Upload
sujoy-mukherjee
View
1.006
Download
0
Embed Size (px)
DESCRIPTION
The basics of service branding and how to brand oneself.
Citation preview
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.