BFK PM Forum 1 Feb 2012

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Generating brand value for professional service firms

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BFK PM Forum 1 Feb 2012

  1. 1. Living your brand to deliver value With Martin Crotty, BFK
  2. 2. Living a brand so as to deliver real corporate value. Give you some pointers on how to get best value from your brand-building. Martin Crotty Managing Director 1 February 2012
  3. 3. Brand evaluation Brand communications strategy Naming Identity design Tone of Voice Communications design Brand governance BFK
  4. 4. Brand jargon Brand awareness. Brand attributes. Brand assets. Brand architecture. Brand book. Brand exit. Brand commitment. Brand creation. Brand culture. Brand cycle. Brand earnings. Brand equity. Brand experience. Brand essence. Brand facts. Brand extension. Brand icon. Brand idea. Brand guidelines. Brand identity. Brand insight. Brand licensing. Brand message. Brand logo. Brand mission. Brand platform. Brand name. Brand personality. Brand style. Brand strategy. Brand protection. Brand rituals. Brand value. Brand positioning. Brand strength. Brand management. ©2012 BFK. All rights reserved
  5. 5. Keep it simple ©2012 BFK. All rights reserved
  6. 6. Your brand is the servant of your business plan ©20112 BFK. All rights reserved –– keep it there.
  7. 7. What can brands do for your business? <ul><li>Help customers to make choices </li></ul><ul><li>Establish and build trusting relationships </li></ul><ul><li>Build communities around businesses and products </li></ul>©20112 BFK. All rights reserved
  8. 8. A growing trend ©20112 BFK. All rights reserved
  9. 9. Business audiences and buyers are influenced by the same forces that influence retail consumers. In fact, they are those consumers. Uncovering B2B Social Media PwC, September 2011 ©2012 BFK. All rights reserved
  10. 10. Why? The boundaries between business and personal decision-making are being eroded. ©2012 BFK. All rights reserved
  11. 11. The tone of our communications have changed from business-like and serious to warm and individual, while remaining true to the corporation’s century-old values…B2B has the same audience as B2C––people. Caroline Taylor Vice President of Marketing, IBM ©2012 BFK. All rights reserved
  12. 12. ©2012 BFK. All rights reserved
  13. 13. ©2012 BFK. All rights reserved
  14. 14. Impact of the trend Bringing humanity into business communications. A new approach to corporate tone-of-voice ©2012 BFK. All rights reserved
  15. 15. What is a brand? ©2012 BFK. All rights reserved
  16. 16. ©2012 BFK. All rights reserved
  17. 17. ©2012 BFK. All rights reserved
  18. 18. ©2012 BFK. All rights reserved
  19. 19. ©2012 BFK. All rights reserved
  20. 20. So WHAT EXACTLY is a brand? ©2012 BFK. All rights reserved
  21. 21. Brand is… … a collection of experiences and associations connected with a service, a person or any other entity. Wikipedia ©2012 BFK. All rights reserved
  22. 22. Brand is… … created out of customer contact and the experience your customers have of you. Stelios Haji-Ioannou, Chairman, EasyGroup ©2012 BFK. All rights reserved
  23. 23. Brand is… … that perception (or emotion) maintained by the buyer or prospective buyer, describing the experience related to doing business with an organisation. Karl Speak Beyond Marketing Thought ©2012 BFK. All rights reserved
  24. 24. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANISATION. ©2012 BFK. All rights reserved
  25. 25. It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics. It’s a GUT FEELING because people are emotional, intuitive beings. ©2012 BFK. All rights reserved
  26. 26. Gut feeling = Perception / reputation Perception in the minds of stakeholders Perception built on experiences ©2012 BFK. All rights reserved
  27. 27. Who OWNS your brand? Where does your brand LIVE ? ©2012 BFK. All rights reserved
  28. 28. Your brand lives here ©2012 BFK. All rights reserved
  29. 29. ©2012 BFK. All rights reserved
  30. 30. So your brand is not what YOU say it is… … it’s what THEY say it is. ©2012 BFK. All rights reserved
  31. 31. Building a brand is about CREATING PERCEPTIONS ©2012 BFK. All rights reserved
  32. 32. Products are built in factories, brands are built in the mind David Ogilvy Founder, Ogilvy & Mather ©2012 BFK. All rights reserved
  33. 33. Managing a brand is about managing perceptions ©2012 BFK. All rights reserved … about getting YOUR company into THEIR minds.
  34. 34. 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 . Richard Branson Virgin ©2012 BFK. All rights reserved
  35. 35. How do brands talk with customers? How do brands talk with customers? ©2012 BFK. All rights reserved
  36. 36. ©2012 BFK. All rights reserved
  37. 37. YOUR BRAND ©2012 BFK. All rights reserved
  38. 38. ©2012 BFK. All rights reserved Name Advertising Brand Identity Logo Promotions Web site Marketing collateral Company blog(s)
  39. 39. ©2012 BFK. All rights reserved P remises standards Customer relations Complaints handling Fees & billing Areas of expertise Premises & vehicle quality & cleanliness Staff Motivation Service quality Management & employee behaviour On-time delivery Telephone answering Regulatory compliance CPD & Training Servies portfolio Name Advertising Brand Identity Logo Promotions Web site Marketing collateral Company blog(s)
  40. 40. ©2012 BFK. All rights reserved Brand Expression: what your brand says about itself Brand Experience: the experiences people have of your brand P remises standards Customer relations Complaints handling Fees & billing Areas of expertise Premises & vehicle quality & cleanliness Staff Motivation Service quality Management & employee behaviour On-time delivery Telephone answering Regulatory compliance CPD & Training Servies portfolio Name Advertising Brand Identity Logo Promotions Web site Marketing collateral Company blog(s)
  41. 41. Expression Experience “ It does what it says on the tin ” ©2012 BFK. All rights reserved
  42. 44. Expression Experience “ It does what it says on the tin ” ©2012 BFK. All rights reserved
  43. 45. <ul><li>A holistic process that involves the ENTIRE TEAM </li></ul>©2012 BFK. All rights reserved
  44. 46. ©2012 BFK. All rights reserved Brand essence (Core values)
  45. 47. ©2012 BFK. All rights reserved Essence & Core Values Expression Alignment Experience
  46. 48. Core values Internal and external beliefs about the firm: its standards, processes and relationships ©2012 BFK. All rights reserved
  47. 49. Core values, not value proposition ©2012 BFK. All rights reserved Central internal drivers of the firm––the basis of its culture and its brand essence A description of the value of your services in the hands of your client
  48. 50. Earned and proved ©2012 BFK. All rights reserved Core values Corporate culture Brand personality “ This is my kind of firm” How your people behave Brand identity and tone of voice Alignment
  49. 51. ©2012 BFK. All rights reserved Core values Corporate culture Brand personality How your people behave Brand identity and tone of voice
  50. 52. Getting this values-driven alignment of expression and experience can have an exponential impact on your firm’s brand… ©2012 BFK. All rights reserved
  51. 53. <ul><li>Increase internal belief in the brand, and in the firm </li></ul><ul><li>Coordinate communications internally and externally </li></ul><ul><li>Create greater opportunity for cross selling </li></ul><ul><li>Ensure more consistent client communications </li></ul><ul><li>Build stronger client relationships </li></ul><ul><li>Enable recruitment of top employees </li></ul>… it can: ©2012 BFK. All rights reserved
  52. 55. <ul><li>Ensure the team is fully self-supporting </li></ul>©2012 BFK. All rights reserved
  53. 56. There’s just one difficulty in doing this in a professional service firm… ©2012 BFK. All rights reserved
  54. 58. ©2008 BFK. All rights reserved. Communicating without Clutter – a BFK presentation for Design Shannon Skillnet, 1 December 2008 ©2012 BFK. All rights reserved
  55. 59. ©2012 BFK. All rights reserved
  56. 60. “ If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my w ords.” Marcus Tullius Cicero (106 BC – 43 BC) ©2011 BFK. All rights reserved
  57. 61. It’s tough, but it’s well worth doing! ©2012 BFK. All rights reserved There is no more powerful way to deliver real brand value than by enabling your entire team truly to live your corporate values.
  58. 62. Living your brand to deliver value With Martin Crotty, BFK

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