branding as a growth accelerator
DESCRIPTION
Using brand differentiation as a catalyst for business growth. A presentation for entrepreneurs to introduce the idea of brand differentiation as a source of growth, adding value and competitive advantage.TRANSCRIPT
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UNDERSTANDING WHAT MAKES PEOPLE TICK
ANN RIMMER @annatclock @clockcreates #thinkgrowth
BRANDING AS A GROWTH ACCELERATOR
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
Where you are now
Where you want to be
Mid-tier player. Margins being squeezed.
Saturated market.
Difficult to differentiate.
Positioned on high-end manufacture and top-level service.
Uncompromising on best practice.Added-value consultancy services.
Positioned away from the major players.Above small, low-end competitors.
GROWTH VISION
Small business, doing things well, want to be better and
bigger
Top 5 in our sector!Bigger, better, challenger to industry
leaders!!
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UNDERSTANDING WHAT MAKES PEOPLE TICK
ANN RIMMER @annatclock @clockcreates #thinkgrowth
Without branding your business is a commodity
BRANDING AS A GROWTH ACCELERATOR
PHILIP KOTLER
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
If I’m going to sing like somebody else, I don’t need to sing at all. BILLIE HOLIDAY
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATE OR DIE
DIFFERENTIATION
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATION
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATION
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATION
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATION
£281m business
EBITDA £23M
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UNDERSTANDING WHAT MAKES PEOPLE TICK
BRAND PROMISEDIFFERENTIATION
An ultra-reliable operator with smart and disciplined drivers
1960’s Courteous Drivers High quality fleet & service levels
Exemplorary employment & environmental practices 2000’s
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UNDERSTANDING WHAT MAKES PEOPLE TICK
DIFFERENTIATION
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UNDERSTANDING WHAT MAKES PEOPLE TICK
BRAND PROMISEDIFFERENTIATION
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
What differentiates you?
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
FOCUS ON THE WHY
WHY
HOWWHAT
> Brands have values at the heart of them. Focus on the why.
> You have to put the building blocks in place upon which you build your brand
> Everyone in the organisation needs to understand their role in delivering the brand experience
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningEssence
Values
Benefit Truths
Promise
Personality
Key insight
Audience Market
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningEssence
Values
Benefit Truths
Promise
Personality
Key insight
Audience Market
How can you define the business?
What’s your core purpose?
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningEssence
joy for the belly and soul
Values Activism
Fun loving (“if it ain’t fun, why do it?”) Genuineness
Benefit Visible overload of natural
ingredients, Funky, scrummy flavours, Values led
Truths Multi-sensorial, in-mouth
Entertainment, Feel you are doing Good, Let down your hair
Promise Fantastic, funky food from a genuinely caring and
fun-loving company I’m proud to help
Personality Quirky and offbeat Irreverent / Caring
Key insight When I indulge myself I often end up feeling guilty...it would be great to feel good
and do good at the same time
Audience Young, urban professionals who look for
entertaining, indulgent products but who also have a conscience
Market Indulgent, premium, cool treats that stimulate the taste buds and provide
moments of real pleasure
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningJoy for the belly and soul
Essence joy for
the belly and soul
Values Activism
Fun loving (“if it ain’t fun, why do it?”) Genuineness
Benefit Visible overload of natural
ingredients, Funky, scrummy flavours, Values led
Truths Multi-sensorial, in-mouth
Entertainment, Feel you are doing Good, Let down your hair
Promise Fantastic, funky food from a genuinely caring and
fun-loving company I’m proud to help
Personality Quirky and offbeat Irreverent / Caring
Key insight When I indulge myself I often end up feeling guilty...it would be great to feel good
and do good at the same time
Audience Young, urban professionals who look for
entertaining, indulgent products but who also have a conscience
Market Indulgent, premium, cool treats that stimulate the taste buds and provide
moments of real pleasure
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
Positioning
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
Positioning
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.Authentic athletic performance
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.Authentic athletic performance
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.Authentic athletic performance
Fun Family entertainment
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.Authentic athletic performance
Fun Family entertainment
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BRANDING AS A GROWTH ACCELERATOR
UNDERSTANDING WHAT MAKES PEOPLE TICK
PositioningHigh performance. Delivered.Authentic athletic performance
Fun Family entertainment
Worldclass service, personal recognition
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UNDERSTANDING WHAT MAKES PEOPLE TICK
Values Promise
Proposition
BRAND STORY
BRANDING AS A GROWTH ACCELERATOR
AO BRAND STORY
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UNDERSTANDING WHAT MAKES PEOPLE TICK
SUMMARY
• #2 Know your why What problem are you solving? What are your beliefs? What are your values?
• #3 Be single minded in your positioning Don’t try to be all things to all people
• #1 Know what matters to customers Align your brand promise around this
• Differentiation is critical to build a sustainable business. Catapult your growth and build value.