Branding for Your Business

a business is a repeatable process that:

- creates and delivers something of value- that other people want or need- at a price they’re willing to pay- in a way that satisfies the customers needs and expectations- so that the business brings in enough profit to make it worthwhile

5 interdependent processes:

- Value creation- Marketing- Sales- Value delivery- Finance

Auguste François Chomel

(1788 – 1858) French pathologist

“Primum non nocere”

“First, do no harm”

“A brand occupies that ‘space’ in the mind of a consumer/client/consumer, where important decisions are

made.”

branding experience

BrandedCustomer

Experience

Creating a unique experience through EVERY interaction your customers have with your people, processes, and products which differentiates your brand

branding experience

BrandedCustomer

ExperienceBrand Values

The value your customers come to expect and rely on

branding experience

BrandedCustomer

ExperienceBrand Values Brand Image

What you become known for in the marketplace

when people think about your brand, what do they see?

5 ways of being

Five ways of being

Be welcoming

Be genuine

Be considerate

Be knowledgeable

Be involved

Opened in 1998 in UK750 stores in UK16,120 globally2 million customers

‘We have no patent on anything we do and anything we do can be copied by anyone else…but you can’t copy the heart and soul of a business. That’s created by people. People who know what they are doing, why they are creating a special experience for every customer’

Howard Schultz

biggest?

2008 €10.3bn…No 1 in Europe

2008 $18.63bn…No 1 in the world

biggest?

Market Cap: ($122b vs. $111bn)

Assets: ($29.963 bn vs $29.830 bn) for FY06

Revenues, Pepsi ($35.137b vs. $24.088b).

Net Profits: Pepsi ($5,642 m vs. $5,080 m).

Full Time Employees: Pepsi (168k vs. 71k)

*2007

Pepsi currently offers investors a 3.32% dividend yield, and Coke currently offers investors a 2.77% dividend

yield. Pepsi has raised its dividend by 11.0% annually for the past ten years, and Coke has raised its dividend by 10.0% annually over the past decade. Pepsi’s current

dividend payout ratio, based on 2011 projected earnings, is 47.3%, and Coke’s is 48.5%.

*November 2011

biggest?

From 1938: 22,300,000+ cars

From 1966: 32,000,000+ cars

Ok…so you know so much about the big brands, and their competition…what about YOUR competition

who, wants to go first….?

1. What motivates those companies to choose you, to do business?

2. What are your core values?

what are the key characteristics in the buyer/seller relationship

Trust and Value

ValueSelling

Customer Perspective

IndustryKnowledge

PersonalAttributes

ValueSelling

Customer Perspective

IndustryKnowledge

PersonalAttributes

• express clearly your value proposition• why do you win business?• do you have a defined sales process?• do you ask why you lost the deal?• do you pursue ONLY well qualified leads?• can you differentiate between your competitors?• plan to address most common objections?• you get referrals not testimonials

ValueSelling

Customer Perspective

IndustryKnowledge

PersonalAttributes

• are you a trusted advisor?• engage comfortably at the most senior level?• act as a customer advocate?• really understand the customers business?

INTELLIGENCE:- business - industry - competition- your company- product- attitude

ValueSelling

Customer Perspective

IndustryKnowledge

PersonalAttributes

• do you know your industry influencers?• are you in the relevant networking groups?• how strong is your own personal contacts diary?

ValueSelling

Customer Perspective

IndustryKnowledge

PersonalAttributes

• listening and questioning skills?• effective communication and presentation skills?• negotiation skills?• business and analytical skills?

what is a customer value proposition?

the primary reason that someone will buy from you

a clear compelling and credible expression of the experience that a customer will receive from a suppliers measurably value-creating offering

Its not:- a description of what your company does

- a vague list of benefits

Are not Are

Internally driven Specific, measurable, results driven

Responses to customers requests Promise of value to be delivered

Marketing spin Experiences that the customer will value

Sales silver bullets Are delivery of our promises and to whom

A customer value proposition has strategic and tactical value:

- Are we in the right business, focused on the right things for the right clients?- What is the essence of what we do, with what benefits, at what cost and for whom?- Are we pursuing the right sales opportunities- Are those companies supplying us, aligned to our values?

If you are an organisation selling anything, in order to be successful you have to deliver ‘value’

A whole load of easy steps for success in a really poor economic

climate, that should work if you have the time, the staff and/or the

money to deliver

Rule no 1.

Remember, ‘First do no harm.’

when was the last time you spoke to your existing customers…in a meaningful way?

Rule no 2.

Do you know the 7 stages of sales?

Do you know the 7 ‘P’s in marketing?

the 7 ‘p’s of marketing

ProductPricePlacePromotionPeopleProcessPhysical evidence

the 7 ‘p’s of marketing

ProductPricePlacePromotionPeopleProcessPhysical evidence

ProspectingEstablishing

rapportIdentifying needsPresenting

solutionsAnswering

objectionsClose the sale Referrals

the 7 stages of selling

Rule no 2.

PEOPLE buy PEOPLE

Rule no 2.

are you speaking to youryour people in the right tone?

Rule no 3.

Know why they buy from you

Know why they have stopped buying from you

Know why they don’t buy from you

Rule no 3.

know your customers…intimately

Rule no 4.

Know where your customers are and how to get to them…..

Rule no 4.

‘The death of the press and TV has been greatly exaggerated…’

Rule no 4.

‘but with ‘social media’, be careful what you wish for too…’

are you shouting at people that aren't listening?

or talking to those people that are?

Rule no 5.

Know what you are going to say to them…

Rule no 6

Remember and apply these rules

Kipling

I keep six honest serving-men(They taught me all I knew);Their names are:

What Why WhenHow Where Who

And don’t forget…

‘Your brand is not your logo’

‘when was the last time you ever bought from yourself?’

‘What does your current marketing strategy look like…?’

‘Where is your current marketing strategy?’

ask these questions of yourself

WHAT DO WE NEED TO DO?

WHY ARE WE DOING IT?

HOW DO WE NEED TO GET IT DONE?

www.shift-control.co.uk

paul@shift-control.co.uk