04. strategic process of branding
Post on 28-Nov-2014
1.545 Views
Preview:
DESCRIPTION
TRANSCRIPT
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
Gives customers clear emotional and logical reasons to choose you
Delivers on the brand promise with every customer interaction, including service, marketing, sales, facility design, product design, etc.
Results in unbreakable customer loyalty
2AOT - www.tharakadias.com
3AOT - www.tharakadias.com
4AOT - www.tharakadias.com
Let’s put these brands to the test
5AOT - www.tharakadias.com
It is “the promise you keep” in all customer experiences
Integrated branding includes ◦ Messages◦ Visual branding◦ Tone and manner◦ Employee and management actions (across the
organization)
6AOT - www.tharakadias.com
7AOT - www.tharakadias.com
Brand discovery
Brand tool agreement
Brand implementation
1
2
3 Customer experience
8AOT - www.tharakadias.com
The goal of integrated branding is to create a
consistent compelling differentiated
. . . customer experience.
9AOT - www.tharakadias.com
10AOT - www.tharakadias.com
11AOT - www.tharakadias.com
No customers to interview for what they value
Often, no product to demo to prospects for feedback
Branding dependent more on founder vision and market situation, less on customer value◦ You decide what unique customer experience to offer◦ Still need to conduct market and competitive
research
12AOT - www.tharakadias.com
Engage all current stakeholders in the initial development of the brand
Bring in the customer voice as soon as possible
Build in feedback mechanisms from the very start
Brand benchmark via report cards
13AOT - www.tharakadias.com
Brand tools help your employees deliver this unique customer experience
14AOT - www.tharakadias.com
The actionable way you define your promise
Include: mission, strategic role, principle, personality, values
15AOT - www.tharakadias.com
Start-up marketing communications◦Company naming◦Product naming◦Taglines◦Logo
Additional marketing Living the brand
16AOT - www.tharakadias.com
--A good name is memorable and differentiated
17AOT - www.tharakadias.com
The rules are different for products Don’t make the customer confused, have
to decode, or work too hard◦Descriptive is often fine
Don’t name company and product same thing◦Eliminates growth options◦No brand equity transfer route for future
products
18AOT - www.tharakadias.com
Memorable is good Avoid “ing” taglines; corporate-speak, too
long Don’t speak from your point of view, but
from your customers Don’t generalize, but be specific Great examples:
◦ You are now free to move about the country◦ Don’t leave home without it◦ Got milk?◦ Truly a Sri-Lankan
19AOT - www.tharakadias.com
Use a professional to create your logo
Give them your brand concepts to work from
Expect several directions for you to pick one to refine
Different is good
20AOT - www.tharakadias.com
21AOT - www.tharakadias.com
22AOT - www.tharakadias.com
23AOT - www.tharakadias.com
24AOT - www.tharakadias.com
25AOT - www.tharakadias.com
26AOT - www.tharakadias.com
27AOT - www.tharakadias.com
Clarity explicit a brand’s value and then derives the ideal on-line delivery by considering the website against the attributes:
o Contento Functionalityo Customer serviceo Look and feel
28AOT - www.tharakadias.com
29AOT - www.tharakadias.com
Positive Focus / Excessive Focus
SERVICE
MAKING A DIFFERENCE
MEANING
TRANSFORMATION
SELF-ESTEEM
RELATIONSHIP
HEALTH SAFETY SECURITY
Seven Levels of Consciousness
SERVICE TO HUMANITY
COLLABORATION WITH CUSTOMERS
SUPPLIERS & THE LOCAL COMMUNITYDEVELOPMENT OF CORPORATE COMMUNITY
CONTINUOUS RENEWAL
BEING THE BEST. BEST PRACTICE
RELATIONSHIPS THAT SUPPORT CORPORATE NEEDS
PURSUIT OF PROFIT & SHAREHOLDER VALUE
7
6
3
2
1
5
4
30AOT - www.tharakadias.com
31AOT - www.tharakadias.com
32AOT - www.tharakadias.com
33AOT - www.tharakadias.com
top related