brand management - 5 steps to effectively leverage your brand

Brand ManagementTuesday, March 15th, 2016

Anneline Breetzke

#mktgacademy @mktgacademy

Content IntroductionBrand Power - What is a Brand and why is it essentialBrands for Schools/Camps5 Steps to Leverage your BrandTop 5 things I can do right nowQuestions

Brand PowerWhich would you choose?

Which coffee shop would you choose to get your cuppa?

A - Timmies B – Ian’s

Why would you choose A over B?

A - Timmies B – Ian’s

A - Timmies B – Starbucks

Which coffee shop would you choose to get your cuppa?

Visual - logo, colours, fonts, grounds, building… Expectations - quality, taste, consistency, value Stories - same message across all touchpoints, word-of-mouth Experience - service, loyalty (Star rewards), roll-up-the-rim Memories - over time (consistency) – proven Relationships - emotional connection eg. ‘Timmies’

What is it that makes these two stand out as preferred choices?

Our decision to buy is influenced by…

BRAND

What is a ‘Brand’“A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.”- Seth Godin

What is a ‘Brand’Branding is the process of actively shaping and influencing the way your brand is perceived in order to increase awareness, emotional connection and sales.

What is a ‘Brand’“The biggest misconception in branding strategies is the belief that branding is about market share, when it is really about ‘mind and emotions share’.”- Marc Gobé, Author: Emotional Branding

What do you associate with…

What do you associate with…

What do you associate with…

What do you associate with…

Brand Experience…and the emotional connection here is: _________

Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company

Decision Journey

Traditional

Awareness

Consideration

Decision

Buy

Initial Consider

Active Evaluation

Purchase

Postpurchase Experience

Loyalty Loop

Trigger

Today

Brand Power

“Consumers of high-road brands tend to be loyal and willing to pay premium prices.”- Harvard Business Review

21% of the population identifies as being brand loyal.

Elevates you above the crowd (your voice is heard) Sets you apart from the competitors Allows you to control the attitude towards your

school/camp Simplifies purchase decisions Premium pricing Momentum

Brand Power

Brands for Schools/Camps

Consumers are changing the way theyresearch and choose your school

The role of brand for private/ independent schools and camps, is to transform and shape attitudes towards the products and services offered.

Brand for Schools/Camps

Which School/Camp would you choose and why?

Option A Option B

What is a ‘Brand’“A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.”- Seth Godin

Visual - logo, colours, fonts, grounds, building, uniform/image… Expectations - quality, consistency, value, superior education, programs Stories - same message across all touchpoints, word-of-mouth Experience - staff, students, deliver on expectations? Memories - carry a reputation? Engage alumni. Relationships - emotional connection

What expectations, memories…do you want people to have of your school/camp so that they choose yours over another and stay loyal?

Influence purchase decision…

5 Steps toLeverage Your Brand

Put your brand to work for you.

Define – who, what, why, how Depict – visual (design elements, place, uniforms etc) Deliver your brand to your staff, partners & ambassadors. Disseminate (market) – to your target audience

Marketing Mix Across Touchpoints / Integrative Marketing

Develop a community (engagement & consistency over time)

Leverage your brand

Leverage your brand : Define

What do you want to be known for? (Ongoing, future, longevity) How would you describe your brand? Why do you exist? How are you different from your competitors? How are you perceived by the public/consumers/alumni? How is your consumer/student transformed by you? How do you want them to perceive and experience you? What is the emotional connection you want your brand to elicit?

A clear, defined brand will be the benchmark againstwhich everything is measured and determined.

Leverage your brand : Depict

Colours & Typefaces Logo & Tagline Photos/Images/Video Tone & Language Tangibles: uniform, grounds etc

Make sure each element communicates your brand. Then establish criteria that keeps the use consistent across all channels.

All identity elements must communicate your brand.

Leverage your brand : DeliverDeliver your brand to your people and partners.

To all the staff - the entire team To your fans - brand ambassadors To your alumni/ex-campers

(Don McCreesh)

To your partners

Get ‘buy in’ from everyone.Allow for a sense of ownership.

Importance of internal branding

Employees

Company culture

Perception

Community (internal & external)

Experience (collective)

Leverage your brand : Disseminate

Message Stories Target Audience Marketing Mix Integrative Marketing (all the touchpoints) Advertising Channels

Market your brand consistently across all channels and at every touchpoint – staying true to your brand.

Disseminate: ‘spread or disperse widely’

Advertising channels

Traditional channels: Newspapers Radio Television Direct mail

Non-traditional channels: Billboard Internet Direct email

Leverage your brand : DevelopDevelop a community – emotional, personal, relational

A brand is more than a thing or a personality, it must be a part of community.

A brand can also become its own community!

Leverage your brand : Develop

Engagement Tell stories, share stories, inspire stories, create stories Relational Marketing (Know, Like & Trust) Listening and responding (not a monologue/broadcast)

Authenticity "Authenticity is what makes a brand relevant to consumer needs -

yet unique in its appeal." Angela Ahrendts, CEO of Burberry, 2007

Consistency (TREND) Brand management cycle Purchase journey (loyalty loop)

Develop a community – emotional, personal, relational

Today’s consumers make their decisions in a circular motion as opposed to the traditional purchase funnel. - McKinsey & Company

Decision Journey

Traditional

Awareness

Consideration

Decision

Buy

Initial Consider

Active Evaluation

Purchase

Postpurchase Experience

Loyalty Loop

Trigger

Today

Top 5 things I can do right now1. Bring your team together to review and define your

brand.2. Review your visual elements to see if they are reflect

your brand.3. Speak to your broader team (ambassadors,

partners) about your brand.4. Review your brand’s consistency on social, websites,

advertising, experience...5. How are you consistently providing value to your

customers post-purchase?

If they go on to Facebook, they see your brand… on a billboard they see your brand… a student in uniform they see your brand… they see an advert in the magazine they see your brand… they read a review and it speaks of your brand… they phone your school they feel your brand… they watch a video and it shows your brand… they go to your open house and experience your brand… they see a leaderboard ad online and recognize your brand… BRAND BRAND BRAND!

About the time you’re sick of hearing about your brand is when your audience is only starting to tune in to it!

Brand, brand, everywhere!

Brand, brand, everywhere!

QUESTIONSContact: Anneline Breetzke

anneline@ourkidsmedia.com

Marketing & Communications

@mktgacademy

Our Kids Media Inc.