Brand Coaching: Edvard Tam at SMECC - 20130904

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Brand Coaching: Edvard Tam at SMECC - 20130904

  1. 1. brand coaching a direct, effective and simple way for new business ventures or small enterprises with big visions a presentation to SME Creative Centre | © ampersand, August 2013
  2. 2. ‘direct, effective and simple’ ‘minimum movement, maximum effect’ – two main concepts of Bruce Lee’s Jeet Kune Do philosophy a presentation to SME Creative Centre | © ampersand, August 2013
  3. 3. sounds amazing but what does it have to do with my business? a presentation to SME Creative Centre | © ampersand, August 2013
  4. 4. the industry economy the information economy the knowledge economy the jungle economy! a presentation to SME Creative Centre | © ampersand, August 2013
  5. 5. in the jungle, whatever action taken by an animal for survival, has to achieve maximum effect with minimum movement or else it can be in trouble a presentation to SME Creative Centre | © ampersand, August 2013
  6. 6. for those who lead a comfortable life, routine exercises are excellent way to lose weight. but real life situations change fast, one simply has to respond much more effectively a presentation to SME Creative Centre | © ampersand, August 2013
  7. 7. common confusions about brand a presentation to SME Creative Centre | © ampersand, August 2013
  8. 8. branding brand design brand building a presentation to SME Creative Centre | © ampersand, August 2013
  9. 9. branding ≠ brand design ≠ brand building a presentation to SME Creative Centre | © ampersand, August 2013
  10. 10. ok, but what are they? a presentation to SME Creative Centre | © ampersand, August 2013
  11. 11. design firms providing integrated design solutions, some may do research and strategy but they are usually stronger in aesthetics and/or creative solutions, i.e. not truly business strategists branding ≠ brand design ≠ brand building brand consultancies, usually consisting researchers, analysts, strategists and designers › ad agencies › designers › in-house departments › marketers › PR firms…et cetera a presentation to SME Creative Centre | © ampersand, August 2013
  12. 12. most people claim to do branding in fact do brand design or brand building a presentation to SME Creative Centre | © ampersand, August 2013
  13. 13. but it’s okay – there are different models to create brands a presentation to SME Creative Centre | © ampersand, August 2013
  14. 14. two commonly used models in-house vs consultancy a presentation to SME Creative Centre | © ampersand, August 2013
  15. 15. the in-house approach everyone knows branding is important, many perceive branding as complicated, expensive and slow. small businesses or in-house departments often rush for immediate needs, such as advertising, marketing materials, PR, visual merchandising items, website…etc, without a clear big picture or plan a presentation to SME Creative Centre | © ampersand, August 2013
  16. 16. even there is no conscious attempt in defining the brand, there is still a brand. whoever interacts with the company, its products or services, its employees, can still perceive it. whatever one does, knowingly or not knowing, therefore reflects on the whole brand a presentation to SME Creative Centre | © ampersand, August 2013
  17. 17. the consultancy approach systematic and thorough. much emphasis is on understanding current situations and finding the desired future, detailed and extensive guidelines will be written to make sure everything is consistent. can be an expensive and lengthly process a presentation to SME Creative Centre | © ampersand, August 2013
  18. 18. companies who can afford such self understanding process should be regarded already quite successful a presentation to SME Creative Centre | © ampersand, August 2013
  19. 19. the important thing for SMEs and startups to become successful first. a brand can help them with that, and there should be a direct, effective and simple way to do this – you do not wait to be successful before you do something to become successful a presentation to SME Creative Centre | © ampersand, August 2013
  20. 20. what do brand consultancies talk about? a presentation to SME Creative Centre | © ampersand, August 2013
  21. 21. brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand power, brand reinforcement, co-branding, differentiation, endorser brand, brand guidelines, brand identities, brand image, brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy… a presentation to SME Creative Centre | © ampersand, August 2013
  22. 22. brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand ‘Our business is infested with idiots who try power, brand reinforcement, co-branding, to impress by using pretentious jargons’ differentiation, endorser brand, brand – identities, brand image, guidelines, brand David Ogilvy brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy… a presentation to SME Creative Centre | © ampersand, August 2013
  23. 23. ‘some people believe that through thorough, systematic and careful research, you can arrive at a creative conclusion that will be successful in the market place. i don’t [...] research is useful in telling you what people currently think and feel, but it’s not much use at directing the creative process [...] the very best, most effective ideas come from inside the heads of creative people. this is true not only in branding, but in any creative activity – the theatre, the cinema, TV – and even advertising’ – Wally Olins, world class brand guru a presentation to SME Creative Centre | © ampersand, August 2013
  24. 24. ‘the best way to predict the future is to create it’ – Peter Drucker a presentation to SME Creative Centre | © ampersand, August 2013
  25. 25. the creative approach quite often, people already know where they are and where they want to go, what are really needed are the creative solution that turns these into actual things that get them going a presentation to SME Creative Centre | © ampersand, August 2013
  26. 26. with some coaching, a visionary can define the brand himself, in direct and simple way, he will find some basic principles that keep the brand going for at least a couple years, without having to reinvent the brand every time he needs to do an advertisement, some marketing collateral, a small booth, or an eDM. the brand may even help the business to move on to the next stage a presentation to SME Creative Centre | © ampersand, August 2013
  27. 27. it is quite common to see large corporations hire consulting firms to do research, analysis and strategy, the visuals follow the strategy logically and become expected, the brand looks similar with others. a creative solution that transforms the abstract thinking into unique experiences, is the art of the creative people. research, analysis and strategy should only give overall direction and not be overemphasised to the point that controls, dictates or limits the design process a presentation to SME Creative Centre | © ampersand, August 2013
  28. 28. coaching? more popular in the America and UK, not quite so yet in Chinese societies. in UK, there are coaches specialising in creative business, applying coaching to branding can make branding much more affordable and practical for SMEs and startups a presentation to SME Creative Centre | © ampersand, August 2013
  29. 29. in contrast with consulting, coaching does not give advices, nor opinions. clients are experts of their own issues, a coach without any fixed standpoint nor preconceived idea about clients’ situations, employ different modalities to help cleitns to view their issues from different and wider perspectives. such approach fits the needs of the knowledge economy a presentation to SME Creative Centre | © ampersand, August 2013
  30. 30. possible ways to collaborate with SME Creative Centre a presentation to SME Creative Centre | © ampersand, August 2013
  31. 31. objectives - test the approach - help owners of small businesses understand there is a direct, practical and simple way to create brand - help small enterprises with big visions define their brands in a direct, practical and simple way a presentation to SME Creative Centre | © ampersand, August 2013
  32. 32. option a: a presentation for small business owners or those who are seriously considering starting their own businesses (have done some research and started planning). small coaching exercises for participants. conducted in Cantonese, free-of-charge a presentation to SME Creative Centre | © ampersand, August 2013
  33. 33. option b: a coaching workshop for small business owners who are interested in doing some branding. group coaching exercises will be provided to allow participants to structurally think about their brands. conducted in Cantonese, free-of-charge a presentation to SME Creative Centre | © ampersand, August 2013
  34. 34. option c: a + b a presentation for those small business owners and people who are seriously starting their own business, followed up by a coaching workshop for those who are already their own business and are interested in doing branding. conducted in Cantonese, free-of-charge a presentation to SME Creative Centre | © ampersand, August 2013
  35. 35. contents - quick overview of brand common concepts - introduction of the approach: solution-focused and systemic (will share some cases) - what is coaching? how does it apply to branding? - exercises: participants’ OWN brands! - discussion and sharing - transform abstract thinking into actual experiences (will share some cases) a presentation to SME Creative Centre | © ampersand, August 2013
  36. 36. my background created some consumer product brands together with Mr Byron Jacobs, former Design Director of Landor Associates. worked with a design consultancy from the UK for more than 10 years. helped world class enterprises to build brands for Asia, and local companies for international markets, including Walt Disney, STAR TV, Mandarine Oriental…to name just a few. studied psychology, a registered coach (Association of Coaching and Training, World Association of Business Coaches), certified hypnotist, and partner of a psychotherapist association. mission now is to help new and smaller businesses to create brands using coaching a presentation to SME Creative Centre | © ampersand, August 2013
  37. 37. thank you a presentation to SME Creative Centre | © ampersand, August 2013
  38. 38. edvard tam ampersandhk@gmail.com 9370 4347 a presentation to SME Creative Centre | © ampersand, August 2013

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