How to Brand an HR Service Business
-
date post
14-Sep-2014 -
Category
Business
-
view
5.250 -
download
2
description
Transcript of How to Brand an HR Service Business
2010 AND BEYOND2010 AND BEYOND
Branding for growth in the New Normal
Jason Mlicki
$1 in 1979.
$1 invested in Walmart in 1979would have returned you about $57,000.
$1 invested in Target in 1979would have returned you about $6,900.
$1 in 1999.
$1 invested in Walmart in 1999would have returned you about $32.
$1 invested in Target in 1999would have returned you about $103.
1960 – 1995.Focus on footprint and scale.
1999 – 2010.Target focuses on brand building.
But, I’m not a retailer.
Okay, I’m still not a retailer.
2010 AND BEYOND2010 AND BEYOND
Branding for growth in the New Normal
1.0 About brands2.0 Brand building3.0 Closing thoughts
About brandsAbout brands.
Part one. What’s a brand?
No matter what you think,you know a good brandwhen you experience it.
1.1 I WHAT'S A BRAND?
1.1 I WHAT'S A BRAND?
1.1 I WHAT'S A BRAND?
1.1 I WHAT'S A BRAND?
What a brand is not.
1.1 I WHAT'S A BRAND?
A brand is not a namenor a trademarknor a trademark.
1.1 I WHAT'S A BRAND?
A brand is not a logo nor a taglinenor a tagline.
1.1 I WHAT'S A BRAND?
A brand is not a product nor a packagenor a package.
1.1 I WHAT'S A BRAND?
Okay, so what exactly are brands?are brands?
1.1 I WHAT'S A BRAND?
Brands are perceptions.
1.1 I WHAT'S A BRAND?
Brands are experiences.
1.1 I WHAT'S A BRAND?
Brands are cognitive. And emotional.
1.1 I WHAT'S A BRAND?
Brands are commitments.
1.1 I WHAT'S A BRAND?
Brands are relationships.
1.1 I WHAT'S A BRAND?
Brands are built on products, taglines, trademarks, logos, services, experiences, gossip, press releases, tweets, message p , , gboards, sales calls, packaging, call centers, signage.call centers, signage.
1.1 I WHAT'S A BRAND?
About brandsAbout brands.
Part two. What brands do.
Brands provide recognitionto simplify a purchaseto simplify a purchase.
RECOGNITION
1.2 I WHAT BRANDS DO
Good brands create growth by providing consistent experiences.
EXPERIENCEC
RECOGNITION
1.2 I WHAT BRANDS DO
Great brands connect, inspire and create fans EMOTIONALinspire and create fans.
EXPERIENCE
EMOTIONALCONNECTION
C
RECOGNITION
1.2 I WHAT BRANDS DO
Fans are loyal.
1.2 I WHAT BRANDS DO
Fans are passionate.
1.2 I WHAT BRANDS DO
Fans advocate on your behalf.
1.2 I WHAT BRANDS DO
And yes, sometimes fanspay morepay more.
1.2 I WHAT BRANDS DO
About brandsAbout brands.
Part three. Why brands matter.
Strong brands grow sales and increase marginsincrease margins.
1.3 I WHY BRANDS MATTER
1.3 I WHY BRANDS MATTER
1990: Shortened the company name to AFLAC.
2000: Introduced the AFLAC duck.
1.3 I WHY BRANDS MATTER
About brandsAbout brands.
Part four. Examples.
1.4 I EXAMPLES
1.4 I EXAMPLES
1.4 I EXAMPLES
1.4 I EXAMPLES
1.4 I EXAMPLES
Brand BuildingBrand Building.
Part one. Brand strategy.
Five components of an effective brand strategyeffective brand strategy.
2.1 I BRAND STRATEGY
1. Brand promise.What the brand stands forWhat the brand stands for.
2.1 I BRAND STRATEGY
2. Brand positioning.What makes it uniqueWhat makes it unique.
2.1 I BRAND STRATEGY
3. Brand attributes.What it’s likeWhat it’s like.
2.1 I BRAND STRATEGY
4. Brand vision.What it hopes to becomeWhat it hopes to become.
2.1 I BRAND STRATEGY
5. Brand assets.Valuable items that identify itValuable items that identify it.
2.1 I BRAND STRATEGY
2.1 I BRAND STRATEGY
1. Brand promise. Our consumer comes first Alwayscomes first. Always.
2.1 I BRAND STRATEGY
2. Brand positioning. We deliver intimate service every timeintimate service every time.
2.1 I BRAND STRATEGY
3. Brand attributes. Exclusive, premium, signature personalized accomodatingsignature, personalized, accomodating.
2.1 I BRAND STRATEGY
4. Brand vision. The world’s leading day-to-day financial partner for the moderately affluent to wealthy consumer.
2.1 I BRAND STRATEGY
5. Brand assets. Green. Blue. “A member ” “Don’t leave home without it ”member. Don t leave home without it. The centurion.
2.1 I BRAND STRATEGY
Brand BuildingBrand Building.
Part two. Positioning a service brand.
Option 1. Position around a service or skillservice or skill.
2.2 I POSITIONING A SERVICE BRAND
Option 2. Position around an industry or marketindustry or market.
2.2 I POSITIONING A SERVICE BRAND
Option 3. Position around a philosophy or beliefphilosophy or belief.
2.2 I POSITIONING A SERVICE BRAND
Brand BuildingBrand Building.
Part three. Group exercises.
Brand BuildingBrand Building.
Part four. Process.
Brand development process.
4.0 I BRAND STRATEGY
Insight. Learn what you don’t know.C t R hCustomer ResearchInternal ResearchCompetitive ResearchIndustry ResearchIndustry Research
4.0 I BRAND STRATEGY
Ideation. Form strategy.D l b d b li fDevelop brand belief system and highest-levelbrand assets.
4.0 I BRAND STRATEGY
Implementation. Bring it to life.D l t iblDevelop tangiblebrand assets.
4.0 I BRAND STRATEGY
Inspection. Evaluate and adjust.M fMeasure performanceand look to improve.
4.0 I BRAND STRATEGY
Closing thoughtsClosing thoughts.
What does it mean to be a PEO?be a PEO?
4.0 I BRAND STRATEGY
Why do customers really hire you?hire you?
4.0 I BRAND STRATEGY
Thank you