Date post: | 22-Jan-2018 |
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netwealth Educational Series
WHY A STRONG BRAND IS
VITAL FOR YOUR ADVICE
BUSINESS
Branding builds salience in your target audience, and
makes them more likely to remember you than a
competitor.
WHY BRANDING IS
IMPORTANT
Your brand is your company signature, it represents everything your
organisation stands for, and encompasses
the entire experience of your consumer, your employees and your other
stakeholders.
BRANDING IS MORE THAN JUST A
LOGO
Key to the Facebook brand is the notion of ‘connection’.
Facebook connects friends, families and interest groups together. Whether your friend lives in your community or the other
side of the world.
Ultimately providing a deep sense of belonging for it users.
Facebook connects the world
FACEBOOK CREATES
CONNECTION
BRAND MUST LIVE ACROSS ALL YOU TOUCH POINTS
BRAND STORY
Comms
Product development
Businessstrategy
HR & Internal Values
PR
Digital
Media strategy
Purpose – Connecting People
Values -
Move fast
Be Bold
Be Open
Create Social Value.
All tenants of true friendships and
relationships.
LIVING THEIR BRAND
LIVING THEIR BRAND
As categories become
increasingly crowded and
goods are commoditised,it
is difficult to differentiate
brands at a rational
(product and service) level.
IT IS MORE IMPORTANT THAN EVER
BEFORE
THIS IS TRUE ACROSS NEARLY EVERY
CATEGORY
RETAIL
COLES VS.WOOLWORTHS?
BANKING
ANZ VS.COMMONWEALTH
VS. WESTPAC VS.NAB
HEALTH INSURANCE
MEDIBANK VS. BUPA VS.HCF
VS.NIB
GAS & ELECTRICITY
ORIGIN VS. SIMPLYENERGY
VS. ENERGY AUSTRALIA VS.
AGL
INTERNET
TELSTRA VS. OPTUS VS.iiNET
VS.PRIMUS
MOBILEPHONES
IPHONE, GALAXY, HTC,
BLACKBERRY
A RELEVANT CASE STUDY
We have market leading brands but they are nearly
identical in their product offering.
How do we pull them apart?
Success through working harder
Act first
Dirt, sweat & outback
Sweaty, muscular & rugged
Strenuous activities
CAPABILITY
IDEOLOGICAL DIFFERENTIATION
STORY
CODES
SYMBOLOGY
Success through working smarter
Think first
Calm, collected, urban.
Fresh, shaven & presentable
Thoughtful activities
INGENUITY
A SUPPORTING PRODUCT STORY
FROMBRANDING HELPSYOU THE CROWD
Branding helps you to go beyond product, and connect
with your consumers at an emotional and symbolic level.
STAND
OUT
NEARLY ALL OF OUR DECISION
MAKING IS EMOTIONALLY BASED
ー“System 1 (right) runs the show.
That’s the one you want to move.”
ーDaniel Kahneham, Psychologist, 2002 Nobel prize winner
BRANDING IS WHAT ENABLES YOU TO INFLUENCE DECISIONMAKING- BY ACTIVATING SYSTEM 1
SYMBOLIC
BENEFITS
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
DIFFERENTIATING
BRAND ATTRIBUTES
CONSUMER WORLD
PRODUC
T WORLD
MASTERY & RISK
To be happy
with
themselves
BE
LO
NG
ING
&
EN
JO
YM
EN
T
IND
EP
EN
DE
NC
E
& F
UL
FIL
LM
EN
T
STABILITY & CONTROL
To find and
give love
To break
the rules
To lighten
up the
moment
To maintain
independence
To understand
the world
To have simplicity,
goodness - reinvent
& renew
To be creative,
imaginative
To transform the
everyday
To make an impact
To care for
others
To exert authority
HERO
CREATO
R
INNOCENTLOVER
MAGICIAN
SAGE
OUTLAW
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER
Architects of Change
Architects of Change
MASTERY & RISK
To be happy
with
themselves
BE
LO
NG
ING
&
EN
JO
YM
EN
T
IND
EP
EN
DE
NC
E
& F
UL
FIL
LM
EN
T
STABILITY & CONTROL
To find and
give love
To break
the rules
To lighten
up the
moment
To maintain
independence
To understand
the world
To have simplicity,
goodness - reinvent
& renew
To be creative,
imaginative
To transform the
everyday
To make an impact
To care for
others
To exert authority
HERO
CREATO
R
INNOCENTLOVER
MAGICIAN
SAGE
OUTLAW
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER
BT Super for Life
DIRECT
MACQUARIECreate the Life You
Want
ADVISER
COLONIAL FIRST STATE
Find your Future
DIRECT
ING DIRECT
Simple Retirement Solutions for every
lifestyle NUTMEG
All for the cost of doing it yourself
CBA
CAN
DIRECT
MASTERY & RISKB
EL
ON
GIN
G
&
EN
JO
YM
EN
T
IND
EP
EN
DE
NC
E
& F
UL
FIL
LM
EN
T
STABILITY & CONTROL
HERO
CREATOR
INNOCENTLOVER
MAGICIAN
SAGE
OUTLA
W
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER
COLONIAL FIRST STATE
REGULAR GUY THROUGH CAREGIVER
ADVISER
BT
REGULAR GUY THROUGH SAGE
DIRECT
VIRGIN
OUTLAW THROUGH REGULAR GUY
DIRECT
ING DIRECT
HERO THROUGH REGULAR GUY
DIRECT
RABO DIRECT
OUTLAW THROUGH HERO
DIRECT
PERSONAL CAPITAL
HERO THROUGH REGULAR GUY
DIRECTAMP
RULER THROUGH EXPLORER
DIRECT
BT
MAGICIAN THROUGH HERO
ADVISER
NUTMEG
SAGE THROUGH RULER
DIRECT
HUB 24
EXPLORER THROUGH SAGE
DIRECT
COLONIAL FIRST STATE
RULER
DIRECT
CBA
CAREGIVER THROUGH REGULAR
GUY
DIRECT
MACQUARIE
RULER THROUGH CAREGIVER
ADVISER
BRIGHTDAY
HERO THROUGH INNOCENT
DIRECT
LEARNVEST
RULER THROUGH EXPLORER
DIRECT
Architects of Change
Architects of Change
THE INSIGHT:
Understanding our audience’s helps
us understand what they need and
what you need to do and stand for
23
WHAT MAKES OUR CUSTOMER TICK?
24
HIGHLOW
HIGH
CREATOR/HEROMapping out the possibilities,
warts & all
EXPLORERInsight that helps them
see things differently & better
GUIDEOffering financial advice
& emotional support
MAVERICKOffer options that could yield
1. High returns but come
with a high degree of risk
2. Explain the risk. To pull people back
NEED REASSURANCE WANT INSTANT GRATIFICATION
DEMAND TRANSFORMATIONSEARCH FOR POSSIBILITIES
RE
SIL
IEN
C
E
FINANCIAL KNOWLEDGE
INSTANT GRATIFICATION
SEARCH FOR
POSSIBILITIES
THANK YOU
THE LAB STRATEGY & PLANNING | 2B 49 – 51 WELLINGTON STREET, ST KILDA, 3182 | 03 9016 5459 |
netwealth Educational Series
DISCLAIMER
FOR FINANCIAL ADVISER USE ONLY
This information has been prepared and issued by netwealth Investments Limited (“netwealth”), ABN 85 090 569 109, AFSL 230975, ARSN 604 930 252 for the general information of its
advisor clients only. It is a general summary only and contains opinions on some publically released information and is not advice.
While care has been taken in the preparation of this information (using sources believed to be reliable and accurate), netwealth does not warrant or represent that the information is
accurate, complete or current. netwealth, any other member of the netwealth group of companies, their officers, employees or representatives will not be liable for any loss or damage
suffered by any person arising from reliance on any of this information. Anyone proposing to rely on or use the information should first obtain appropriate independent professional advice.