Download - Your brand: business driver or barrier?

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YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014

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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

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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

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WHAT IS A BRAND?

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Your brand is what people say about you when you leave the room

“ ”

Jeff Bezos, Founder and CEO

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INSIDE OUT BRANDING

EMPLOYEES

CUSTOMER EXPERIENCE

BRAND

CLIENTS/CANDIDATES POTENTIAL EMPLOYEES

POTENTIAL CUSTOMERS

POTENTIAL CANDIDATES

INVESTORS

OTHER PARTNERS


THE BUSINESS CASE FOR

INVESTING IN YOUR BRAND

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Change of business strategy

Planning new website or other major collateral

Introduce different offering (e.g. service, sector, location)

New competitors

TRIGGERS


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


INVESTORS: Lower financing cost; increase availability

CUSTOMERS: Influence customer choice; create loyalty

TALENT: Attract, recruit and motivate talent

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BRAND VALUE

New client acquisition

Candidate acquisition

Cross-selling/ repeat business

Client retention Cost to deliver Talent attraction & retention

Base line


A METHODOLOGY TO BUILD AND MANAGE YOUR

BRAND

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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

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MESSAGING SYSTEM

Proposition

Brand pillars

Message framework

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PROPOSITION & BRAND PILLARS Customer/candidate/ employee proposition

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Message framework

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What is it?

Who is it for?

What problem does it solve?

What's the value?

How is it different from others?

THE PROPOSITION

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MANAGING YOUR BRAND IN A SOCIALLY CONNECTED

WORLD

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BRINGING THE BRAND TO LIFE

Your brand

NEWS

in g +

Proposition

Key messages

Brand pillars


WHAT WORKED?

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Case studies

Testimonials

Video diaries

Employee profiles

Awards

Appointments

Business news

Charitable work/CSR …

STORIES

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BUILD A MESSAGE FRAMEWORK

Customers

Candidates

Potential employees

Potential investors

What doe we want audience to believe?

Proposition

Pillars

Key messages

Proof points

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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


QUESTIONS?

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YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014

www.4MAT.com

Download - Your brand: business driver or barrier?

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