Strong brands—those that are at the top of the pyramid—command a higher margin. Your job as an entrepreneur is to move your brand up the pyramid through articulating and living your brand promise.
COMMENTS: Integrated branding is more holistic than what people normally think of when they say “brand”. As I mentioned earlier, we recognize logos, but branding is so much more. If your brand messaging says, “We are all about people”. But, then it turns out, the media reports that your company has very poor employee benefits…that is counter to brand and will turn customers away.
Although customers are a very important stakeholder group, at start-up they are not a viable resource. So, what do you do? It is important that founders refine their vision and put a stake in the ground about customer experience. This should not be done in a vacuum. Market and competitive research is still essential. Your ability to deliver on your promises, every time, need to be assessed and refined.
As you discover your brand as a start-up, realize that this brand - although researched and coming from a Passionate set of founders - is just a place to start. The brand will need to evolve quickly as you can engage customer stakeholders and learn how well your team/organization can “live” your brand via your products & team infrastructure. Just be ready to continue to learn and course correct along the way…
Now we are moving on to Step 2 in the three-step integrated brand process: Brand Tools Agreement. What are “brand tools”? These are tools to use with team members to help them deliver this unique customer Experience.
Today we’ll just talk about the first bullet
The general model used is called Seven Levels of Consciousness. On the left hand side is the perspective for an individual and right side for organisations. For example: Level 1 for an individual is survival ie put food on the table, a home etc. For the organisation profit & shareholder value. Without these, business survival is not possible. However, over exploitation in this area can lead to wage exploitation, excessive cost control etc. As we progress through the model the higher levels of awareness are required. In general 1 to 3 are focused on ’what is in it for me’. Whereas 4 to 7 become increasingly about concern for the common good. However, to be most effective, people and organisations must be balanced. If you are not interested in finance but service to humanity in isolation, you will have no foundation and end up broke. For people to be at their most productive at work they must be able to fulfill the majority of their values while working. If your best people did, why would they want to go anywhere else? To understand where people and the organisation are on this hierachy an on-line survey is undertaken. The following page gives an example of part of the results from a survey. The survey sets out to establish the values of people within it, their perception of the current culture and where they would like it to be. The most frequently mentioned valiues are then plotted on the hierachy..
04. strategic process of branding
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
Gives customers clear emotional and logical reasons to choose you Delivers on the brand promise with every customer interaction, including service, marketing, sales, facility design, product design, etc. Results in unbreakable customer loyalty AOT - www.tharakadias.com 2
Let’s put these brands to thetest AOT - www.tharakadias.com 5
It is “the promise you keep” in all customer experiences Integrated branding includes ◦ Messages ◦ Visual branding ◦ Tone and manner ◦ Employee and management actions (across the organization) AOT - www.tharakadias.com 6
No customers to interview for what they value Often, no product to demo to prospects for feedback Branding dependent more on founder vision and market situation, less on customer value ◦ You decide what unique customer experience to offer ◦ Still need to conduct market and competitive research AOT - www.tharakadias.com 12
Engage all current stakeholders in the initial development of the brand Bring in the customer voice as soon as possible Build in feedback mechanisms from the very start Brand benchmark via report cards AOT - www.tharakadias.com 13
Brand tools help youremployees deliver this uniquecustomer experience AOT - www.tharakadias.com 14
The actionable way you define your promise Include: mission, strategic role, principle, personality, values AOT - www.tharakadias.com 15
Start-up marketing communications ◦ Company naming ◦ Product naming ◦ Taglines ◦ Logo Additional marketing Living the brand AOT - www.tharakadias.com 16
--A good name is memorable and differentiated AOT - www.tharakadias.com 17
The rules are different for products Don’t make the customer confused, have to decode, or work too hard ◦ Descriptive is often fine Don’t name company and product same thing ◦ Eliminates growth options ◦ No brand equity transfer route for future products AOT - www.tharakadias.com 18
Memorable is good Avoid “ing” taglines; corporate-speak, too long Don’t speak from your point of view, but from your customers Don’t generalize, but be specific Great examples: ◦ You are now free to move about the country ◦ Don’t leave home without it ◦ Got milk? ◦ Truly a Sri-Lankan AOT - www.tharakadias.com 19
Use a professional to create your logo Give them your brand concepts to work from Expect several directions for you to pick one to refine Different is good AOT - www.tharakadias.com 20
Clarity explicit a brand’s value and then derives the ideal on-line delivery by considering the website against the attributes:o Contento Functionalityo Customer serviceo Look and feel AOT - www.tharakadias.com 28
Seven Levels ofConsciousness Positive Focus / Excessive FocusSERVICE 7 SERVICE TO HUMANITY 6 COLLABORATION WITHMAKING A CUSTOMERSDIFFERENCE SUPPLIERS & THE LOCAL 5 COMMUNITY DEVELOPMENT OFMEANING CORPORATE COMMUNITYTRANSFORMATI 4 CONTINUOUS RENEWALONSELF- BEING THE BEST. BEST 3 PRACTICEESTEEM RELATIONSHIPS THATRELATIONS 2 SUPPORT CORPORATE NEEDSHIP 1 PURSUIT OF PROFIT &HEALTH SHAREHOLDER VALUESAFETY AOT - www.tharakadias.com 30SECURITY