How to talk about our brand in a way that everyone gets it
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This document discusses how to understand and talk about a company's brand. It explains that a brand has both a customer perspective based on current perceptions, and a managerial perspective of desired perceptions. A brand aims to create a unique and valuable position in customers' minds that matches the managerial perspective. Branding elements like names and logos are important but not the entire brand, which is defined as the set of associations linked to a company through these elements.
How to talk about our brand in a way that everyone gets it
- 1. HOW TO TALK ABOUT YOUR BRAND IN A WAY THAT EVERYONE GETS IT VISIT THE LAST PAGE FOR LINKS TO GREAT IDEAS FOR BUILDING STRONG BRANDS & BUSINESSES Monday, 8 April, 13
- 2. You know this presentation is for you if... YOU HAVE BEEN ASKED TO TALK ABOUT YOUR COMPANY BRAND & WANT TO MAKE THIS COMPLEX IDEA EASY YOUR BOSS ALWAYS TALKS ABOUT YOUR COMPANYS BRAND & YOU WANT TO KNOW WHAT SHE REALLY MEANS SO YOU CAN JOIN IN THE CONVERSATION Monday, 8 April, 13
- 3. Our brand is often used to mean our... NAME LOGO ADVERTISING VISUAL IDENTITY ...But these are not your brand SOCIAL MEDIA Monday, 8 April, 13
- 4. In reality every brand has two perspectives... THE CUSTOMER THE MANAGERIAL PERSPECTIVE PERSPECTIVE Monday, 8 April, 13
- 5. The customer perspective means... WHAT CUSTOMERS CURRENTLY THINK & FEEL ABOUT YOUR COMPANY, PRODUCTS & SERVICES Monday, 8 April, 13
- 6. And also... WHAT EMPLOYEES & OTHER STAKEHOLDERS CURRENTLY THINK & FEEL ABOUT YOUR COMPANY, PRODUCTS & SERVICES Monday, 8 April, 13
- 7. This perspective is important because... YOU WIN WITH CUSTOMERS WHEN THEY BELIEVE YOUR OFFERING IS BETTER AND DIFFERENT FROM COMPETITORS, & SO PROVIDES THEM WITH MORE COMPELLING VALUE Monday, 8 April, 13
- 8. The managerial perspective refers to... HOW WE WANT CUSTOMERS TO THINK & FEEL ABOUT OUR COMPANY, PRODUCTS & SERVICES Monday, 8 April, 13
- 9. And also... HOW WE WANT EMPLOYEES & OTHER STAKEHOLDERS TO THINK & FEEL ABOUT OUR COMPANY, PRODUCTS & SERVICES Monday, 8 April, 13
- 10. You know your brand efforts are successful when... YOUR CUSTOMER PERSPECTIVE = YOUR MANAGERIAL PERSPECTIVE Monday, 8 April, 13
- 11. But sometimes theres a gap... THE LEADERSHIP TEAM DOESNT GET THE MANAGERIAL PERSPECTIVE THE LEADERSHIP TEAM IS ALIGNED, BUT EMPLOYEES THE LEADERSHIP ARE NOT ENGAGED TEAM IS NOT ALIGNED ON THE MANAGERIAL EMPLOYEES ARE PERSPECTIVE ENGAGED, BUT NOT TAKING THE RIGHT ACTIONS Monday, 8 April, 13
- 12. Brand managers tasked with executing the managerial perspective aim... TO CREATE A UNIQUE & VALUABLE POSITION IN THE MINDS OF CUSTOMERS FOR YOUR COMPANY, & ITS PRODUCTS & SERVICES THAT = THE DESIRED POSITION Monday, 8 April, 13
- 13. One useful de鍖nition for a brand is... A SET OF ASSOCIATIONS IN MEMORY LINKED TO A COMPANY, PRODUCT OR SERVICE THROUGH ITS NAME, MARK, OR SYMBOL THAT PROVIDES A COMPELLING PROMISE OF VALUE TO CUSTOMERS & OTHER STAKEHOLDERS - ASHLEY KONSON Monday, 8 April, 13
- 14. It 鍖ts both customer and managerial perspectives... ASSOCIATIONS ASSOCIATIONS REPRESENT THE REPRESENT THE THOUGHTS THOUGHTS AND FEELINGS AND FEELINGS CURRENTLY EMPLOYEES WANT TO IN CUSTOMERS MINDS CREATE IN CUSTOMERS MINDS Monday, 8 April, 13
- 15. Another useful de鍖nition for a brand is... A BRAND IS ULTIMATELY ABOUT NOTHING MORE (AND NOTHING LESS) THAN HEART. ITS ABOUT PASSION...WHAT YOU CARE ABOUT. ITS ABOUT WHATS INSIDEWHATS INSIDE YOU, WHATS INSIDE YOUR COMPANY - TOM PETERS Monday, 8 April, 13
- 16. Speaks to the managerial perspective.. VERY VALUABLE FOR SERVICE BRANDS CEOs OFTEN SAY OUR BRAND IS OUR CULTURE PASSION REPRESENTS HOW EMPLOYEES FEEL ABOUT THE VALUE THEY ARE CREATING Monday, 8 April, 13
- 17. So what about names, logos and... NAMES, LOGOS, AND OTHER BRANDING ELEMENTSTHE WAY WE IDENTIFY BRANDSACT AS LITERAL ANCHORS IN OUR MINDS FOR A SET OF ASSOCIATIONS LINKED TO A COMPANY, PRODUCT OR SERVICE Monday, 8 April, 13
- 18. Branding elements are... ...ABSOLUTELY CRUCIAL TO THE SUCCESS OF YOUR BRAND IN THE MARKETPLACE, BUT THEY ARE NOT YOUR BRAND Monday, 8 April, 13
- 19. Who I am.... IM A BRAND STRATEGY SPECIALIST, BUSINESS CONSULTANT & EDUCATOR I HELP CLIENTS BUILD STRONG BRANDS & BUSINESSES Monday, 8 April, 13
- 20. STRATEGY EXECUTIVE What I do.... CONSULTING COACHING MY SERVICES FOCUS ON ...PRACTICES WITHIN THEIR HELPING LEADERSHIP TEAMS BUSINESS SYSTEMS FOR BUILDING CREATE AND EXECUTE A WINNING STRONG BRANDS & BUSINESSES. IN STRATEGY PLAYBOOK FOR THEIR OTHER WORDS BY HELPING THEIR ORGANIZATIONS. ORGANIZATIONS TO BECOME STRONG ON THE INSIDE I ENCOURAGE LEADERS TO LEARN AND APPLY BEST... CORPORATE KEYNOTE TRAINING SPEAKING Monday, 8 April, 13
- 21. Connect with me... PLEASE CONTACT ME IF YOU WOULD LIKE TO HEAR MORE ABOUT MY SERVICES AND THEIR IMPACT ON YOUR BUSINESS PERFORMANCE. WWW.ASHLEYKONSON.COM +1 (416) 910-1760 PLEASE CLICK ON ANY OF THE LINKS TO AKONSON@COHESIONINC.CA VISIT MY BLOG TO READ POSTS WITH GREAT IDEAS FOR HELPING YOU BUILD STRONG BRANDS & BUSINESSES MARKETING STRATEGY IS BUSINESS STRATEGY WHEN SHOULD A BRAND CHANGE ITS NAME & LOGO MARKETING THAT GIVES A BRAND WINGS, EVEN IN SPACE Monday, 8 April, 13