How to talk about our brand in a way that everyone gets it

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How to talk about our brand in a way that everyone gets it

  1. 1. HOW TO TALK ABOUT “YOUR BRAND” IN A WAY THAT EVERYONE GETS IT VISIT THE LAST PAGE FOR LINKS TO GREAT IDEAS FOR BUILDING STRONG BRANDS & BUSINESSESMonday, 8 April, 13
  2. 2. You know this presentation is for you if... YOU HAVE BEEN ASKED TO TALK ABOUT YOUR COMPANY BRAND & WANT TO MAKE THIS COMPLEX IDEA EASY YOUR BOSS ALWAYS TALKS ABOUT YOUR COMPANY’S BRAND & YOU WANT TO KNOW WHAT SHE REALLY MEANS SO YOU CAN JOIN IN THE CONVERSATIONMonday, 8 April, 13
  3. 3. “Our brand” is often used to mean our... NAME LOGO ADVERTISING VISUAL IDENTITY ...But these are not your brand SOCIAL MEDIAMonday, 8 April, 13
  4. 4. In reality every brand has two perspectives... THE CUSTOMER THE MANAGERIAL PERSPECTIVE PERSPECTIVEMonday, 8 April, 13
  5. 5. The customer perspective means... WHAT CUSTOMERS CURRENTLY THINK & FEEL ABOUT YOUR COMPANY, PRODUCTS & SERVICESMonday, 8 April, 13
  6. 6. And also... WHAT EMPLOYEES & OTHER STAKEHOLDERS CURRENTLY THINK & FEEL ABOUT YOUR COMPANY, PRODUCTS & SERVICESMonday, 8 April, 13
  7. 7. This perspective is important because... YOU WIN WITH CUSTOMERS WHEN THEY BELIEVE YOUR OFFERING IS BETTER AND DIFFERENT FROM COMPETITORS, & SO PROVIDES THEM WITH MORE COMPELLING VALUEMonday, 8 April, 13
  8. 8. The managerial perspective refers to... HOW WE WANT CUSTOMERS TO THINK & FEEL ABOUT OUR COMPANY, PRODUCTS & SERVICESMonday, 8 April, 13
  9. 9. And also... HOW WE WANT EMPLOYEES & OTHER STAKEHOLDERS TO THINK & FEEL ABOUT OUR COMPANY, PRODUCTS & SERVICESMonday, 8 April, 13
  10. 10. You know your brand efforts are successful when... YOUR CUSTOMER PERSPECTIVE = YOUR MANAGERIAL PERSPECTIVEMonday, 8 April, 13
  11. 11. But sometimes there’s a gap... THE LEADERSHIP TEAM DOESN’T GET THE MANAGERIAL PERSPECTIVE THE LEADERSHIP TEAM IS ALIGNED, BUT EMPLOYEES THE LEADERSHIP ARE NOT ENGAGED TEAM IS NOT ALIGNED ON THE MANAGERIAL EMPLOYEES ARE PERSPECTIVE ENGAGED, BUT NOT TAKING THE RIGHT ACTIONSMonday, 8 April, 13
  12. 12. Brand managers tasked with executing the managerial perspective aim... TO CREATE A UNIQUE & VALUABLE POSITION IN THE MINDS OF CUSTOMERS FOR YOUR COMPANY, & ITS PRODUCTS & SERVICES THAT = THE DESIRED POSITIONMonday, 8 April, 13
  13. 13. One useful definition for a brand is... A SET OF ASSOCIATIONS IN MEMORY LINKED TO A COMPANY, PRODUCT OR SERVICE THROUGH ITS NAME, MARK, OR SYMBOL THAT PROVIDES A COMPELLING PROMISE OF VALUE TO CUSTOMERS & OTHER STAKEHOLDERS - ASHLEY KONSONMonday, 8 April, 13
  14. 14. It fits both customer and managerial perspectives... ASSOCIATIONS ASSOCIATIONS REPRESENT THE REPRESENT THE THOUGHTS THOUGHTS AND FEELINGS AND FEELINGS CURRENTLY EMPLOYEES WANT TO IN CUSTOMERS MINDS CREATE IN CUSTOMERS MINDSMonday, 8 April, 13
  15. 15. Another useful definition for a brand is... A BRAND IS ULTIMATELY ABOUT NOTHING MORE (AND NOTHING LESS) THAN HEART. IT’S ABOUT PASSION...WHAT YOU CARE ABOUT. IT’S ABOUT WHAT’S INSIDE–WHAT’S INSIDE YOU, WHAT’S INSIDE YOUR COMPANY - TOM PETERSMonday, 8 April, 13
  16. 16. Speaks to the managerial perspective.. VERY VALUABLE FOR SERVICE BRANDS CEOs OFTEN SAY “OUR BRAND IS OUR CULTURE” PASSION REPRESENTS HOW EMPLOYEES FEEL ABOUT THE VALUE THEY ARE CREATINGMonday, 8 April, 13
  17. 17. So what about names, logos and... NAMES, LOGOS, AND OTHER BRANDING ELEMENTS–THE WAY WE IDENTIFY BRANDS–ACT AS LITERAL ANCHORS IN OUR MINDS FOR A SET OF ASSOCIATIONS LINKED TO A COMPANY, PRODUCT OR SERVICEMonday, 8 April, 13
  18. 18. Branding elements are... ...ABSOLUTELY CRUCIAL TO THE SUCCESS OF YOUR BRAND IN THE MARKETPLACE, BUT THEY ARE NOT YOUR BRANDMonday, 8 April, 13
  19. 19. Who I am.... I’M A BRAND STRATEGY SPECIALIST, BUSINESS CONSULTANT & EDUCATOR I HELP CLIENTS BUILD STRONG BRANDS & BUSINESSESMonday, 8 April, 13
  20. 20. STRATEGY EXECUTIVE What I do.... CONSULTING COACHING MY SERVICES FOCUS ON ...PRACTICES WITHIN THEIR HELPING LEADERSHIP TEAMS BUSINESS SYSTEMS FOR BUILDING CREATE AND EXECUTE A WINNING STRONG BRANDS & BUSINESSES. IN STRATEGY PLAYBOOK FOR THEIR OTHER WORDS BY HELPING THEIR ORGANIZATIONS. ORGANIZATIONS TO BECOME STRONG ON THE INSIDE™ I ENCOURAGE LEADERS TO LEARN AND APPLY BEST... CORPORATE KEYNOTE TRAINING SPEAKINGMonday, 8 April, 13
  21. 21. Connect with me... PLEASE CONTACT ME IF YOU WOULD LIKE TO HEAR MORE ABOUT MY SERVICES AND THEIR IMPACT ON YOUR BUSINESS PERFORMANCE. WWW.ASHLEYKONSON.COM +1 (416) 910-1760 PLEASE CLICK ON ANY OF THE LINKS TO AKONSON@COHESIONINC.CA VISIT MY BLOG TO READ POSTS WITH GREAT IDEAS FOR HELPING YOU BUILD STRONG BRANDS & BUSINESSES MARKETING STRATEGY IS BUSINESS STRATEGY WHEN SHOULD A BRAND CHANGE IT’S NAME & LOGO MARKETING THAT GIVES A BRAND WINGS, EVEN IN SPACEMonday, 8 April, 13

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