Branding the Experience
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Transcript of Branding the Experience
![Page 1: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/1.jpg)
Branding the Experience
![Page 2: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/2.jpg)
“The brand is the single most valuable piece
of the company.”
Steven Jobs
![Page 3: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/3.jpg)
The Definition of Branding:
The image etched in the collective mind of
the public through the culmination of all
communications and experiences with the
organization.
![Page 4: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/4.jpg)
![Page 5: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/5.jpg)
Organization History
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
![Page 6: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/6.jpg)
Organization History – The “when”.
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
![Page 7: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/7.jpg)
Organization History – The “when”.
Mission Statement – The “why” we are in business
Vision Statement
Values
Service Standards
Organization Drivers:
![Page 8: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/8.jpg)
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values
Service Standards
Organization Drivers:
![Page 9: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/9.jpg)
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards
Organization Drivers:
![Page 10: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/10.jpg)
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards – The “how” are we going to live our brand.
Organization Drivers:
![Page 11: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/11.jpg)
Brand Drivers:
Associations
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan
![Page 12: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/12.jpg)
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan
![Page 13: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/13.jpg)
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality
Marketing Plan
Strategic Plan
![Page 14: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/14.jpg)
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan
![Page 15: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/15.jpg)
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan
![Page 16: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/16.jpg)
Brand Conveyors:
Communications – PR, Media, Newsletters
Positioning – Advertising, Brochures, Web Site, Logo
Physical Location(s)
Products
Service
![Page 17: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/17.jpg)
MOST IMPORTANT RULE OF
BRANDING:
Strong brands don’t make promises they
can’t or don’t intend to keep!
![Page 18: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/18.jpg)
A Company that “Gets It”:
• It’s the experience, not the coffee.
• The “third place”
• An extension of your front porch
![Page 19: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/19.jpg)
Another Company that “Gets It”:
• A brand completely centered on the
customer experience.
• Carries them through tough times.
![Page 20: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/20.jpg)
The Formula for Success =
B + C + S
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Complete Alignment of the
Brand, Culture, and Strategy
![Page 22: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/22.jpg)
Execution of the Strategy:
It is better to have a mediocre plan
executed to perfection than to have
created a perfect plan that is being
executed in a mediocre fashion.
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Execution of the Strategy:
• Ensure goals are aligned with the vision and
throughout the organization.
• Bring the plan to meetings to review and use it as
a tool: – Mission and Vision
– Progress on Goals
– Budget Variance
– Strategy – Are our tactics still realistic?
![Page 24: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/24.jpg)
Execution of the Strategy:
• Appraisal Components: – Goals
– Service Standards
– Responsibilities
• Rating staff and management on all three help
to ensure execution and the integrity of the
brand.
![Page 25: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/25.jpg)
Communication of the Brand and Strategy:
Visuals and Constant Repetition/Reinforcement of:
• Company Goals
• Vision
• Service Standards
![Page 26: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/26.jpg)
Communication of the Brand and Strategy:
• There is no such thing as “too much” repetition
and reinforcement.
• All management must relay the same message,
i.e. united front.
![Page 27: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/27.jpg)
Key Points and Takeaways:
• Service Standards are critical to the “Branding the Experience” concept.
• Proper Branding = Consistency
• Decide what you want your business to stand for and align everything with that image.
![Page 28: Branding the Experience](https://reader033.fdocuments.in/reader033/viewer/2022051820/55392cbb4a79591b688b4952/html5/thumbnails/28.jpg)
Key Points and Takeaways:
• Share the vision and other key organization drivers with all staff.
• Review the plan and objectives on a regular basis.
• Reinforcement with staff on a consistent and continual basis is key to aligning the Brand, Culture, and Strategy.