OBJECTIVE 2.06 Reinforce companys image to exhibit the companys
brand promise
Slide 2
WHAT IS A BRAND? Brand: is all of the impressions and
experiences consumers associate with a company, a product, or a
service. Brands relate to customers on an emotional and rational
level. A brand is a name, term, symbol, design, or combination
thereof that identifies a sellers products and differentiates them
from competitors products.
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WHAT IS BRAND PROMISE? Brand promise: is what your business
will consistently deliver to the customer. This established your
customers expectations for the quality and consistency of their
experiences with your business. Businesses want to control
perceptions, thoughts, and feelings customers have about them. It
provides guidance to employees as they interact with customers
daily. A brand must promise a relevant, compelling and
differentiated benefit to the target customer.
Slide 4
BRAND PROMISE The brand promise is what audiences are assured
of receiving as a result of their relationship with the brand.
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WHAT IS THE IMPORTANCE OF A COMPANYS BRAND PROMISE? A companys
brand promise establishes a base line of customer service to be
expected. It reflects the core values of the company and should be
demonstrated by every employee throughout the company. This has a
direct impact on the customers experiences with the company; thus,
developing a long term business relationship with customers.
Slide 6
IMPORTANCE OF A BRAND PROMISE A brand promise is very important
to a company because it tells the customer what to expect from the
company. It makes the customer feel comfortable.
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WHAT ARE FACTORS IMPACTING A COMPANYS BRAND PROMISE? Brand
Champion is the one that analyzes the businesss strengths. Brand
Champion is the CEO or manager. 100% commitment to core values
starts at the top. From the CEO to the mailroom clerk or doorman,
customers need to know they are the first priority. The champion
keeps the brand alive throughout the company.
Slide 8
CONTINUED BRAND PROMISE. What does your business do better than
anyone else? What does your business have, done, or provided that
your competitors dont? What makes your business unique?
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IDENTIFY A BRAND PROMISE You can identify a companys brand
promise by looking for text that looks kind of like a slogan. You
can look in magazines, on the companys website, and on their
buildings.
Slide 10
PHILIPS BRAND PROMISE Philips brand promise is sense and
simplicity. By Sense and Simplicity Philips means everything that
they do for their customers will be easy and simple. Basically,
really simple to understand.
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NIKES BRAND PROMISE Nikes brand promise is Just Do It. By Just
Do It, Nike means Just get up and do what youre supposed to and
make it happen.
http://youtube.com/watch?v=ItHarevJZYw&safety_mode=true&persist_safety_mode=1&safe=active
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WHAT IS A VISION AND MISSION STATEMENT? Mission statement: is a
brief summary of what you want your business to be doing. Vision
statement: is what your business will become. Review your business
plan for valuable brand clues. Understand your customers wants and
needs. Understand the core values of the business. Consider your
brand internationally and on the internet.
Slide 13
WHAT IS COMPANY IMAGE? A corporate image is the perception that
the general public holds about a particular business. Many
companies invest a great deal of time and other resources in an
effort to influence the opinion that consumers hold about the
products offered by the business, as well as the business
itself.
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CONTINUED COMPANY IMAGE Images could be based on so many
different characteristics such as quality of products, solid and
long positive reputation of the company, highly trained sales team,
lowest prices in town, integrity of staff, long standing positive
community relations, and customer service.
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CORPORATE IMAGE CONTINUED. One of the most basic ways of
shaping a corporate image is establishing and maintaining positive
relationships with the general public. This effort usually begins
by offering products that successfully meet the needs of customers,
thus generating goodwill.
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WHY IS COMPANY IMAGE SO IMPORTANT? Companies with strong
corporate images, such as Sony and Nike have an advantage in the
market place because their names adds value to their products and
reduces uncertainty in the eyes of distributors, retailers and
consumers.
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HOW CAN EMPLOYEES REINFORCE COMPANY IMAGE? Employees should be
trained and motivated to project a positive image of the company.
From training employees on answering telephones, how daily
decisions are made, to establishing dress code requirements shows
that companies understand how important communicating a positive
image is to the companys success
Slide 18
CONTINUED Employees are walking, talking demonstrations of
brand values every day in everything they do. Employees connect
brand values with customers through touch points(all opportunities
that businesses have to connect with customers and reinforce brand
value) to make brands come alive. Employees both reflect brand
values and help shape them.
Slide 19
TOUCH POINTS Every instance a customer comes into contact with
a brand. Think about Sundrop. Make a list in your notebook of how
many ways you come in contact with the brand Sundrop.
Slide 20
HOW EMPLOYEES CAN REINFORCE THE COMPANYS IMAGE THROUGH THEIR
PERFORMANCE Every interaction a company employee has with a
stakeholder communicates something of the firms identity. This
means that employees should be trained and motivated to project a
positive image of the company. From training employees on answering
telephones, how daily decisions are made, to establishing dress
code requirements shows that companies understand how important
communicating a positive image is to the companys success.
Slide 21
BRAND IMAGE IS NOT JUST YOUR LOGO Brand image is more than your
logo. It is every customer/prospects interaction with your company
that creates an impression. Its your companys character. It should
communicate the difference between you and the competition your
reason for being. How you stand out in the crowd
Slide 22
BRAND IMAGE Brand image is something you have whether you try
or not it is what the public sees it is the image they have of you
either good or bad. The Nike logo was purchased for $35 in 1971
from Portland State University graphic design student Carolyn
Davidson. According to Davidson, Phil Knight, Nike founder said at
the time: I dont love it, but it will grow on me. What does the
Nike swoosh mean to you?
Slide 23
CREATING A BRAND IMAGE Brand image should be created BEFORE you
actually start your business. It should be positive. It should look
like you, feel like you and smell like you. It must be a reflection
of your best traits. Example: You are the brand of your lawn
company. Its you that makes a difference. Its you that people
remember. Its you that is responsible for the success of your lawn
care business. Build your lawn care image by being a consistent
positive performer; associate with quality things and people;
deliver what you promise.
Slide 24
A STRONG BRAND Creates a preference to purchase and an
inclination to continue purchasing (aka brand loyalty.) Branding
forces the small business owner to focus on what it is you do, what
you want to do and what you will become.
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YOUR BRAND IMAGE Using the company you created in 2.04 Creating
your own little world answer the questions on the next slides in
your notebook.
Slide 26
IDENTIFYING YOUR BRAND IMAGE 1. Why are you in business? 2.
What makes your business unique? What can customers get from you
they cant get elsewhere? Price? Quality? Service? Guarantee?
Product? 3. Is there something about your service your customers
actually enjoy paying you money to do? 1. What are those
qualities/services? 2. Think about what your customer would say and
not what you think they would say.
Slide 27
IDENTIFYING YOUR BRAND IMAGE 4. What part of your business are
you passionate about? Can you formulate that passion into one
sentence? 5. Pretend you have employees what do you thing their
perception would be of your company? Why? 6. What is your target
market? Do you have a clearly defined service? Customer profile?
Prospect demographics? 7. What do you offer your customers? 8. In a
sentence, what is your companys promise to its customers? To its
employees?
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BRANDING IMAGE ELEMENTS In general, there are 3 building
elements used in your branded image: Logo Slogan Image
Slide 29
BRANDING IMAGE ELEMENTS Is your company image distinctive or
does it look the same as most of your local competition? Logo is it
distinctive and does it imply professionalism? Are you comfortable
with your logo? Does your logo reflect your companys image? Slogan
in a phrase, what does it say about your business?
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BRANDING IMAGE ELEMENTS Are you using an image identifier that
supports your core concept? Are you using that image identifier
throughout all of your business elements?
Letterheads/envelopes/business cards Brochures/estimate
forms/folders Advertising media Truck signage Professional attire
for techs working onsite Web site Every single piece of
communication to customers and prospects
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IMPLEMENTATION OF BRAND IMAGE Steps in implementation:
Development of the three elements Installation of the elements
Educating the staff and management as to the importance these
elements imply Are the three elements aligned? Does the
implementation include vehicles, equipment, uniforms, signage,
paper products, electronic media? Do employees believe and support
the image?
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REVIEW OF BRAND IMAGE IMPLEMENTATION Once installed, review the
results and make changes as needed. Dont wait, dont procrastinate,
seek areas for improvement. Do you plan to do follow-up discussions
on how effective the implementation has been? What needs to be
improved? Will you discuss what the market place thinks and says
about your company? Can you be objective in those discussions?
Slide 33
ASSIGNMENT: YOUR BRAND Create the 3 elements of branded image
about YOU. Create your logo? Create your slogan? What is your
image? What do you want others to perceive about you? Create a
survey of 5 questions that classmates can complete about you to
find out: What they really think about you?