Build your Brand Substance

12
A strategy workshop for brands to create value in peoples lives...

description

Build your Brand Substance is a workshop created by Given London. It is designed to help brand companies implement strategies that create value in people's lives. It involves using sustainability principles to help companies be more successful by building brands with substance.

Transcript of Build your Brand Substance

Page 1: Build your Brand Substance

A strategy workshop for brands to create value in peoples lives...

Page 2: Build your Brand Substance

Story telling is one of our most powerful inventions.

It’s the way we absorb and understand the world around us. We use story telling to capture and remember past experiences, and to project and plan the things we will do in the future.

Stories are everywhere in culture from music, through to sport and computer games

Brands are stories told through every interaction people have with a company. Some are rich and meaningful, while others are shallow, one dimensional or inauthentic.

Brands are STORIES

Page 3: Build your Brand Substance

Brand stories come to life through the behaviour of companies in everything that they do.

But lots of disconnects have opened up between what brands say and what they actually do. The image presented to customers is often very different to what happens behind the scenes.

It has led to lots of phony brand stories that present one idea to the customer i.e. fresh or farm produced, when the actual production techniques tell a different story.

But now people are starting to see past the image and are looking for something more.

They do not just want to like a brand’s personality; they want to love the whole company and everything that it does

...every market is under threat from more authentic, more sustainable brands that have more substance; a problem that traditional marketing alone cannot solve.

Not so Innocent?

Page 4: Build your Brand Substance

The outcome of the workshop are ways for your brand to create positive impacts in the lives of people, their communities and the environment.

To become more recognised as a ‘good’ company, behaving in a way that benefits people and the world at large has to be hard wired into your brand story.

This brand story will guide future actions while making current customer interaction more compelling.

In other words, it will give your brand story more substance.

...is one day workshop designed to help you add substance to

your brand story

Page 5: Build your Brand Substance

Who should attend this workshop?

This workshop will benefit the following people in companies that are at risk of becoming less popular or being seen as less authentic than their competition, or forward thinking companies that are seeking to stay ahead of competitors…

• Brand Managers who are looking for more credible and authentic ways to engage people.

• Corporate Responsibility Executives who want to help their company embed sustainability principles into their brand.

• Marketing Heads who want to take a more holistic perspective on the role of their brand in people’s lives.

• Corporate Management who see the value of a more meaningful role for their brand in society.

Page 6: Build your Brand Substance

part 1 - writing your story (Morning session)

part 2 – expressing your story (Afternoon session)

A simple two-part structure 2 The workshop is based on the idea

that a brand story is no more complicated than the things you could

express in a face to face encounter

Page 7: Build your Brand Substance

ME

MY WORLD

THE WORLD

Part 1 - writing your story

ME To bring the convenience that people expect from fast food with personal service, quality and healthiness, that they would not.

MY WORLD In N out Burger never wants to stop being a neighbourhood restaurant. We seek to make a positive contribution to the communities where we do business and have a special place in the hearts of local people.

THE WORLD Our personal approach means that we favour natural, local and hand-made produce whereever we can. We think keeping it simple can contribute to a better world.

Any compelling story needs to think about who it is being written for. Our starting point for this workshop is creating a well defined customer portrait.

The morning session will focus on writing a brand story against the customer portrait.

The story begins with how you meet people’s everyday needs but then reaches beyond this into creating broader, more meaningful impacts in peoples lives.

A story that delivers on all of these levels makes for brands that outshine expectations

Example brand story for In-N-Out Burger, a Californian fast food restaurant

Page 8: Build your Brand Substance

Part 2 – expressing your story

Suppliers

Innovation

Employees

Products /Services

Operations

Communications

The afternoon session is about exploring ways that this story can be told through projects, programs and initiatives that touch upon all of the key parts of your business ecosystem.

A story with substance will come to life in a meaningful authentic way when it is told creatively and imaginatively in all areas of your business.

Inside your business Outside your business

Page 9: Build your Brand Substance

What will you get to take away?

You will get a digital story book, just like this, containing the outputs of the workshop. Your very own brand substance handbook.

This will include further thinking and implications of the key ideas that emerge during the session, especially where they touch on technical sustainability issues and may need further research or thinking to ensure credibility.

It will also include the working up of creative ideas developed on the day or subsequent to the workshop.

Page 10: Build your Brand Substance

Benefits

BRAND BUILDING & CONSUMER ENGAGEMENT ✓ Makes brand stories more holistic and credible ✓ Makes sustainability principles brand building and relevant to customers ✓ Gives a strategic platform for substance based initiatives in the future both internally and externally ✓ Creates new opportunities to engage customers in meaningful ways - i.e. a more compelling brand story

SAFEGUARDING YOUR BRAND ✓ Protects against the threat that more authentic or ethical alternatives present ✓ Moves you from relying on intangible brand image tactics to tangible brand substance ✓ Helps companies challenge negative perceptions of them with positive behaviour.

INTERNAL COHESION ✓ Helps to bring together CRS and Brand initiatives ✓ Provides a basis for engaging employees across the organisation in more meaningful ways

A strong strategy framework with executable ideas for building the

substance in your brand

Page 11: Build your Brand Substance

EVALUATION STRATEGY & IDEAS

CREATIVE PROGRAMS

Three steps from brand image to brand substance

Page 12: Build your Brand Substance

Email: [email protected] or [email protected] Call: +44 207 7017 3990 Visit: 34-35 Great Sutton Street, London, EC1V 0DX

To get in touch.