Chas Moloney

Marketing Director

Ricoh

29th May 2015

Building

a

Great

Brand

Kingsholm

Next 30mins ……

▪ What is a Brand

▪ Why is it important

▪ Power of employee driven brands

▪ Brand advocacy

▪ Power of brands

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Quote

A Brand is

not a logo

What’s their promise ….

What’s your Promise ….

Brand Promise

What’s the reality ….

What’s their reality ….

Does a brand add value ….

So what is a Brand …… ?

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• A promise that gets kept consistently

• Its creates a personality for the life of your products / services

• A unique and consistent look, feel, tone

• Conveys, at a glance, the distinctive attributes of your organisation

• Builds awareness towards your brand – over time

• Enhances your message

• Provides the way for customer relationships

• Provides employees with a greater sense of commitment

No business is too small no product too generic to develop its own brand

identity

Brand is even more important today …

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Today’s B2B Buying Environment

81%of buyers START with a web search

58%ENGAGE with peers

9/10Business buyers say when

they are ready to buy,they will find YOU

81%Said WORD OF MOUTH

recommendations influence their purchase decision

48%Follow INDUSTRY

conversations

Buyers’ Behaviour

Did the customer

find the product

vendor, or

vice-versa?

Influencing the Buyers’ Journey

Customer due

diligence begins

Customer’s first serious

engagement with sales

Purchase

Customers are choosing

to delay commercial

conversations with suppliers 57%

Complete

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So how do you create brand value ….

Marketing Communications Mix

Your Brand

PR

Sponsorship

Adverts

On Line

Social

Int. Comms.

Brand advocacy ….

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When it goes wrong ?

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And finally …..

You're a man and you see a gorgeous woman at a party. You go up to her and say, "I'm fantastic in

bed,“ - That's Direct Marketing

You're at a party with a bunch of friends and see a gorgeous woman. One of your friends goes up to

her and pointing at you says, "He's fantastic in bed,“ - That's Advertising

You see a gorgeous woman at a party. You go up to her and get her telephone number. The next day

you call and say, "Hi, I'm fantastic in bed," - That's Telemarketing

You're at a party and see a gorgeous woman. You talk her into going home with your friend - That's a

Sales Rep

You're on your way to a party when you realize that there could be gorgeous women in all these

houses you're passing. So you climb onto the roof of one situated toward the centre and shout at the

top of your lungs, "I'm fantastic in bed!" That's Junk Mail

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And finally …..

Your friend can't satisfy her so he calls you - That's Tech Support

You're at a party and see a gorgeous woman. She walks up to you and says, "I hear you're fantastic in

bed,“ - That's Brand Recognition

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In Summary

▪ Your brand is your promise

▪ Live and execute on that promise

▪ Live it through all channels

▪ Buyers are behaving differently

▪ So your brand has to as well

Remember and build a plan …

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Questions

Thank you