BrandPact Behind Every Brand is a Story Whats Yours 19Aug08

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Transcript of BrandPact Behind Every Brand is a Story Whats Yours 19Aug08

WHATS YOURS?

ICAN PROVIDE KNOW I

SOMETHING DIFFERENT

I KNOW MY NICHEIN MY MARKETPLACE

I KNOW HOW I WANTTO BE SEEN

I KNOWMY VALUES

BRANDINGDISTINGUISHES YOU FROM YOUR COMPETITION AND CREATES MARKET SHARE.Branding helps you to express your companys distinctive essence. Ultimately, it is a long-term strategy that enables you to maintain your lead, regardless of the economic climate.

BRANDINGMEANS MORE THAN A FANCY LOGO. IT MEANS ACCURATELY COMMUNICATING YOUR VALUES AND DELIVERING YOUR BRAND PROMISES.A brand is the embodiment of everything associated with your product, service or company. Yet branding is more than just creating a catchy logo, name or slogan. While they are vital components of branding, they are but one part of it.

BRANDINGWhen properly defined, developed and used, your brand can change the public perception of your company, its value and status. It also changes the way you communicate with your employees and customers.

SHAPES YOUR COMPANY. IT INSTILS CORPORATE CULTURE AND VALUES, WHILE FORMING THE FOUNDATION THAT DRIVES PASSION AND CREATIVITY.

Each brand is unique and there is no single magic formula to create a successful brand,

THE BRANDSTEP

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TAKE STOCKBranding is all about perception. Perception is reality to your customers. Find out what people really think of your brand through a brand review. Dont be surprised if theres a gap between what you think of your brand and how it is perceived by your customers, distributors, suppliers and even your employees.

FIND YOUR FITIts what the experts call positioning, and the reason why Volvo is known for safety and Lexus for luxury. Where is the best opportunity for your brand? How does your brand fit in the market?

BLUEPRINT YOUR IDEANow that you know where your brand is and what you want it to become, you need a strategy to get there. Blueprint the entire idea to make sure your brand stays on track.

but there are 6 steps you can take to equip yourself in building your brand with greater confidence.

VALUE CHAINSTEP

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ALIGN EVERYONEEach and every employee is an ambassador of the brand. Get everyone, from the CEO to the most junior clerk to believe in it, live it, breathe it, and deliver the brand promise consistently.

GET YOUR FANSCommunicate to your customers and ensure top-of-mind recall for your unique brandname, trademark, slogan, service, design or technological ability. Some brands have become legendary. Can people remember your brand?

MEASURE SUCCESSYou can only effectively manage what you measure. So measure the right things to see whether you really have succeeded in making that connection with your key customers.

Many SMEs have made that decision to invest time and effort in their brands, and as a result experienced a boost in customer loyalty, employee commitment and business performance.

THESE ARE THEIR STORIES...

STEP

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THE TRU-MARINE STORY

Assessing your brands strengths and weaknesses.S True tory

A BETTER PERSPECTIVE INSIDE AND OUT#1

TAKE STOCK

Branding is all about perception. Perception is reality to your customers. Find out what people really think of your brand through a brand review. Dont be surprised if theres a gap between what you think of your brand and how it is perceived by your customers, distributors, suppliers and even your employees.

Having been in business since 1977, Tru-Marine enjoyed a healthy trade first as a general ship repairer and later, a specialist for the repair of turbochargers, the main propulsion system that enables ships to travel at optimum speed. The company stood out in its industry as a quality repair service centre with high standards and sound technical expertise, garnering a place thrice in the Enterprise 50 Awards.

To further cement Tru-Marines reputation, group managing director David Loke, who was named Ernst & Young Entrepreneur of the Year 2007, decided to embark on branding in order for positive brand experiences to become a major driver of the Tru-Marine brand. The first step they took towards building a strong brand was to do a review to determine just how the company was perceived by its customers, suppliers and staff. It turned out that Tru-Marine was already doing an effective job in the eyes of its customers. Our customers view us with

confidence, said Mr Loke. To them, time is of the essence. The ships need to unload, reload and get to the next port as quickly as possible. Our customers choose us because they know they can rely on us to do a good repair job on time. The review revealed that Tru-Marine is highly regarded as a reliable brand with a loyal following. Mr Loke explained, We use state-of-the-art technology to stay at the top of the game. We enhance our customers competitiveness by providing them with innovative repair alternatives that help them save on operational and down-time costs. Taking a look inwards, the review threw up some startling results. What we ourselves think and feel about the brand is fundamental. It can build or destroy the brand. While Tru-Marine has a rich brand personality from its years in the business, the brand values may not have been consistently projected by every employee, said Mr Loke. The company set about overcoming this hurdle through training sessions, interaction, communication and giving incentives. It takes a long time for culture to become ingrained and its something that needs continuous effort, said Mr Loke. And its something we are committed to work on. The company is all set to grow, and has made moves to extend its reach in the Middle East and Northern Europe. I would definitely encourage companies to build their brands for growth and survival, said Mr Loke. If customers have a need, you have to be the first name they think about. You have to be at the top of their minds. That is why branding is so important.

STEP

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e Tru

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THE ACEZ STORY

REVIEW, REARRANGE, RESULTSSometimes, the review process can prove so enlightening that it even changes a companys business model. Such was the case with Acez, a major supplier for industrial and environmental measure and control instruments in Southeast Asia. Managing director Ricky Yeo first saw the need for Acez to focus on building its brand, back when most businesses thought that branding was for consumer brands only. With the competitive landscape for businesses changing, B2B businesses, which serve business clients, are competing head to head with others that seem to offer similar features, benefits and services. By building our brand reputation in our customers mind, we can close the deal before the selling even starts, said Mr Yeo. As it turns out, the review stage of the branding process showed that Acezs original mission statement, crafted at least 15 years ago, was no longer in line with what the company was doing. We were a one-stop shop selling all kinds of instruments, said Mr Yeo. We had so many brands and our product range was so ambiguous that there was no focus. Even our sales staff were not sure what we did. But the most important thing we realised was that people didnt think of us when looking for specific products. We were just a place they called on if they were hoping to find something obscure. With that realisation, the company set about streamlining itself. Rather than selling a multitude of products that no one could

remember they were selling, Acez began to focus on building brand equity for their key products. Now, we are the first name that comes to mind when people are looking for top brand industrial and environmental instruments, said Mr Yeo. With the information gleaned from the review process, Acez has also redesigned their delivery process to better fulfil their brand promise to provide quality, reliability and good service. The brand review also uncovered new markets which Acez had previously overlooked, both locally and overseas, including offshore industries, pharmaceutical, water treatment and aerospace industries. For one who once thought that branding was for consumer brands only, Mr Yeo now firmly believes that the rigour of undergoing a branding exercise would help to revitalise any business. He said, The branding programme has helped us to strengthen and define the direction for our business, and we have expanded our horizons in looking for new customers.

STEP

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S True

tory

#3

Find your unique positioning in the market

THE WOOD DOCTOR STORY

FIND YOUR FIT

FLOORED BY LUXURY WOODThe business of wood flooring isnt usually viewed as a glamorous one. Yet Singapore-grown Wood Doctor has the likes of top designer brands like Armani and Versace beating a path to its doors to build the floors of their glamorous boutiques. Not bad for a company started by a pair of army mates who discovered their dream atop a freezing mountain in Australia during a training stint. When Mr Zain and Mr Kevin Toh started the company in 2003, it had two staff and made just $1.5 million in its first year. Today, Wood Doctor is a $15 million-a-year business with some 120 employees. The secret of their success? Daring to stake a claim as the luxury brand in a market flooded with commodity wood flooring. We both had a dream for a wood flooring company that was better than the rest, said Mr Zain. We wanted to offer uniqueness and quality. We didnt want to join the price war. The duo set to work building a prestige brand targeted at upmarket clients and top local architects. This clear focus on their market positioning won Wood Doctor the Singapore Promising

Now that you know how yo