Branding now is the core of a successful business. Branding has evolved. It is way more than a visual identity, a tone and attribute. It is no longer the tip of the iceberg, meaning what customers see and the hidden, opaque, part what your company is. Branding today is this fabulous aura your company is based on. Per say, branding starts by transparent business vision, goals and values, aligning the way your company conducts business and what you actually deliver. Branding rules all your business choices. It is like a guideline you lean on for any decision you have to make. Financials, HR, production and procurement, social welfare, organization, and of course business strategy. How could you do differently in a society starving for sincerity and humanity. From this point results a whole new game with new rules for conducting business. You company has to be what she claims she is… or she is exposed to an irreversible disaster. OUTLINE: 1. Environmental Scan 2. Introduction to New Branding 3. The purpose of New Branding 4. New Branding CSF Overview 5. Start Up Building Process

1. LuluDragonfly.com
lulu@luludragonfly.com
@luludragonfly
Lucile Reimonenq
LuluDragonfly
Lucile Reimonenq / a.k.a Lulu
Hello!

3. presents

4. (Business)
Starting Up Right & Strong
Episode 1 : New Branding 101

5. NEW BRANDING @
THE CORE OF A STRONG
BUSINESS MODEL
Why, What, How

6. Outline
1. Environmental Scan
2. Introduction to New Branding
3. The purpose of New Branding
4. New Branding CSF Overview
5. Start Up Building Process

7. 1. Environmental Scan

8. 1. Environmental Scan
Once upon a time, we used to dream of “having”…

9. 1. Environmental Scan
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.

10. 1. Environmental Scan
At a time, we were blindly trusting institutions with our lives …
Financial
Institutions
Big
Brands
The
System

11. 1. Environmental Scan
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

12. 1. Environmental Scan
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.

13. 1. Environmental Scan
Even 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.

14. 1. Environmental Scan
In the meanwhile, technology changed the face of society
and the way business are conducted
accelerating the pace at which the World runs.

15. 1. Environmental Scan
1.1
GLOBAL DIGITAL SNAPSHOP

16. 1. Environmental Scan
A Connected World SnapShot:
Internet
Social Media
Smartphones
Source: We are Social, 2016 Report

17. 1. Environmental Scan

18. 1. Environmental Scan

19. 1. Environmental Scan

20. 1. Environmental Scan

21. 1. Environmental Scan

22. 1. Environmental Scan

23. 1. Environmental Scan

24. 1. Environmental Scan

25. 1. Environmental Scan

26. 1. Environmental Scan

27. 1. Environmental Scan

28. 1. Environmental Scan

29. 1. Environmental Scan
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.

30. 1. Environmental Scan
1.2
GLOBAL EXPANSION OPPORTUNITIES

31. 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

32. 1. Environmental Scan

33. 1. Environmental Scan

34. 1. Environmental Scan

35. 1. Environmental Scan

36. 1. Environmental Scan

37. 1. Environmental Scan

38. 1. Environmental Scan

39. 1. Environmental Scan

40. 1. Environmental Scan

41. 1. Environmental Scan

42. 1. Environmental Scan

43. 1. Environmental Scan

44. 1. Environmental Scan
“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.

45. 1. Environmental Scan
English as the Universal Internet Language
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 Estimated percentages of the top 10.1 million websites using
various content languages as of 18 March 2015

46. 1. Environmental Scan
1.3
LOOKING @ “ONLINE SHARING”
AS AN OPPORTUNITY
RATHER THAN A THREAT

47. 1. Environmental Scan
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”)

48. 1. Environmental Scan
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

49. 1. Environmental Scan
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

50. 1. Environmental Scan
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

51. 1. Environmental Scan
1.4
BUSINESS PRACTICES & OPPORTUNITIES

52. 1. Environmental Scan
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

53. 1. Environmental Scan
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.

54. 1. Environmental Scan
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

55. 1. Environmental Scan
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 INDEXES
End 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 INDEXES
End of Year Closing Value
CAC 40 / NASDAQ 100 / NYSE AMEX / FTSE 100 / NIKKEI 225 / DOW JONES

56. 1. Environmental Scan
-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

57. 1. Environmental Scan
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
INTERBRAND Top 100 Global Brands Valuation m$
Sector Consolidation
Technology
Automotive
Beverages
Financial Services
FMCG
Business Services
Diversified
Retail
Luxury
Media
Restaurants
Apparel
Alcohol
Electronics
Sporting Goods
Transportation
Energy

58. 1. Environmental Scan
POSITIVE
Technology 18%
Alcohol 15%
Retail 15%
Automotive 11%
Financial Services 10%
Sporting Goods 10%
Media 7%
Transportation 5%
Luxury 2%
FMCG 2%
NEGATIVE
Beverages -2%
Apparel -3%
Diversified -4%
Business Services -8%
Restaurants -11%
Energy -12%
Electronics -22%
2015 Top 100 Brands - Value Growth by Sector

59. 1. Environmental Scan
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

60. 2. What is New Branding?

61. 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.

62. 3. What is the purpose of New Branding?

63. 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

64. ↑ 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
3. What is the purpose of New Branding?

65. 3. What is the purpose of New Branding?
Strong &
Relevant
Brand
Business
Alignment &
Consistency
Love
$$$

66. 4. New Branding
Critical Success Factors
Overview

67. 4. New Branding Key Success Factors Overview
Honesty
Personal
Emotional Intelligence
Listening
Flexibility

68. 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 consistency
8. Listen and observe the Millennial Generation, they are influencing the
World and inspiring Game Changers

69. 5. Start Up Building Process

70. 5. Start Up Building Process
YOUR
BRAND
YOU
MARKETING
MIX
BUSINESS
MODEL
ACTION
PLAN
DESIGN
PHASE
IMPLEMENTATION
ELEMENTS

71. 1.You
PERSONAL 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
5. Start Up Building Process

72. 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
5. Start Up Building Process

73. 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
5. Start Up Building Process

74. 4. Business Plan .0 5. Marketing Mix .1
6. Business Plan .17. Action Plan
8. Design Phase 9. Implementation
Monitor and Adjust
5. Start Up Building Process

75. 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
5. Start Up Building Process

76. 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

77. … Starting May ‘15
#BusinessCoaching /// You
#StartUpsConsulting /// Your Business

78. LuluDragonfly.com
lulu@luludragonfly.com
@luludragonfly
Lucile Reimonenq
LuluDragonfly
Lucile Reimonenq / a.k.a Lulu
Thank You!