Building The Brand.

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The basics of service branding and how to brand oneself.

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Building The Brand.

  1. 1. Building the brand !!<br />
  2. 2. Why do we win customers??<br /><ul><li>Growth.
  3. 3. Cost savings.
  4. 4. Stability
  5. 5. Trust
  6. 6. Confidence.
  7. 7. Access
  8. 8. Techno Commercial</li></ul>Advantage.<br /><ul><li>Expertise</li></li></ul><li>What is a brand?<br /><ul><li> A perception in minds of the audience.
  9. 9. The ability to influence purchasing behaviour.</li></li></ul><li> <br /> <br />
  10. 10. Stake Holders<br />
  11. 11. Branding is a planned, consistent and directed collection of efforts and communication,to a particular audience for a favorable long term result.<br />
  12. 12. Business Acquisition: Simplified.<br />Day 6 : Hey Hi, What a surprise. You come to this park? I live just 45 kms away.<br />(On ground activation)<br />Day 7-12 : Can I have your number? (Negotiations, Objection Handling and Sale)<br />Day 5 : See, The trophy I got the other day. Look! (Physical Evidence)<br />Day 5 : Boy 2: Boy!! U r a star. <br />U r a hero. (Customer Refs)<br />Day 4 : I am tired. Just hit a century in the cricket match. (Diffrentiator)<br />Day 3 : Which all subjects do you like? Oh..XYZ? Its my fav subject. Do let me know if you need help. (value proposition)<br />Day 2 : Hope you are fine.<br />Can I carry your stuff ?<br />(emotional connect) <br />Day 1 : Hi. I am BOY from <br />Class 2B + ( brand intro)<br />
  13. 13. <ul><li> Positive </li></ul> Interactions.<br /><ul><li> Consistency.
  14. 14. Credibility.
  15. 15. Authenticity.
  16. 16. Trust.
  17. 17. Loyality.</li></li></ul><li>Some suicides.<br />“Hello Sir. What’s your name?”<br />“No..No sir. You are wrong. I will tell you what is right.”<br />“Yes Sir, we will do it in 15 minutes.”<br />“Sir, my regional manager wants to meet you, just like that”.<br />“Sir, you show us the competitor proposal. We will match it.”<br />“Sir, the engineer is on his way. There’s lot of traffic and a puncture and an accident and an ailing mother…..”<br />“Sir, its your fault. Its OK from our side.”<br />
  18. 18. What does my customer think of me? <br />“These guys are so smart & professional.”<br />“You wont find loose commitments from a Tulip rep”.<br />“Tulip helps me, when I am in deep trouble”. <br />“ Tulip people are really fast. Its fun to work with them. “<br />Brand Ambassador<br />
  19. 19. Transactions where branding occurs<br />F2F Conversations/meetings..<br />Phone<br />Emails/sms.<br />Friends, peers, unknowns, knowns etc<br />Online interactions.<br />On an average, a typical business person has over 200 opportunities<br />ofbranding in a single day.<br />
  20. 20. Service branding principles.<br />
  21. 21. You are THE brand of theME inc.You are the Tulip brand ambassador.<br />
  22. 22. ME inc.<br />Everything you do -- and everything you choose not to do -- communicates the value and character of the brand.<br />Dogs bark, men talk and smile. <br />Use power -- intelligently, responsibly.<br />Be a great team mate and a supportive colleague<br />Be a credible leader.<br />Loyalty to your colleagues, loyalty to your team, loyalty to your project, loyalty to your customers, and loyalty to yourself<br />
  23. 23. How good a brand are you?<br />The 5 principles exercise:<br />Do you connect emotionally to others?<br />Do you bring value to the table?<br />Are you accessible?<br />Are people aware of your capabilities?<br />What are your USPs?<br />
  24. 24. What does my customer think of me? <br />“These guys are so smart & professional.”<br />“You wont find loose commitments from a Tulip rep”.<br />“Tulip helps me, when I am in deep trouble”. <br />“ Tulip people are really fast. Its fun to work with them. “<br />Brand Ambassador<br />
  25. 25. Exercise : 5 most important points to improve upon in the next 6 months.<br />
  26. 26. Some tools. <br />Case Studies and whitepapers.<br />Customer References.<br />Customer Visits.<br />Showcasing your stars.<br />Linked in.<br />Grey gambit.<br />Event invitations.<br />

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