Why is passion for brand and customer important?
‘If we don’t take care of our customers, somebody else will’
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Customers have great experience & return
Experience delivered by passionate employees
Employees operate in effective culture
Culture created by leaders living the brand
Brand grounded in people and customer
The Toolbox
• Vision – Where you want to be
• Values – What you stand for
• Sustainable Competitive Advantage – How you will win
• Brand Positioning – Your connection with customers
Zappos Core Values
Zappos Family Core Values As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our business strategies. These are the ten core values that we live by:
• Deliver WOW Through Service • Embrace and Drive Change • Create Fun and A Little Weirdness • Be Adventurous, Creative, and Open-Minded • Pursue Growth and Learning • Build Open and Honest Relationships With Communication • Build a Positive Team and Family Spirit • Do More With Less • Be Passionate and Determined • Be Humble
What’s Your Organisation’s Why?’
Why
How
What Make consumer electronics
Innovation for customer
Change the status quo
Brand Positioning Determining Shared Value
Your Product or Service
• Is for: _______
• Who want to:__________
• It provides: ___________
• That offers:____________
• Allowing you to:_________
• And you believe this because:__
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order benefit/emotional
connection
Reason to believe or claim support
Brand Positioning Determining Shared Value (illustrative)
Nature Valley
• Is for: the aspirational outdoor person
• Who want to: be outside, enjoying nature
• It provides: a healthy snack
• That offers: natural nutricion without any
preservatives
• Allowing you to: connect with nature
• And you believe this because: of Nature
Valley’s long history of embracing the
outdoors and outdoor sports
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order benefit/emotional
connection
Reason to believe or claim support
Exercise
Think about your organisation’s brand or a particular product brand you work on. Consider what your shared value might be.
Engaging Employees Harnessing creativity
Everybody has a POV
- Empower them
The Value Chain – who is involved? - Build and lead creative forums - Create the cause
Story Telling - Brand/customer folklore
A Customer Mentality
• Create visible personas
– How they live and make purchase decisions
– Align activity around customer
– Meetings/Planning
– Tell the stories
Customer persona (real if poss)
Name Age/Location/Profession
What are her important needs?
Characteristics (Describe this Person)
How do we meet her needs?
How does she use our product/service?
Barriers to creating passionate employees for the brand and for the customer
• Change fatigue
• Inconsistency
• Lack of employee engagement
• Lack of clear vision and values
“Children imitate their parents, employees their managers.” ― Amit Kalantri
Achieving lasting employee passion for customer and brand
Employee Engagement
Small Changes
Consistency
• Perceived Control • Perceived Progress • Connectedness • Create belief in the
Company’s Vision or Meaning
• Avoid change fatigue
• Maintain clarity on org and individual objectives
• Use positive attributes as foundation
• Maintain momentum
• Avoid ‘boomerang effect’ i.e. when leaders stop and change focus
• Strategic driver
Exercise: Score Your Now & Where
Employee Engagement
Small Changes
Consistency
Now Where Now Where Now Where
Summary: 6 Key principles for leaders
1. Be clear on the brand vision, positioning, values, your customers and the SCA
2. Don’t be shy, be visible and accessible to both customer and staff – live the brand
3. Empower your people, access their creativity to deliver the brand promise to the customer
4. Determine gaps in the customer experience delivery and improve
5. Celebrate the importance of customer and tell the stories
6. Create visible crusades for customer
www.so-brand.com.au +61 434 607765