new branding 101 - start up right & strong

LuluDragonfly.com

[email protected]

@luludragonfly

Lucile Reimonenq

LuluDragonfly

Lucile Reimonenq / a.k.a Lulu

Hello!

http://luludragonfly.com

mailto:[email protected]?subject=

presents

(Business)

Starting Up Right & Strong

Episode 1 : New Branding 101

NEW BRANDING @

THE CORE OF A STRONG

BUSINESS MODELWhy, What, How

Outline1. Environmental Scan

2. Introduction to New Branding

3. The purpose of New Branding

4. New Branding CSF Overview

5. Start Up Building Process

1. Environmental Scan


Once upon a time, we used to dream of “having”…


It’s not that our wishes have changed, it is just that at that time, jobs were for granted,

we could had nothing else to worry about, we were secured.

The situation has changed in that our priorities have changed. Our Maslow Pyramid is totally different.


At a time, we were blindly trusting institutions with our lives …

Financial Institutions

Big Brands

The System


And then, suddenly, in 2008, the unexpected happened …

Breach of Trust

Disbelief

Priorities

Disillusion

Bankruptcy

Money concerns

Unemployment

Job insecurity

Job (Human) competition

Uncertainties

Unpredictability

Search for:

Authenticity

Honesty

Personal face

Involvement

Consistency

Purpose

Personal

Branding

Solidarity

Truth


Inherently, Transparency Regulations were implemented…

So did they with CSR: Optional Sustainable Development became Corporate Social

Responsibility … and REAL actions, rather than marketing campaigns, have been watched ever since.

Transparency and CSR are not an option anymore, nor are they marketing tools.

They are the minimum we expect from any organization.

Responsibility and truth are now king. No more blurry manipulation would be tolerated.

1. Environmental ScanEven Stock Exchange and Investors have changed their valuation, forecasts and risk assessment methodology.

They now look at: Number of Users, Reputation and likeliness CSR involvement, results and plans. There is even a financial index

for that: the Footsie4Good

Finance people and investment decision makers are not looking at just numbers predicting a promising bottom line. They are looking at lowering risk, enhancing growth, and associating their image to the right organization to protect their image and integrity.


In the meanwhile, technology changed the face of society and the way business are conducted

accelerating the pace at which the World runs.


1.1 GLOBAL DIGITAL SNAPSHOP


A Connected World SnapShot:

Internet

Social Media

Smartphones Source: We are Social, 2016 Report


SnapShot Takeaways

Internet, Social Media and E-commerce are no longer restricted to developed

country.

Translation: combined with the “personal” trend, the growth of online transactions

and the growing number of english speakers, niche strategy is promising. Niche

does no longer mean small, global is no longer complicated. Niching is only accurate

and smart.

With the large amount of time spent on social media, there are more opportunities

to interact personally and gather qualitative data.


1.2 GLOBAL EXPANSION OPPORTUNITIES

1. What has changed ?

Volume and growth of online transaction

Collaborative digital tools

Number and growth of english speakers worldwide

To lower the investments to start up for example: no point of sales required, lower prime location need

To expand quicker larger niche markets, no need to have your entire team in the same place

To work with the exact person at the right time

specially interest for content creation


“Here's Why The Freelancer Economy Is On The Rise” fastcompany.com BRENDON SCHRADER 08.10.15 5:00 AM

As of May 2015, 15.5 million people in the U.S. were self-employed, according to the Bureau of Labor Statistics—an increase of roughly 1 million since May 2014.

That number is expected to keep growing at a steady clip.

By 2020, a separate study estimates that more than 40% of the American workforce, or 60 million people, will be independent workers—freelancers, contractors, and temporary employees.


English as the Universal Internet LanguageEstimated percentages of the top 10.1 million websites

using various content languages as of 18 March 2015

Estimated percentages of the top 10.1 million websites

using various content languages as of 18 March 2015

Estimated percentages of the top 10.1 million websites using various content languages as of 18 March 2015 Estimated percentages of the top 10.1 million websites using

various content languages as of 18 March 2015


1.3 LOOKING @ “ONLINE SHARING”

AS AN OPPORTUNITY RATHER THAN A THREAT


Excerpt from “Ten Statistics That Affect How People See You Online” by reputationx.com

Reputation Online More Important Than Ever

1. 65% of Internet users see online search as the most trusted source of information about people and companies. That’s a higher level of trust than any other online or offline source. (2014 Edelman Trust Barometer)

2. 79% of consumers place equal weight on both online reviews and personal recommendations (2013 BrightLocal Consumer Review Survey)

3. 85% of consumers use the Internet for research before making a purchasing decision (Yelp)

4. 66% of all online harassment occurs on social media websites and apps (Pew Research’s “5 Facts About Online Harassment”)

http://reputationx.com


New marketing Tools (such as Hubspot) and Social Networks are a huge opportunity if managed, taken seriously, genuinely and

honestly.

TRACK AND ANALYZE WHAT PEOPLE SAY, HOW THEY BEHAVE, WHAT THEY THINK,

WHAT THEY WANT

INTERACT HUMANLY WITH OUR USERS IN REAL TIME

RAISE ENGAGEMENT

GO VIRAL


MARKETING IMPACTS More Online claims / Sensitive Reputation

Less traditional media, more online media

Marketing Tools: more qualitative data, no more demographics

but personas, more analytical tools

New roles, new organizational charts

Niche / Go worldwide


Authority Authenticity & Trust

Prices Purpose & Content

Dream Reality : Learning, Entertaining, Fun

Product Lifecycle 3 Stages of Buyers Journey

Demographic Segmentation Niche & Personas

Corporate Strategy + Marketing Strategy Integrated, consistent & Aligned Business Model

Promotion Relevant Content

Outbound Marketing Inbound + Outbound Marketing

Brand Image Brand Reputation

Customers & Sales Users

Story Telling

Exclusive Accessible

NEW VOCABULARY AND CONCEPTS


1.4 BUSINESS PRACTICES & OPPORTUNITIES


Organization used to look like this … an iceberg.

• Branding → Logo, Graphic Guidelines, Tone, Image

• 4 P’s Marketing Mix / Old Segmentation → Product, Price, Place, Promotion

• Corporate Strategy & Goals • Corporate Vision & Mission • Corporate Culture • Processes & Policies

• HR • Production • Procurement

• Logistics • R&D / Innovation • Finance

What customers would see

What company

would actually do

Miss-aligned Opaque

Inconsistent

Manipulation

HIDDEN

VISIBLE


Most organizations are still modeled the old way. Hard to blame them. Everything happened so fast and such changes take time.

BUT YOU, you as an entrepreneur, you have an advantage over them: You are starting fresh.

And it is your responsibility as well as your key to success to build your company the right way.


Need for authenticity, responsibility and honesty

Obligation for consistency, alignment and integration

Use of relevant content

Remodeled organizational chart

Flexibility to flow with fast pace and reduce uncertainties

Marketing strategy (inbound) and new budget allocation

Modern organization should be modeled taking in account what has changed.

New branding centered approach can do that.

Change in R&D, Innovation and differentiation

Brand equity weight and valuation methods

Human approach and Emotional Intelligence

No more authority / more influence from millennial

More audacious and younger entrepreneurs

Will to learn and humor, entertaining and fun

Personal branding


Economy may have crashed in 2008, but now it is up to you to work and build a success that would benefit you, the society, the economy

and the environment.

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

MAIN GLOBAL STOCK EXCHANGE INDEXESEnd of Year Closing Value

CAC 40 NASDAQ 100 NYSE AMEX FTSE 100 NIKKEI 225 DOW JONES-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

MAIN GLOBAL STOCK EXCHANGE INDEXESEnd of Year Closing Value

CAC 40 / NASDAQ 100 / NYSE AMEX / FTSE 100 / NIKKEI 225 / DOW JONES


-2.00

0.00

2.00

4.00

6.00

8.00

10.00

12.00

2007 2008 2009 2010 2011 2012 2013 2014

Inflation, consumer prices (annual %)

World European Union

Latin America & Caribbean (all income levels) East Asia & Pacific (all income levels)

Arab World OECD members

North America

-6.00%

-4.00%

-2.00%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

2008 2009 2010 2011 2012 2013 2014

GDP, PPP (constant 2011 international $) GROWTH

OECD members World

European Union Latin America & Caribbean (all income levels)

East Asia & Pacific (all income levels) Arab World

North America


-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

INTERBRANDTop100GlobalBrandsValuationm$SectorConsolidation

Technology

Automotive

Beverages

FinancialServices

FMCG

BusinessServices

Diversified

Retail

Luxury

Media

Restaurants

Apparel

Alcohol

Electronics

SportingGoods

Transportation

Energy


POSITIVETechnology 18%

Alcohol 15%

Retail 15%

Automotive 11%

Financial Services 10%

Sporting Goods 10%

Media 7%

Transportation 5%

Luxury 2%

FMCG 2%

NEGATIVEBeverages -2%

Apparel -3%

Diversified -4%

Business Services -8%

Restaurants -11%

Energy -12%

Electronics -22%

2015 Top 100 Brands - Value Growth by Sector


Start up right and strong Embrace New Branding

Or else, you might fall into these 50% of start ups that fail shortly.

Be a Game Changer Be You

Develop Yourself Be Flexible Be Human

Learn & Listen

2. What is New Branding?

2. What is New Branding ?

WHAT A Vision

A Purpose

A Mission

A Goal

A set of values

NEW BRANDING

HOW SHARED & INTEGRATED

at all level of the organization,

driving all decisions

directing problem solving.

BENEFITS

New Branding allows the WHOLE BUSINESS

to head to same direction,

insuring consistency,

allowing flexibility and environmental

listening in real time,

in order to develop the ability to follow

the fast pace at which the World runs,

and to transform uncertainties into

opportunities.

3. What is the purpose of New Branding?


Today branding is the core of your business model

Brand

HR

Finance

R&D

Logistics

Sales

Marketing

Revenue Management

CSR

Customer Care

... Alignment

Consistency

Smart Innovation

Uniqueness (USP)

High Value for Money

↑ Quality ↓ Costs

↑ Growth

↑ Investment attractiveness

↑ Stock Price

Alignment

Consistency

Smart Innovation

Uniqueness (USP)

High Value for Money

Credibility

Attractiveness

Likeliness

Relevancy

Content

Engagement

Viral Effect

Reputation

Awareness

Love

$QUALITY INFLUENCE



Strong & Relevant

Brand

BusinessAlignment & Consistency

Love$$$

4. New Branding Critical Success Factors

Overview

4. New Branding Key Success Factors Overview

Honesty Personal

Emotional Intelligence Listening Flexibility

4. New Branding Key Success Factors

My TIPS 4 U 1. Start by assessing yourself 2. Act by purpose 3. Respect your values 4. Be Human 5. Personal Development and Emotional Intelligence for you and your fellows 6. Stick to it 7. Implement processes to insure 360º and real time consistency8. Listen and observe the Millennial Generation, they are influencing the

World and inspiring Game Changers


YOUR BRAND

YOUMARKETING

MIXBUSINESS

MODEL

ACTION PLAN

DESIGN PHASE

IMPLEMENTATION

ELEMENTS

1.YouPERSONAL ASSESSMENT

Personality Dreams Personal Goals

Life Purpose Personal Timeline & Requirements

PROFESSIONAL ASSESSMENT

Motivation to become an entrepreneur Professional Goals and Expectations Skills Professional Timeline & Requirements Project Purpose

PRO / PERSO SYNTHESIS Individual SWOT Individual Maslow Project Idea Life & Project Plan: Goals, Objectives and Timeline

2.Your Brand


2.Your Brand

BRAND ID Card Vision Mission Purpose Personality

Tone Image CSR Promise Graphic Identity

Content Purpose & Guidelines

BRAND PEOPLE / Personas Niches Who are they Influenced by Team HR Policies

Suppliers Philanthropy Investors

PERSONAS PROFILE A I O (Activities, Interests Opinion) Generation Behavior

Verbiage Appropriate Maslow & SWOT

BRAND PEOPLE / Development Stages Buyer’s Journey Organization Development Which Funding Source @ what stage

3. Marketing Mix .0


Product (s) Development Features Requirements Innovation Investment

Quality Level vs. Pricing Purpose Costs

Product (s) Idea Check Personas Match Competitive Advantage Key Success Factors Feasibility vs Ressources

Sales Price vs Profitability, Competition and Value for Money

3. Marketing Mix .0

Product & Price

4. Business Plan .0

Point of Sale Digital, physical or both Logistics CSR Policies Markets, size and

development plan

Outbound & Inbound Mix Content Strategy & Guidelines Budget KPIs

Planning / AnalyticalTools

Promotion Sales & Distribution

Resources and Needs IT Suppliers

HR


4. Business Plan .0 5. Marketing Mix .1

6. Business Plan .17. Action Plan

8. Design Phase 9. Implementation

Monitor and Adjust


Always go back to your brand ID Card, at each and every stage,

in each decision, to double check your actions are aligned, consistent and keep

the promise.

YOUR BRAND

MARKETING MIX

BUSINESS PLAN

ACTION PLAN

DESIGN PHASE

IMPLEMENTATION


Coming Soon!

PROGRAM 1 Starting Up Right & Strong

PROGRAM 2 Achieving Sustainable Growth

PROGRAM 3 New Marketing Practices

PROGRAM 4 Personal Development

I am currently preparing a set of classes accessible via SkillShare and Udemy.

My classes will be contained in 4 programs, specially designed for the Kickin Ladies Entrepreneurs!

#Classes

… Starting May ‘15

#BusinessCoaching /// You

#StartUpsConsulting /// Your Business

LuluDragonfly.com

[email protected]

@luludragonfly

Lucile Reimonenq

LuluDragonfly

Lucile Reimonenq / a.k.a Lulu

Thank You!

http://luludragonfly.com

mailto:[email protected]?subject=