Branding should not be a feel good exercise. Branding should be commercial process that adds tangible value to a product or business. Branding can increase productivity, and revenue. It is the key to attracting retaining and getting the best out of the best staff. It is also the key to maximising sales, margins and the lifetime value of each customer. This slide deck and the associated webinar outlines a more strategic, commercial and scientific approach to branding.

1. building a brand that increases
productivity, sales and margins -
without advertising
D. John Carlson
26 September 2019

3. •psychology, education and business
•consumer behaviour management
•company director and strategic advisor
•private and public sectors over 25 years

4. building a brand that increases productivity, sales and
margins - without advertising

5. Brand and branding are tools of marketing

6. Marketing is the management of human behaviour
with the express purpose of achieving social and/or
commercial outcomes

7. first time
last time
more often
less often

8. The application of social psychology tools in commerce

9. Brand is the tool for adding value and therefore driving
sales, margins, productivity and performance

10. Attracts the best staff
Retains the best staff
Maximises the value of each staff member

11. Attracts the best customers
Retains the best customers
Maximises the value of each customer

12. Most organisations
•should have just one brand
•in reality have two brands

13. Actual Brand refers to what the target audience says
person or organisation then they are not in the room
Optimal brand refers to what a person or organisation
would like the target audience to say when they are not
in the room

14. Both are inevitably the synthesis of a range cognitive
(objective) and emotional (subjective) data pertinent to
a range of factors

15. Why –the person or organisation exists (purpose)
How - the person or organisation delivers (method)
What – the person or organisation is offering (product)

16. Mission – Why a person or organisation exists
Vison – what a person or organisation what to create
Values – what a person or organisation stands for
Personality – what a person or organisation is like to
deal with
Capabilities – the skills a person or organisation offer
Positioning – what sets a person or organisation apart

17. The principle source of this data is behaviour – and in
particular the behaviour of staff within the organisation

20. Branding is the process of minimising the gap between
the optimal brand and actual brand

21. Defining
Living
Communicating (initially through behaviour)
Finetuning

22. None of – marketing – brand – branding – necessarily
involves advertising

25. All of – marketing – brand – branding – necessarily
involves culture

26. The key to cost effective marketing is maximising the
lifetime value of each and every customer
Conversion rates
Average sale
Margins
Repeat purchase
Referral
None of which are impacted by advertising
All of which are impacted by culture

27. Culture amounts to the beliefs and behaviours that determine
how a company's employees and management interact and
handle outside business transactions”. It is a system of shared
assumptions, values, and beliefs which governs how people
behave in organizations. These shared values have a strong
influence on the people in the organization and dictate how
they dress, act, and perform their jobs”. (Investopedia)

29. Became CEO of Zappos in 1999 when its turnover was –
US$1.2 million
Sold Zappos to Amazon in 2009 for US$1.6 billion

30. At Zappos, we really view culture as our No. 1 priority.
We decided that if we get the culture right, most of the
stuff, like building a brand around delivering the very
best customer service, will just take care of itself."--
January 9th, 2010, The New York Times

31. Worked with the customer to identify the brand that
they will engage with and respond to optimally
Worked with staff to translate the brand into cultural
attributes and behaviours
Employed staff who would engage with those
attributes and are capable of living the brand
Ensured that all staff behaved in a way that reflected
the brand in everything they did

33. After the brand is established within the organisation
through the culture – it can be extended beyond the
organization to the broader community – thus
establishing the brand

36. a leader, followers and outsiders
a shared vision, values and interests
a means and frequency of communication
targeted external communication
leverage the community with permission

38. 61% of US corporations have or are developing a brand
community – or online tribe recognising and engaging
with their brand

42. Closing note
I am NOT suggesting that advertising is not of value
I am suggesting that advertising is not necessary to
build a very powerful brand
I will also suggest that once your brand lives –
advertising costs will be much lower

43. action
define the optimal brand
create the culture that brings the brand to life
close the gap between the optimal and actual
focus on life time value
maximise repeat business and referrals
develop a brand community and a tribe to use it

44. November 21, 2019
Ba link after this webinar

46. I am more than happy to discuss any
of the issues in this webinar with
your personally
johnc@lincintegrated.com
0402 273 350

48. thank you