brand management - 5 steps to effectively leverage your brand
TRANSCRIPT
Brand ManagementTuesday, March 15th, 2016
Anneline Breetzke
#mktgacademy @mktgacademy
Content IntroductionBrand Power - What is a Brand and why is it essentialBrands for Schools/Camps5 Steps to Leverage your BrandTop 5 things I can do right nowQuestions
Brand PowerWhich would you choose?
Which coffee shop would you choose to get your cuppa?
A - Timmies B – Ian’s
Why would you choose A over B?
A - Timmies B – Ian’s
A - Timmies B – Starbucks
Which coffee shop would you choose to get your cuppa?
Visual - logo, colours, fonts, grounds, building… Expectations - quality, taste, consistency, value Stories - same message across all touchpoints, word-of-mouth Experience - service, loyalty (Star rewards), roll-up-the-rim Memories - over time (consistency) – proven Relationships - emotional connection eg. ‘Timmies’
What is it that makes these two stand out as preferred choices?
Our decision to buy is influenced by…
BRAND
What is a ‘Brand’“A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.”- Seth Godin
What is a ‘Brand’Branding is the process of actively shaping and influencing the way your brand is perceived in order to increase awareness, emotional connection and sales.
What is a ‘Brand’“The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about ‘mind and emotions share’.”- Marc Gobé, Author: Emotional Branding
What do you associate with…
What do you associate with…
What do you associate with…
What do you associate with…
Brand Experience…and the emotional connection here is: _________
Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company
Decision Journey
Traditional
Awareness
Consideration
Decision
Buy
Initial Consider
Active Evaluation
Purchase
Postpurchase Experience
Loyalty Loop
Trigger
Today
Brand Power
“Consumers of high-road brands tend to be loyal and willing to pay premium prices.”- Harvard Business Review
21% of the population identifies as being brand loyal.
Elevates you above the crowd (your voice is heard) Sets you apart from the competitors Allows you to control the attitude towards your
school/camp Simplifies purchase decisions Premium pricing Momentum
Brand Power
Brands for Schools/Camps
Consumers are changing the way theyresearch and choose your school
The role of brand for private/ independent schools and camps, is to transform and shape attitudes towards the products and services offered.
Brand for Schools/Camps
Which School/Camp would you choose and why?
Option A Option B
What is a ‘Brand’“A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.”- Seth Godin
Visual - logo, colours, fonts, grounds, building, uniform/image… Expectations - quality, consistency, value, superior education, programs Stories - same message across all touchpoints, word-of-mouth Experience - staff, students, deliver on expectations? Memories - carry a reputation? Engage alumni. Relationships - emotional connection
What expectations, memories…do you want people to have of your school/camp so that they choose yours over another and stay loyal?
Influence purchase decision…
5 Steps toLeverage Your Brand
Put your brand to work for you.
Define – who, what, why, how Depict – visual (design elements, place, uniforms etc) Deliver your brand to your staff, partners & ambassadors. Disseminate (market) – to your target audience
Marketing Mix Across Touchpoints / Integrative Marketing
Develop a community (engagement & consistency over time)
Leverage your brand
Leverage your brand : Define
What do you want to be known for? (Ongoing, future, longevity) How would you describe your brand? Why do you exist? How are you different from your competitors? How are you perceived by the public/consumers/alumni? How is your consumer/student transformed by you? How do you want them to perceive and experience you? What is the emotional connection you want your brand to elicit?
A clear, defined brand will be the benchmark againstwhich everything is measured and determined.
Leverage your brand : Depict
Colours & Typefaces Logo & Tagline Photos/Images/Video Tone & Language Tangibles: uniform, grounds etc
Make sure each element communicates your brand. Then establish criteria that keeps the use consistent across all channels.
All identity elements must communicate your brand.
Leverage your brand : DeliverDeliver your brand to your people and partners.
To all the staff - the entire team To your fans - brand ambassadors To your alumni/ex-campers
(Don McCreesh)
To your partners
Get ‘buy in’ from everyone.Allow for a sense of ownership.
Importance of internal branding
Employees
Company culture
Perception
Community (internal & external)
Experience (collective)
Leverage your brand : Disseminate
Message Stories Target Audience Marketing Mix Integrative Marketing (all the touchpoints) Advertising Channels
Market your brand consistently across all channels and at every touchpoint – staying true to your brand.
Disseminate: ‘spread or disperse widely’
Advertising channels
Traditional channels: Newspapers Radio Television Direct mail
Non-traditional channels: Billboard Internet Direct email
Leverage your brand : DevelopDevelop a community – emotional, personal, relational
A brand is more than a thing or a personality, it must be a part of community.
A brand can also become its own community!
Leverage your brand : Develop
Engagement Tell stories, share stories, inspire stories, create stories Relational Marketing (Know, Like & Trust) Listening and responding (not a monologue/broadcast)
Authenticity "Authenticity is what makes a brand relevant to consumer needs -
yet unique in its appeal." Angela Ahrendts, CEO of Burberry, 2007
Consistency (TREND) Brand management cycle Purchase journey (loyalty loop)
Develop a community – emotional, personal, relational
Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company
Decision Journey
Traditional
Awareness
Consideration
Decision
Buy
Initial Consider
Active Evaluation
Purchase
Postpurchase Experience
Loyalty Loop
Trigger
Today
Top 5 things I can do right now1. Bring your team together to review and define your
brand.2. Review your visual elements to see if they are reflect
your brand.3. Speak to your broader team (ambassadors,
partners) about your brand.4. Review your brand’s consistency on social, websites,
advertising, experience...5. How are you consistently providing value to your
customers post-purchase?
If they go on to Facebook, they see your brand… on a billboard they see your brand… a student in uniform they see your brand… they see an advert in the magazine they see your brand… they read a review and it speaks of your brand… they phone your school they feel your brand… they watch a video and it shows your brand… they go to your open house and experience your brand… they see a leaderboard ad online and recognize your brand… BRAND BRAND BRAND!
About the time you’re sick of hearing about your brand is when your audience is only starting to tune in to it!
Brand, brand, everywhere!
Brand, brand, everywhere!
QUESTIONSContact: Anneline Breetzke
Marketing & Communications
@mktgacademy
Our Kids Media Inc.