Brand Meaning - imagery through story telling. Using a critical quality tree to asses needs and wants in terms of performance

2. The goals of the
Bootcamp
• At the end of the six months
to have gone through the
principles of the model
• To apply many of these to real
world situations and to our
own businesses
• Create a competitive
advantage for your business

3. Brand Equity
“The value that is
generated directly from
the buying process as
stimulated by the visible
or invisible connections
a client has through
their awareness of and
trust for the brand.”

4. Refresh

5. Objectives for today
• To apply the
concept of
storytelling to
your business
• Look at ‘Critical
Quality Trees’ as a
diagnostic
• Getting
professional help
– What Sally can
do for your
business

6. Brand Meaning
“When a brand is known and
has some strong, favourable
and unique associations in a
consumer’s memory.”
NIVEA
• Maternal
• Family experience
• Multipurpose
• Holidays
• Timeless

7. Brand Performance
5-Measures
Features
Reliability
Effectiveness
Style
Price

8. What type of experience do you want your
client to have with your product / service?

9. Brand Imagery – A Psychological
connection

10. “THE STORIES THAT WE TELL OURSELVES AND OTHERS
ARE THE STORIES THAT WE LIVE BY.”
Claire Taylor
The Story Mill

11. Learn to tell
your story
Define your
uniqueness
and your
strengths
Mirror Neurons

12. Story telling has been
around a while
“Personal stories
and gossip make
up 65% of our
conversations.”-
Leo Widrich
https://blog.bufferapp.com/au
thor/leo

13. Your perceptions
matter – you
experience your story
An undisputed fact. It was
November in London and the
temperature was 6 degrees.
“Was it a cold, dreary day in
the capital?”
Or
“Was it an Autumnal day full of
promise and opportunity in a
bustling metropolis?”

14. What story
will you tell?
• Who is your
audience?
Tools
Customer Profiles
• Demographics
• Psychographics
• Behaviours
Build a Persona
Yes – It resonates!

15. Stories
influence &
persuade
For what purpose are
you telling this story?
• INSPIRE
• BUILD TRUST
• A CALL TO ARMS
• TAKE AN ACTION

16. Your Why
Build on what
connects you to
your clients.
This is your USP

17. Have more
than one
Different stories
for different
outcomes

18. Pick a ‘Plum’ story
• Ripe to be told
• Juiciest wisdom
• Sweetest insights

19. Your role
Hero Or Guardian
NOT the Villain
Remember your ‘Why’ and
your message

20. AIDA
Attention – Interest
– Desire – Action
Grab the attention, create
tension and resolve the
story

21. Lose the
jargon
Emotional words create
connections
Lead to actions

22. Engage the
senses
• Find Your voice
• Paint pictures with
words
• Associated tastes
and smells
• Bring in touch

23. Bring your
story to life
• Map the story
out
• Practice – well
trodden path
• Embed the
story into your
memory

24. Makes you different - Clearly
Your story should
• Resonate
• Be able to influence
• Contain your values
• Be relevant

25. A Tool to
focus on
‘Quality’
Critical to Quality
Tree
Gain focus
• Diagram
• Identify broad Critical
Customer Need
• Identify ‘Quality Drivers’
of that need
• Assign ‘Performance
Requirements’ to the
drivers

26. An Example of a
Critical to Quality Tree
Good Customer
Service
Waiting Time
Staff attitudes
After-sales
care
NEED
QUALITY DRIVER Physical Waiting targets
Target time it takes to
answer the telephone
Target for sales process
Customers to be greeted
and left to browse
Staff to be vigilant and
responsive
After sales call to garner
needs
Staff to take ownership of
any problems
Refunds to be handles as a
priority
PERFORMANCE
REQUIREMENTS

27. To Come:
3. Tuesday, 11 April 2017: Brand Response – your
client’s make judgments’ which lead to actions
4. Tuesday, 9 May 2017: Brand Resonance – Your
clients ‘LOVE’ you
5. Tuesday, 13 June 2017: Bringing it all together –
Examples of great and not so great ‘Brand Equity’

28. How a Professional can help
you craft your story