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Great companies don't simply brand their marketing materials. They brand the experience for their employees and customers. Current version facilitated during the Police Officers' Credit Union Conference.
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Branding the Experience
“The brand is the single most valuable piece
of the company.”
Steven Jobs
The Definition of Branding:
The image etched in the collective mind of
the public through the culmination of all
communications and experiences with the
organization.
Organization History
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement
Vision Statement
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business
Vision Statement
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards
Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards – The “how” are we going to live our brand.
Organization Drivers:
Brand Drivers:
Associations
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality
Marketing Plan
Strategic Plan
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan
Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan
Brand Conveyors:
Communications – PR, Media, Newsletters
Positioning – Advertising, Brochures, Web Site, Logo
Physical Location(s)
Products
Service
MOST IMPORTANT RULE OF
BRANDING:
Strong brands don’t make promises they
can’t or don’t intend to keep!
A Company that “Gets It”:
• It’s the experience, not the coffee.
• The “third place”
• An extension of your front porch
Another Company that “Gets It”:
• A brand completely centered on the
customer experience.
• Carries them through tough times.
The Formula for Success =
B + C + S
Complete Alignment of the
Brand, Culture, and Strategy
Execution of the Strategy:
It is better to have a mediocre plan
executed to perfection than to have
created a perfect plan that is being
executed in a mediocre fashion.
Execution of the Strategy:
• Ensure goals are aligned with the vision and
throughout the organization.
• Bring the plan to meetings to review and use it as
a tool: – Mission and Vision
– Progress on Goals
– Budget Variance
– Strategy – Are our tactics still realistic?
Execution of the Strategy:
• Appraisal Components: – Goals
– Service Standards
– Responsibilities
• Rating staff and management on all three help
to ensure execution and the integrity of the
brand.
Communication of the Brand and Strategy:
Visuals and Constant Repetition/Reinforcement of:
• Company Goals
• Vision
• Service Standards
Communication of the Brand and Strategy:
• There is no such thing as “too much” repetition
and reinforcement.
• All management must relay the same message,
i.e. united front.
Key Points and Takeaways:
• Service Standards are critical to the “Branding the Experience” concept.
• Proper Branding = Consistency
• Decide what you want your business to stand for and align everything with that image.
Key Points and Takeaways:
• Share the vision and other key organization drivers with all staff.
• Review the plan and objectives on a regular basis.
• Reinforcement with staff on a consistent and continual basis is key to aligning the Brand, Culture, and Strategy.
