© surethought May 2010 Using brand to drive strategy Emma Wootton 9 th June 2010

© surethought May 2010

Using brand to drive strategy

Emma Wootton

9th June 2010


igovt


Any intelligent fool can make things bigger and more complex. It takes a touch of genius and a lot of courage to move

in the opposite direction


distil simplicity from complexity to find more meaning


Why are you here?

Lets talk…..


Objectives

1. Deepen your understanding of brand

2. Develop your strategic thinking skills

3. Share tools to define and implement your brand

4. Build your confidence to offer advice on branding


Agenda

• Definitions• Distilling a brand• Using the brand to drive strategy• Implementation tips• SSC case study


What is a brand?


Classical Definitions

A brand is a mixture of attributes, tangible and intangible,

symbolised in a trademark, which, if managed properly, creates value and

influence.

www.brandchannel.com

A unique and identifiable symbol, association, name or

trademark which serves to differentiate competing products or services. Both a physical and

emotional trigger to create a relationship between consumers

and the product/service.

www.allaboutbranding.com


Specific Definitions

Employer brand:

The package of functional, economic

and psychological benefits provided by

employment, and identified with the

employing company

Simon Barrow and Tim Ambler

Corporate brand:

A single umbrella image that casts one glow over a panoply

of products with three essential elements – vision, culture and

image

M Hatch and M Schulz


Feelings

I’m convinced its feelings - and feelings alone that account for the success

of the Virgin brand.

Richard Branson

A great brand taps into emotions. Emotions drive

most, if not all, of our decisions. A brand reaches

out with a powerful connecting experience. It’s

an emotional connecting point that transcends the

product.

Scott Bedbury – Nike, Starbucks


Promises

A brand is not an icon, slogan or mission

statement. It is a promise – a promise your company

can keep. This is the promise you make and

keep in every marketing activity, every action,

every corporate decision, every customer

interaction.

Kristin Zhivago, ‘Business Marketing’

Brands represent promises about what we can expect from a product, service or company. This actually

boils down to what we can expect of people involved in

delivering us their brand. Manners mean good habits, in terms of the way people behave towards each other,

based on a code of how things should be done

properly and with mutual respect.

Brand Manners (2001) Hamish Pringle (IPA) and William Gordon (Accenture)



What does a strong brand do

for an organisation?

Lets talk…..


Distilling the brand


Name

Logo

Identity

VisionMission

Points of difference

Messages

PromiseProposition

Rational values

Emotional values

Experience

ReputationExpectation

Personality

Behaviours

Brand elements


What the product does for me

How the brand makes me look

How I woulddescribe the product

CORE ESSENCE

How the brand makes me feel

RATIONAL

EMOTIONAL

Facts & Symbols

Personality

Bull’s eye/Donut


Vision

Mission

Values

Personality

Attributes

Products

Onion


Sausage and Sizzle

SizzlePersonality

SausageBenefits & truths

Insight

Brand idea

Action

© David Taylor, www.brandgym.c.com


Description

Features

Benefits

Brand values

Brand Promise

Brand Essence

Pyramid


Today

Vision

MissionBrand


VisionWe will strive

to become No. 1 in

middleware and No. 1 in applications, just as we've

done in database.

MissionOur goal is to continue to

innovate and to lead the

industry—while always making sure that we're

focused on solving the

problems of the customers who

rely on our software.

MissionTo refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Vision People: Be a great place to work where people are inspired to be

the best they can be. Portfolio: Bring to the world a portfolio of quality beverage

brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and

suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping

build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being

mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Mission To improve the

quality of human life by

enabling people to do more, feel

better and live longer

Vision We are on the face of

the earth to make great products

Mission Apple continues to lead the industry in innovation with its

award-winning computers, OS X

operating system and iLife and professional applications. Apple is also spearheading the

digital media revolution with its iPod

portable music and video players and

iTunes online store, and has entered the mobile phone market with its revolutionary

iPhone.

VisionOne Agency. One

Community. An Agency unmatched

in its core capabilities,

functioning as one team, fully

integrated into the Intelligence Community.

MissionWe are the nation’s first line of defense.

We accomplish what others cannot accomplish and go

where others cannot go.

Vision To create a

better everyday life for the many

people. Our business idea supports this vision by

offering a wide range of well-

designed, functional

home furnishing

products at prices so low that as many

people as possible will be able to afford

them.

CIA

big ideadirectional


big ideadirectional

enduring

outcome

Our vision What we want to achieve

An inclusive New Zealand where all people are able to participate in the

social and economic life of their communitiesOur purpose

What we are here to doWe lead social development to achieve

better futures for all New Zealanders

Our vision Is for a building and housing market that

delivers good quality housing and buildings for New Zealanders that

contribute to strong communities and a prosperous economy

(same as main outcome)

Our vision Delivering first class justice services

Our PurposeTo foster economic development and prosperity for all

New ZealandersOur Vision, we're striving to...

•make New Zealand successful on the world stage•create the conditions to lift productivity and prosperity •thrive on analysis and open debate•lead in partnership with key economic players •make a real difference to New Zealand's economic performance•be an employer of choice for talented and committed people•harness our combined expertise as an integrated organisation•deliver innovative, practical solutions to improve the business environment•ensure New Zealand is one of the best places in the world to do business•offer frank advice on what matters for growth•add value to others' work


VisionWhat we believe/want

MissionWhat we will do

Purpose

We do x because we

want y x

y

BoldStirringSimpleCompellingBig ideaHumanWorld changing


VisionWe aim to build the value of communications across the

public sector for better engagement, trust and participation in government

MissionWe lead knowledge sharing and professional development

to drive excellence in public sector communications

Reproduced with the kind permission of the Network of Public Sector Communicators


Brand MissionUnlocking the potential for organisations to deliver services more efficiently and cost-effectively online by solving the

problem of verifying identity remotely

Reproduced with the kind permission of the Department of Internal Affairs

igovt


PurposeSSC provides leadership to the State Services so that government works

better for New Zealanders

Reproduced with the kind permission of the State Services Commission


What about your brand?




Description

Features

Benefits

Brand values

Brand Promise

Brand Essence

Rational

Emotional

What the brand is/does

Key facts that make a difference

What the features mean

Key virtues/behaviours

The high level value proposition

The single thought that captures the core DNA


BenefitsEnhances credibility and status of professionEnhances personal learning and development

Keeps people connected to each other and the issues

Brand ValuesProfessionalConnectedInspiring

DescriptionThe Network is a professional network that leads knowledge sharing and professional

development to drive excellence in Public Sector communications. It runs events, conferences and social events and provides training and resources.

Brand PromiseWe inspire success

DifferencesPublic sector focus and adherence to codes of conduct and standards

Government relationships e.g. SSCComprehensive communications expertise

Provides a wide range of learning and development opportunities



igovt is an online identity information management service. igovt enables people to prove and confirm their identity when dealing with

organisations online. It has two parts. The igovt logon service lets people use the same logon details across a range of government websites. The igovt identity verification service lets people prove their identity via the

Internet.

Description

Highly secure, world recognised privacy protection design, opt-in, shared service,

simple to use, standards compliant

Features

Benefits

trustworthy, user-centric, empowering

Brand values

igovt gives you confidence to

do more onlineBrand promise

integrity and confidence in

online interactions

Brand essence

Safe, fast, convenient, easy, value-for-money, reliable

Reproduced with the kind permission of the Department of Internal Affairs

igovt


PromiseWe make a difference

BenefitsSSC ensures the State Services..:

…are well ledare trusted by the public

public management system delivers improving services at a lower cost

BehavioursRespectfulInnovativeCredible

PurposeSSC provides leadership to the State Services so that government works better for New Zealanders



What about your brand?

Brand


Using the brand to drive strategy


Description

Features

Benefits

Brand values

Brand promise

Brand Essence

Brand as central organising force

Boilerplate

Messages

Tone of voiceLook and feel

Tagline/Campaign themeKey message

BehavioursCompetencies

Internal rallying cry

Vision

Mission

Philosophy

Main business objectivePerformance mgmt anchor

Principal message

Creative filter People filter

Key Performance Indicators

Standard blurb

Elevator pitch

MgmtAgenda

Principal message


BenefitsEnhances credibility and status of professionEnhances personal learning and development

Keeps people connected to each other and the issuesKey messages

Brand ValuesProfessionalConnectedInspiring

Tone of voiceLook and feelBehaviours

Partnership choice

DescriptionThe Network is a professional network that leads knowledge sharing and professional

development to drive excellence in Public Sector communications. It runs events, conferences and social events and provides training and resources.

Standard blurb

Rallying cryBrand PromiseWe inspire success

DifferencesPublic sector focus and adherence to codes of conduct and

standardsGovernment relationships e.g. SSC

Comprehensive communications expertiseProvides a wide range of learning and development

opportunities

Key messages

VisionWe aim to build the value of communications across the public sector

for better engagement, trust and participation in government

MissionWe lead knowledge sharing and professional development

to drive excellence in public sector communications

TaglineBoosting

Communications IQ in government

Philosophy

Main message

Elevator

pitch



PromiseWe make a difference

Internal rallying cryEnd result of work

BenefitsSSC ensures the State Services..:

…are well ledare trusted by the public

public management system delivers improving services at a lower cost

SOI Impacts/ObjectivesDrives inputs

Key messages

BehavioursRespectfulInnovativeCredible

Tone of voiceHow we deliver

inputs/ do our work

PurposeSSC provides leadership to the State Services so that government works

better for New Zealanders

SOI anchorOver-arching message



Implementation


Who?

Organisation-wide Leadership-led

Time consumingNeeds strong facilitator and project leaderExpectations must be managedPromises must be keptThings must changeLeadership may need convincing

Authentic outputEmpowering processBuy-in built inImplementation fasterCommunication easierBrand lives in real ways

Quick to develop outputLeadership buy-in built inTop-down communications easy Can do in-house

Output not connected to real worldPotential for employee sceptismCommunication harder and slowerImplementation harder and slower


The argument is that you can not tell people to believe in something. By far the best way is for people to discover for themselves the idea behind the brand. This suggests that as many people as possible should be involved.

Nicholas Ind, Inside Out Branding


Branding adds spirit and soul to what would otherwise be a robotic, automated, generic price-value proposition. If

branding is ultimately about the creation of human

meaning, it follows logically that it is the humans who must ultimately provide it.

David Aaker


How?

1. Distil it

2. Integrate and implement it

3. Roll it out, retain interest in it and review it


Distil

• Decide which brand elements you need to define – tailor the models to best fit your organisation

• Gather stakeholder perspectives • Use workshop approach• Create safe environment• Combine logical process with creative thinking

methods• Harness emotions• Keep it as simple; use plain English• Have clear sign-off authority and process


Description

Features

Benefits

Brand values

Brand promise

Brand Essence

Integrate

Boilerplate

Messages


Tagline/Campaign themeKey message



Vision

Mission

Philosophy

Main business objectivePerformance mgmt anchor

Principal message



Standard blurb

Elevator pitch

MgmtAgenda

Principal message


Implement changes

• Business process and collateral• Statement of Intent• Departmental business plans• Statements of accountability• etc

• People processes and collateral• Behaviours/competencies• Reward and recognition strategies• Development strategies• Recruitment and induction collateral• etc

• Communication strategy and collateral• Campaign themes/platforms, strategic direction• Ongoing alignment of messages and look and feel• Ongoing commitment to internal communications• Core collateral/website • etc


Roll-out, retain interest, review

• Roll-out• Launch and celebrate• Demonstrate leadership commitment

• Retain interest• On-going strategies e.g. awards• On-going management commitment to talk about how brand – the

simple distillation of what we are here for - is helping to achieve goals

• Review• Annual/biannual research with as many stakeholders as you can

afford – MUST check in with staff• Gallup Q8 – ‘the mission of my organisation makes me feel that

my job is important’• On-going performance development feedback


Nicely said

Nicholas Ing

Living the brand is not a six month programme or a campaign of internal communication. It is an integrated,

ongoing and genuine commitment to the focused development of employee

potential. It requires organisations to think anew about their roles and

responsibilities and to focus on their culture. Consequently living the brand is not about developing a few well-chosen

management tools but about creating an open, honest and participative

environment.


Nicely said

Richard Branson

Relationships are key to success. Bonds unite us. A recent definition of branding – creating a mutually

acknowledged relationship between the supplier and buyer that transcends isolated transaction or specific

individuals. Relationships are not easily or quickly built. You can’t fake them. Values can’t be speedily

forgotten if it is inconvenient or commercially expedient. Values have to have meaning and

longevity; otherwise they are valueless. You cannot embrace innovation up to a point or only sometimes.

Branding demands commitment; commitment to continual reinvention: striking chords with people to stir emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to

be successful.


You know you’ve got it when…

• It is simple, clear and motivating • It is easy to recall• It is stirring to emotions and imaginations• People feel pride• Good stuff starts happening!


Summary

• Many definitions – a promise, a relationship, a sausage, a sizzle, a mash-up of rational and emotional elements

• Many models – pyramid works well for logical application across organisations

• ‘Brand’ can be the central organising force to organisational strategy, performance management, culture and communications

• Branding is about people – involve as many as possible

• Branding makes the complex simpler


How did we do?

1. Deepen your understanding of brand

2. Develop your strategic thinking skills

3. Share tools to define and implement your brand

4. Build your confidence to offer advice on branding


Thank you

Emma [email protected]

0274 032959


DescriptionWhat the brand is/does

FeaturesThe key facts that make a difference

BenefitsWhat the features mean to a user

Brand valuesKey virtues/behavioursbrand’s belief system

Brand promiseThe brand’s high level value proposition

Brand essenceThe single thought that

captures the core DNA of the brand

Brand as central organising force

Boilerplate

Messages


Tagline/Campaign theme

Key message





Philosophy

Main business objectivePerformance management anchor

Principal message



Standard blurb

Elevator pitch

ManagementDashboard

Principal message

Documents

© surethought May 2010 Using brand to drive strategy Emma Wootton 9 th June 2010