Cash In On Your Brand

Cashing In On Your Brand!© The Brand Ascension Group

CA$Hing In OnYour Brand!

From the Inside Out—A New Imperative for

Competitive Advantage

Presented by: Carol Chapman &

Suzanne TulienPrincipals & Co-founders of

The Brand Ascension Group®


About us…

• Combined 50+ years• 100s of local and national firms

define, create & build brand experiences

• Pioneers of 2 Proprietary Brand-Building Processes

• Authors: books, blogs, articles

• Award-winning Graphic Design• Certified Trainers/Coaches

• Accelerated Learning • Leadership Development• Emotional Intelligence

BRAND PERCEPTION EXPERTS, EXPERIENTIAL CONSULTANTS, TRAINERS AND SPEAKERS

Carol Chapman/Suzanne Tulien

www.BRANDASCENSION.com


POLL #1

Over the last 4 months, are your customers…

A. Buying more products/servicesB. Buying less products/servicesC. No change


Consumer BehaviorAccording to several reports including Wall Street JournalAnd Bloomberg Business Week…

CONSUMER SPENDINGUP 1ST QTR 2010

Signs point to impending employment gains and

continued increase in consumer confidence


Consumer BehaviorRetail sales gains March 2010 vs. March 2009

Luxury goods+22.7%

Home furnishings,furniture+13.8%

Source: SpendingPulse/MasterCardAdvisorsTHE NEW YORK TIMES


The time is NOW to CA$H in

on your brand…

How?By DEFINING YOUR UNIQUE

BRAND ATTRIBUTES AND OUT-BEHAVING YOUR COMPETITORS!


Your Brand Is…

…Based on EMOTION and defined by their EXPERIENCE with you, your employees,

products & services.

A PERCEPTION that lives in the MINDS of

your market


Question #1…

What Perception do you want to

OWN in the minds of your

market?If YOU don’t manage

the perception, your CUSTOMERS will!


Successful Brands…Define and manage PERCEPTION!


What is the distinctive STYLE of your brand?

Question #2…

If you were to ask 5 employees

in your company,

would you get the same answer?


“Our People are our single greatest strength and our most

enduring long term competitive advantage.”

- Gary Kelly, CEO Southwest Airlines

What’s Your Brand Style?

HUMOR


What core VALUES

guide your behaviors

and business practices?

Question #3…

(Do all employees in the company live these VALUES?)


Enron Arthur Andersen MCI / Worldcom AIG Goldman Sachs

Consider the implications when you don’t live your values!

Core Values:‘Customer-focus’ & ‘Integrity’


A Focus on Values DrivesREAL Bottom-line Results

Business: Government Contractor Size: $100 Million in revenues; 1000+ employees

– Facilitated on-site Brand DNA session– Realized huge gaps in 2 core values

Accountability & Profitability– Major issue: outstanding receivables of $7+M over 90 days

– Targeted actions • Agreed more rigorous standards for accountability• Implemented new performance management system• Rigorous focus on improving standards of performance (high impact

areas) across a brand scorecard: employees, customers, processes, financial

BA Group: Client Case Study


A Focus on Values DrivesREAL Bottom-line Results

Business: Government Contractor Size: $100 Million in revenues; 1000+ employees

BA Group: Client Case Study

REAL RESULTS! Realized a 113%

increase in their bottom-line within 1 year!


What do you think?

In a global survey by Booz Allen Hamilton & The Aspen Institute

A. 65%B. 70%C. 85%D. 90%

What percent said they rely on explicit CEO (owner) support to reinforce values?

Poll #2


And the Answer Is…

In a global survey by Booz Allen Hamilton & The Aspen Institute

A. 65%B. 70%C. 85%D. 90%

What percent said they rely on explicit CEO (owner) support to reinforce values?


What are your unique

DIFFERENTIATORS?

Question # 4…

What key differences make you stand out

from the crowd? These can enhance your brand’s advantage!

#’s & %’s


• Characterized as ‘Trust and Track’ – behavioral and systematic

• Hire only A+ players• 2-Day Orientation Program – new recruits• Extensive training and certification levels

101, 201, 301, etc.• Systems for building trust

Example of Differentiation

A Unique Culture

Source: Inc. Magazine, Feb 2010

2 stores in NW IllinoisOver $7 Million in salesIn business 15 years

www.nickspizzapub.com


• Employee turnover is 20% compared to 200% industry average

• Net operating profit runs 14-18% compared to industry average of 6.6%.

• More volume on a per unit basis (average of $3.5M over past 3 years) than nearly all independent pizza restaurants.

• On 3 occasions servers received tips of $1,000

How Nick’s Differentiation Drives Results

Source: Inc. Magazine, Feb 2010


What STANDARDS of performance excellence

will you adhere to?•Employees?•Customers?•Processes?•Financial?

Question #5…


Example

At Zappos.com, Customer Service Is Everything. In Fact, It's The Entire Company.

CUSTOMER STANDARD:Provide the best customer service possibleinternally that means ‘WOW’ the customer.

Supportive Actions: Free Shipping – Both Ways 365 Day Return Policy 24/7 Customer Service Empowered employees

Online RetailerFounded in 1999

Grew to $1.2 Billion in revenues in 2009

No. 15 on Fortune’s 2010 100 Best

Companies to Work For List

75% of Purchases are from repeat customers


What % of your customers WANT to be LOYAL?

A. 35%B. 18%C. 72%D. 94%

Poll #3

Source: Zamba Solutions


What % of your customers WANT to be LOYAL?

A. 18%B. 35%C. 72%D. 94%

ANSWER

Source: Zamba Solutions Don’t give them a reason NOT to!


How will your brand REINFORCE the

desired

PERCEPTION?…in the minds of your

employees and customers.

Question #6…


SPECIFIC CHANGES: Remember guests names Consultative approach – soft-sell Constant customer interaction “Being Aware” of what customers like Creative Referral Programs

BA Group Client Example: Retail Business - Commodity Industry - Shrinking Market

Reinforce Perception of…‘Excellence, Simply Mind-blowing’


REAL RESULTS:• Avg. customer transactions are 300%+ higher

than 4 years ago.• Increased market share in a shrinking market• Significant customer retention in a difficult

market• Procedures and training for everything that

support the brand experience

BA Group Client Example: Retail Business - Commodity Industry - Shrinking Market

Reinforce Perception of…‘Excellence, Simply Mind-blowing’


Does your brand have a strong POINT OF VIEW?

Question #7…

FREEDOM!


Harley Owners Group - H.O.G®


Question #8…

What is your BRAND’s

PROMISE? Clearly articulated, succinct declaration of

the promise you commit at every customer touch

point!


Starbucks’ Brand Promise

Inspiring and nurturing the human spirit

through…

‘DAILY INSPIRATION’


Define Your Brand DNA!Elevate Your Brand’s Experience

PerceptionValues

DifferentiatorsStandards

Reinforce Perception

Point of viewBrand Promise

Style


• Capitalize on the power of a Brand Promise• Leverage your true differentiators• Company wide clarity on what the brand stands for• Behaviors of the company fully support the messaging

= better customer experience• Increased ROI on marketing investments• Complete clarity in your marketing message• Greater customer loyalty – through emotion benefits• Out-behave your competition• More referrals/testimonials from customers

CA$H Inon Your Brand!


Visit www.BrandAscension.com click on Free Resources for your complimentary downloads.

Check out our new book, Brand DNA, Uncover Your Organization’s Genetic Code for Competitive Advantage. Now accepting pre-orders

GOT BRAND DNA? Get it here.DEFINE. CREATE. GROW. PROFIT.

719.265.1707 | 719.748.2290

THANK YOU! Q&A

Carol Chapman, PrincipalSuzanne Tulien, Principal

http://www.brandascension.com/