Brand activation: unlocking the profit potential of your brand

Unlocking the profit

potential of your brand

BRAND ACTIVATION

.

Brands have a job to do:

making businesses

more effective

and more profitable

This is about

putting brands to

work.

What exactly is a brand, anyway?

ways to think about brands2

Strategic brand1

The brand as

you want it

to be

Answering the big questions:

What is our purpose?(beyond profit)

Why should customers valueour product or service?

Real brand

The brand that

actually exists in

the minds of

customers

2

or in other words…

It’s what people say about you when you leave

the room

Bridging the gap…

real brand

strategicbrand

Why is it about the brand?

Brands supercharge the strategic process.

1. Brands promote customer orientation

2. Brands are penetrating and sticky

3. Brands bridge functional

silos

How?

Brands improve business performance

Increase revenues

Command premium pricing

Deflect competition

Resist commodification

Integrate new and acquired brands

Improve operational efficiency

Engage and retain employees

Build customer relationships

B2B brands account for 5% to 20% of total corporate value.**

Some facts…

B2C brands contribute up to 70% of total shareholder value.*

For B2B, brand contributes 18% of the purchase decision, compared to 17%for sales operation.**

BRAND

SALES

PRODUCT,

PRICE, OTHERS

* Interbrand, “Best Global Brands 2012” ** McKinsey: “Business Branding,” 2013

About brand activation

Brand activation: 5 easy pieces

Connection Coaching

Auditing Creation

Exploration

define the

brand

formalize

the brand

operationalize

the brand

communicate

the brand

measure

the brand

Brand Exploration discovering what makes the brand great

1

Brand exploration = brandified strategy

find: • goals

• strengths

• differentiators

prioritize: • has meaning

• we can do it

• has “legs”

articulate:

Why we exist

What customers can expect

Brand statements

What we aim to achieve

What we believe,

how we behave

What we’re like

mission(purpose)

promise

vision

values

personality

positioning

Where we operate,

how we’re different

2 hints:

involve the whole organization

don’t forget the customer!

Brand Creation formalizing the brand so that all can see and understand

2

Brand statements

Brand logo

Visual identity

Brand slogan/tag line

Brand implementation

Brand story

Brand Coachingbuilding the brand into the business

3

brand: our promise to customers

brand operationalization: how our actions, processes and investments deliver the promise

From knowing the brand to living the brand…

internal training

internal communication

motivational activities

team activity

competitions and rewards

behavior standards

processes standards

individual coaching

evaluation and incentives

attitude

skills

knowledge

3 stages of brand coaching

Brand Connection building the brand’s relationships with customers

4

less broadcasting more relationship building

Pull, don’t push…

event marketing

content marketing

online communities

3 relationship builders

give value

build trust

scale efficiencies

multiple parties

face-to face

source of content

entertain

educate

Brand Auditingassessing the brand’s value, using feedback to make the brand better.

5

not a single number a balanced scorecard

A dashboard, not a scoreboard

The balanced scorecard

1.

financial

metrics

3.

internal

metrics

2.

customer

metrics

4.

culture

metrics

• sales achievement

• revenue

• market share

• price margins

• profits

• efficiency

• operating costs

• utilization of assets

• sales performance

• brand awareness

• preference

• satisfaction

• loyalty rates

• NPS

• understanding

• motivation

• goal alignment

• process alignment

time to activate?

strategy operations

brand

what the business

offers

what the customer buys

Brand: the essential link between strategy and

operations – between what your business offers

and what the customer buys.

not an event…

…a journey

Unlock your brand’s potential.

make it work!

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