your brand: business driver or barrier?
Post on 22-Nov-2014
363 Views
Preview:
DESCRIPTION
TRANSCRIPT
www.4MAT.com
YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014
www.4MAT.com
www.4MAT.com
ABOUT THE SPEAKER
Andrew Soane, Lead Brand Consultant & Director of Client Development
25 years in branding, recruitment marketing, and digital recruitment
Key clients: Barclays, BP, BT, Capita Resourcing, EDF, Ernst & Young, Fircroft, Impellam Group, Manpower Group, Philip Morris, SThree, Tesco
google.com/+AndrewSoane
www.twitter.com/andrew_soane
uk.linkedin.com/in/andrewsoane/
www.4MAT.com www.4MAT.com
www.4MAT.com
The business case for investing in your brand
A methodology for developing and managing your brand
Managing your brand in a socially connected world
AGENDA
www.4MAT.com
WHAT IS A BRAND?
www.4MAT.com
Your brand is what people say about you when you leave the room
“ ”
Jeff Bezos, Founder and CEO
www.4MAT.com
INSIDE OUT BRANDING
EMPLOYEES
CUSTOMER EXPERIENCE
BRAND
CLIENTS/CANDIDATES POTENTIAL EMPLOYEES
POTENTIAL CUSTOMERS
POTENTIAL CANDIDATES
INVESTORS
OTHER PARTNERS
www.4MAT.com www.4MAT.com
THE BUSINESS CASE FOR
INVESTING IN YOUR BRAND
www.4MAT.com
Change of business strategy
Planning new website or other major collateral
Introduce different offering (e.g. service, sector, location)
New competitors
TRIGGERS
www.4MAT.com www.4MAT.com
We've gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today
“
” Jay Walker Smith, Yankelovich Research/The Futures Company
www.4MAT.com www.4MAT.com
INVESTORS: Lower financing cost; increase availability
CUSTOMERS: Influence customer choice; create loyalty
TALENT: Attract, recruit and motivate talent
www.4MAT.com
BRAND VALUE
New client acquisition
Candidate acquisition
Cross-selling/ repeat business
Client retention Cost to deliver Talent attraction & retention
Base line
www.4MAT.com www.4MAT.com
A METHODOLOGY TO BUILD AND MANAGE YOUR
BRAND
www.4MAT.com
4D: A PROVEN METHODOLOGY
Brand toolkit/ brand book
Digital platforms
Stationery
Signage/livery
Marcomms materials
Deliver
Brand name
Logo
Visual identity
Launch and comms plan
People plan (training, recruitment , reward etc)
Develop
Culture
Vision/purpose (“why?”)
Values
Message system
Define
Exec team/ senior mgmt
Employees
Candidates
Customers
Other stakeholders
Discover
www.4MAT.com
MESSAGING SYSTEM
Proposition
Brand pillars
Message framework
www.4MAT.com www.4MAT.com
www.4MAT.com
www.4MAT.com
PROPOSITION & BRAND PILLARS Customer/candidate/ employee proposition
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean sit
amet pretium justo, et commodo lectus. Phasellus non elit, hendrerit lorem congue, egestas sapien vestibulum oporta a lorem.
Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet.
Message framework
www.4MAT.com
What is it?
Who is it for?
What problem does it solve?
What's the value?
How is it different from others?
THE PROPOSITION
www.4MAT.com
www.4MAT.com
www.4MAT.com
www.4MAT.com www.4MAT.com
MANAGING YOUR BRAND IN A SOCIALLY CONNECTED
WORLD
www.4MAT.com
BRINGING THE BRAND TO LIFE
Your brand
NEWS
in g +
Proposition
Key messages
Brand pillars
www.4MAT.com www.4MAT.com
WHAT WORKED?
www.4MAT.com
www.4MAT.com
Case studies
Testimonials
Video diaries
Employee profiles
Awards
Appointments
Business news
Charitable work/CSR …
STORIES
www.4MAT.com www.4MAT.com
www.4MAT.com
BUILD A MESSAGE FRAMEWORK
Customers
Candidates
Potential employees
Potential investors
What doe we want audience to believe?
Proposition
Pillars
Key messages
Proof points
www.4MAT.com
Messaging system first; visual identity last
Brand pillars: less is more
What is your proposition? Why should your customers/candidates/employees work with you?
Think about proof points: how do you make your message credible?
Employees: how do you engage/take them on the journey?
Review, review, review
KEY TAKEAWAYS
www.4MAT.com www.4MAT.com
QUESTIONS?
www.4MAT.com
YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014
www.4MAT.com
top related