Download - Creating a Winning Customer Experience
A Winning
Experience
Creating Wow at Every Touchpoint, Every
Time
Branson on Branding
Brand
Audiences
How do you feel?
“The idea that business is strictly a numbers
affair has always struck me as preposterous.
For one thing, I’ve never been particularly
good at numbers, but I think I’ve done a
reasonable job with feelings. And I’m
convinced that it is feelings — and feelings
alone — that account for the success of the
Virgin brand in all of its myriad forms.”
A
B
CD
E
1. Are You Afraid?
2. Are You Energized?
3. Is List Building Easy?
4. Are You Getting Attention?
5. Are You Charging More?
6. Do You Set or Impact the Buying Process?
7. Do You Incur a Cost of Sale, or Does Your Client Incur the Cost to Buy?
8. Are You Getting Smarter Quickly?
Testing Your Positioning
USP
UBP
Vision & Mission Statements
Positioning or brand statements
Communications & marketing plans
Current communications materials & vehicles
Traditional & Non-traditional
What else?
Touchpoints
Much more than an ad campaign, web
site or tagline could ever be, the brand
story is the core truth of who you are,
agreed to by all inside, and used to
open conversations with those outside
who need your services.
What’s your story?
Your brand is a story.
Live it inside.
Tell it well outside.
And people will pull up their chairs for a listen.
Who are you?
Why are you here?
How are you unique?
Who cares?
Why do I care?
What’ll keep me engaged?
Fire up the custodian as well as the superstar.
Telling Your Story
Develop the story…tell the impact you want to achieve.
“This is what we want to change…the difference I want to make…and here’s how we’re going to
do it.”
Tell it to real people.
Personal relationships, engaging…two versions.
Make sure you can live it.
Strengths, USPs, UBPs, Position.
Telling Your Story
Who are we? (2-page short story with a scintillating plot line)
Then, boil it down…25 words…10…5…or just a verb).
THREE WAYS in which we are unique to our “clients.”
DRAMATIC DIFFERENCE.
State the ONE great & dramatic thing that distinguishes us from the others. 25 words or less.
Who are “They?” Explain competitors (25 words). List 3 distinct “us vs. them” differences.
Try it on the team. Fight it out.
Try it on a target. Friendly & skeptical
Try it on everyone else. (A starter cross section).
Telling Your Story – Exercise
Fluid Brand
Brand
Audiences
How do you feel?
It’s outside the old traditional thinking of
consistency in building a brand.
Instead…
It drives for consistency of response
with a wide variety of audiences.
A
B
CD
E
Design the Experience
Involve all departments
Chart the touchpoints
Avoid Kmart
Pursue Disney, Starbucks, SuperBowl
Think like John Deere
It’s All in the Packaging
Sight
Hearing
Touching
Smelling
Tasting
Start asking a few questions around
your organization.
And then listen.
You’ll identify potential trouble spots…
and opportunities.
Are you aligned?
Getting buy-in
1.] What’s the challenge? (The assignment)
2.] Whose perceptions matter? (Target audience)
3.] What’s going on? (Research)
4.] What do people think? (Current perceptions)
5.] What are you really? (Facts)
6.] What should people think?(Desired perceptions)
7.] What will you tell them? (Value propositions)
8.] How will you speak? (Tone, brand, delivery)
9.] What’s the rally cry? (The one thing)
10.] How does it look to the world? (Creative direction)
11.] How’d it do?
(Measurement of success)
The 11 Questions
You can find more here:
Leader of the Brand: http://blog.imaginasium.com
Twitter: http://www.twitter.com/pathop (@PatHop)
Facebook: http://www.facebook.com/Imaginasium
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