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mobas.com
We are
Connecting your brand with your community
A definition of brand
Control your volume
The travelling brand
A definition of brand
Let’s start by dispellingsome myths
A brand is not a logoFIRSTLY
SECONDLYA brand is not an identity
A brand is not a productFINALLY
what exactly is a brand?SO
A brand is a person’s gut feeling abouta product, service or organisation...
It’s a gut feeling because people are emotional, intuitive
beings and build relationships on
TRUST
In other words...
It’s not what YOU say your brand is...
It’s what THEY say it is(THEY being your audience)
TRUST?How do we embrace
the power of
T=r+dTrust Reliability Delight
Trust also comes from meeting and beating customer expectations at every stage of the customer’s journey
Trust comes from having aconsistent PERSONALITY
that always delivers its promise
Control your volume
PERSONALITY
A brand that fails to deliver a consistent personality is
SCHIZOPHRENIC
Building a brand that has a consistent personality allows its
volume to be controlled
A brand must ONLY change its volume dependent upon its
audience – never its personality
VOLUME CONTROL
Analogy time...
HIGHMEDIUM
CHANNEL
AUDIENCE
LOW
VOLUME CONTROL™
The travelling brand
5 rules to ensuring your brand travels and connects
with its audience
Having a strong and engaging purpose that is delivered in everything
the brand does ensures it builds loyalty with its audience
A brand must walk the talk and deliver its promise to the audience
1. Stay true to your purpose
Audience-to-audience recommendations and referrals are the most powerful and believable tool for connecting brand with audience
2. Build brand ambassadors
Brand loyalty is the result of an emotional decision - 70% of audience (consumer)loyalty and spending decisions are based upon emotional factors
3. Build emotion
Your brand is what your audience say it is. Therefore we need to listen toour audience so that we ensure we are relevant to their worlds
Listening is also a great way of identifying competitive threats
4. Listen, listen and listen some more
A brand that stands still and fails to evolve with the changing world simply dies
One that continuously evolves, while staying true to its purpose and promise, simply stays relevant and therefore trusted by the audience
5. A constant evolution
7 reasons your audience isn’t connecting with your brand
1. The brand is too self-centred
2. No clear target audience
3. Messaging doesn’t evoke emotion
4. There’s no clear point of difference
5. A lack of engagment with your audience
6. The wrong team and culture
7. Too impatient for results
Thank you
mobas.com
Robin Bryant, Joint Managing DirectorT. +44 (0)1223 841699E: [email protected]
Mobas Limited Cambridge House 65 London Road, Stapleford Cambridge CB22 5DG
Thank you for your time.
