branding fundamentals

catalysts for growth throughinsight + action


creating a unique brandto spark business growtha strategic approach to differentiate yourself

Presented by Steve Carples, Principal of Synergistics ConsultingApril 20, 2012


branding

BRANDING is all about focus!

Consistently delivering a core promisebased on internal core competencies & passions

– across ALL stakeholder touch-points –to address a defined target audience’s wants

in a relevant, differentiated way

defined


question to

Do consultants really need to invest in building a strong brand?

It’s important for you to make a positive first impression and have a good public image –isn’t that true for your business as well?

ponder


BRAND EQUITY

MARKETING

CULTURE

STRATEGY

a model for strategicbranding

Foundation elements

Foundation elements

Value Received:• Positive market image• Increased income and

market share• More clients engaged• Higher client loyalty

Your brand is yourmost significant asset!


another basic

What is the most critical success factor for

building a strong brand?

question


simple

Be authentic!“Business, simply put, is PEOPLE doing THINGS with STUFF”

To unleash the hidden potential in your business:

Define– Clearly articulate what you’re all about

Align– Mesh all aspects of your strategy, marketing & sales delivery

Instill– Ensure your core ideology is internalized by all associates, and

exhibited in every action at all stakeholder touch-points

answer


A plan of action to marshal precious resources to achieve a desired future

3 Key Questions:– What are you passionate about?– What are your core competencies?– What is your economic engine?

BRAND EQUITY

MARKETING

CULTURE

STRATEGY

strategyfoundation elements


what are you passionateabout?


what drives

Core Ideology Purpose/Values

– What drives you – impact on improving your world

Vision– The BHAG – your long term stretch goal

Mission– The “journey” – steps to achieve the vision

Brand Essence– The enduring heart & soul of your enterprise – based on

well articulated attributes, benefits, values & personality

you?


what are your strengths& talents?


what are your core

Current Situation Analysis SWOT’s

– Internal and external factors to address based on historical underpinnings and competitive realities

Value Proposition– Problem you solve – unique benefits for a defined target

Products & Services– Specific offerings you provide to the market you serve

competencies


what is your valueproposition?


what is your economic

Pricing and Sales Considerations Revenue Model

– Transaction vs. recurring revenue– Value-based pricing

Prospect Generation/Qualification– Investment based on “lifetime value” of a client

Closing Opportunities– Initial sale & ability to leverage relationships for future sales

Post Sale Service– Problem resolution, refund policies & client support

engine?


example of brand strategy

Attributes– Big picture strategic thinker, marketing expert, articulate

communicator, mission driven and goal directed

Benefits– Comprehensive perspective, focused business strategies, clearly

articulated brand platforms and executional excellence

Values– Insightful, accomplished, responsible, enriched and true-to-themselves

Personality– Energetic, inquisitive, caring, adventurous and sociable

Brand Essence– Dreams realized

my essence


articulate your unique

Brand Essence Platform Attributes

– Tangible characteristics

Benefits– Specific client needs served

Values– How you make clients feel

Personality– How you present yourself

Brand Essence– Enduring heart & soul

offering


Processes for creating, communicating, delivering & exchanging offerings that have value for clients and society

Key Considerations:– Anticipating emerging marketplace needs– Segmenting the market – positioning to a niche– Developing an optimized product/service offering– Building awareness & arousing interest (social

media, collateral, advertising, PR, promotion)– Satisfying target market needs profitably

(optimized distribution channels & pricing)– Delivering on service expectations consistently

BRAND EQUITY

MARKETING

CULTURE

STRATEGY

marketingfoundation elements


brand

Elements of Brand Communication Core Promise

– The immutable essence of what the brand offers emotionally

Visual Identity– Logo, standards for color & typography, vocabulary

Key Message– Competitive point-of-reference, target, key benefits & reasons why

Tone & Manner– Emotional feel that is a part of all stakeholder communications

emulation


Set of shared beliefs, values & norms that represent the unique character of an organization, and provides a context for action in it and by it

Key Considerations:– Intrinsically linked to brand essence– Must be consistently expressed at all

stakeholder touch-points– Requires “stewardship” by key management– Strengthened by fluid communication up, down

and across the organization– Instilled through investment in associate

training

BRAND EQUITY

MARKETING

CULTURE

STRATEGY

culturefoundation elements


a legendary corporate

“Pixie Dusting”– All, from Execs to Maintenance, taught The Disney Way– Experiential training instills understanding for inner workings of Co.

Theatre Lexicon– Cast members always on stage to ensure optimized guest experience

Doctrine Mentality– Military-like control, from dress code to behavior & use of iconography

Corporate Synergy– New equities extended to all business units for value enhancement

New Businesses Required to Add-to vs. Leverage Equity

culture


Value derived from the sum of distinguishing qualities, goodwill and name recognition earned over time from all relevant stakeholders

Key Attributes:– Results in higher product/service demand,

increased sales volume, higher profit margins and a positive market-leading image

– Stems from the differentiated thoughts and feelings stakeholders harbor vs. competition

– Once established, can result in total ownership of a benefit area and be represented by a logo

BRAND EQUITY

MARKETING

CULTURE

STRATEGY

equitybrand


What 1-3 words (NOT company names) do these images evoke in your mind?

= =

=

=

the power of iconicbrands


= Magical Experiences

= Refreshment

= Awesome Functional Design

= Achievement

the power of iconicbrands


a service sector example of

Desired Future– Increase potential donor interest and amount of philanthropic gifts

Adopted Solution– Updated identity & new vision to “create a world without heart disease”– More personalized approach in marketing initiatives– Consistent expression at all stakeholder touch-points

Marketing Execution– “Imagine the Possibilities” tone & manner– “The Face of Heart Disease …” stories highlight MHIF’s impact– “Heart of New Ulm” 10-year initiative to eradicate heart disease

branding


speaking to your target’s

Imagine a world without heart disease …

a world filled with new medical possibilities in the form of more effective diagnostic techniques and treatment protocols – a world where individuals live healthier, more productive lives by addressing cardiovascular risk factors before they become a problem.

This is the vision of the Minneapolis Heart Institute Foundation. Through ground-breaking clinical research, education initiatives and health behavior change programs; we are making a tangible impact on improving individuals’ health and reducing the mortality rate associated with cardiovascular disease. We invite you to join us in envisioning the possibilities. With your support, together we can create a world without heart disease.

heart


what’s yourwish?


what do you

Core Values

Core Purpose

Key Competencies

Operating Style

Value Proposition

Brand Promise

stand for?


ignite your business

Define Your Authentic Brand– Clearly articulate the differentiated value you provide clients– Help them understand why they should care

Focus Your Marketing Efforts– Align your business strategy, marketing & sales delivery– Ensure your core ideology is internalized by all associates and

exhibited in every action at all touch-points

Achieve Your Business Goals– Identify opportunities that meld with what you want to accomplish– Shine your unique “light” on to the world

growth


contact

Thank you!

Steve CarplesPrincipal, Synergistics Consulting

(952) [email protected]

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