re branding the company

Building robust corporate brand and

the image

17/11/2017;v.2.0 Marketing- corporate branding 1

Dr. E. J. Sarma

What will be covered

• Corporate branding- internal/external

• Benefits of C-branding

• Do You need brand ambassadors?

• Case example –Starbucks, Marriott etc

• What next ?

March 24, 2009Marketing- corporate branding 2

Back Ground


This presentation was made to a group of senior level executives in an IT organization with 15 year legacyHad established a reasonable revenue levelFaced stunted growth and declining profitsWas at the fork – mid life crisis

The company had split Perception of own image both

internally and externally CEO’s view “the image was not what

the company was .”Reality check revealed that the change

must happen within..How to change the perception?


Crucial Question-Why this conversation now?

• A dip stick survey shows that many customers perceive the company to be technical Staffing /resource provider.

• While CEO thought they are a High Level Consulting company

• Questions raised in the minds leaders “is that perception something to retain for ever or change the image

and examine the reasons and figure out a change process”


Give us clear vision that we may know where to stand and what to stand for- because unless we stand for something we shall fall for anything” peter Marshall TV show host

Branding

• To understand branding, it is important to know what brands are.

• A brand is the idea or image of a specific product or service that consumers connect with

• The name, logo, slogan, or design etc add to the idea or image.


These logos invoke the company image in the minds


Everyone associates maharaja with airindia


• Branding often takes the form of a recognizable symbol to which consumers easily identify,

• Common examples include the Nike "swoosh," the golden arches of McDonald's and the apple used by Apple Computers.


Brand Position

• Brand positioning has been defined by Kotler as “the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market”.

• In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers' minds


THE BRAND STORY

• If every one has to enjoy dealing with us

Do we have a story worth telling or worth listening?


what we are and what we want to be or is it what we think to be?

• The Questions we asked ?

• Being top BI Consulting Company in the world

can it be the president’s dream only?

• Whose vision anyway?

One man’s dream?

• Is it inspiring enough?

• Principle of shared vision


One person with a belief is equal to a force of ninety-nine who have only interests.”

• If we perceive our self as manpower resource provider then we shall continue be one

• We need to have our own mental map .

as TOP BI consulting company

and we need to hold that image in our own mind before every interaction with our stakeholders


““We are limited, not by our We are limited, not by our abilities, but by our vision.”abilities, but by our vision.”

Who builds the brand?

• Especially the sales guys

• Recruiters

• And every employee who interacts with others


Proving the point

• Do you Have identity crisis in people’s mind?

• Is it double vision or double image?



Old or young?


The Pygmalion Effect-

let us understand

the psychology

• Pygmalion was the prince of Cyprus and sculptor he was woman hater

• How the paradigm shifted?• He carved a beautiful female statue

Galatea with all passion • He loved the statue so much that she

came to life because Aphrodite breathed life

• Moral – people will become what we want them to become

Is it how one behaves or how we treat one determines the behavior?

• “the difference between a lady and a flower girl is not how she behaves but how she’s treated.

• “ I shall always be a flower girl to Professor Higgins, because he always treats me as a flower girl, and always will, but I know I can be a lady to you because you always treat me as a lady, and always will.”

Eliza Doolittle my fair lady by Bernard Shaw


The psychology – How it works• We form certain mental maps • We communicate those ideas with our various cues.• People tend to respond to these

cues by adjusting their behaviour to

match them.• The result is that the original

expectation becomes true. • This creates a circle of self-

fulfilling prophecies.March 24, 2009Marketing- corporate branding 19

• If we think of people as X skill or Y skill we shall always

believe that we are an organization which is a collection of people with those skills.

We shall continue to treat them as such and never ever allow them to be expert consultant

• Just like the flower girl and society lady in Eliza Doolittle


• If the sales cues are in the direction of resource

provider then we shall be that

and world will perceive us to be that

• The current paradigm needs to shift


ignore it or embrace it


“Right now, our customers are perceiving us in a particular way”.

This is our own creation.

Perception is reality – can we ignore it?

• “When you meet someone for the first time, or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions.”

• Malcolm Gladwell Author of “Blink”


“Mental models”

• are deeply ingrained assumptions, generalizations, or even pictures or images that influence how we understand the world and how we take action.


Mental Model

• The discipline of working with mental models starts with turning the mirror inward; learning to unearth our internal pictures of the world, to bring them to the surface and hold them rigorously to scrutiny.


Brand Image by design or default?

• Brand identity cannot be left to chance

• It has to be first created in the mind and then put outside


Benefits of a strong brand image

• Creates high affiliation in the internal community

• Attraction and retention of employees easier

• Strong brand image receives a lot of publicity

• Increases customer loyalty and referrals

• Increases market share for target market

• Provides a platform for growth

• Easier to support the brand promise


Mental Model

• It also includes the ability to carry on "learningful" conversations that balance inquiry and advocacy, where people expose their own thinking effectively and make that thinking open to the influence of others. Peter senge ----Fifth Discipline


Effective branding

• A well positioned brand can continuously deliver benefits that meet and exceed customer expectations

• Brand is relevant to defined audiences

• Brand’s services can be in alignment with specific market need


Effective branding

• Brand helps in differentiated and credible message

• Brand image architecture can be clean, clear and intuitive


WHY INTERNALBRANDING?


Shut down starbucks??!! they did it for what


Howard Schultz shut down all US stores for 3 hours.

Why? To retrain staff to properly to execute

Starbuck’s unique brand position.

Customers are in the driver’s seat not you


The Marriott message –the brand promises next generation comfort zone and not a hotel room


Can a hospital be differently positioned ?


Can hospital become better than home?

The brand creates very strong exceptional messages


• The story is so inspiring

• Kemmons Wilson, Holiday Inn founder did, and what a life and a lesson his story became. On a road trip with his young family in 1951, Wilson found himself forced to lodge his family in grimy tourist camps and feed them at greasy spoon cafes.

• He resolved to create something better: a motel chain dedicated to cleanliness and conformity.


https://www.nytimes.com/2003/02/14/business/kemmons-wilson-90-dies-was-holiday-inn-founder.html



• He built a national chain of places where families could expect exactly what they experienced at their last Holiday Inn visit: the same soap, the same towels, the same gloriously chlorinated swimming pool, the same big clean rooms and the same kid-friendly atmosphere. And, of course, he put a fantastic neon sign out front that became a welcome symbol to millions of families, an open invitation to see the USA in your Chevrolet.


• Holiday Inn isn’t just lodging. It’s a powerful brand, where you sleep in a bed of twigs constructed out of familiar experiences. As long as things stay the same, or perhaps get better, then your expectations are met.

• It’s sort of like managing the peace, which is always harder than fighting the war. Keep it the same, try to make it better, but don’t make it worse by doing either. A brand has a lot of moving parts.


Why do we need internal branding ?

• Strong brand message starts inside out

and

• it starts with a strong self image


HOW CAN WE DO IT?

Everyday day by day

Educate and imbibe

Communicate brand at every opportunity

Motivate people to talk about the brand

Activate

And do it the next day all over again


EDUCATE


Get the brand message-

What you are –

at every point of

interaction with

employees, customers,

media etc

Need to communicate all the time same message


•In CEO’s talkIn CEO’s talk•Staff meetingsStaff meetings•Every mail that goes outEvery mail that goes out•Candidate contacts by Candidate contacts by recruitersrecruiters•Training sessionsTraining sessions•One on one sessionsOne on one sessions•Mentoring meetingsMentoring meetings•Bulletin boardsBulletin boards

•SuggestionSuggestion boxes/surveysboxes/surveys

MOTIVATE-How ?


Let us Create Buzz Let us Create Buzz about new brand and about new brand and identityidentityReward and RecognizeReward and RecognizeConstant Brand Constant Brand promotion efforts promotion efforts

And do it all withAnd do it all with a a smilesmile

Create internal brand CHAMPIONS


We need Empowered key We need Empowered key managers/employees to managers/employees to champion the campaign champion the campaign

Implement Brand Boot Implement Brand Boot CampCamp

Monthly workshopsMonthly workshopsImage checkupsImage checkupsNurture itNurture it

http://images.google.co.in/imgres?imgurl=http://philip9876.files.wordpress.com/2007/09/champs.jpeg&imgrefurl=http://philip9876.wordpress.com/2007/09/25/&usg=__FXvbrMOgNKrrjlcJovxIpNjmdT0=&h=333&w=500&sz=46&hl=en&start=6&tbnid=oELVxkJ3CdQ_JM:&tbnh=87&tbnw=130&prev=/images%3Fq%3Dchampions%2Bcricket%26gbv%3D2%26hl%3Den

7-STEPS TO SUCCESS


Step 1 –launch This meeting with the, team and HR.

This is critical. Ensure that we understand how important it is for ALL to be positive and excited about the image rebuilding process. After all, if WE aren’t excited, how do we expect employees to be excited.

This needs to come from top down. let us be Brand champions./ambassadors

http://images.google.co.in/imgres?imgurl=http://www.nasa.gov/images/content/152294main_Launch-lg.jpg&imgrefurl=http://www.nasa.gov/mission_pages/shuttle/shuttlemissions/sts121/launch/index.html&usg=__X6svWSy94Oi4vFTpGMbZ3iXvqvI=&h=1937&w=3000&sz=404&hl=en&start=1&tbnid=JoEYkDQYO1QwXM:&tbnh=97&tbnw=150&prev=/images%3Fq%3Dlaunch%26gbv%3D2%26hl%3Den

Step 2 –

• Plan a campaign to launch brand communication internally. Posters, message boards , Saama vani etc,

• create talking points, creative and strategic rationales (why we are doing this) and a review of the campaign materials and retune

•


Step 3 –

• conduct periodic internal assessment to establish benchmark. show results prior to launch and 6 months after launch date.


STEPS TO SUCCESS-4


conduct brand champion workshopsdevelop the brand message standards guide. this will be important to keep everyone on the same page and keep “garbage” to minimum. identify nurture brand champions – have champions autograph the brand promise.

• Step 5 – Schedule training by HR

• Step 6– Ongoing audits. To not let the fire burn out.

• Step 7 – check if everyone gets motivated!!


A GREAT MAN ONCE SAID….

• The brand champions have two and only two basic functions,

• Marketing and communication.

• “Marketing to produce results communication to produce the right energy…all the rest are costs.”


Champions need to get the same clarity

“I believe that as the CEO, I truly am responsible and accountable for nurturing, growing and protecting the brand of this company. I don't own the brand, I don't define the brand, but I am responsible for nurturing, growing and protecting it.”

Todd Linden, CEO

• Grinnell Regional Medical Center


RESPONSIBILITIES AS BRAND

CHAMPION

• Ensure that you share the CEO’s Vision

• Ensuring that the brand communication is with consistency and integrity

• Ensure the brand radiates our mission, vision and promise

• Maximize and leverage brand differentiation


Brand champions

• ALIGN CORPORTAE STRATEGY WITH BRAND STRATEGY-plan the business mix in such away we transform to conform to the image as TOP BI company

• Creating and sustaining organization-wide passion for the brand

• Maximize awareness with the brand


What a Brand is?

• Remember that it’s not just a logo or an ad. It’s an experience, and all the stuff ad agencies do is just a reflection of that experience, a small part of what David Ogilvy called “the complex symbol of the brand.


GOOD TO READ


“Employment branding is on the frontier of strategic HR thinking because no other ‘people strategy’ has a greater long-term impact on recruiting and retention. This book provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!”

--Dr. John Sullivan, professor of management, San Francisco State University; and author

GOOD TO READ


“Set clear expectations, give employees the right materials, focus on the employee, and recognize your best performers.”

Curt CoffmanCo-Author

GOOD TO READ


“Offers an integrative view of

corporate brand management as a

process that drives business forward in

a global economy. With practical

analytical models

and tools designed to improve the

effectiveness of your corporate brand,

reading this book will change how you

think about your branding efforts.”

Jorgen Vig Knudstorp, CEO

LEGO Group

We can endlessly debate or JUST DO IT

12/10/17

Marketing- corporate branding

59

What now?

THE BRANDS WE NEVER EVER WILL FORGET


re branding the company

Leadership & Management