Brand Auction

 

BRAND ACTIVA CTIVATIO TION N Unlocking the profit potential of your brand

 

. Brands have a job to do: making businesses more effective and more profitable

 

This is about putting brands to

work.

 

What exactly is a brand, anyway?

 

2

ways to think about brands

 

1

Strategic brand

The brand as

ytooubewant it

 

Answering the big questions:

What is our purpose purpose? ? (beyond profit) Why should customers value our product or service?

 

brand 2 Real brand The brand that actually exists in the minds of customers

 

It’s what people say about you or in other words…

when leave theyou room

 

Bridging the gap gap… …

strategic brand

real brand

 

Why is it about the brand?

 

Brands supercharge the strategic

How? 1. Brands promote customer orientation 2. Brands are penetrating and sticky 3. Brands bridge functional silos

process.

 

Brands improve business

performance

Increase rev revenues enues Command premium pricing Deflect competition Resist commodification Integrate new and acquired brands Improve operational efficiency Engage and retain employ employees ees Build customer relationships

 

Some facts… B2C brands contribute up to   70% of total shareholder value.*

B2B brands account 5% to   20% of total for corporate value.**

For B2B, brand contributes 18% of the purchase decision, compared to 17% for sales operation.**

PRODUCT, PRICE, OTHERS

BRAND

SALES

* Interbrand, “Best Global Brands 2012” ** McKinsey: “Business Branding,” 2013  

About brand activation

 

Brand activation:

5 easy pieces

Exploration define the brand

Auditing

Creation measure the brand

communicate the brand

Connection

formalize the brand

operationalize the brand

Coaching

 

1 Brand Exploration discovering what makes the brand great

 

Brand explorat ration ion = brandif brandified ied stra strategy tegy Brand explo find:

prioritize:

• goals • strengths • differentiators

• has meaning • we can do it • has “legs”

articulate:

 

Brand statements

Why we exist What customers can expect What we aim to achieve

mission (purpose) promise

What we believe, how we behave

vision What we’re like

values personality

Where we operate, how we’re we’re different

positioning  

2 hints: involve inv olve the whole whole organization

don’t forget the customer!

 

2 Brand Creation formalizing the brand so that all can see and understand

 

Brand statements Brand logo Visual identity Brand slogan/tag line Brand implementation Brand story

 

3 Brand building Coaching the brand into the business

 

From knowing the brand brand to living living the brand…

brand: our promise to

brand operationalization: how our actions, processes

customers

and investments investments deliver deliver the promise

 

3 stages of brand coaching internal training internal communication

knowledge

motivational activities team activity competitions and rew rewards ards

attitude skills

behavior standards processes standards individual coaching evaluation ev aluation and incentives

 

4 Brand the Connection building brand’s relationships with customers

 

Pull, don don’t ’t push… push…

less broadcasting

more relationship building

 

3 relationship builders entertain educate

content marketing give value

online communities scale efficiencies

build trust

event marketing face-to face

multiple parties

source of content

 

5 Brand Auditing assessing the brand’s value, using feedback to make the brand better.

 

A dashboard, not a scoreboard

not a single number

a balanced scorecard

 

The balanced scorecard •• sales achievement achiev ement revenue • market share •• price profitsmargins

1.

financial metrics

3. internal •• efficiency operating costs metrics • utilization of assets

2.

•• brand awareness aw areness preference • satisfaction

customer metrics

•• loy loyalty alty rates NPS

4. culture metrics

•• understanding motivation • goal alignment

• sales performance

• process alignment

 

time to activate?

 

the essential link between strategy and Brand: operatio oper ations ns – betw between een what what your your business business offers offers and what the the customer buy buys. s.

brand what the business offers

what the customer buys

strategy

operations

 

not an event…

…a journey  

Unlock your brand’s potential.

make it work!

 

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