turning marketing words into a branded people experience

Turning Marketing Words into a

BRANDED PEOPLE EXPERIENCE

BRID

GE T

RAIN

ING

Areas of expertise:

•Contact Centre•Customer Service•Sales•Brand Delivery•Leadership and Development•Motivation and Presentation•Behavioral Science

BRID

GE E

VETN

S

COMPANIES WE HAVE WORKED WITH

Behavioural

Skills

BRID

GE B

ALAN

CE

WHAT IS BRAND?

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan.

WHAT IS BRAND?

“Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace.”

Sir Richard Branson

WHAT IS BRAND?

“Vision is perhaps our greatest strength... It has kept us alive to the power and continuity of thought through the centuries, it makes us peer into the future and lends shape to the unknown.”

Li Ka Shing

THE POWER BEHIND BRANDS

METHODOLOGY

BRIDGE BRAND2LIFE

THE LIVING BRAND® MATRIX

WHAT MAKES THEM GREAT?

INSIDE THE MINDS OF LEADERS

Building your Leadership

Brand

WHAT ARE YOUR BRAND VALUES?

THE LEADERS BRAND

• Purpose• Energy• Structure• Change Orientation• Individual Presence• Enablement• Consideration• Warmth

WHAT IS YOUR LEADERSHIP CATCHPHRASE?

What is your Leadership Catchphrase?

‘’ Not a One Trick Pony Not 10 Trick Pony

I am a Field Full of Ponies’’

‘’Everything I touch Turns to...SOLD’’

‘’Big Fish in a Small Pond’’

BRAND ALIVE PROJECT PART 1

Within your group, come up with an agreed fictional company. Give it a name, what this company does, size of operation, a mission statement and 5 brand value words that will give your company direction.

In short, come up with as much information about this company that you think will be useful if taking this company to the market.

WHAT IS…?

Marketing researchers typically have twoobjectives

One: To determine what segments orsubgroups exist in the overall population;

Two: To create a clear and complete picture ofthe characteristics of a typical member of each ofthese segments.

TOP TIPS – EMOTIONAL PROFILING

Be Realistic: Evaluate your customers as objectively as possible.Be Specific: Make sure your customer research is clear.Be Honest: Never overstate your brand value.Be Clear: Ask direct questions about how people respond to your brand.Be Constructive: Look at various situation with a fresh, emotive and objective view.

INSIDE THE MIND OF THE CUSTOMER

Why do customers buy

Brands?

The Emotional Drivers of

Brands

Self-actualisationPersonal growth and fulfilment

Esteem needsAchievement, status, responsibility, reputation

Belongingness and Love needsFamily, affection, relationships, work group, etc.

Safety needsProtection, security, order, law, limits, stability, etc.

Biological and Physiological needsBasic live needs – air, food, drink, shelter, warmth, sex, sleep, etc.

Maslow's Hierarchy of Needs

Interpreting Behaviour According to Maslow's Hierarchy of Needs

• Biological - health, fitness, energising mind and body, etc

• Safety - order and structure needs met for example by some heavily organised, structural activity

• Belongingness - team sport, club 'family' and relationships

• Esteem - competition, achievement, recognition • Self-Actualization drivers - challenge, new

experiences, love of art, nature, etc

TranscendenceHelping others to self-actualise

Self-actualisationPersonal growth, self-fulfilment

Aesthetic needsBeauty, balance, form, etc.

Cognitive needsKnowledge, meaning, self-awareness


Adapted 8 Level Hierarchy of Needsbased on Maslow’s Theory




IS ECONOMICS THE STUDY OF MONEY OR THE STUDY OF BEHAVIOUR?

Interesting to note that during this last recession well established, high end and luxury brands did much better

than originally forecasted. In such turbulent markets people gravitate toward safety and security.



I HAVE TO HAVE IT !!!


THE DESIRE TO BE PART OF A FAMILY

This is considered to be one of the main driving forces behind brand, the unconscious and somewhat non-logical relationship that people have with their chosen brand. The brand identity allows us to identify others that are similar

to us and join them.


THE WORLD IS CHANGING WITH SYMBOLIC CONSUMPTION

With media, live and on the edge of war, famine, natural disasters, with global warming showing the harm that people are doing to the

planet, with recycling, social responsibility and sustainability all active in the role of brands, consumers are more aware and critical of

a brand movement and social responsibility. As the view of what is expectable changes so will consumers response to their connections

to brands.

CHANGING THE FACE OF AN INDUSTRY

Cognitive needsKnowledge, meaning, self-awareness

TELL ME EVERYTHING I NEED TO KNOW OR JUST TELL ME YOUR NAME AND I WILL DO THE REST

Brands guide people through the vast number of competitive products and assist individuals to reach faster, more simple, and

personally connected choices when purchasing. They do not need to know all the logistics of the product as the brain has already connected through neuronal association all that is required to

meet the other needs discussed.

THE GESTALT EFFECT

What brand do you really respond to and have high affinity with?

WHY??

THE GESTALT EFFECT

“The whole is greater than the sum of the

parts”

IS THIS TWO FACES OR A VASE??

BEST LAID PLANS AND RESOLVED?

Aesthetic needsBeauty, balance, form, etc.

BRANDS EXCITE US

When mastered, brands can attach themselves to pleasure receptors and live very happily there for sometime. ‘I think

this commercial speaks for its self.. Let see and hear and mmm taste.’

NOW THAT IS SPECIAL

Self-actualisationPersonal growth, self-fulfilment

BE ALL THAT YOU CAN BE

Brands allow people to dream, they allow us to be part of a world that they may not have access to everyday. They can

also inspire us, drive us and show us a path to self actualisation by offering us mentors and aspirations. Implicit within the images and the lifestyle that brands portray, they

involve a value system that is packaged for consumption.

REACHING NEW HEIGHTS

TranscendenceHelping others to self-actualise

FROM EMPLOYEE TO LIVING BRAND ADVOCATE

We have now reached the ultimate in Brand Power and this true affinity and connection to the brand values

allows us to stand beside the brand. We can now represent it through passion, belief and the desire to

see others have their required needs meet through it’s brand promise.


Return to your groups and begin to build your customer profile. What is the main demographics of your customers and why did they buy into your organisation or products. This information will be very important later as you will require this information as part of your Brand Management Strategy.Ask the right questions and get the right data

Knowledge is Power !!!

Are Living Brand®

Leaders Born or are they Made?

SELF-AWARENESSDO YOU SEE YOURSELF AS OTHERS SEE YOU?

WHAT IS…?

Self-awareness describes the condition of being aware of one's awareness. It is having the ability to realistically see yourself as others see you and notice the impact that your actions and behaviours have upon interactions and situations.

TOP TIPS• Reflecting on your intentions and your actions• Being aware of your own emotions and how to channel

them• Understand what we do and how we might do it differently• Practice of yoga, meditation and self scenario role-plays • Keep a journal and write out your values and what is

important to you• Accept feedback from others with an open mind and as an

opportunity to grow

Remember: When we know what our values are, then it is much easier to chart a path in life and business that adds to our personal growth and happiness.

»Brand aware»Entertaining»Vocal brilliance»Chatty»Bold/Direct»Assertive

» Genuine empathy» Going the extra mile for the

customers» First time resolution» Emotionally intelligent » Great at handling

complaints» Excellent relationship

builders» Considerate

» Great problem-solvers» Structured conversation

control» Solutions focused» Efficient» No messing approach» No panic approach to

complex situations

» Strong» Decisive» Results-oriented» Forthright in stating their

opinion / making requests» Not afraid to take a decision » Highly self-critical

“Imagination is everything. It is the preview of life’s coming attractions.”

Albert Einstein once said,

WHAT IS…?

A form of evidence that is often referred to as a gut feeling or a hunch. It differs from common sense, which relies on someone’s philosophy or personal perspective, rather a strong feeling about the correct decision path. Intuition can be seen as a very holistic decision making approach as it tries to consider and integrate information from all the senses.Intuition is the ability to process information, both internal and external, that allows you to make great decisions.

TOP TIPS

• Ask more questions• Pay attention to what catches your

eye or ear• Meditate on information• Look at various other possible

scenarios• Listen to your body• Honour your way of perceiving

EMOTIONAL MANAGEMENT

Can you manage your

emotions?

WHAT IS…?

The notion of emotional management refers to the fact that emotion is not just a matter of automatic emotional response, but is co-constructed through our attempts to feel and express emotions that are appropriate in connection with specific situations. It is having the ability to remain calm and clear in our response during heighten levels of external emotional stimuli.

STAYING ON THE NEUTRAL ZONE

WHAT PUSHES YOUR BUTTONS?

People’s Emotion Your Reaction

WHAT PUSHES YOUR BUTTONS?

Work Stressor Your Reaction

TOP TIPS

• Identify the cause of your stress earlier by knowing the individual character types and how they affect you

• Choose your response carefully• Shake it all off and breath• Face your stress source head-on when

you're ready• Make a plan and be realistic • Take one step at a time (bit size chunks)

BREATH

Creating a Powerful

Person from within

Self-Regulation and Growth Stunters

Celebrity Ego

Fear

Bullied into submission

Ignoring truth

Laziness

Inter inertia

GROWTH STUNTERS• Celebrity Ego - Everyone knows someone with a ‘big’ ego!

Egotism holds us back from learning about ourselves. Leaders sometimes feel that they must be great at everything and so develop an ego and block learning and development

• Fear - Fear stunts growth. We need to be able to challenge our negative beliefs and believe we can – it can become a negative cycle of belief

• Bullied in to submission - This is when we are robbed of confidence because someone else has a bigger ego

• Laziness - Seeks the easy way. Growth is not easy, it requires introspection and reflection and then change. Lazy life is easy but stagnant

• Inner inertia - Trying to change but getting stuck half way• Ignoring the truth - We find a reason to dismiss what we know

to be true before we have to deal with it

WHAT IS…?

The Elasticity of your Personality

• Dealing with different individuals

• Building internal relationships• Strong brand representation• Driving employee advocacy • Having a relaxed and confident

approach to your role

What are your strengths?

TOP TIPS

• Make yourself approachable• Ensure that you are living the brand

values• Take into consideration your

presentation skills and styles• Be more active in the company • Build an internal network that allows

you to develop new strengths

TIME TO BLOW YOUR OWN TRUMPET

Individually come up with your core strengths that you believe to be your greatest assets. Then collectively share these strengths amongst your group in order to secure a strong leadership team that will take your business forward.

WHAT IS…?

Empathy is the capacity to recognize and, to some extent, share feelings (such as sadness or happiness) that are being experienced by another person. Not to be confused with sympathy as empathy is then to apply an appropriate action that allows that individual to move forward.

TOP TIPS

• Give someone your full attention both in mind and body language

• Actively listen and not just with the intent to respond

• Choose your words carefully• Take the time to really put yourself in

their shoes• Offer guidance on the most appropriate

action to move forward

DANIEL GOLDMAN EMPATHY

WHAT IS…?

Self-motivation is the ability to motivate oneself, to find a reason and the necessary strength to do something, without the need of being influenced to do so by another person. Working in a careful and consistent manner without giving up.

MOTIVATION – ON THE MOVE

Self MotivationWhat are your goals?

TOP TIPS

• Think about the achievements in your life • Examine your strengths to understand what

you can build on• Determine what other people see as your

strengths and key capabilities • Set achievable goals for yourself, work to

achieve them, and enjoy that achievement• Seek out mentors and other people who

model the competencies, skills, and attributes you desire

LIVING BRAND FOCUS

"Your life today is the result of your attitudes and choices in

the past. Your life tomorrow will be the result of your attitudes

and the choices you make today."

PROUD TO BE AT ASDA


It is now time to recruit a new team of front line Customer Service and Sales employees for your company. It is your task to brief the recruitment department on your dream Living Brand employees and their projected personality.

Using your mission statement and 5 value words come up with a short brief on the actions and qualities that you would expect from them in order to bring alive the values of your business.

INFORMATION FLOW

It is not so much about the words you use, as much as defining the applied action that is

required.

SELF AWARENESSGoal: To have employees see behind the brand

• Simply give more brand information to employees

• Explain it in a language they can understand

• Answer the ‘?’: What does it mean to me?• Let them see it through the customers

eyes• Market perception of the brand and

business

INTUITIONGoal: To have employees move with the Brand

• Give them more options to explore the brand

• Give ample opportunity for questions• Give them the opportunity to learn this

information through a medium that works for them

• Allow them the time to absorb and follow up

EMOTIONAL MANAGEMENTGoal: Have employees respond positively to brand information

• Frustration• Bored• Tired• Complacen

t• Stressed• Upset• Angry

» Information way too confusing

» Material does not excite me

» I have heard all this before

» This does not really apply to me

» Piling more irrelevant information on me

» Are you telling me I don’t offer a branded service?

» Don’t tell me what to do

PROFILING – INFORMATION FLOWGoal: To get it to the right people in the most appropriate medium

• Enquire on various knowledge requirements• Survey both individual employees and

departments• Host focus group workshops on brand

clarification • Segment the employee population on brand

delivery• Increase your reach by creating a team of

brand coaches and champions

SOCIAL SKILLSGoal: To meet the employee population on their turf

• Target where employee segments network• Utilise social networking, intranet and

various communication tools• Be visible in internal meetings and

signage• Promote internal and departmental brand

workshops• Never forget all your powers of marketing

and sponsorship

EMPATHYGoal: To put the brand in the employees shoes

• Listen and respond accordingly to all your research

• Use feedback and adapt it into future strategy• Take into consideration different learning

styles and character types• Be truly passionate about the brand and lead

by example

Remember: ‘If you care so may I - however, if you don’t, nor will I’

MOTIVATIONGoal: To stay on course and meet your Brand Alive objectives

• Do not try to change the world overnight• Have a clear and manageable delivery plan• Set out a detailed action plan and be

prepared to change when needed• Celebrate your success – when you start to

see the benefits come alive, share them with the business

• In this case it is not about who wins the race, but who participates

‘It is not so much about the words you use as much as defining the applied action that is required.’

However, that is not to say you should just pick any words as your

company values. It must first represent your companies desired personality and the direction that

the brand will take.

METHODOLOGY

BRIDGE BRAND2LIFE

WHAT IS PROJECTED PERSONALITY?

BRING TO LIFE YOUR PROJECTED PERSONALITY

BRAND2LIFE CAMPAIGN

MEDIUMS OF ENGAGEMENT

• Videos• Posters• Give-aways• Intranet• Events• Briefings• Social Media

THE NOW EMPLOYEE DRIVING FORCE

• Be the voice of the values• Internal communication and the

leaders messages• Intranet• Blogs• Success Stories• Internal branding and environment


As mentioned, over the years your company employees seem to have lost touch with the mission and values that you put in place as your roadmap for the business. Your group is now the senior brand leadership team that has been given the task to launch a new culture programme into the business. This Brand2Life programme will need to ignite the passion for the brand that your people had in the beginning. Put in place a strategy plan to ensure that all parts of the organisation are reconnected to the brand.

BRIDGE BRAND2LIFE

Ask yourself the question:

What part do I play and where do I have influence

in the Brand2Life programme?

RISING TO THE CHALLENGEBridge Rings of Power

HOW CAN BRAND CHAMPIONS INFLUENCE?

BRIDGE BRAND2LIFE

FOUR KEY AREAS OF A BRAND/PEOPLE AUDIT

BRAND ENGAGEMENT TOOLKIT

GOAL: BRIDGE BRAND2LIFE UTOPIA

Often find them on the shop floor, listening to the employees and taking on board suggestions. Lives and breathes the brand and is exemplar in its delivery,

both internally and externally.

Always have enough time to pass over the positive messages of the business. Know its direction and, stand-up-for and protect the brand.

Live and breathe the values of the business and always give customers a WOW service that makes them happy.

We only get the best people, who love our business and want to be part of the success of the team and company.

Once I start to look at a Brand2Life programme in this breakdown, I can better visualise the challenges and best actions required to achieve success.

This is not to say that there is not a cross over and the lines are simply that clear. The flow must travel seamless between the various tiers.

Your influence:

• Advert for employment (on-brand)

• Core value messages presented to candidates

• Does this tier promote positive statements about brand?

• Interviewing and those moments of brand connectivity

• Recruit new employees on values

• Psychometric testing and role based behaviours

• Does the candidate reflect the personality of the brand?

• Also remember: we are not looking for clones, as there are many corners of the brand

Survey results from previous Brand Audit on Induction

Top negative responses:

• Uninspiring

• Too long and boring

• Told me stuff I already knew – that is why they hired me?

• Disjointed and not sure they know what they are doing

• Brand – covered history of the business, not brand

• Marketing did not play a role

Your influence:

• Ensure the induction represents the brand values

• Gives enough time to explore it and its future (not just the past)

• Allows employees to meet Brand Champions

• Hear success stories that embrace the company values

• Put in place an action plan that turns those marketing words into deliverable role specific actions

• Get their brand buy-in here and now

Your influence:

• Ensure that brand is represented, and represented well

• Ensure that brand delivery is included on relevant courses and brand positioning is correct

• Set up your own Living Brand Workshop series

• Remember: look, sound and feel needs to come alive

• Turn those marketing words into living brand actions

Your influence:

• Test their current love of the brand. Are they fans?

• Look at their knowledge of the brand, preferred mediums of delivery

• Ask the question: “How can marketing better support you in delivering an on-brand service or feel closer to the business?”

Mediums

• In classroom trainingo More relevant informationo On-going development

• Intranet and social mediao Show / explain commercials and promotionso Educate them on things they do not know about

marketing principals and brand execution

Some of the Living Brand kill factors:• The individual has been around for a while and this may not be their first

change management programme

• Many demands of their time, and hence may not see the relevance

• Lack of support and skills to do the job

• They do not get realistic feedback from staff or the business

• They do not see the brand as relevant as they know the job and company

• Work in silos and hence this is marketing’s job

• Have a view that differs from marketing and customer perception

• Shop floor experience, not marketing tower lingo

Overcome the barriers:• Put in place a clear action plan with timed deliverables

• Run specific brand workshops for this population that includes coaching

• Make it relevant to them and be considerate of time

• Give them a simple and easy to use tool on how they can increase Living Brand awareness to the people

• Have them collect and share “moments of truth”

• Assist them to assist you reach your goals

• When managed correctly, this population are mostly brand fans - they have just been let down or over worked

They must:• Be charismatic and a face of the business

• Have enthusiasm to drive and to succeed

• Have true belief in the brand

• Desire to make a difference

• Credibility through the business and respect of general population

• Have an understanding of brand and the objectives of the Brand2Life programme

• Be a leader that involves others and exemplifies the values of the brand

BRIDGE BRAND2LIFE

Now that you have created your umbrella Brand2Life campaign it is your job to come up with ideas for each of the areas of the business that you have influence in. Create a series of brand tool kits that the various tiers of your organisation can use to bring the brand’s values back to life through your employees. This kit will have your ideas and suggestions on how they can use your brand expertise and fresh approach to turning value words into brand actions within their area.

Brand Alive Project PART 5

METHODOLOGY

Level one

Connection Alignment to purpose / Brand Me = Brand Value

KEEPING IT ALIVE

What is a Living Brand Culture?

Team unity

KEEPING IT ALIVE

Who we are

Our way of doing business

People living the values

Corporate identity

What makes our company unique

LIVING BRAND CULTURE

“You cannot be special, distinctive, and compelling in the marketplace unless

you create something special, distinctive, and compelling in the

workplace.”

Brand is Culture and Culture is Brand.

Edgar ScheinOrganisational Culture & Leadership

“Culture can be analysed as a phenomenon that surrounds us at all times, being constantly enacted and

created by our interactions with others.

The dynamic processes of culture creation and management are the essence of leadership and make one realise that leadership

& culture are 2 sides of the same coin.”

WHAT IS A LIVING BRAND CULTURE?

Brand Culture

How we do things around here

“A company's culture and its company brand are really just two sides of the same coin. The brand

may lag the culture at first, but eventually it will catch up”

Tony Hseih, Zappos.com

SYSTEM AND CULTURE OF LEADERSHIP

Systems Culture

CULTURE…

Survival-based culture

Value-based culture

Team-work & loyalty based on:

Agreement /disagreement Alignment of purpose

Workforce driven by:

‘Control’ and ‘approval’ strategies

Embodying values / personal satisfaction

Resulting in individuals:

Desperate to get it right (or not get it wrong)

Wanting to make a contribution

Underlying culture: It can’t be done (or only within reason)

It can be done

Zappos makes the news

Level two

Commitment Belief in the Brand

WHAT MOTIVATES EMPLOYEES IN A VALUE BASED CULTURE?

MOTIVATION THROUGH HISTORY

Motivation 2.0

Reward or Punishment

Simple, straight-forward

tasks that involve mechanical skills

Motivation 3.0

Self-actualization, fulfilment

Creative thinking, rudimentary

cognitive skills

THE DRIVING FORCE BEHIND A VALUE BASED CULTURE

AUTONOMY

THE FOUR ESSENTIALS TO AUTONOMY

• Task

• Time

• Technique

• Team

» What people do

» When people do

» How they do it

» Whom they do it with


• Time

» Google: 20% of staff time in a project of their choice. Results: Gmail, Google News, Google Sky, Orkut, Google Translate, etc

• Task

» Set time to work: increases productivity or compliance?

• Technique

• Team

» Controlled technique: improves performance or encourages mechanical thinking?

» Recruitment: HR’s responsibility or the team itself?


MASTERY

MASTERYTHE NEED TO SELF-ACTUALIZE

Control Compliance Physical survival

Autonomy Engagement Fulfilment

“Engagement leads to the desire to get better and better.”

TWO LAWS OF MASTERYMASTERY IS A MIND-SET

“Happiness comes from the cultivation of happy thoughts”

“What people believe shapes what

people achieve”

Your Holiness the Dalai Lama

TWO LAWS OF MASTERYMASTERY IS A PAIN - COMMITMENT TO LONG-TERM

GOALS

“Effort is one of the things that gives

meaning to life. Effort means you care about

something, that something is

important to you and you are willing to work

for it.”

Level three

Consistency Keep it Alive! Employee Advocacy

PURPOSEBRING YOUR BRAND TO LIFE!!!

BRAND PASSION

The world's leading charity dedicated to beating cancer through research.

Zappos Core Values Come Alive

“As we started to grow, we asked ourselves, how can we sustain this culture? How can we remember it while simultaneously inspiring ourselves for the next year? Our answer was the culture book. It's packed with each employee's idea about our culture, as well as photos, our core values and more.”

FITNESS FIRST WAKE UP CALL

CULTURE SHAPING INITIATIVES• Create a clear ideology. This is the contribution the organisation

makes to its customers, employees and stakeholders.

• Define your culture. Although this flows from your core ideology, it’s critical to think through the attitudes and habits you desire to see manifested daily.

• Set the example. The organisation mirrors the attitudes, beliefs and habits of those at the top. Senior managers need systems in place to give them feedback and insight about how well they are doing in modelling the values.

• Create forums where people can talk. You gain buy-in by talking to people about values. This is more than announcing them. It is a two way dialogue that “unfreezes” old habits and begins to move people towards new ones.

• Look at your design. The processes, structure and systems of the company need to reinforce the culture you want to create. You can’t claim to value collaboration and set people up to compete. Or, care about the customer and organise around functional silos. Does your design support the culture you want to create?

• Tell stories. People love good stories. You should regularly share examples and the positive consequences of people living the company’s values. Not only do they remind us of what is important. They inspire us to be better.

• Reinforce It. Build your recognition system around your values. Include them as part of your performance appraisal process. Coach those who don’t match the desired culture.

CULTURE SHAPING INITIATIVES

KEEP IT SIMPLE

S IMPLE

Set Expectations

Invite Commitment

Measure Progress

Provide Feedback

Live the Values

Evaluate Effectiveness

Your Brand2Life programme has been a huge success and your employees are back on track and your brand is alive in your people. Come up with three ideas or initiatives that you will implement in your new employee culture that will ensure that you will keep this motivation and brand affinity on track.



In a five minute presentation please bring to life:

1. You vision and value words2. The actions that you believe will bring these

to life3. A short brief on how your group will launch

your brand to life programme and engage this to your company

4. Your culture statement and action plan

METHODOLOGY

In your private time tonight list out some of the things that you would like to change in your personal life or our business life, then what you would like it to be like at a specific point in the future. Finally build your action bridge to that point and what are YOU going to do to achieve your best result.

Homework

turning marketing words into a branded people experience

Business