The Power of Branding. Jill Peel & David Worthington

Transcription

1 The Power of Branding Jill Peel & David Worthington

2 A magic box {in the forest} Based centrally between Leeds and Manchester, we are a strong team of talented creative and strategic experts who have been making the magic happen for 13 years.

3 Your teachers today Jill Peel Headmistress David Worthington Head Boy

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5 The TAB Bitesize Brandschool August 2016

6 What could you expect from A Brandschool workshop? - By the end you would have a greater understanding of branding. We would demystify the terminology along the way and you would all gain clarification and enlightenment of what your brand stands for. - Brandschool is about helping you develop one of your most important assets your Brand.

7 Please pay attention in class!!

8 Hey! If you ve broken it you could try here (Awareness):

9 Leave the beaten track occasionally and dive into the woods. Every time you do so, you will be certain to find something that you have never seen before. Alexander Graham Bell

10 The future of the UK rests not on its creative industries, but on the creativity of its industry. Sir George Cox (Chairman of Design Council)

11 So, what is a brand? Good brands reflect the histories of the time and the group of people that made them. They can not be copied. They can not be recycled. - Richard Branson David Ogilvy once described a brand as: The intangible sum of a product s attributes; its name, packaging, its price, its history, its reputation and the way it is advertised.

12 Demystifying the terminology Marketing: I m a great lover! Advertising: I m a great lover, I m a great lover, I m a great lover.. PR: Trust me, he s a great lover Branding: I hear you re a great lover

13 BRAND = REPUTATION

14 BRAND = PERSONALITY

15 So, to be a brand you need to be the following... CLEAR CONSISTENT CHARISMATIC BE CLEAR: be focused in what you do as a business everyone needs to get it you, your customers and your investors/stakeholders. BE CONSISTENT: the more consistent you are with your brand the more it will resonate with your customers. BE CHARISMATIC: define and use both the emotional and functional components to reflect your brand and engage with your customers.

16 IT IS CERTAINLY NOT JUST ABOUT A LOGO Your brand runs deep into your business it is focused outwards from a marketing point of view but it is a reflection of what is inside it s what you are and what you believe in.

17 It s all about...

18 THE BIG IDEA - the brand promise Encapsulates everything we stand for and makes us different Uniting concept that ties all activities from customer service, advertising to the way you answer the phone The big idea is at the heart of everything we do it touches all aspects and allows us to become Multilevel Storytellers.

19 A couple of examples of BIG ideas: - democratisation of design design is for everybody and not design snobs - from flying to eating pizza let s make it as accessible as possible more value for less!

20 The 8 easygroup brand values

21 CLEAR CONSISTENT CHARISMATIC

22 The ultimate driving machine Emotional Aspirational purchase Functional German engineering A strong brand needs to have both

23 Hey! If you ve broken it you could try here (R8):

24 Never Knowingly Undersold since 1925

25 Pushed the wrong button? Try this (J Lewis):

26 You ve just experienced a master class in emotional manipulation in 91 seconds. Worth noting: Online sales increased by approx 40% within a month of the TV campaign.

27 Or, our personal favourite...

28 Pushed the wrong button? Try this (Hamlet):

29 Happiness, is a cigar, called Hamlet Emotional (the feeling) Functional (what it is) And the Brand name

30 TM Sandwich Artists At the SUBWAY chain, we don't just serve food; we serve fresh, healthy food - we train you to become a Sandwich Artist so when you make a sandwich, you're not just making something that's good for you, you're making a sandwich that looks great and tastes great too!

31 So at The Alternative Board we don t just offer advice and provide strategic guidance - we offer a true alternative. What makes us different? just ask our members - the lucky ones - the wise ones - the ones who found a better way. In this world of business, our challenges are great, the pressures are growing and work life balance is out of kilter but take heart, you are not alone. TAB - The Alternative Board - Together, we ll Achieve Business Brilliance. Sometimes, there is no alternative but to go and seek a collective where measurable (and occasionally magic) things happen. TAB - there truly is no substitute for experience.

32 What is a brand? Your brand is created out of customer contact and the experience your customers have of you. Stelios Haji-Ioannou, EasyGroup

33 One major retailer had a full-length mirror that all its staff passed as they left the canteen to go into the store. Above the mirror was a sign saying, This is what the customer sees, to draw their attention to the importance of thinking about the tangible cues consumers are presented with as representative of the brand.

34 Pret-a-Manger Judged on smiles!

35 Is it really that important that business embraces branding? YES! Get it right and... A brand can add value to what you offer as a business A brand can help you stand out in a competitive market A brand can build relationships loyalty, repeat business & referral A brand is sustainable when product features & services can be copied A brand attracts good calibre, like minded employees And people will pay MORE for a brand!!

36 Perhaps Rodney Fitch summed it up best. Only one brand can be the cheapest, the others have to find another way to stand out.

37 If Coca-Cola were to lose all of its production related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business. An Executive at Coca Cola

38 NOT JUST A BOX IT s WHAT s ON THE INSIDE THAT COUNTS Clear, Consistent, Charismatic even for a box

39 What is a brand? What they say about you when you are not in the room Jeff Bezos, Amazon founder

40 Your brand is not what you say about you it s what Google says about you.

41 CLEAR CONSISTENT CHARISMATIC

42 Keeping it consistent The best brands have a consistency that is built up by the people inside the business you. You understand what your brand stands for. With understanding comes recognition. From recognition comes familiarity and from that comes confidence and trust. AND once you have all that people buy and keep buying (sales).

43 Keeping it consistent All of the ropes of the royal fleet, from the strongest to the thinnest, are braided so that a red thread travels through all of them and you cannot remove it without untying all of them. Even the smallest fragment will still allow you to recognise that the rope belongs to the crown. Johann Wolfgang von Goethe

44 We need to create the stick-of-rock theory within your business. The stick of rock theory says no matter where you cut through, or how you look at it, the message is consistent every time and the why runs through everything you do! Keeping it consistent

45 B2B B2C B2E

46 Brand culture and employee engagement Brands need to put culture at the heart of their business strategy if they are to flourish or even survive. If you don t get it right on the inside your brand will stumble and fall on the outside, regardless of how innovative or engaging your external marketing activity might be. Interbrand

47 Build the culture Build the brand Build the business

48 The greatest brands are delivered by the people who live & breathe them every day

49 They really need to understand the DNA of the brand

50 Your Brand DNA Your brands need to be a claim of distinction or a promise that can be delivered. People & Behaviour Understand your colleagues and customer s behaviours Where will they want to see you/your brand Places & Spaces Products & Services What do you offer them and how How do you communicate with them Communications

51 Brand DNA People and Behaviour

52 Your Brand DNA Your brands need to be a claim of distinction or a promise that can be delivered.

53 The great Coco Chanel once said: In order to be irreplaceable, one must always be different.

54 The WHY Everything we do, we believe in challenging the status quo, we believe in thinking differently. The HOW We make products that are beautifully designed and user friendly. The WHAT We just happen to make great computers wanna buy one?

55 Starter for 10 So now we understand how important a brand is and the potential power it can give your business. A brand is how your business connects with your customers the emotional connection that provides that lasting impression the delighter that differentiates you.

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58 Is your Brand a 10? Thank you questions? Contact David@10associates.co.uk to unlock the power of your brand Our Home 10 Associates Ltd, The Watermill, Wheatley Park, Mirfield, West Yorkshire, WF14 8HE, United Kingdom (+44)