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Branding the Experience
“The brand is the single most valuable piece
of the company.”
Steven Jobs
The Definition of Branding:
The image etched in the collective mind of
the public through the culmination of all
communica...
Organization Drivers:
Organization History
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business
Vision Statement...
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statemen...
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statemen...
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statemen...
Brand Drivers:
Associations
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle
Brand Personality
Marketing Plan
Stra...
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Bra...
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Bra...
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Bra...
Brand Conveyors:
Communications – PR, Media, Newsletters
Positioning – Advertising, Brochures, Web Site, Logo
Physical Loc...
MOST IMPORTANT RULE OF
BRANDING:
Strong brands don’t make promises they
can’t or don’t intend to keep!
A Company that “Gets It”:

• It’s the experience, not the coffee.
• The “third place”
• An extension of your front porch
Another Company that “Gets It”:

• A brand completely centered on the
customer experience.
• Carries them through tough ti...
The Formula for Success =

B+C+S
Complete Alignment of the
Brand, Culture, and Strategy
Execution of the Strategy:

It is better to have a mediocre plan
executed to perfection than to have
created a perfect pla...
Execution of the Strategy:
•

Ensure goals are aligned with the vision and
throughout the organization.
Bring the plan to ...
Execution of the Strategy:
•

Appraisal Components:
–
–
–

•

Goals
Service Standards
Responsibilities

Rating staff and m...
Communication of the Brand and Strategy:
Visuals and Constant Repetition/Reinforcement of:
• Company Goals
• Vision
• Serv...
Communication of the Brand and Strategy:
•
•

There is no such thing as “too much” repetition
and reinforcement.
All manag...
Key Points and Takeaways:
• Service Standards are critical to the “Branding
the Experience” concept.
• Proper Branding = C...
Key Points and Takeaways:
• Share the vision and other key organization
drivers with all staff.
• Review the plan and obje...
Kenneth C. Bator, MBA
ken@starresources.biz
630-854-6380
Branding the Experience
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Branding the Experience

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Great companies don't simply brand their marketing materials. They brand the experience for their employees and customers.
Current version facilitated during the Police Officers' Credit Union Conference.

Published in: Business, Technology
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Branding the Experience

  1. 1. Branding the Experience
  2. 2. “The brand is the single most valuable piece of the company.” Steven Jobs
  3. 3. The Definition of Branding: The image etched in the collective mind of the public through the culmination of all communications and experiences with the organization.
  4. 4. Organization Drivers: Organization History Mission Statement Vision Statement Values Service Standards
  5. 5. Organization Drivers: Organization History – The “when”. Mission Statement Vision Statement Values Service Standards
  6. 6. Organization Drivers: Organization History – The “when”. Mission Statement – The “why” we are in business Vision Statement Values Service Standards
  7. 7. Organization Drivers: Organization History – The “when”. Mission Statement – The “why” we are in business. Vision Statement – The “where” we are going. Values Service Standards
  8. 8. Organization Drivers: Organization History – The “when”. Mission Statement – The “why” we are in business. Vision Statement – The “where” we are going. Values – The “who” we are. Service Standards
  9. 9. Organization Drivers: Organization History – The “when”. Mission Statement – The “why” we are in business. Vision Statement – The “where” we are going. Values – The “who” we are. Service Standards – The “how” are we going to live our brand.
  10. 10. Brand Drivers: Associations Brand Principle Brand Personality Marketing Plan Strategic Plan
  11. 11. Brand Drivers: Associations – First thoughts & the company you keep. Brand Principle Brand Personality Marketing Plan Strategic Plan
  12. 12. Brand Drivers: Associations – First thoughts & the company you keep. Brand Principle – How the brand will be conveyed. Brand Personality Marketing Plan Strategic Plan
  13. 13. Brand Drivers: Associations – First thoughts & the company you keep. Brand Principle – How the brand will be conveyed. Brand Personality – Actual persona of the company. Marketing Plan Strategic Plan
  14. 14. Brand Drivers: Associations – First thoughts & the company you keep. Brand Principle – How the brand will be conveyed. Brand Personality – Actual persona of the company. Marketing Plan Strategic Plan
  15. 15. Brand Conveyors: Communications – PR, Media, Newsletters Positioning – Advertising, Brochures, Web Site, Logo Physical Location(s) Products Service
  16. 16. MOST IMPORTANT RULE OF BRANDING: Strong brands don’t make promises they can’t or don’t intend to keep!
  17. 17. A Company that “Gets It”: • It’s the experience, not the coffee. • The “third place” • An extension of your front porch
  18. 18. Another Company that “Gets It”: • A brand completely centered on the customer experience. • Carries them through tough times.
  19. 19. The Formula for Success = B+C+S
  20. 20. Complete Alignment of the Brand, Culture, and Strategy
  21. 21. Execution of the Strategy: It is better to have a mediocre plan executed to perfection than to have created a perfect plan that is being executed in a mediocre fashion.
  22. 22. Execution of the Strategy: • Ensure goals are aligned with the vision and throughout the organization. Bring the plan to meetings to review and use it as a tool: • – – – – Mission and Vision Progress on Goals Budget Variance Strategy – Are our tactics still realistic?
  23. 23. Execution of the Strategy: • Appraisal Components: – – – • Goals Service Standards Responsibilities Rating staff and management on all three help to ensure execution and the integrity of the brand.
  24. 24. Communication of the Brand and Strategy: Visuals and Constant Repetition/Reinforcement of: • Company Goals • Vision • Service Standards
  25. 25. Communication of the Brand and Strategy: • • There is no such thing as “too much” repetition and reinforcement. All management must relay the same message, i.e. united front.
  26. 26. Key Points and Takeaways: • Service Standards are critical to the “Branding the Experience” concept. • Proper Branding = Consistency • Decide what you want your business to stand for and align everything with that image.
  27. 27. Key Points and Takeaways: • Share the vision and other key organization drivers with all staff. • Review the plan and objectives on a regular basis. • Reinforcement with staff on a consistent and continual basis is key to aligning the Brand, Culture, and Strategy.
  28. 28. Kenneth C. Bator, MBA ken@starresources.biz 630-854-6380

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