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How to Brand an HR Service Business

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Branding a service-based business is inherently more complex than branding a consumer product. Outlines common misperceptions of brands, defines what brands are, what they do, and why they matter. Provides a blueprint for effective brand strategy, recommended positioning approaches for an HR service business and process for brand building.

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How to Brand an HR Service Business

  1. 1. 2010 AND BEYOND Branding for growth in the New Normal Jason Mlicki
  2. 2. $1 in 1979.
  3. 3. $1 invested in Walmart in 1979 $1 invested in Target in 1979 would have returned you would have returned you about $57,000. about $6,900.
  4. 4. $1 in 1999.
  5. 5. $1 invested in Walmart in 1999 $1 invested in Target in 1999 would have returned you would have returned you about $32. about $103.
  6. 6. 1960 – 1995. Focus on footprint and scale.
  7. 7. 1999 – 2010. Target focuses on brand building.
  8. 8. But, I’m not a retailer.
  9. 9. Okay, I’m still not a retailer.
  10. 10. 2010 AND BEYOND Branding for growth in the New Normal
  11. 11. 1.0 About brands 2.0 Brand building 3.0 Closing thoughts
  12. 12. About brands. brands Part one. What’s a brand?
  13. 13. No matter what you think, you know a good brand when you experience it. 1.1 I WHAT'S A BRAND?
  14. 14. 1.1 I WHAT'S A BRAND?
  15. 15. 1.1 I WHAT'S A BRAND?
  16. 16. 1.1 I WHAT'S A BRAND?
  17. 17. What a brand is not. 1.1 I WHAT'S A BRAND?
  18. 18. A brand is not a name nor a trademark trademark. 1.1 I WHAT'S A BRAND?
  19. 19. A brand is not a logo nor a tagline tagline. 1.1 I WHAT'S A BRAND?
  20. 20. A brand is not a product nor a package package. 1.1 I WHAT'S A BRAND?
  21. 21. Okay, so what exactly are brands? 1.1 I WHAT'S A BRAND?
  22. 22. Brands are perceptions. 1.1 I WHAT'S A BRAND?
  23. 23. Brands are experiences. 1.1 I WHAT'S A BRAND?
  24. 24. Brands are cognitive. And emotional. 1.1 I WHAT'S A BRAND?
  25. 25. Brands are commitments. 1.1 I WHAT'S A BRAND?
  26. 26. Brands are relationships. 1.1 I WHAT'S A BRAND?
  27. 27. Brands are built on products, taglines, trademarks, logos, services, experiences, gossip, p press releases, tweets, message , , g boards, sales calls, packaging, call centers, signage. 1.1 I WHAT'S A BRAND?
  28. 28. About brands. brands Part two. What brands do.
  29. 29. Brands provide recognition to simplify a purchase purchase. RECOGNITION 1.2 I WHAT BRANDS DO
  30. 30. Good brands create growth by providing consistent experiences. EXPERIENCE C RECOGNITION 1.2 I WHAT BRANDS DO
  31. 31. Great brands connect, inspire and create fans fans. EMOTIONAL CONNECTION EXPERIENCE C RECOGNITION 1.2 I WHAT BRANDS DO
  32. 32. Fans are loyal. 1.2 I WHAT BRANDS DO
  33. 33. Fans are passionate. 1.2 I WHAT BRANDS DO
  34. 34. Fans advocate on your behalf. 1.2 I WHAT BRANDS DO
  35. 35. And yes, sometimes fans pay more more. 1.2 I WHAT BRANDS DO
  36. 36. About brands. brands Part three. Why brands matter.
  37. 37. Strong brands grow sales and increase margins margins. 1.3 I WHY BRANDS MATTER
  38. 38. 1.3 I WHY BRANDS MATTER
  39. 39. 1990: Shortened the company 2000: Introduced the AFLAC name to AFLAC. duck. 1.3 I WHY BRANDS MATTER
  40. 40. About brands. brands Part four. Examples.
  41. 41. 1.4 I EXAMPLES
  42. 42. 1.4 I EXAMPLES
  43. 43. 1.4 I EXAMPLES
  44. 44. 1.4 I EXAMPLES
  45. 45. 1.4 I EXAMPLES
  46. 46. Brand Building. Building Part one. Brand strategy.
  47. 47. Five components of an effective brand strategy strategy. 2.1 I BRAND STRATEGY
  48. 48. 1. Brand promise. What the brand stands for for. 2.1 I BRAND STRATEGY
  49. 49. 2. Brand positioning. What makes it unique unique. 2.1 I BRAND STRATEGY
  50. 50. 3. Brand attributes. What it’s like like. 2.1 I BRAND STRATEGY
  51. 51. 4. Brand vision. What it hopes to become become. 2.1 I BRAND STRATEGY
  52. 52. 5. Brand assets. Valuable items that identify it it. 2.1 I BRAND STRATEGY
  53. 53. 2.1 I BRAND STRATEGY
  54. 54. 1. Brand promise. Our consumer comes first Always first. Always. 2.1 I BRAND STRATEGY
  55. 55. 2. Brand positioning. We deliver intimate service every time time. 2.1 I BRAND STRATEGY
  56. 56. 3. Brand attributes. Exclusive, premium, signature, personalized, accomodating. signature personalized accomodating 2.1 I BRAND STRATEGY
  57. 57. 4. Brand vision. The world’s leading day-to-day financial partner for the moderately affluent to wealthy consumer. 2.1 I BRAND STRATEGY
  58. 58. 5. Brand assets. Green. Blue. “A member. Don t member ” “Don’t leave home without it ” it. The centurion. 2.1 I BRAND STRATEGY
  59. 59. Brand Building. Building Part two. Positioning a service brand.
  60. 60. Option 1. Position around a service or skill skill. 2.2 I POSITIONING A SERVICE BRAND
  61. 61. Option 2. Position around an industry or market market. 2.2 I POSITIONING A SERVICE BRAND
  62. 62. Option 3. Position around a philosophy or belief belief. 2.2 I POSITIONING A SERVICE BRAND
  63. 63. Brand Building. Building Part three. Group exercises.
  64. 64. Brand Building. Building Part four. Process.
  65. 65. Brand development process. 4.0 I BRAND STRATEGY
  66. 66. Insight. Learn what you don’t know. Customer R C t Researchh Internal Research Competitive Research Industry Research 4.0 I BRAND STRATEGY
  67. 67. Ideation. Form strategy. Develop b d b li f D l brand belief system and highest-level brand assets. 4.0 I BRAND STRATEGY
  68. 68. Implementation. Bring it to life. Develop t D l tangible ibl brand assets. 4.0 I BRAND STRATEGY
  69. 69. Inspection. Evaluate and adjust. Measure performance M f and look to improve. 4.0 I BRAND STRATEGY
  70. 70. Closing thoughts. thoughts
  71. 71. What does it mean to be a PEO? 4.0 I BRAND STRATEGY
  72. 72. Why do customers really hire you? 4.0 I BRAND STRATEGY
  73. 73. Thank you

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