Building The Brand

Building the brand !!

Why do we win customers??Coverag

e

Customers & Alliances

End 2 End Offering

Innovation in SD

Leadership Position

•Growth.•Cost savings.

•Confidence.•Access

•Expertise

• Techno Commercia

lAdvantage.

• Stability• Trust

What is a brand?

• A perception in minds of the audience.• The ability to influence purchasing behaviour.

Benefits of a brandSellers Customers

• Identification.• Fosters loyalty – stabilises market

share• Allows to charge premium• Allows extensions.• Communicates directly with the

customer. • More resistant to price

competition• A long life• Is more forgiving of mistakes

• Helps identify products• Helps evaluate the quality of a

product• Helps to reduce perceived risk in

buying, provides assurance of quality, reliability etc.

• Is dependable (consistent in quality)

• May offer psychological reward (status symbol)

• Saves customer time• Is easier to process mentally

Stake HoldersOrganisation

Employees

Existing

Prospective

Customers

Existing

Prospective

Analysts

Industry Analysts

Financial Analysts

Media

Industry

General

General Public

Branding is a planned, consistent and directed collection of efforts and communication,

to a particular audience

for a favorable long term result.

Business Acquisition: Simplified.

Day 1 : Hi. I am BOY from

Class 2B + ( brand intro)

Day 2 : Hope you are fine.Can I carry your stuff ?(emotional connect)

Day 3 : Which all subjects do you like? Oh..XYZ? Its my fav subject. Do let me know if you need help. (value proposition)

Day 4 : I am tired. Just hit a century in the cricket match. (Diffrentiator)

Day 5 : See, The trophy I got the other day. Look! (Physical Evidence)

Day 6 : Hey Hi, What a surprise. You come to this park? I live just 45 kms away.(On ground activation)

Day 5 : Boy 2: Boy!! U r a star. U r a hero. (Customer Refs)

Day 7-12 : Can I have your number? (Negotiations, Objection Handling and Sale)

• Positive Interactions.• Consistency.• Credibility.• Authenticity.• Trust.• Loyality.

Some suicides.

• “Hello Sir. What’s your name?”• “No..No sir. You are wrong. I will tell you what is right.”• “Yes Sir, we will do it in 15 minutes.”• “Sir, my regional manager wants to meet you, just like

that”.• “Sir, you show us the competitor proposal. We will

match it.”• “Sir, the engineer is on his way. There’s lot of traffic and

a puncture and an accident and an ailing mother…..”• “Sir, its your fault. Its OK from our side.”

What does my customer think of me?

– “These guys are so smart & professional.”

– “You wont find loose commitments from a Tulip rep”.

– “Tulip helps me, when I am in deep trouble”.

– “ Tulip people are really fast. Its fun to work with them. “

Brand Ambassador

Transactions where branding occurs

• F2F Conversations/meetings..• Phone• Emails/sms.• Friends, peers, unknowns, knowns etc• Online interactions.

On an average, a typical business person has over 200 opportunities of branding in a single day.

Service branding principles.

Being relevant to the customer.

Value creation though Quality & Competence.

Speed of delivery.

Standardization of experience.

Demonstrated Experience and confidence building.

People.

You are THE brand of theME inc.

You are the Tulip brand ambassador.

ME inc.• Everything you do -- and everything

you choose not to do -- communicates the value and character of the brand.

• Dogs bark, men talk and smile. • Use power -- intelligently,

responsibly.• Be a great team mate and a

supportive colleague• Be a credible leader.• Loyalty to your colleagues, loyalty to

your team, loyalty to your project, loyalty to your customers, and loyalty to yourself

How good a brand are you?

The 5 principles exercise:

• Do you connect emotionally to others?• Do you bring value to the table?• Are you accessible?• Are people aware of your capabilities?• What are your USPs?

What does my customer think of me?

– “These guys are so smart & professional.”

– “You wont find loose commitments from a Tulip rep”.

– “Tulip helps me, when I am in deep trouble”.

– “ Tulip people are really fast. Its fun to work with them. “

Brand Ambassador

Exercise : 5 most important points to improve upon in the next 6 months.

Some tools.

• Case Studies and whitepapers.• Customer References.• Customer Visits.• Showcasing your stars.• Linked in.• Grey gambit.• Event invitations.