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Meet Brand Ascension - 2017

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An overview of the Brand Ascension internal brand development philosophy, Brand DNA methodology, and our way of working with clients.

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Meet Brand Ascension - 2017

  1. 1. www.BrandAscension.com WELCOME! Suzanne Tulien, Brand Elevation Enthusiast International Speaker, Consultant Author; Brand DNA . . . . . . Elevating conscious branding in business®
  2. 2. www.BrandAscension.com About The BA Group… Work with local, national & global firms define, create & build brand experiences Pioneers of Proprietary Brand DNA methodology & assessment tools Award-winning Graphic Design Certified Trainer Certified in Accelerated Learning Methodology Brand Elevation Enthusiast SUZANNE TULIEN
  3. 3. www.BrandAscension.com What I Am NOT… An advertising agency, A marketing firm, A PR organization, A media buyer… …all FOCUSED ON EXTERNAL MESSAGING.
  4. 4. www.BrandAscension.com What I do… I am a Brand Elevation Enthusiast, Internal Growth Whisperer, + author of Brand DNA… Ultimately, I help personal + business brands position themselves to be congruent to what they truly stand for, become accountable to it, and commit to…
  5. 5. www.BrandAscension.com The Brand Ascension Group OUR NICHE IS SMALL TO MEDIUM-SIZED COMPANIES …defines & builds your internal brand’s Dimensional Nucleic Assets® (DNA) and inspires you to live and embody your brand consistently and distinctively so that your customer’s expectations match or exceed the promise in your external marketing messages.
  6. 6. www.BrandAscension.com What is a logo? • Our clients understand that their logo is NOT their brand, but rather… • a visual representation of their brand. • A brand is a PERCEPTION, that… • Lives in the minds of your employees and customers, and is… • Based on emotion and defined through their EXPERIENCE with your products, services, people.
  7. 7. www.BrandAscension.com • To be highly consistent • Uniquely differentiated • And memorably engaging
  8. 8. www.BrandAscension.com Your Brand IS Your Business™… 85% of a company's market value is now calculated on intangible assets; defined as knowledge, reputation and human talent. (Source: Brookings Institute) 70% of customers’ perception of a brand is determined by experience with people. (Source: Enterprise IG 2004 and Ken Irons, Market Leader)
  9. 9. www.BrandAscension.com Our Brand Engaging Programs • Internal Brand Definition & Implementation o Proprietary Methodology: Brand DNA o Delivery offered 3 ways • Live on-site training • Live virtual delivery via WebEx • Do-it-yourself, self-paced online recorded training • Brand Diagnostic o Comprehensive Internal/External Stakeholder Assessment • Strategic Implementation of Brand Attributes o Employee engagement, process creation, leadership development • Brand Management o Review/metric development/analysis
  10. 10. www.BrandAscension.com The Cost of External Marketing “ of marketing dollars are wasted, due to de-motivated, ill-informed staff undermining the (brand) promise.”--David Barrows, The Design Agency, UK 40% $64 Billion
  11. 11. www.BrandAscension.com We Educate Our Clients on the Difference Between...
  12. 12. www.BrandAscension.com • Favorable Word of Mouth • Favorable Ratings & Reviews • Positive Testimonials • Positive comments on Facebook, Twitter, blogs, online forums, etc. • Offline recommendations • Shared offers with social networks SOURCE: *What’s a brand advocate worth? --Zuberance Value of an ‘Advocate’ LOYAL CUSTOMER AVERAGE CUSTOMER
  13. 13. Defining & Actioning Your Brand DNA… Resolves Most Common Business Pains, like: • How to create memorable BRAND EXPERIENCES, consistently • Lack of AWARENESS & ADVOCACY? • Customer CHURN • Competitive pressure & no real DIFFERENTIATION • Bringing new PRODUCT(S) to market • No employee BUY-IN of the brand • Employee CHURN • Not fun or inspiring to work for
  14. 14. www.BrandAscension.com Side Affects of A Well-Defined Brand… • Increase revenues & market share • Decrease price sensitivity • Increase customer loyalty • Enhance brand distinction • Increase brand clarity & vision • Increase consistency & customer trust • Increase ability to attract & retain quality employees
  15. 15. www.BrandAscension.com How It’s Done… BRAND DNA CORE VALUES BRAND STYLE DIFFERENTIATORS STANDARDS of PERFORMANCE BRAND PLATFORM BRAND PROMISE DEFINE, CREATE, & BUILD
  16. 16. www.BrandAscension.com In the ABSENCE of a DISTINCTIVE brand EXPERIENCE, A Brand Without Definition and Focus… - James Gilmore & Joseph Pine, The Experience Economy PRICE becomes the DEFAULT in your customer’s purchase DECISION.
  17. 17. www.BrandAscension.com Key Questions Answered Thru Brand Definition 1. How will you create the optimal brand experience? 2. How will you enhance your brand through a multi-sensory experience? 3. Where can you create brand insistence and advocacy with your customers? 4. Does your brand reinforce something about who your customers are? 5. Are your employees inspired to understand and live the brand promise, day in and day out? 6. Will your brand make people feel as though they belong to something special? 7. Can your brand confirm and affirm the promise through every touch point?
  18. 18. www.BrandAscension.com HOW IT’S DONE… BRAND DNADEFINE, CREATE, & BUILD YOUR BRAND DNA • FACE-TO-FACE FACILITATION or • ONLINE TRAINING COURSE • COMPREHENSIVE WORKBOOK • EMPLOYEE TEAMWORK • IMPLEMENTATION STRATEGIES • OPPTY. for CONTINUED EDUCATION Business and Personal Brand Elevation
  19. 19. www.BrandAscension.com Identify it. Define. it. Become it. 719.660.2533

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