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A smart brand strategy is critical for any organization—large or small. This presentation shows how to best leverage every customer experience to boost your brand. Check out the accompanying webcast at http://www.brighttalk.com/webcasts/4866/play where you can hear Briana Marrah, Principal of Parker LePla, talk about best practices in branding and why it’s important for your small business. You’ll walk away with actionable tips to boost your brand and effectively connect with your audience.
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BE YOUR BRANDLeveraging every customer experience
July 2009
Your brand booster
WHO WE ARE
WHO WE WORK WITH
3
THE CUSTOMERIS IN CONTROL
AND THEY DEMAND AUTHENTICITY
WHICH MEANS LIVING YOUR
BRAND
A LITTLE BACKGROUND ON BRAND
WHY DOES BRANDING WORK?
emotional + logical
HOW DOES BRANDING WORK?
actions + messages
DEFINING YOUR BRAND
Your brand
STRONG BRANDS ENJOY:
Your brand
Loyalty: Committed customers will almost never switch and they have the power to energize the rest of your customer base.
Price premium: A strong brand can command a significant price premium over market average prices.
Peer recommendation: Committed customers actively recommend the brand to others.
THE WHOLE GOAL
THE SEVEN LAWSOF STRONG BRANDS
THREE WAYS TO GET A BOOST FROM YOUR BRAND
BOOSTER #1:BE YOURSELF
BOOSTER #2:BE INTERESTING
BOOSTER #3:BE YOURSELF INSIDE &
OUT
TO DO
• What role do you play in your market? • What can you deliver on that no one else can? • What is the one filter everyone at the
organization can use to make sure they are delivering on the promise?
• What personality traits make up your brand?• What are the cultural pieces that are essential
to your promise?
DEFINE YOUR BRAND
• What products/servings should you offer?
• Who is your best customer?• What types of employees would you
hire?• How would you sell your
products/services?
SYNC WITH STRATEGY
BRAND TOUCH POINTS
• How can we demonstrate our brand promise each time our customer interacts with us? (sales, billing, in the store, customer service, etc.)
• What is the experience now and how do we close that gap?
• Are we missing any touch points?
• Today’s brands are communities • How can you give customers a way
to interact with you that fulfills their interests?
• How can you communicate in a way that feels more like a dialogue than a monologue?
THINK SOCIAL
Follow us, friend us, or read our blog:• Twitter.com/parkerlepla• Parker LePla on Facebook and LinkedIn• Integratedbrand.com
QUESTIONS?
