Building Your Brand - North Sydney August 2017
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Presented for Australian Business Consulting & Solutions. What goes into building a great brand?
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Building Your Brand - North Sydney August 2017
- 2. Samantha Singer An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency. Samantha Singer 02 9458 7074 samantha.singer@australianbusiness.com.au
- 5. Agenda • What is a brand? • The pillars of brand strength • How to build brand awareness • Knowing your USP • Learning from the big boys: Coca Cola • 5 ways to strengthen your brand
- 6. Your Brand. Its more than just your logo.
- 7. Definition: Brand A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” Source: David Ogilvy
- 9. Brand Equity So what is it? the commercial value that stems from consumer perception of the brand name rather than from the product or service itself.
- 10. Brand Equity
- 11. Brand Equity 1. Brand Awareness the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. How do you build brand awareness? • Referral programs • Content • Partnerships • Make Social Customer Engagement a Priority
- 12. Brand Equity 2. Brand Loyalty • Engaged customers buy 90% more frequently • Engaged customers buy 60% more per transaction • 66% of customers switch companies because of poor service - 58% will NEVER do business again • The most important driver of brand loyalty for millennials is a great product (77%), followed by brand recognition & trust (69%) Source: http://www.ciceron.com/2016/01/the-importance-of-customer-loyalty-infographic/
- 13. Brand Equity 3. Brand Understanding Knowing how you’re perceived in the market. This aspect of your brand comes down to what people think of your brand when then hear the name or see the logo. Strong brands will - BE DIFFERENT – what is your USP? - BE RELEVANT – are you updating to maintain relevance?
- 15. Brand Identity The visible elements of a brand (such as colours, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. Source: http://www.businessdictionary.com/definition/brand-identity.html
- 16. Brand Identity 1. Brand Image the general impression of a product held by real or potential consumers.
- 17. Brand Identity 2. Brand Culture A brand culture is the idea that a brand can have a rich identity that represents a set of shared experiences, attitudes, values and meanings amongst customers. Source: http://simplicable.com/new/brand-culture
- 18. Brand Identity 3. Customer experience Customer experience (CX) is the interaction between an organisation and a customer over the duration of their relationship
- 21. Brand Positioning Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.
- 22. Brand Positioning 1. Research & Content Provides you the opportunity to test your assumptions and understand the marketplace with detailed competitive analyses.
- 23. Brand Positioning 2. Advertising Cold Refreshing Summer Fun Friends Good Times Happiness
- 24. Brand Positioning 3. Brand Promise A strong brand promise is one that connects your purpose, your positioning, your strategy, your people and your customer experience. It enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand. Source: http://www.smithcoconsultancy.com/workshops/brand-promise-definition
- 27. 1. Know Thyself The deeper your understanding of your values, vision, and other brand attributes, the better able you are to align all parts consistent with your brand. Look at running or hosting a workshop with your staff/stakeholders to align everyone on the same page and explore your brand opportunities
- 28. 2. Check in with your own values Make sure that your copy and general look/feel is not only consistent across all channels but is still in line with your brand values. Does the wording and look and feel on your website, social media profiles and materials match up with those values?
- 29. 3. Consider your images & your image How you use colour, shapes and font or organise elements on a website page, email campaign or even a product package will dictate whether or not your brand is perceived as valuable.
- 30. 4. Target your messaging Building value means finding the crowd that would find your brand and products valuable in the first place, rather than just casting a wide net. 1. Use the right channels 2. Target your messages to each channel you use
- 31. 5. Testimonials
- 32. Samantha Singer Marketing Consultant Australian Business Consulting & Solutions p. 02 9458 7074 e. samantha.singer@australianbusiness.com.au w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
Notes de l'éditeur
- ABCS forms part of Australian Business Solutions Group
- Which is the commercial services arm of the NSW Business Chamber
- David’s definition of a brand is: The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. As marketers and as business people, this statement transformed the value invested into creating a brand and most importantly understanding how your customers choose to engage with and support that brand; or not.
- As
- The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. As marketers and as business people, this statement transformed the value invested into creating a brand and most importantly understanding how your customers choose to engage with and support that brand; or not.
- The difference between a good brand and great brand, is that a good brand is well received and well liked in the public. A GREAT brand knows their brand inside and out and are instantly recognisable in the public – from their logo, to their culture, to their brand promise. When you take into consideration the three pillars of a brand: Brand equity Brand identity Brand Positioning Each aspect is as important as the next, and together they have the opportunity to create something that is highly influential.
- the commercial value that stems from consumer perception of the brand name rather than from the product or service itself.
- The concept behind brand equity simple: in order to build a strong brand, you need to be able to shape how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have positive thoughts, feelings, beliefs and opinions about it When you have strong brand equity, your customers will buy more from you, they'll recommend you to other people, they're more loyal, and you're less likely to lose them to competitors.
- The first parent of Brand equity is Brand awareness - the extent to which consumers are familiar with the qualities or image of a particular brand There are a variety of ways to achieve brand awareness, however some of the ways you may achieve this is by: Referral Programs People trust people – and we’re more likely to give a new brand a go, based on a friend, family or colleague’s recommendation. Your happy customers will gladly spread word of your product or service when they know they’ll get an added perk. Dropbox is a great example – they give their existing users 500 MB of extra storage space for every friend they refer (up to 16 GB). Back when Dropbox was still new, this referral program helped generate tons of word-of-mouth, delivering a huge number of sign-ups and saving Dropbox a whole heap of advertising dollars. Content Creating high value compelling content that engages your customer is a great way to get the word out about yourself. You establish yourself as an industry expert and as your customers share the content through email, social media, through word of mouth – they’re extending your brand awareness. **side note story about contact that phoned me about subtitle blog post** Local Partnerships Another great brand building strategy is to get involved with local partnerships (this is tremendously important for local-oriented businesses, but can be applied for other businesses as well). Partner with other local businesses to hold join intro seminars or festivals. Sponsor local sports teams and donate to charity events. Getting your brand plastered around festivals and events can do big things for your brand – you’re exposing your name in front of potential new customers, you’re aligning yourself with other great local brands and you’re reinforcing who you are and where you operate. Make Social Customer Engagement a Priority Success on social media networks requires a proactive, rather than reactive, stance. By being proactive you can: Build a better brand experience for customers. Improve prospective customer engagement levels. Help prospective customers become loyal brand followers. Engage in a dual conversation between your past, present, and future customers. Turn leads into profitable sales.
- The second aspect of brand equity is brand loyalty - when consumers to continue buying the same brand of goods rather than competing brands. Then read screen It’s evident how critical investing in retaining your customer base is to your business.
- 3. Brand Understanding Knowing how you’re perceived in the market. This aspect of your brand comes down to what people think of your brand when then hear the name or see the logo. Strong brands will BE DIFFERENT – what is your USP? BE RELEVANT – are you updating to maintain relevance?
- The next tier we are going to focus on is brand identity.
- Brand identity takes into account the visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.
- Brand image is the overall impression in consumers’ mind that is formed from all sources and built over time. The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant.
- Everything the company does—every product or service it offers; every public statement, advertisement, and website it generates; every internal policy, memo, and business decision it makes—must be in line with the company identity Having a culture that consumers can relate to, brings the consumer in line with the company
- The third component of Brand identity is customer experience the interaction between an organisation and a customer over the duration of their relationship. ... Customers respond diversely to direct and indirect contact with a company.
- businesses that invest in customer experience, create customers who have positive experiences with brand which results in: READ STATS
- The third arm of your brand is brand positioning.
- Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.
- Starting out, creating your brand positioning - You have the chance to understand where you sit in the market amongst your competitors and why. This is your opportunity to really understand your customer perceptions – and make changes if you need to. What do you do that is great? What about your current product or service are customers not quite loving?
- The second component of brand positioning is Advertising. The best way to illustrate how it adds to your brand positioning is to explore a case study Coco Cola used a variety of advertising campaigns to start to support its brand positioning which transformed the brand into something that was more than just a drink; it was now synonomous with fun, friends and good times.
- The third aspect of brand positioning is your brand promise A strong brand promise is one that connects your purpose, your positioning, your strategy, your people and your customer experience. It enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand.
- The model on the screen is a process you can follow to define and create your own brand promise.
- Strengthening your brand involves a mixture of internal back end work, and putting your name out there both online and offline. I’m going to wrap up now with a couple of things you can do
- Are you a quirky brand? Does your headshot or team bios reflect that? Are you a premium brand? Does your website reflect that? What headshots do you use? What images do you use on your website? On Social? On your blog? Are the quality of images and style of images in line with your brand? No? – Change them. How you use colour, shapes and font or organise elements on a website page, email campaign or even a product package will dictate whether or not your brand is perceived as valuable.
- Building value means finding the crowd that would find your brand and products valuable in the first place, rather than just casting a wide net. In the 2014 World Cup, Nike and Adidas, who share a target audience, each created a campaign. While Adidas went for the ‘win or lose’ sentiment, Nike appealed strictly to football fans with inside jokes only enthusiasts who follow the sport would understand. Nike’s message was stronger-more valuable-because it was more specific to its audience.
- Testimonials. Client feedback is invaluable. Especially when it demonstrates how you have been able to assist people within your target audience. It provides prospects with the confidence that you can do what you say you can Customers are your best allies when it comes to strengthening a brand. In a connected world where perception determines your brand’s value, having customers on your side gets you the recommendations, reviews and social proof you need.