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.