Post on 16-Apr-2017
How to build an IFA brand
How to build an IFA brand
OK. It’s not really a question of how to build an IFA brand
How to build an IFA brand
But any brand
How to build an IFA brand
So...
How to build an IFA brand
...let’s think about it this way.
So...
And let’s start with Wally Olins
And let’s start with Wally Olins
In my opinion,Wally Olins is the
Godfather of brands...
And let’s start with Wally Olins
And an exquisite communicator of ideas
And let’s start with Wally Olins
I’ll share his boiled-down brand model with you in
a moment
But first let’s make sure you’re clear about the difference between...
Brand
But first let’s make sure you’re clear about the difference between...
Branding...and
But first let’s make sure you’re clear about the difference between...
Branding enables people tounderstand how to navigate your products, services and organisation...
Whereas your brand is a consequence of how you go about doing it.
Wally Olins reduces the elements of a brand down to a very simple model.
What’s the big idea behind your business’s products and services?
Core idea
What’s the big idea behind your business’s products and services?
Core idea but from your stakeholders’
point of view and not yours?
Product
Core idea
How’s the big idea expressed in the
products or services that your business
offers to the outside world?
EnvironmentCore idea
And how doyou enable the
outside world to engage with you?
EnvironmentCore idea
And how doyou enable the
outside world to engage with you?
For instance via a shop, the web or
face-to-face consultation?
Communication
Core idea
And how are stakeholders able to
interact with your business?
Behaviour Core idea
Finally, how doyou – and the people
working with you – help express the big idea?
Product
EnvironmentBehaviour
Communication
Core idea
That’s the triedand tested theory that
addresses the issue of...
How to build an IFA brand
That’s the triedand tested theory that
addresses the issue of...
How to build an IFA brand
But thanks to the consequences of innovation
in technology...
How to build an IFA brand
And its effect on peoples’ expectations of how they consume
products and services.
How to build an IFA brand
It’s probably more appropriateto address this issue instead...
How to build an IFA brand
these days
It’s probably more appropriateto address this issue instead...
Product
EnvironmentBehaviour
Communication
Core idea
Because this model is subtly changing...
Product
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
Product
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
Here
Service design
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
Here
Service design
EnvironmentBehaviour
Communication
Core idea
In two reallyinteresting ways
And here
Service design
EnvironmentBehaviour
Conversation
Core idea
In two reallyinteresting ways
And here
Product
EnvironmentBehaviour
Communication
Core idea
Service design
Conversation
In two reallyinteresting ways
Product
Core idea
Service design How you enable interaction with
consumers of your business’s products
and services determines its
usefulness
Communication
Core idea
Conversation
And its usefulness makes what you offer more interesting for consumers to share with other people
But why’s this happening?
Because the mass media model of communication is disintegrating
Brands no longer ‘control’ consumption of messages about their businesses
Because the mass media model of communication is disintegrating
Brands no longer ‘control’ consumption of messages about their businesses
Consumers no longer depend on a small number of media channels
Because the mass media model of communication is disintegrating
Brands no longer ‘control’ consumption of messages about their businesses
Consumers no longer depend on a small number of media channels
People create and realise their ownnetworks of individuals and organisations
with common interests
Because the mass media model of communication is disintegrating
So to build a successful brand these daysmeans your business must make a positive
social contribution wherever people congregate
So to build a successful brand these daysmeans your business must make a positive
social contribution wherever people congregate
Whether that’s individually, in groups, in real-life or online
So ask yourself...
How do I engage with my network?
So ask yourself...
How do I engage with my network?
How usable is my service?
So ask yourself...
How do I engage with my network?
How usable is my service?
How can I help my customers to help me?
So ask yourself...
Covester.com enables people to congregate and connect around a
common interest - investing
Covester.com enables people to congregate and connect around a
common interest - investing
But it also enables them to track and
invest in each others portfolios
TripAdvisor.com enables people to congregate
around a common interest – travel
TripAdvisor.com enables people to congregate
around a common interest – travel
People share their experiences of
destinations and, by doing so, create a rich
source of valuable travel information for
one another
Getsatisfaction.com enables businesses to
create support communities among
customers
Getsatisfaction.com enables businesses to
create support communities among
customers
By doing so, brands enable customers to help customers use their products and
service AND they gain incredibly valuable
insight
How to build an IFA brand
So back to the original issue
Just think about the amountof work it takes to stay in touch with all
your existing clients...
In fact, they never go away.
In fact, they never go away.
Until now, you’ve never been able to easily stay connected.
In fact, they never go away.
Until now, you’ve never been able to easily stay connected.
These days, you can with little or no effort at all.
So ask yourself...
How can I engage with my network?
So ask yourself...
How can I engage with my network?
How can my service be more usable?
So ask yourself...
How can I engage with my network?
How can my service be more usable?
How can I help my customers help me?
So ask yourself...
Because...
If you engage with your network
If you engage with your network
If your service is really usable
If you engage with your network
If your service is really usable
If you let your customers help you help them
If you engage with your network
If your service is really usable
If you let your customers help you help them
Then you’ll have a brand
www.twitter.com/ianthomas_mrm
www.mrm-london.com
Sources & Acknowledgements
Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com
Slides 10-14: Road-sign image: Splorp's photostream at Flickr.com
Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk
Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM