© 2012 GlobusMedia Ltd

How to build your brand through great customer experience

Hello and welcome

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Abigayle Norman

Content Marketing Manager

Housekeeping

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You are

all mute.

Feel free

to ask any

questions

here.

Social media

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@brandworkzworld Brandworkz Brandworkz

Find us on social media

Use the hashtag #brandandCX

Align Internal Teams Behind your Brand

Positioning.

Promote and Educate

How to get all your third parties to

communicate your brand consistently.

Share and Distribute Govern and Automate

Building a strong brand

Past webinar links

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http://www.brandworkz.com/knowledge/

Abigayle.norman@brandworkz.com

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Crowded market place

Product categories are crowded

Product quality and innovation isn’t enough

Consumers want to connect emotionally

Multiple channels and touch points

Marketing in the digital era

means consumers have

access to our brands in

multiple channels and

touch points.

Brand Access

Inconsistency leads to brand chaos and confused customers

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Customer Experience

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Brand and company value

Brand is a key intangible business asset.

It is the key driver of competitive advantage and sales.

Defines who you are, how you operate and how you

differentiate.

In the 1980s tangible assets made up 75% of company

value.

Today intangible assets make up 80% of company value.

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Brand and company value

Coca-Cola’s brand is worth 50% of the company value or

$73 billion.

Coke is able to charge a 112% premium for their brand

because of their clear and consistent branding.

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The importance of branding

£1.25 £2.20 £2.50

Core elements

More than a logo

While delivering a consistent

brand

Build their customer experience through

One Seattle store Howard (CEO)

Responsibility

Quality

Gathering/Work

place

Not (just) coffee

Customer centric thinking

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5 core characteristics of CX

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1. Quality products and services

2. Support before, during and after purchase

3. Convenient interactions

4. Aesthetically pleasing and relevant brand

5. Community around the brand

Brand and CX

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1. Clearly articulate brand vision and values

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Clearly articulate the brand to 40,000 staff members

Needed to educate staff

Couldn’t train everyone face-to-face

Online central tool for this

A fresh new brand identity promoting healthy lifestyle

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Outcomes

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20,000 unique users

Informing all new employees about mission, vision, values

and behaviour.

Creating differentiation in the market place

2. Engaged and satisfied workforce

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Open lines of communication

Engage in two way conversations

Central location for communication to take place

3. Deep understanding of your customers

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Segment and create

personas

Document and keep

this information in a

central location

giving employees

easy access

4. Great customer service

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Selling globally in 44 countries

2,000 retail outlets

Needed to communicate brand

stories and train resellers in a

cost effective manner

Needed to deliver consistent

customer service

Central platform to educate resellers

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With downloadable marketing &

POS materials

Framework for CX

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Key Takeaways

A brand is only as strong as customers’ actual experience

with it at every touch point.

You must really understand your customer and their needs.

Make sure you have really communicated your company’s

ethos and brand.

Implement technology to help you better manage your brand

and marketing processes.

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Questions, comments or to book a demo.

+44 (0) 20 7288 9700

www.brandworkz.com

info@brandworkz.com

@brandworkzworld Brandworkz Brandworkz

Thank you!