“MANUFACTUREDGOODS CAN BE INSPECTED PRIOR TO TRANSACTION. SERVICE PROVIDERS CAN OFFER ONLY THEIR REPUTATION.”Alan Greenspan

95% VS 14%

OUR SURVEY SAYS

A piece of research among the CEOs of the leading companies of the Fortune 500 found that from that group, 95% concurred that their organisation’s reputation was its most significant factor in its overall success. Yet, off that same group, only 14% confirmed that they were doing anything proactive to enhance their organisation’s reputation.

Why…?

THE PROBLEM WITH REPUTATION

It’s an intangible and complex concept.

It’s difficult to quantify.

It takes too long to realise.

It’s hard allocate responsibility.

Let’s leave it to our brand!

THE PROBLEM WITH BRANDS

It’s your logo.

It’s advertising.

It’s something that is done by marketing.

It’s more to do with FMCG.

THE PROBLEM WITH BRANDS

No connection to HR, operations, sales, NPD.

Different marketing directors, different ideas.

Fluffy brand models that don’t make a difference.

Fuzzy brand visions that people don’t believe.

THE ANSWER IS…

A single minded approach that envelops the whole firm.

Visionary and owned by the board.

Directs how the business communicates to both internal and external audiences.

Not just saying – it’s about doing as well.

Must be measured!

“IN A PROFESSION THAT SELLS A PROMISE OF PERFORMANCE VERSUS A TANGIBLE PRODUCT OR SERVICE, A FIRM’S VISION, VALUES AND CULTURE LIE AT THE HEART OF THAT PROMISE.”Maureen BroderickManaging Professional Services

THE CHALLENGE

Conservative.

Intangible.

Generic values.

Personal relationships.

Hard to differentiate.

1. Branding from the inside out

2. Quality of relationships

3. Experience of working with the firm

4. Demonstrate how you create “unexpected value”

5. There are defined category norms – lead or challenge?

BUT THERE ARE OPPORTUNITIES

1. INSIDE OUT

2. RELATIONSHIPS

3. EXPERIENCE

4. UNEXPECTED VALUE

5. OWN A TERRITORY

Lead Challenge

THE THEORY IN PRACTICE

TENON

Created when 13 individual businesses came together.

The company wasn’t performing as expected.

There was a desire to make a difference.

ACCOUNTANTS ARE ALWAYS BLUE

AND SO WERE TENON!

TENON

An on-going revitalisation project.

Board level accountability.

Taking the whole organisation through the process.

Turn accountants into advisors to entrepreneurs.

Metrics in place to measure success.

CREATE EMPLOYEEVALUE BY MANAGINGINTERNAL BEHAVIOURS

70% UNDERSTOOD BUSINESS STRATEGY

70% UNDERSTOOD MEANINGOF BRAND AND VALUES

CREATE CUSTOMERVALUE BY MANAGINGRELATIONSHIPS

CAMPAIGNS TO DELIVER THE PROPOSITION

BRAND MESSAGING FOR SERVICE LINES

TENON WEALTH EXPERIENCE

Direct mail Web banners E-shots

TENON WEALTH EXPERIENCE CAMPAIGN

FROM A PROJECT COST OF £45K, FEE INCOME OF £1.3M WAS GENERATED.

CREATE SHAREHOLDERVALUE BY MANAGINGYOUR CORPORATEREPUTATION

£0.2M TO £26.3M PROFIT IN SIX YEARS

BRAND RETENTION THROUGH M&A

LATERAL HIRES & FEE INCOME

BEST BRAND IN PRACTICE 2007 MANAGING PARTNERS FORUM

BRAND OF THE YEAR2005 B2B MARKETING AWARDS

“IF YOU LOSE DOLLARS FOR THE FIRM BY BAD DECISIONS, I WILL BE UNDERSTANDING. IF YOU LOSE REPUTATION FOR THE FIRM, I WILL BE RUTHLESS.”Warren Buffet

THANK YOU

richard.simpson@tayburn.co.uk07733 475 226 www.tayburn.co.uk