keller boot camp 6 bringing it together

The goals of the Bootcamp

• At the end of the six months to have gone through the principles of the model

• To apply many of these to real world situations and to our own businesses

• Create a competitive advantage for your business

Brand Equity“The value that is

generated directly from the buying process as

stimulated by the visible or invisible connections

a client has through their awareness of and

trust for the brand.”

The potential for your brand to impact your

business

Refresh

Objectives for today

• Recap what we have learned in respect of the model and tools

• Consider three brands in respect of the model

• Provide some takeaways

The Model is here to help you

1. What it takes to build a brand

2. How you can manage the brand

3. How the brand supports customer:

• Acquisition

• Retention

• Satisfaction

Advantages of powerful brand equity

• Your customers will buy more from you

• You create ‘Fans’ who recommend you to others

• You drive loyalty - advocates

• Your business will have a higher price point

• Your gross margins will be greater

• Your business will grow

• You will meet you personal aspirations

It starts with Identity

What do I do that shines?

Brand ‘Meaning’ – what does it mean to your customers?

Stories go a long way to giving your brand, meaning

Customer Journey Mapping

The Process

• Set Goals

• Research –’What is’

• Review Touchpoints

• Create Empathy Maps

• Brainstorm with anchors

• Affinity diagrams

• Sketch the journey (be creative)

• Refine and reuse

• Share the journey

What ‘responses’ are you getting?

• Using ‘Gap’ analysis for each response

• Visualise the end game and ask “How did I get here?”

• Setting out the ‘wow’ factors – test the ‘future in the present’.

• Hypothesise and build rapid prototypes

Do you want a meaningful relationship?The four elements:

1. Loyalty

2. Attachment

3. Community

4. Engagement

Just ask yourself ‘How.. ’ then ‘To make more…

Setting out the strategy

Brand Review

The Attachment for the Brand review

A series of mini-workshops created and designed by

James CracknellSFEDI Accredited Business Consultant

cracknell123@btinternet.com