Intra-Brand LinkedIn FrameworkFinal5

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  1. 1. Customer Experience: Building Brands from the Inside-out Gregory J. Lloyd Brand Architect intra-brand glloyd@intra-brand.com intra brand TM
  2. 2. Misconception intra brand TM Insight Sustainable authentic brands are built from the : Inside-out not Outside-in Strategic Imperative Sustainable authentic customer experiences/brand positioning is achieved through: Brand Point Management managing critical customer journeys through an organization Customer Experience: Building Brands from the Inside-out Perception is Reality The notion that one can create a sustainable perception of reality that is unaligned with reality (experience with the brand) is a fallacy
  3. 3. BrandPoint Methodology BrandPoint BrandStrategy BrandDeliveryBrandManagement intra brand TM Phase 1 : BrandPoint To identify all points of contact that a customer has with an organization including both direct and indirect points of contact. To develop a unique brand positioning that achieves sustainable competitive advantage by consistently delivering on a known and desired set of brand experiences. Phase 2 : BrandStrategy Phase 3 : BrandDelivery To develop an integrated set of brand experiences through operational alignment that are consistent with the desired brand positioning / essence. Phase 4 : BrandManagement To develop an enterprise-wide brand performance management system that serves to continually refine the organizations ability to deliver on the well defined brand strategy. Intra-brand uses a proprietary four phased BrandPoint methodology to deliver authentic customer experiences/brand positioning for client organizations. Customer Experience: Building Brands from the Inside-out
  4. 4. Phase 1 : BrandPoint BrandPoint BrandStrategy BrandDeliveryBrandManagement Identify Enterprise Brand Points Measure Brand Point Experiences Document Baseline Experiences A thorough understanding of each brand point: customers perception of importance, performance, competitors performance , and whether a specific touch point is a satisfier or dissatisfier . In addition to customer perception data, in-process operational performance data is collected and compared against best-in-class performance or best practices. The Challenge intra brand TM The Solution = Customer Experience: Building Brands from the Inside-out To identify all points of contact that a customer has with an organization including both direct and indirect points of contact.
  5. 5. Phase 1 : BrandPoint Identify Enterprise Brand Points BrandPoint BrandStrategy BrandDeliveryBrandManagement Identify Enterprise Brand Points intra brand TM Customer Experience: Building Brands from the Inside-out Awareness Consideration Purchase In-Use / Service AdvocacyCustomer Journey Media Events Website(s) Social Media Mobile Devices E-mail Mail Service Desk Retail Store Sales Credit / Finance Shipping Technical Service Accounting Returns / Warrantee Repairs / Parts Loyalty Program Customer/Brand Touch-Points In an effort to identify all touch points one starts with a customers awareness efforts and metaphysically walks with that customer through all potential customer journeys within the organization.
  6. 6. Phase 1 : BrandPoint Measure Brand Point Experiences BrandPoint BrandStrategy BrandDeliveryBrandManagement Measure Brand Point Experiences intra brand TM Customer Experience: Building Brands from the Inside-out Product Performance Metrics Process Performance Metrics Product In-Use Metrics Brand Point Experience Metrics Customer Loyalty Metrics Performance Metrics Evaluative Criteria Importance Performance Competitor Performance Satisfiers Dissatisfiers Best Practices For each brand point a set of evaluative criteria are collected: customers perceptions of importance, performance, relative performance to competitors, whether an activity is a satisfier or dissatisfier , and what are best practices associated with that activity.
  7. 7. Phase 1 : BrandPoint Document Baseline Experiences BrandPoint BrandStrategy BrandDeliveryBrandManagement Document Baseline Experiences intra brand TM Customer Experience: Building Brands from the Inside-out A Baseline Performance Scorecard is created as the foundational starting point. It is important to note that the scorecard includes five sets of metrics: product performance, process performance, product- in-use, brand point experience, and loyalty. Customer Manufacturer Retailer LogisticsSupplier Distributors Supply-Chain Relationships Regardless of ones position within a supply-chain it is critical to identify all important metrics to measure within ones complete supply-chain as these third party processes can and do impact ones own customers experiences.
  8. 8. Phase 2 : BrandStrategy BrandPoint BrandStrategy BrandDeliveryBrandManagement Map Competitive Brand Positioning's Determine Brand Essence Dimensionalize Brand Strategy = intra brand TM To develop a brand architecture or foundational blueprint that is used as a strategic guideline in the design of all operational activities that impact brand points whether delivered directly or indirectly through third party intermediaries. The Solution To develop a unique brand positioning (the brands Essence) that achieves sustainable competitive advantage by consistently delivering on a known and desired set of brand experiences. The Challenge Customer Experience: Building Brands from the Inside-out
  9. 9. Phase 2 : BrandStrategy Map Competitive Brand Positioning's BrandPoint BrandStrategy BrandDeliveryBrandManagement Map Competitive Brand Positioning's intra brand TM Customer Experience: Building Brands from the Inside-out 0 5 10 15 20 25 30 35 40 Value Quality Fuel SafetyPerform Design Innovation Lexus Jaguar BMW Audi Mercedes Luxury Car Brand Positioning's The first critical step in formulating a desired brand strategy is to thoroughly understand how ones own brand compares to competitors brands both functionally and emotionally in the minds of current and potential customers.
  10. 10. Phase 2 : BrandStrategy Determine Brand Essence BrandPoint BrandStrategy BrandDeliveryBrandManagement intra brand TM Determine Brand Essence Customer Experience: Building Brands from the Inside-out Digital hub of my life Happiness in a bottle Smarter planet Big data analytics Cloud and mobile first Innovation and inspiration for athletes The best or nothing The second step in formulating the brand strategy is to determine the very specific dimensions on which one wants to differentiate themselves from competitors. The objective is to own a unique and desirable space in the minds of current and potential customers. Question: What is your brands enduring point of difference. OR What is the single word or phrase that when mentioned people universally think of your brand
  11. 11. Phase 2 : BrandStrategy Dimensionalize Brand Strategy BrandPoint BrandStrategy BrandDeliveryBrandManagement intra brand TM Dimensionalize Brand Strategy Customer Experience: Building Brands from the Inside-out Brand Essence Brand Personality Brand Values Consumer Benefits Brand Attributes Brand Vision What is your brands vision - its reason for being? What are the key brand characteristics that differentiate the brand What are the most important functional and emotional benefits the customer receives from experiencing the brand What is the most important value that the brand delivers to its customer What are the key traits a customer will experience from the brand What is the brands enduring point of difference Having determined ones brand essence the challenge then becomes how to operationalize / deliver on that essence. The process of building a brand Pyramid helps to structure ones thinking and insures internal consistency of thought.
  12. 12. Phase 2 : BrandStrategy Dimensionalize Brand Strategy BrandPoint BrandStrategy BrandDeliveryBrandManagement intra brand TM Customer Experience: Building Brands from the Inside-out Brand Essence Brand Personality Brand Values Consumer Benefits Brand Attributes Brand Vision What is your brands vision - its reason for being? What are the key brand characteristics that differentiate the brand What are the most important functional and emotional benefits the customer receives from experiencing the brand What is the most important value that the brand delivers to its customer What are the key traits a customer will experience from the brand What is the brands enduring point of difference Digital Hub - of my life Friendly , creative and empowering force Self image as creative / a sense of mastery Easy to use enabled through design Technology becomes transparent and complexity vanishes Best personal computing experience through hardware, software and Internet offerings An example of a fully developed brand pyramid for the Apple brand is provided . The real value of the brand pyramid is in the process of determination not so much in the actual finished pyramid itself.
  13. 13. Phase 3 : BrandDelivery BrandPoint BrandStrategy BrandDelivery BrandManagement Re-design Core Processes Re-design Critical Customer Journeys Re-Think Brand Communications = intra brand TM To develop an integrated set of brand experiences through operational alignment that are consistent with the desired brand positioning / essence. The Challenge The re-design of internal and external processes coupled with the re-think of the brands communications requires the skillful transformation of an organization often forced to change its: strategy, structure, system /processes, staffing levels, skill development and shared values / culture all in an effort to successful deliver a consistent brand experience. The Solution Customer Experience: Building Brands from the Inside-out
  14. 14. Phase 3 : BrandDelivery Re-design Core Processes BrandPoint BrandStrategy BrandDelivery BrandManagement intra brand TM Re-design Core Processes Customer Experien