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Jacqueline Biggs, profile picture
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What is a brand?

The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.

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Related topics:
Marketing Strategy•Brand Management•
What is a brand?
The shift: Business to Brand
So what is a brand?
It’s not a logo
It’s not a consistent corporate identity
It’s not a product
It’s not what YOU say it is
It’s not a product It’s what people say about you when you’re not in the room  
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos
A great brand has nothing to do with size
I’m going to equip you with the tools to better control that conversation  
A brand is a tool that consumers use when making buying decisions
Creating a brand gives you stability, growth potential, loyalty and longevity
So how do you create a great brand?
Advertising is the tax you pay for being unremarkable
What makes you stand out?
What do you stand for?
Three little questions Who are you? What do you do? Why does it matter?
Who are you? We are Lucozade Sport. What do you do? We make sports nutrition products Why does it matter? We matter because we give sports people an edge when it matters most. That’s why we are the official provider of sports nutrition to the biggest names in football and athletics.
Who are you? We are Andrex. What do you do? We make soft, strong and long toilet tissue for the whole family Why does it matter? We matter because we understand that it’s the little things that can make a difference, so we continue to produce high quality toilet tissue with outstanding value.
Can you answer these? Who are you? What do you do? Why does it matter?
Be consistent inside the company and out
Your Vision How do you see your future?
To be the Earth’s favourite little food company. While that might sound a little far fetched to some people, a wise chap once said ‘We are limited not by our abilities but by our vision.’ Which is why we’ve made ours so big.
Your Mission
It's about the meaning behind the money
Why are you doing what you do? Many people find this really hard to articulate
To organise the world‘s information and make it universally accessible and useful
Your Values
3 step process 1.  Give your value a memorable name 2.  Create a short explanation 3.  Outline how it is brought to life in day to day activities
They have one core principle, around which they make all their decisions Create a business we can be proud of They then break this down into four values, each reflecting what they are, how they do things, and where they increasingly want to be: Be natural We want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it human and putting people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves. Be entrepreneurial innocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to be as responsive as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative and challenge the status quo. We want to do what we do better than anyone else, and have fun doing it. Be commercial We are a commercial business and so creating growth and profit for us and our customers is central to what we do and why we are here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing the main thing. Be generous With our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitable support. It’s that simple
You need to create a community people will be proud to be part of
Dare to be different and see where it takes you
Vision One day, 30% of all retail transactions in the US will be online People will buy from the company with the best service and the best selection Zappos.com will be that online store
Mission To provide the best customer service possible. Internally, we call this our WOW philosophy.
#1 priority = culture
Hire for fit Train for fit Customer service isn't a department It's the whole company
Empowered employees They do whatever it takes to make the customer happy
Do you speak Zappos
Values Deliver WOW through service Embrace and drive change Create fun and a little weirdness Be adventurous, creative and open-minded
Advertising
Advertising
Brand Experience
A movement
Lessons learned Create a remarkable vision Be willing to trade short-term profit to achieve a long- term vision Have a clearly defined brand / customer promise Align the strategy / brand and the customer experience so that they are inseparable Boldly challenge traditional thinking in the industry
Lessons learned Become a remarkable leader Develop a unique leadership style that dramatises the culture Communicate the vision and purpose powerfully and clearly ‘Walk the talk’ when it comes to demonstrating the company values Spend a lot of time with customers and employees talking about your vision
Lessons learned Deliver a remarkable customer experience Deliver a customer experience that is consistent, intentional, differentiated and valuable Bring the brand promise alive for customers in dramatic ways Focus the whole company on delivering a remarkable customer service Align marketing, operations, and HR around the customer experience
Lessons learned Cult-Like cultures are very powerful Remarkable brands are cult-like in their desire for complete commitment and buy in to their cultures and values Connecting people to a cause is very powerful The stronger your culture, the more cult like it becomes and the more likely the hiring process becomes self selective through word of mouth
Lessons learned Remarkable brands create a sense of community through language Creating new words for things that are important to your brand is very powerful It creates ‘inside jokes’ and a sense of belonging It is also a key differentiator
Lessons learned Create superheroes People can do extraordinary things if you allow them to This type of culture liberates employees to be themselves and to be the best they can be Random acts of kindness have a powerful effect on word of mouth
Lessons learned Create remarkable marketing Clearly and honestly communicate your brand promise and values to customers Actively involve customers in helping to create / improve / protect the brand Achieve high levels of customer advocacy or ‘fandom’ to drive referral business
Lessons learned Measure what matters Maintain a clear focus on your target audience and what they value Measure the complete customer experience, not just satisfaction Regularly get feedback on how to improve the customer experience Focus on employee and customer satisfaction, not just the bottom line
A final thought Companies that stand out because they stand up for something will be the ones that customers and employees around the world will want to engage with.
What is a brand?