Educational background – behavioural science with additional studies in NLP (Neuro Linguistic Programming), UPIKA – Consultative Development, project management, coaching, change management, and leadership in the areas of economics, sales, HR, and account management.
Over 17 years in the Telecom Industry, holding various positions including Research Manager, Change Manager, and Customer and Service Analyst.
Founder of a company called Change2Success; a company with the vision to coach people and businesses to achieve greater success. Starting her company in 2001 eventually lead to a career change in 2007 when she started to work as a
The process of creating a unique, positive and recognizable identity for a product or service that separates your offer from another competitor.
A value or core set of values that allow your offer to be identified in the marketplace
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or "Just Do It." When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.
A great brand makes it easy for the customer to understand what you are offering and to facilitate your decision process.
A brand is what they say about you when you are not in the room.
Jeff Bebos, founder of Amazon
What is branding?
Building a brand Trademark Visual distinctiveness
What/how are you communi-cating
Building relationship through relevant communication
Corporate Social Responsibility
1.0 ”Awareness” 2.0 ”Experience” 3.0 ”Loyalty”
Building the brand is 90% done below the surface! Building the brand identity. External processes Building the brand identity. Internal processes The companies communication Web Customer service Contact centre Sales personal Uniforms Trademarks Company culture Strategies, philosophy, visions, beliefs, feelings, thoughts. Building customer knowledge Processes Support systems Work environment Feedbacksystem = How we act/deliver and learn
Building a brand takes commitment, focus, and 3 to 5 years of hard work. It is not just an advertising program. It is a company-wide effort that unifies everyone's energies, toward the same common objective.
Make it simple starting with 3 key questions
Who are we? What is our essence that separate us from the competitors?
Who is our customers?
What do they expect from us?
How to build a successfull brand?
Company branding Personal branding Now you are going to try to build a brand….
How can I make it easy for the surrounding world to interpret who you are, or want to be? Internal processes Values and feelings that are associated to you/your name A long-term, consistent approach/attitude External processes How you communicate yourself, what differentiates you from others? How do people perceive you when they meet you? Personal branding
Which core values are most important for you? (health, love, safety, laughter, relationships, freedom, success, honesty, peace, beauty etc)
3. If you got the permission to praise yourself, then you would say that your where great at/in….
4. Name 3 things that people remember about you? (core values/expression)
5. What would you like to be famous for?
6. In what areas are you willing to compromise, and what areas not?
7. How do you make your personal brand visual? How to you make other people to perceive the person you are/want to be?
8. Imagine that you in year 2010 where elected as the best Spa manager in your country, tell us how you succeeded
Training 1 – personal branding
Summery branding – connecting the dots 1. Start by building a unique culture, deliver a different experience and holistic concept 2. That will create a genuine enthusiasm and pride within the staff who will strive to over deliver… 3. Then you will exceed customer experience – which will result in satisfied customers that comes again and again and again... 4. You will now have a profitable and sustainable business Customers loves you Employees loves to work for you
Building Customer Knowledge Loyal customer = Growth! Customer analysis of existing customer base Its about describing your customer for example from attitudes, values, age, life stage, how valuable they are for your company etc. Segment your customers Divide your customers in different segments to make it easier to work with. Customer strategy Describe how to optimize the profit, increase the revenue per customer, increase the customer satisfaction. How to organize the company for best result. Customer adapted marketing communication and service offering. 1.0 ”Analysis” 2.0 ”Strategy” 3.0 ”Profitability”
Corporate meeting – communications triggers Corporate Meeting Sweden is known by the international incentive market to have high availability, different and creative activities and delivers a high standard. This kind of visitors have higher demands and crave more than usual within safety and availability. Their major demands are to have creative arrangements and activities. Communication trigger:
DINKs – Communication triggers DINKs – double income, no kids This group are experienced traveler and traveling for them are a lifestyle. Lack of time is something that connects the DINKs. They work a lot which leads to that they value free time very high and therefore they have an increased demand of how they would like to spend their free time. The DINKs are usually ranked as the leader of the future. They are strong individualists and influencers. They find that identity and strong personal image is important. They are drawn to destinations that have a high value of “storytelling” in which they can use for their own personal positioning (personal branding). They prefer holidays with adventure, city breaks, ice hotels etc. Communication triggers: Focus on lifestyle and belonging with their friends and less on rational information. Underline the idea of being successful. Its important that the offering is up to date. Make them feel important and unique. Communicate to them more like a company as listen to them and understand their life situation.
Active family – Communication triggers Active Family A very homogenous group with similar economical conditions, background and the strong will of wanting to spend their vacations together with their kids. Active family are very interested in nature, cultural and sports activities. They value different activities in which the whole family can participate in. Communication triggers: Communicate the meaningful benefits of the service. It should be fun and entertaining and yet at the same time useful and comfortable. Don't try to control them, inspire them with relevant and clear information. Be open and don’t try to hide any information. Don’t promise anything that you cant live up to. Service is very important.
WHOPs – Communication triggers WHOPs – wealthy healthy older people WHOPs consists of healthy and vital people over 60 years of age. It's older couple who's kids have moved from home. It is a group of people that have both the time and money to travel and explore. They indulge themselves with that little extra and gladly spend their money on health, luxury, travel, pleasure and experiences. This group also have a great nature- and cultural interest. Communication trigger: Communicate the brand for them, a well known brand is important – safe and a good buy. Its important that the information feels fresh, they don’t want to be treated as tired old people. Talk about how the product/service can be useful for them and make them feel better and how it makes life easier and more pleasurable. Its important that the service/product is easy to use and have high availability.
A customer strategy is to optimize the profit, increase the revenue per customer, increase the customer satisfaction through organize the company and the company processes according to a customer focus.
It’s a tactical guide which describes the current situation – wanted position and the way to get there, what to measure to know that you are on the right track.
Customer vision – “a visual image without a deadline”. It shall motivate employees and generate customer loyalty:
Core value proposition – customer promise
Brand platform – communicate company core values
Defining wanted customer experience
Defining wanted company culture
Customer segmentation – tangible and intangible values/factors
Defining customer processes through the company from first to last contact
Define needed change and change management process
Model for change management Conceivability Coping Willpower & Engagement Balance
Awareness/insight - why
Willing to change +/-
Combination of two models: Prosci – ADKAR model Aron Antonowsky – SOC (sense of coherence) A wareness D esire K nowledge A bility R einforcement
10 framgångsfaktorer 1. Create participation in change 2. Always focus on the vision, values and the brand statement 4. Everything you do shall breath customer and profit 6. Create awareness about driving forces/barriers. Strengthen/eliminate 7. Acheive ”quick-wins” to show the change is working 8. Give the employees concrete evidence that we are on the right path. 9. Make sure you have necessary resources to facilitate the change. 10. Create a feed-back model, follow up in dialogue 3. Appoint engaged sponsors within the company that will lead the change 5. Motivate, inspire, engage 10 Success factors for change