Date post: | 05-Dec-2014 |
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Introduction
1984• "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures“
Michael Eisner, former CEO Disney
Today’s Journey
1984
The Power of Branding
1984
What is a Brand?–What do you associate with the word
“brand”?– A little quiz
BUT A SUCCESSFUL BRAND GOES FAR BEYOND A LOGO.
The Power of Branding
“Ideally, as with the self-actualizing person, a company’s real self and its social self are in harmony. It’s called ‘living the brand.’”
“Ageless Marketing” David B. Wolfe and Robert E. Snyder
The Power of Branding
• Makes a distinctive promise to the marketplace and to its team members
• Drives a unique and compelling image that is consistent with that promise across actions, behaviors and communications
• Supports and encourages development of critical competencies that allow the organization to deliver on the promise now and into the future
The Authentic Brand
• Intentional and purposeful• Reflective of mission and values• Organic• Self-reinforcing• Dynamic• Engaging for the team
The Authentic Brand is
Step 1
Who Can Provide Insights?
• Residents• Prospects• Team Members• Board Members• Lost Prospects• Influencers• Competitors - Alternatives
PRODUCT CONSUMER
Step 3
THE COMMUNICATION STRATEGY
PROSPECTS
Who are they?
What is their stage in life?
What are their pressing concerns and challenges?
What are their dreams and aspirations?
What quality of life do they seek?
PRODUCT or SERVICE
What makes It different?
How does it compare to its competition?
Where does it fit in the marketplace?
What makes it better?
© Creating Results, LLC 2008
Self Exploration
Step 2
Your Customer’s Perfect Future Vision
• What is Your Customer’s Perfect Future Vision of Where They Would Like to Live?
• What Are You Providing That They Don’t Value?
Step 3
Engagement and Empowerment
© 2012 - Creating Results, LLC
© 2012 - Creating Results, LLC
Interactive Exercise
• Mission & Brand
Pick the 3 areas of:– Greatest
Alignment– Weakest
Alignment
Your Brand
Step 4
How can we build our brand and tell our story through the
stories of the people who make this community?
Persistence and Measurement
• Allow brand messaging to evolve• Understand that creating consistent
experience requires dedication over time• Constantly seek feedback• Embrace the value of regular research,
correlating intentional actions around culture and brand with organizational achievement
The Alchemy of Culture and Brand
• Culture is expressed in the every day habits of our organization and those in it
• Desired behaviors to support brand promises need clarity and clear articulation
• Authentic brands both emerge from and inspire culture
Creating Organizational Alignment
• Make team member development a priority• Be a learning organization versus a knowing
organization• Celebrate successes—be timely and
enthusiastic• Eradicate identified areas of misalignment• Challenge your own personal assumptions
about your organization
Brand/Mission Alignment Challenge– Are you consistently & visibly leading from the top?
– Are the right people on the bus & in the right seats?
– Do all investments support the brand?
– Do all procedures and processes support the brand?
– Do all marketing materials support the brand?
– Do all customer experiences support the brand?
– Are you using tough decisions as organization wide learning opportunities
– Do your customers and prospects accurately describe your brand promise?
– Is your story what your customers want to buy?
– Are you celebrating success?
– Are you demonstrating long-term commitment?
Today’s Journey
1984