Brand Manual / Branding ABC 2017
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How to give your business a competitive edge by looking at it from the customers' point of view. Redesigning products and services to make them work better.
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Brand Manual / Branding ABC 2017
- 1. WE MAKE THEM TALK ABOUT YOU Branding ABC August 24, 2017 @ Design Bulldoser
- 3. thebrandmanual.com I come from Brand Manual
- 5. thebrandmanual.com What is a brand?
- 6. thebrandmanual.com PRODUCT CLIENT CLIENT “Buy this, this is good!”
- 7. thebrandmanual.com PRODUCT CLIENT CLIENT “Look what I’ve bought!”
- 8. thebrandmanual.com 92% of customers trusts peer recommendations. Nielsen Research
- 9. thebrandmanual.com 90% of US companies regards customer experience as important or vitally important. Forrester Research
- 10. thebrandmanual.com 85% of CEOs agree that traditional means of distinction do not cater for long term development. 71% believe customer experience is the next frontier. Shaw & Ivens
- 11. thebrandmanual.com Quality is no longer unique
- 12. thebrandmanual.com What’s the difference? Really?
- 13. thebrandmanual.com Do any of these feel different to ride?
- 14. thebrandmanual.com 24 different flavor jams 60% of customers tried Tesco consumer test
- 15. thebrandmanual.com 6 different flavor jams 40% of customers tried Tesco consumer test
- 16. thebrandmanual.com 24 different flavor jams 60% of customers tried Tesco consumer test 6 different flavor jams 40% of customers tried 3% BOUGHT 30% BOUGHT
- 17. thebrandmanual.com Extra features and choices don’t make the product better. They just diffuse focus.
- 18. thebrandmanual.com Brand helps customer to choose a product. But what is it then?
- 19. thebrandmanual.com A brand is not a product or service (what people pay for)
- 20. thebrandmanual.com A brand is not a name (this is how they call you)
- 21. thebrandmanual.com A brand is not a trade mark (these are legal properties)
- 22. thebrandmanual.com A brand is not a mission statement (this is a reminder)
- 23. thebrandmanual.com A brand is not a logo or slogan (these are your signatures)
- 24. thebrandmanual.com A brand is not advertising (only delivers your messages)
- 25. thebrandmanual.com Your brand is someone else’s perception of your product, service, experience or company.
- 28. thebrandmanual.com Brand is what you leave behind after leaving the room
- 30. thebrandmanual.com Your need to sell won’t make anyone buy
- 32. thebrandmanual.com All companies think about customers when they make their business plans viablefeasible
- 37. thebrandmanual.com Brands make people want to buy
- 38. thebrandmanual.com € 42,275.- 3.0L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,2 sec 4-door sedan € 42,036.- 3.2L 6cyl CVT 6 automatic Front-wheel drive 0-100 km/h 6,9 sec 4-door sedan € 45,198.- 3.5L 6cyl 7 automatic Rear-wheel drive 0-100 km/h 7,4 sec 4-door sedan € 42,347.- 3.5L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,3 sec 4-door sedan € 41,970.- 2.8L V6 6 automatic All-wheel drive 0-100 km/h 6,6 sec 4-door sedan Choose yourself a company car
- 39. thebrandmanual.com € 42,275.- 3.0L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,2 sec 4-door sedan € 42,036.- 3.2L 6cyl CVT 6 automatic Front-wheel drive 0-100 km/h 6,9 sec 4-door sedan € 45,198.- 3.5L 6cyl 7 automatic Rear-wheel drive 0-100 km/h 7,4 sec 4-door sedan € 42,347.- 3.5L 6cyl 6 automatic Rear-wheel drive 0-100 km/h 7,3 sec 4-door sedan € 41,970.- 2.8L V6 6 automatic All-wheel drive 0-100 km/h 6,6 sec 4-door sedan Choose yourself a company car
- 40. thebrandmanual.com If you love something, you’ll forgive it’s shortcomings
- 41. thebrandmanual.com You can’t tell your clients & customers what your brand is. They will tell you, based on their experience and perception.
- 43. BRAND idea + positioning Legal protection Brand platform Brand architecture Visual communication Marketing PR Product Quality management Patents Package Retail environment Experience Partners Suppliers Logistics Team Culture Competence Attitude thebrandmanual.com © brand manual 2014
- 44. thebrandmanual.com How complicated can a brand be?
- 45. thebrandmanual.com A little play with keywords
- 52. thebrandmanual.com Fuel. Hot Dog. Scandinavia.
- 54. thebrandmanual.com What are your brand’s 3 key words?
- 55. thebrandmanual.com Brand can be represented by a visual key too
- 56. thebrandmanual.com THINK OFA FASHION BRAND
- 57. thebrandmanual.com Think of a magazine.
- 58. thebrandmanual.com JUST THINK OF A SPORTS BRAND
- 62. thebrandmanual.com It’s not a lack of information, but a lack of interest.
- 63. thebrandmanual.com We are protecting ourselves from information overload
- 66. thebrandmanual.com Who needs to understand your brand?
- 67. thebrandmanual.com HE DECIDES WHAT TO EAT HE BUYS THE INGREDIENTS SHE COOKS SHE DECIDESHOW TO COOK
- 69. thebrandmanual.com • Born in 1948 • Male • Grew up in England • Married 2nd time • Successful in business • Wealthy • Spends winter holidays in the Alps • Likes dogs
- 70. thebrandmanual.com Prints Charles Ozzy Osbourne
- 72. thebrandmanual.com Why should the customer care about your brand?
- 73. thebrandmanual.com We are all important . . .to ourselves
- 75. thebrandmanual.com What makes us important to others?
- 77. thebrandmanual.com We get their attention when we do something that matters to them (not just us)
- 78. thebrandmanual.com We presume too much
- 79. thebrandmanual.com We presume people are rational
- 81. We all presume people listen to us thebrandmanual.com
- 82. thebrandmanual.com We presume they have all the information
- 83. thebrandmanual.com We presume they understand what we mean
- 84. thebrandmanual.com But in the real world…
- 85. thebrandmanual.com Customer always sees more alternatives than you do
- 87. thebrandmanual.com Andreas Gursky / ’99 Cent
- 91. thebrandmanual.com The difference between you and customer is that you have way more information than she needs to know. All she needs is a fix to her problem.
- 92. thebrandmanual.com All that you know All that he wants to know CustomerSpecialist
- 94. thebrandmanual.com Customer comes in Sees what she needs Chooses Pays Leaves
- 95. thebrandmanual.com Packaged meats Cheese, eggs & milk My favourite beer is warm Where have they hidden the toothpaste? Long line at the cashier F**k – forgot the butter - run back Cashier What do you mean my card doesn’t go? Pack into new bags Need one more bag – but I have no cash Out of the supermarket – it’s pouring! Fresh meat and fish No lettuce – I have to change the menu Fruit aisle - the bananas are rotten Damn, the wheel is loose Get a shopping trolley What an interesting choice of music SUPERMARKET
- 97. thebrandmanual.com Harbour captain’s point of view Marina Restaurant ConcertSlipway
- 98. thebrandmanual.com Sailor point of view Port Port Port Port Port
- 99. thebrandmanual.com Sailor point of view
- 100. thebrandmanual.com For any product and service, there is a “customer journey” that begins a long time before purchase and ends a long time after purchase.
- 101. thebrandmanual.com Harbour is not the destination, after all MUSEUM MUSEUM ART CENTRE 20 MIN PORT OLD TOWN
- 102. thebrandmanual.com Kliendi vajadus PURCHASE SOLUTION From a customer’s perspective, a purchase is an obstacle
- 103. thebrandmanual.com How do I know?
- 104. thebrandmanual.com Quantitive research tries to predict the future using data from the past
- 106. thebrandmanual.com valuable info majority Branding looks for qualitative data valuable info
- 108. thebrandmanual.com
- 109. RIGHTWRONG thebrandmanual.com Three conversations will reveal 80% of errors. First will point ou 50%, second 25%, third another 5%. Digging for the remaining 20% would require 97 more conversations.
- 110. thebrandmanual.com If you are not searching for something you can find anything
- 111. thebrandmanual.com
- 113. thebrandmanual.com Branding – who’s job is it in a company?
- 116. thebrandmanual.com What causes the failure of change initiatives? 7% 10% 16% 25% 28%Lack of clearly defined milestones to measure success Lack of commitment by senior management Poor communication Employee resistance Insufficient funding Source: Leaders of change: Companies prepare for a stronger future. Economist Intelligence Unit, Celerant Consulting
- 117. thebrandmanual.com Does everyone mean the same?
- 119. thebrandmanual.com
- 120. thebrandmanual.com Write a description of what you do. ?
- 123. thebrandmanual.com
- 124. thebrandmanual.com
- 127. thebrandmanual.com “Our mission is to maximise shareholder value” Any company
- 128. thebrandmanual.com “Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace activities.” Not the words of John F. Kennedy, 1961
- 129. thebrandmanual.com “Our mission is to put a man on the Moon by the end of the decade.” John F. Kennedy, 1961
- 130. thebrandmanual.com Mr. President, I’m helping to put a man on the moon!
- 132. thebrandmanual.com Brand is a promise your company’s representative makes to a customer
- 133. thebrandmanual.com A promise that is conveyed by everything people see, hear, touch, taste or smell about your business.
- 134. BRAND idea + positioning Legal protection Brand platform Brand architecture Visual communication Marketing PR Product Quality management Patents Package Retail environment Experience Partners Suppliers Logistics Team Culture Competence Attitude thebrandmanual.com © brand manual 2014
- 135. thebrandmanual.com Core idea Communication Package / web Organisation Sales Partners Product Identity / story
- 136. thebrandmanual.com Only 5% of employees understand their company's strategy. Robert Kaplan and David Norton, the founders of the Balanced Scorecard
- 137. thebrandmanual.com If this company were a football team Only 4 team members would know which one’s their goal Only 2 players care Only 2 would know what’s their position and specific task All but 2 players are fighting against their own team Only 2 players listen to their coach
- 138. thebrandmanual.com Make the goal exciting
- 139. thebrandmanual.com Simon Sinek / TEDx 2009 / Click to view the full talk in Youtube
- 142. thebrandmanual.com What are your company’s core values?
- 143. thebrandmanual.com Values are the DNA of your brand
- 144. thebrandmanual.com Values give meaning to what everyone’s doing
- 145. thebrandmanual.com Shared values help you build a lasting relationship with your customer
- 146. thebrandmanual.com Values tell you apart from competition
- 147. thebrandmanual.com Not what, but how we do it
- 148. thebrandmanual.com NB! Values can’t be declarations. In order to give them meaning they have to be converted into real actions.
- 149. thebrandmanual.com If the goal and values are not relevant…
- 150. thebrandmanual.com
- 151. thebrandmanual.com
- 152. thebrandmanual.com Nike doesn’t do research. Nike employs fans that use their products.
- 154. thebrandmanual.com a) explain to everyone what it is you want to do b) execute it c) build on it
- 158. thebrandmanual.com work on customer stuff work on your own stuff =
- 160. crowd team
- 161. thebrandmanual.com What are identity carriers?
- 165. Appearance
- 168. thebrandmanual.com
- 170. thebrandmanual.com No symbol throughout history has ever had inherent meaning!
- 171. thebrandmanual.com
- 172. thebrandmanual.com Who would ever have guessed?
- 173. thebrandmanual.com Computer company called Banana
- 174. thebrandmanual.com
- 175. thebrandmanual.com Energy giant called Lobster
- 176. thebrandmanual.com
- 177. thebrandmanual.com Luxury car called Mathilde
- 178. thebrandmanual.com
- 179. thebrandmanual.com Logo won’t make you famous
- 180. thebrandmanual.com You, your well-designed product or service will make the logo famous
- 181. thebrandmanual.com
- 182. thebrandmanual.com
- 184. thebrandmanual.com Would I be recognisable in 5 years? 10 years? What defines my visual identity? What bears this identity today?
- 185. thebrandmanual.com Identity represents the company’s ambition
- 186. thebrandmanual.com
- 187. thebrandmanual.com
- 188. thebrandmanual.com What is your logo trying to say about you?
- 189. thebrandmanual.com Brand Manual case studies
- 193. thebrandmanual.com
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- 206. thebrandmanual.com
- 207. thebrandmanual.com Get people on board
- 208. thebrandmanual.com
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- 216. thebrandmanual.com
- 217. thebrandmanual.comApollo bookstore in 2009
- 218. thebrandmanual.com APOLLO R-KIOSK I’m in a hurry I’m polite & fast I’ve got time to kill I’m polite & helpful
- 219. thebrandmanual.com
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- 228. thebrandmanual.com 2012 2013 2014 2015 2016 1 663 000 1 897 000 1 975 000 2 211 000 2 400 000 355 000 850 000 1 300 000 Blender juice bar purchases Apollo store purchases 8000 43 000 60 000 Apollo cinema visitors Store purchases Juice bar purchases Cinema visitors
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- 237. thebrandmanual.com Meanwhile, across the pond
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