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1. Creating confidence
in your brand through
an enhanced user
experience
John Hinder
Head of Digital Experience
Scottish Life
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2. 3 things I was asked to cover
Establish why a superior
Establish why a superior
customer experience goes
customer experience goes
hand-in-hand with brand
hand-in-hand with brand
confidence
confidence
Today’s topics
Distinguish how you can
Distinguish how you can
proactively demonstrate that
proactively demonstrate that What is a brand?
What is a brand?
your organisation is a
your organisation is a A quick look at customer experience
A quick look at customer experience
credible and relevant player
credible and relevant player How they fit together
How they fit together
in the changing market place
in the changing market place Why do people trust brands?
Why do people trust brands?
Harnessing brand trust
Harnessing brand trust
Understand how to
Understand how to
implement a strategy that
implement a strategy that
serves to increase trust in
serves to increase trust in
your brand
your brand
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3. The history of brands
brandr
old norse meaning "to burn”
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4. The industrial revolution
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5. It’s more than a logo
A name, term, sign, symbol or design, A brand is the set of expectations,
or a combination of them intended to memories, stories and relationships that,
identify the goods and services of one taken together, account for a consumer’s
seller or group of sellers and to decision to choose one product or service
differentiate them from those of other over another.
sellers. Seth Godin
American Marketing Association
The intangible sum of a product's Any brand is a set of perceptions and
attributes: its name, packaging, and price, images that represent a company,
its history, its reputation, and the way it's product or service.
advertised. Persuasive Brands
David Ogilvy
To put it at its simplest, a brand is a promise.
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6. Let’s simplify things...
1. Your brand is your reputation
2. You don’t own your brand,
your customers do
Your brand is what your
customers think of you
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