Evolving your business brand and your personal brand

Transcription

1 Evolving your business brand and your personal brand Simon Barbato Mr B & Friends Fi 30 September 2013 IFP Conference 13 First impressions count Presented by Simon Barbato 1

2 We create positive change Brand Creative Digital it consulting communications engagement > Brand strategy > Brand definition > Brand architecture > Positioning > Proposition > Tone of Voice > Literature > Packaging > POS > Advertising > Television > Press > Digital strategy > User experience > SEO/link building > Digital creative > Web build > Moving image > Brand Identity > Naming > Direct Marketing > Identity design > Environments > App development > Animation 2

3 What is brand? > Brand is the intellectual and tangible definition of: > Products > Services > Expertise > Culture > Vision > Values > Reputation > Identity And branding? > Branding is the creative expression of brand through: > Logo > Tone of voice > Identity system > Brand touch points; online and offline > It s the physical manifestation of an intellectual idea. 3

4 The world s most iconic brand The pillars of successful brands > Successful brands have a powerful mix of: > Relevance > Credibility > Sustainability > Differentiation. 4

5 Freshest eggs? Or Safest skydiving? Or 5

6 Brand is about context? > Positioning your brand effectively is vital. > Establishing the right proposition > Engaging with the audiences that matter > Understanding their needs > Meeting their expectations > Providing an outstanding customer experience > Ensuring you have the right look and feel > Doing it consistently. An innovative approach 6

7 ASK YOURSELF Question one > Are your internal and external perceptions of your brand aligned? 1 completely disagree, 10 completely agree 7

8 Question two > Are you able to articulate your organisation s s offer clearly and concisely? 1 completely disagree, 10 completely agree Question three > Are you happy with the impact of your marketing efforts? 1 completely disagree, 10 completely agree 8

9 Question four > You never find yourself competing on fees, or justifying your charges? 1 completely disagree, 10 completely agree Question five > Are you known as an innovator in the marketplace? 1 completely disagree, 10 completely agree 9

10 Between 0-20 Oh dear, your brand is in poor health! Between Don t panic, but your brand needs a boost! 10

11 Between Congratulations, you re firing on all cylinders! HOW WE DO IT 11

12 The approach INSIGHT STRATEGY EXECUTION > What message are we trying to get across? > Are we armed with enough information? > Who can we get insight from? > How can we facilitate gathering insight? > How do we address the audience? > How do we produce simple, effective communications tools? > How do we create advocates? > Which tools and techniques will have best effect? > How does the creative process work? > Can we demonstrate an ROI? 12

13 Brand Bootcamp Brand Bootcamp 13

14 Reason. Difference. Way. > What makes your team get out of bed in the morning? > What makes us unique? > What is our culture? Keep. Lose. Add. > What s working well? > What do we need to stop doing? > What new behaviours can we adopt? 14

15 Persona Development > Who is important to us? > How close are we to them now? > How do we engage with them effectively? Touchpoints > What opportunities do we have to give visibility to the organisation? > How do we maximise reach? > How do we ensure consistency? 15

16 SOME EXAMPLES Capital Asset Management > Highly successful boutique wealth management company > Desire to project high quality brand image > Need to connect with audience through narrative > Not interested in talking about products > Demonstrate alignment of values and ambitions > Provide platform for the right type of growth 16

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19 Maze Wealth > Highly personal financial planning company: > Seeking new name and identity to support their ambitions > Needed to engage their clients through proposition, not products > Create a new story with a high quality visual identity > Provide a brand idea that could be delivered into all touch points 19

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22 Beyond Financial > New company launch out of existing business > Blank sheet of paper brief > Create a new name, identity and story that engages > Ensure brand positioning focused on their sweet spot > Launch the brand to existing client base, and soft launch to the wider audience > Provide on and offline design and marketing materials 22

23 Suffolk Life > Create brand leading positioning and image > Powerful, memorable and actionable brand promise > Evolution of very successful provider brand > Development of visual and verbal identity system > Implementation into all areas of the business including internalisation programme > Consistency across every touch point 23

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25 Dentons Pensions > Re-positioning and rebranding > Brief to make Dentons more contemporary > Create new brand positioning built on capabilities > Create strong sense of identity through messaging, identity and marketing touch points 25

26 IFP Brand > Development of new brands > Consumer brand to support member strategy > Online assets, website, 3 x short films and animations > New corporate brand roll out on website and other collaterals 26

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28 THANK YOU. For more information contact Simon Barbato +44 (0) or 28