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OK. It’s not really a question of how to build an IFA brandHow to build an IFA brand

But any brandHow to build an IFA brand

So...How to build an IFA brand

So...How to build an IFA brand...let’s think about it this way.

And let’s start with Wally Olins

And let’s start with Wally OlinsIn my opinion,Wally Olins is theGodfather of brands...

And let’s start with Wally OlinsAnd an exquisite communicator of ideas

And let’s start with Wally OlinsI’ll share his boiled-down brand model with you in a moment

But first let’s make sure you’re clear about the difference between...

But first let’s make sure you’re clear about the difference between...Brand

But first let’s make sure you’re clear about the difference between...Branding...and

Branding enables people tounderstand how to navigate your products, services and organisation...

Whereas your brand is a consequence of how you go about doing it.

Wally Olins reduces the elements of a brand down to a very simple model.

What’s the big idea behind your business’s products and services?Core idea

What’s the big idea behind your business’s products and services?but from your stakeholders’point of view and not yours?Core idea

ProductHow’s the big idea expressed in the products or services that your business offers to the outside world?Core idea

And how doyou enable the outside world to engage with you?EnvironmentCore idea

And how doyou enable the outside world to engage with you?EnvironmentCore ideaFor instance via a shop, the web or face-to-face consultation?

Core ideaAnd how are stakeholders able to interact with your business?Communication

Finally, how doyou – and the people working with you – help express the big idea?BehaviourCore idea

ProductEnvironmentBehaviourCore ideaCommunication

That’s the triedand tested theory that addresses the issue of...

That’s the triedand tested theory that addresses the issue of...How to build an IFA brand

But thanks to the consequences of innovationin technology...How to build an IFA brand

And its effect on peoples’ expectations of how they consume products and services.How to build an IFA brand

It’s probably more appropriateto address this issue instead...How to build an IFA brand

It’s probably more appropriateto address this issue instead...How to build an IFA brandthese days

ProductBecause this model is subtly changing...EnvironmentBehaviourCore ideaCommunication

ProductIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

HereProductIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

HereService designIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunication

Service designIn two reallyinteresting waysEnvironmentBehaviourCore ideaAnd hereCommunication

Service designIn two reallyinteresting waysEnvironmentBehaviourCore ideaAnd hereConversation

ProductService designIn two reallyinteresting waysEnvironmentBehaviourCore ideaCommunicationConversation

ProductService designHow you enable interaction with consumers of your business’s products and services determines its usefulnessCore idea

Core ideaAnd its usefulness makes what you offer more interesting for consumers to share with other peopleCommunicationConversation

Because the mass media model of communication is disintegrating

Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businesses

Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businessesConsumers no longer depend on a small number of media channels

Because the mass media model of communication is disintegratingBrands no longer ‘control’ consumption of messages about their businessesConsumers no longer depend on a small number of media channelsPeople create and realise their ownnetworks of individuals and organisations with common interests

So to build a successful brand these daysmeans your business must make a positive social contribution wherever people congregate

So to build a successful brand these daysmeans your business must make a positive social contribution wherever people congregateWhether that’s individually, in groups, in real-life or online

So ask yourself...How do I engage with my network?

So ask yourself...How do I engage with my network?How usable is my service?

So ask yourself...How do I engage with my network?How usable is my service?How can I help my customers to help me?

Covester.com enables people to congregate and connect around a common interest - investing

Covester.com enables people to congregate and connect around a common interest - investingBut it also enables them to track and invest in each others portfolios

TripAdvisor.com enables people to congregate around a common interest – travel

TripAdvisor.com enables people to congregate around a common interest – travelPeople share their experiences of destinations and, by doing so, create a rich source of valuable travel information for one another

Getsatisfaction.com enables businesses to create support communities among customers

Getsatisfaction.com enables businesses to create support communities among customersBy doing so, brands enable customers to help customers use their products and service AND they gain incredibly valuable insight

So back to the original issueHow to build an IFA brand

Just think about the amountof work it takes to stay in touch with all your existing clients...

In fact, they never go away.Until now, you’ve never been able to easily stay connected.

In fact, they never go away.Until now, you’ve never been able to easily stay connected.These days, you can with little or no effort at all.

So ask yourself...How can I engage with my network?

So ask yourself...How can I engage with my network?How can my service be more usable?

So ask yourself...How can I engage with my network?How can my service be more usable?How can I help my customers help me?

If you engage with your network

If you engage with your networkIf your service is really usable

If you engage with your networkIf your service is really usableIf you let your customers help you help them

If you engage with your networkIf your service is really usableIf you let your customers help you help themThen you’ll have a brand

www.twitter.com/ianthomas_mrmwww.mrm-london.com

Sources & Acknowledgements�ݺ�ߣ 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com�ݺ�ߣs 10-14: Road-sign image: Splorp's photostream at Flickr.com�ݺ�ߣ 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk�ݺ�ߣs 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM

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