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The Power of BrandingHow to transform your business
House keeping
No fire alarm tests
planned today
Feedback forms in
your packs(please complete the survey
before coffee)
Mobile phones on
silent please
What is a brand?
What a brand is NOT.
A brand is not a logo.
A brand is not a product.
A brand is not a slogan.
A brand is not an good ad.
What is a brand?
Brand;
the sum of all the characteristics, both tangible and intangible, that makes your business, service or product unique.
A brand promises something to client.
A brand sets client expectations.
A brand meets those expectations in every client interaction and experience.
A brand represents a promise.
The John Lewis Partnership's reputation is based on three interdependent objectives Partners, customers and profit. Never knowingly under-sold.
Not to be confused with Marketing: you must have a strong brand position and promise – no amount of marketing will attract and retain clients without it.
1. Established awareness and connects to your clients.
2. Improves your image and perception of value
3. Creates preference for your service offerings
4. Increases participation and market awareness
5. Builds positive client perception and loyalty
6. Leads to increased revenue
Why Develop Your Brand?
How Do I Create My Brand Story?
1. Differentiation: communication of your
essence and uniqueness
2. Relevance: meaningfulness of your value
to your target market.
3. Esteem: the respect of your target market
to deliver value.
4. Knowledge: experience in the areas your
clients care about.
How Do I Create My Brand Story?
Key: Differentiation and
Relevance form the
foundation of building
your brand.
17
Harold Sharpe example dual branding
What is the downside of building a brand?
What is the upside of building a brand?
It’s what the top end of town does…..
Differentiated brands get noticed
A healthy brand gets everyone singing from the same song book
A healthy brandprovides meaning
Your Practice here!
Client’s
A healthy brand saves you money
A healthy brand can make you money
A healthy brand connects you to your clients
Creating ‘stickiness’
A healthy brand provides a competitive advantage
TOUCH POINTSAny point, both tangible or intangible, where someone comes in to
contact with your practice.
Stationary
Reports
Newsletter
Office Layout PresentationsE-Mail Signatures
InvitationsMerchandise
Website
Client Entertainment
Promotional DVDPress Releases
AdvertisingEmployment Criteria
Logo Design & Usage
Brochures
Direct Marketing
Phone Answering Internal Meetings
Programs
Signage Cards
Touch Points
Your Practice
Building your brand into IRIS Cloud Collaboration Solutions
Co-branding for IRIS OpenSpace
OpenSpace Features:
Secure document exchange portal
Fast & efficient document approval
e-Checklist integration to IRIS Compliance
Suite
Co-Branded for your clients:
Make OpenSpace your client portal
Your Logo
Your Colour Scheme
Your Style
Your tailored email notifications
Co-branding for KashFlow Software
Maintain the look and feel of your website
Match to OpenSpace branding
Create a consistent client experience
Create more interaction with your brand
Marketing SupportBenefits
No need to write material yourself
Professional, branded assets
Strengthen your brand
Targeted content aimed at your client
Includes
Letter Templates
Leaflets and Brochures
Partner Packs
Banners
Reception stands
Connecting Accountants and Clients
Benefits
Free directory listing
Leads generated for you
Greater online presence
Includes
Find an Accountant
High ranking for Accredited Firms
Details on services offered and
industry specialities
Website Branding
Benefits
Drive traffic to your Website
Increase enquiries
Strengthen your brand
Includes
Content creation and management
Embedded Log-In to KashFlow
Demo Video Why Use KashFlow
IRIS OpenWebsite
Benefits for you:
Professional design; template or bespoke
Increased inquiries
Strengthen your brand
Seamless KashFlow integration
Seamless OpenSpace integration
Benefits for your clients:
Find the right accountant for them
Single place to collaborate with their
accountant
Hub of useful content
Summary
Successful branding starts with a Brand Promise based on your Values and Culture. This makes your Brand Strategy.
The next step is to create a unique Brand Identity, followed by marketing to increase Brand Awareness.
The branding process then requires a strong commitment to produce consistent communications over tie, across all touch
points with your clients.
This will create brand Equity – positive perception and a loyal client relationship that is built on trust.
The end result will be real return on investment (ROI)
Differentiate the experience clients
have with your firm
You are selling services not products
The source of your profit is human interactions
How you deliver your service may be more important than the service itself
Experiences are unique. Products aren't.
Thoughts for the Road!
Either by design or by default, your practice already has a
brand. Discover what that is...
....Then, ask yourself this question “Do I treat my brand like
and expense, or do I manage it like and asset??”
THE POWER OF BRANDINGOne of the few competitive advantages left.
Brand or Bland?It’s your call.
Questions?
Koby Amedume
Marketing Director
John Knowles
Product Manager – Cloud Solutions
