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Differentiate your brand Mike Pounsford, Couravel Octavia Wolton, Hay Group

Brand masterclass final

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Page 1: Brand masterclass final

Differentiate your brandMike Pounsford, CouravelOctavia Wolton, Hay Group

Page 2: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 2DIFFERENTIATE YOUR BRAND

Goals► Learn from collective experience

► Share issues, lessons, experience

► Specifically

– Outline/recap/explore what a strong brand is and the benefits it delivers, especially for Professional Service Firms

– Look at examples of strengthening brands and delivering them, with particular attention to the engagement of key stakeholders and all staff

– Discuss key issues of concern to participants here today

Page 3: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 3DIFFERENTIATE YOUR BRAND

AgendaIntroductions

The benefits of strong branding

Taking our place on the global stage

Living the brand

Page 4: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 4DIFFERENTIATE YOUR BRAND

IntroductionsBrand challenges

Page 5: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 5DIFFERENTIATE YOUR BRAND

What makes a strong brand?

Page 6: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 6DIFFERENTIATE YOUR BRAND

Ensures efficient and effective marketing which in turn produces more real sales opportunities

Makes the client’s selection process more manageable by providing clarity of offering among the multitude of firms and the services that abound

Acts as a virtual ambassador reaching new clients globally and through many channels

Achieves consistency between external and internal messages. Shapes and drives corporate strategy by defining which initiatives fit and which do not

Is built from the core values of the people who comprise the firm and imparts a shared sense of mission internally

1

3

4

5

A strong professional services brand:

2

Page 7: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 7DIFFERENTIATE YOUR BRAND

The benefits of strong branding?

Page 8: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 8DIFFERENTIATE YOUR BRAND

The benefits of branding

Source: Yankelovich, Clancy & Shulman Corporate Reputation Study

Reputation of Company

Rewards Weak Strong

Very likely to buy company’s products 18% 58%

Very likely to sell your own business to company 19% 61%

Very likely to recommend company for employment 10% 67%

Very likely to turn to company for credible information 22% 61%

Amount would invest in company $10,560 $22,940

Page 9: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 9DIFFERENTIATE YOUR BRAND

Systems integration firms Strategy firms Operational firms

Big Four firms Specialist firms HR consulting firms

Source: ‘Overview of the consulting industry in 2011’ sourceforconsulting.com

Oct

-08

Jan-

09

Apr-

09

Jul-0

9

Nov

-09

Feb-

10

May

-10

Sep-

10

Dec

-10

Mar

-11

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

The consulting industry 2011: where does the money go

17%

16%

10%28%

17%

12%

Page 10: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 10DIFFERENTIATE YOUR BRAND

Awareness Preference

Impact on business development

Median number of days to close a sale

32% improvement

0 10 20 30 40 50 60 70 80

Unaided 46

Aided 67

Median number of days to close a sale

40% improvement

0 10 20 30 40 50 60 70 80

Prefer IBM 34

Prefer Other 56

Page 11: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 11DIFFERENTIATE YOUR BRAND

Taking our place on the global stageThe Hay Group story

Page 12: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 12DIFFERENTIATE YOUR BRAND

Where our journey startedBack in 2004… we had a strategic vision. We wanted to:

► drive consistently profitable revenue growth

► double in size within seven years, increasing our global reach

By doing this we hoped to position ourselves as...

‘the dominant provider of services to the board when it comes to realizing their strategy through their people…’

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MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 13DIFFERENTIATE YOUR BRAND

What was stopping us

Page 14: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 14DIFFERENTIATE YOUR BRAND

Plotting the path forward► The brand strategy project identified some core values and a distinctive culture which

had driven our past success.

► From these, we developed a brand promise which was based in truth and clarified our aspirations.

► We could then use these to:

– reinforce business and strategic goals

– inspire and unify employees

– emphasize the benefits clients get from our expertise (vs. the expertise itself)

– resonate with our target audiences

– work across all businesses and geographies.

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MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 15DIFFERENTIATE YOUR BRAND

Our brand valuesOur core promise

Helping organizations work

Insightful We look for things others don’t

CourageousWe make clear recommendations with a confident voice

CommittedPassionate about people and solutions

A new brand promise and values

Page 16: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 16DIFFERENTIATE YOUR BRAND

Insightful

CourageousWe make clear recommendations with a confident voice; we are bold and bright

Insightful

We see things others don’t; we are perceptive and intelligent

We are passionate about people and solutions; we are involved and approachable

Evolving our brand expression

IS IT:

perceptive

intelligent

bold

bright

involved

approachable

If you can tick four out of six boxes you are on brand

Page 17: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 17DIFFERENTIATE YOUR BRAND

Photography and fonts

These helped us to define a new brand tool kit

Colours

Page 18: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 18DIFFERENTIATE YOUR BRAND

The use of ‘expressive typography’ allowed us to add

flair, wit and strong messaging

We introduced distinctive design elements

Page 19: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 19DIFFERENTIATE YOUR BRAND

We formulated a new tone of voiceOur content: insight and intellectual rigor► Consider your audience, demonstrate that you are aware of their concerns and tune your

message accordingly► Be clear, think about what your reader really wants to know and avoid too much detail► Don’t just list statistics, interpret them

Our stance: we are committed to our customers’ business ► Show some empathy, can you write something more simply without losing meaning?► Accentuate the positive, suggest ways forward, workarounds and solutions► Don’t blind with science, statistics and jargon should be avoided

Our style: conveys our courage as an organization► Draw some conclusions and express and opinion, don’t just list figures or cite examples► Use the active not the passive voice when writing technical documents► Avoid lazy language for example, ‘recently,’ ‘next week’ and ‘last month’

Page 20: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 20DIFFERENTIATE YOUR BRAND

We helped reduce Reuters’ annual expenditure by over £1m through redesigning the upper management tiers within its editorial operations.

© 2008 Hay Group. All rights reserved

Page 21: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 21DIFFERENTIATE YOUR BRAND

We overhauled our thought leadership

Reflects key issues of concern for our clients and their industries

Is communicated in a variety of formats and media: whitepapers, thought pieces, supplements, email and digital newsletters

Is centrally produced and coordinated

Reflects Hay Group’s global themes

Reflected Hay Group’s internal structure

Was largely communicated through whitepapers

Was developed on an ad hoc basis by those consultants who had the time and the inclination

Covered diffuse topics

In 2009 our thought leadership…In 2007 our thought leadership…

Is aligned across our practices and is on brand Was not aligned across the practices

Page 22: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 22DIFFERENTIATE YOUR BRAND

2007 and 2008: a focused implementation programTools and templatesNew brand guidelines

Global marketing site on global gateway

PPT amnesty (334 legacy presentations)

Information videos, FAQs

New Centre for Learning templates

Revised PowerPoint templates

Hay Group Connected newsletter

Brand posters for offices

Brand engagementBillion dollar behaviors communications program

An all staff brand book

All staff survey

An all staff calendar

Branded wallpapers and screensavers planned for September

Page 23: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 23DIFFERENTIATE YOUR BRAND

2007 and 2008: a focused implementation programPromoting our thought leadershipThree whitepapers

Five issues of ‘The Hay Group Leader’

Our first issue of ‘Viewpoint’

Fortune, Chief Executive and spot surveys

M&A campaign

Promoting Hay GroupThe launch of the new haygroup.com website

Global case studies

Corporate folders for client meetings

Global credentials presentation

Global JE survey report

EMEA-wide PR capability

Page 24: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 24DIFFERENTIATE YOUR BRAND

Living the brandWe developed a communications plan and tools to embed the behaviors that will help us become recognized as a global player and consultancy of choice for our target markets

Workshop

Award cards

Brand behaviors booklet

Posters

Microsite

Email campaign

Page 25: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 25DIFFERENTIATE YOUR BRAND

Some feedback from stakeholders

“…you can recognise a Hay Group document globally now, no matter the language. This is terrific in terms

of our ability to market ourselves” EMEA

60% feel our new marketing materials help them in their role and effectively promote Hay Group to our key audiences 2008 Global staff survey

Hay Group proposals ‘so professional’Royal Bank of Scotland

100% of the work won used proposals that are on brandThe bids that did not use a branded proposal only had a 60% success rate

Page 26: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 26DIFFERENTIATE YOUR BRAND

Lessons and challenges► The role and responsibility of the CMO is to change the mental mindset

► We now need to review our brand and take it on to the next stage

► How that refreshed brand will be expressed online and through our content will be critical

Page 27: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 27DIFFERENTIATE YOUR BRAND

Discussion of the Hay Group story

Lessons? Reflections on what would work, would not work where others are?

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MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 28DIFFERENTIATE YOUR BRAND

Living the brandThe Threadneedle story

Page 29: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 29DIFFERENTIATE YOUR BRAND

► Low awareness in competitive market

► Did not stand out

► But solid reputation…

– ‘Does the right things, the right way’

– Not fashion-led and faddy

– Principled approach is at the heart of the business

– The advisor “least likely to work at Enron”

– “Thoughtful, considered, intelligent and measured”

► Inert

► Uninspiring

► Un-dynamic

A bland, not a brand!

Page 30: Brand masterclass final

Guides how we do everything at Threadneedle - values, behaviour, actions

30

Agreed upon a unifying idea and supporting values

Bold action from disciplined minds

Bold action…

Entrepreneurial Imaginative With conviction With integrity

... from disciplined minds Collaborative Rigorous Incisive

Page 31: Brand masterclass final

31

Approach

A two stage cascade process

‘Top 25’Presentation(s)

‘Top 50’ Leadership Meeting(s)

2 x Cross Functional Meetings with Departmental Senior Managers

Functional Brand Action/Planning ‘Training’

30+ team sessions run by facilitator and team leader

MID JULY20 minute presentation with 10+ minutes discussion Strategic alignment to Evian, buy-in, process sign off, commitment

END JULY/EARLY AUGUST 2 x 30 minute presentation with 20+ minutes

discussion Approach, process understanding, feedback and

adaptation, buy-in and sign-up

MID AUGUST – MID OCTOBER2.5 hour+ interactive business planning

sessions Brand and strategy understanding, team areas of influence, ‘on-brand’ activity and new development ideas, personal development, revised team plans

1. LE

AD

ER

SH

IP2

. TEA

M A

CTIO

N

Page 32: Brand masterclass final

32The brand workshop

Introduction 10 minutes

The business and brand direction 30 minutes

Customer focus and your area of influence 30 minutes

Team commitments and next steps 60 minutes

Ideas and feedback 20 minutes

32

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33

Bold Action …from Disciplined Minds

What we should CONTINUE doing better or are already planning to do? (Table 1)

What is getting in the way and needs to STOP? How will this stop?(Table 2)

What new things should we START doing to deliver the strategy? (Table 3)

Development discussion

33

Think about quick fixes in 90 days and next year’s activities…

Think about where the boldness is coming from

Page 34: Brand masterclass final

Linking reputation/brand and business planning

34

Inputs

Brand and business direction

Visual map Brand

workshop feedback

Response to feedback

More detailed plan & commitments

Visual map Detailed

strategy 2008 team

objectives & strategies

Specific measures

Milestones and measures

Team strategies

Visual map Detailed

strategy Functional

strategy and priorities

Outcomes

Buy-in Feedback Commitments Raised

expectations – leadership and business strategy / roadmap

More detail Visual map Team unity Plan

Belief & unity Commitment Buy-in to

process

Senior team buy-in & unity

Understand priorities

Cross functional connections

Review and adapt team commitments

Prepare attendees to deliver team briefings

Understand current status in market and internally

Belief Momentum

Detailed strategy

Leadership buy-in

Functional priorities and milestones

Measures

Clarity & understanding

Belief & commitment

Functional priorities within a wider business context

Milestones and measures

Activities

Brand workshops

Exec planning

Townhall T1&2 Senior Management planning workshop(s)

Quarterly feedback and measurement

QuarterlyTownhall & support activities

Exec Off-site Team briefing and planning meetings

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Alignment

Recruitment

Induction

Development

Performance Management

Leadership role models

Environment

Page 36: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 36DIFFERENTIATE YOUR BRAND

Results

Highest ratio of top-rated funds among investment firms in Austria, France, Germany, Italy, the UK, Sweden and Switzerland (never achieved before)

Over 100 investment awards since the start of 2012, highlighting growing recognition among international investors of its competitive performance across asset classes, over many time periods

Page 37: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 37DIFFERENTIATE YOUR BRAND

Discussion of Threadneedle story

Lessons? Reflections on what would work, would not work where others are?

Page 38: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 38DIFFERENTIATE YOUR BRAND

Table discussions

How to identify what your clients really value?

How to engage with professionals on brand/behaviour? How make business case?

Social media and brand? Other?

Page 39: Brand masterclass final

MIKE POUNSFORD, COURAVEL OCTAVIA WOLTON, HAY GROUP | 39DIFFERENTIATE YOUR BRAND

Table feedback

Outcomes from discussion

Lessons from this session