How to put your brand at the center of your business

How to Put Your Brand at the Center of Your Business American Marketing Association January 18, 2005

How to put your brand at © Landor Associates the center of your business Page 2

A brand is a promise …not lipstick on a gorilla How to put your brand at © Landor Associates the center of your business Page 3

A Differentiated, ‘On-Brand’ Experience On-board bar, Revivals lounge – Complementary Clubhouse Drive-thru Chauffeur pick- massage, games, shower, valet, onward travel Lounge – bar, check in up or Limo-bike acclimatise 45 channel salon, video entertainment games Virgin Atlantic Customer Journey How to put your brand at © Landor Associates the center of your business Page 4

Magnetic North How to put your brand at © Landor Associates the center of your business Page 5

Brand Engagement is... Turning your people into advocates… who understand, act and evangelize the brand — across every point of touch and in all they do. Creating brand-led behavior so it becomes… ‘The way we work around here’ How to put your brand at © Landor Associates the center of your business Page 6

The Payoff: Direct Correlation Customer Degree of .77 .91 Profitability Commitment Brand Engagement Strength of relationship (0 -1) Source: Research International Database How to put your brand at © Landor Associates the center of your business Page 7

Engagement, Image & Profitability Team Comparative Brand Image performance Profitability: lowest highest Brand Engagement Source RI database: Telecom Operator How to put your brand at © Landor Associates the center of your business Page 8

Convictions

Be clear about what makes you special and different If you can’t pinpoint it, neither can they How to put your brand at © Landor Associates the center of your business Page 10

Push vs. pull Awareness is ‘easy’; true engagement and action are not How to put your brand at © Landor Associates the center of your business Page 11

Change the emphasis Provoking emotion, not just making sense How to put your brand at © Landor Associates the center of your business Page 12

Leaders must lead Active participation, not just endorsement How to put your brand at © Landor Associates the center of your business Page 13

‘Outside in’ approach Focus on delivering a compelling customer experience, not introspection How to put your brand at © Landor Associates the center of your business Page 14

Action! Drive behaviors that can be measured and recognized How to put your brand at © Landor Associates the center of your business Page 15

Patience is a virtue Real change takes time; it’s not a one-off event or workshop How to put your brand at © Landor Associates the center of your business Page 16

The Actions Behind the Convictions 1. Put yourself in your customer’s shoes - focus on the experience 2. Make the vision real and tangible 3. Drive action 4. Recognize and celebrate How to put your brand at © Landor Associates the center of your business Page 17

1. Put yourself in your customer’s shoes How to put your brand at © Landor Associates the center of your business Page 18

Customer Journey A framework for how the brand comes to life for customers Example stages of a customer journey The Customer Journey maps out.. Each stage of the journey and key touchpoints at each stage Customer needs/core insights The brand experience delivered — actions and behaviors The rules of engagement (on/off brand criteria) How to put your brand at © Landor Associates the center of your business Page 19

Actions and Behaviors More impact ‘Stretch goals’ ‘Quick wins’ More difficult Easier to to implement implement Less impact How to put your brand at © Landor Associates the center of your business Page 20

What we Expect to Happen Customer Journey A snapshot of where you should be, from the customer‘s point of view A different way of looking at and measuring brand delivery—the scorecard Common frame of reference (customer) for the organization Everyone sees how and where they contribute to the customer …creating differentiation at key points Organization moves together toward common customer-inspired goals How to put your brand at © Landor Associates the center of your business Page 21

2. Make the vision real and tangible How to put your brand at © Landor Associates the center of your business Page 22

Find Something Symbolic Freeserve Kick! How to put your brand at © Landor Associates the center of your business Page 23

Future Box – ‘What Could be’ Inspires the entire organization Makes the brand tangible Platform for new thinking and innovation How to put your brand at © Landor Associates the center of your business Page 24

What we Expect to Happen Making the Vision Real and Tangible Helps people to act by showing what could be done Generates new thinking about what can be done Creates excitement about the future How to put your brand at © Landor Associates the center of your business Page 25

3. Drive action How to put your brand at © Landor Associates the center of your business Page 26

Action Comes From Involvement and Dialogue Inspiration Immersion Understanding Action Events, tools and games bring the program to life How to put your brand at © Landor Associates the center of your business Page 27

Action - Brand into Action Workshops Volvo Trucks How to put your brand at © Landor Associates the center of your business Page 29

What we Expect to Happen Events and Workshops Organization moves beyond talk to committing to real change Everyone understands their role, and its implications, in delivering the brand Everyone leaves knowing what they must do How to put your brand at © Landor Associates the center of your business Page 30

Annual Awards BP Helios awards recognizes ‘on- brand’ behavior A way to track ‘engagement’: 23% increase in entries for 2003 Helios over 2002 awards How to put your brand at © Landor Associates the center of your business Page 32

What we Expect to Happen Recognize and Celebrate People stay engaged with the brand over time Promotes a culture of ‘those who do’ get rewarded Supports global knowledge-sharing How to put your brand at © Landor Associates the center of your business Page 34

Brand Engagement Process Prepare Launch Activate Reinforce Stakeholder Brand Launch Forums Brand into Action assessment Workshops Launch Support Brand Film Measurement Planning & Brand Book strategy Operational changes Ongoing Internal Ongoing Communications Communications & Steering Groups— Showcase Best Practice Launch feedback Planning Workshops Communications Senior Management Briefings & Buy-in Reward, Recognition & Remuneration Pulse surveys Awards Programme Pulse surveys Brand Champion Appraisals Network Brand Champion Area Universal access Brand Center “Brand engagement resource “Brand resource center” center”

Thank you!

How to put your brand at the center of your business

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