify what you want your core audiences to think about you – these are your desired brand values

Analyse your internal processes, staff values and all internal and external communication – are these consistent with your desired identity

If not you need to put in place an identity programme to match your actual behaviour with your desired outcome

Identify every area that you could change to improve your company image

Branding – a road map: Identify most productive brand touch points Correlate to tangible outcomes Create comparables - What can you benchmark to peers Analyse, Monitor and update Establish the internal discussion of brand value Communicate Consistently

What defines the experience?: What kind of experience does your brand deliver? What are your customer satisfaction levels? How do you ensure a consistent experience at all touch points? What threatens the experience? How do you live the brand ? How is it delivered/embedded in the company’s DNA? Talk to customers, Measure , discuss , refine

fundamentally: Everything in an organisation, all it does , owns and says MUST project a clear idea of what it is and what its aims are . Consistency of purpose: IDENTIFY and PRACTICE