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.”

Refresh

Objectives for today

• To apply the concept of storytelling to your business• Look at ‘Critical

Quality Trees’ as a diagnostic • Getting

professional help – What Sally can do for your business

Brand Meaning“When a brand is known and has some strong, favourable and unique associations in a consumer’s memory.”

NIVEA• Maternal• Family experience• Multipurpose• Holidays• Timeless

Brand Performance5-Measures

FeaturesReliabilityEffectivenessStylePrice

What type of experience do you want your client to have with your product / service?

Brand Imagery – A Psychological connection

“THE STORIES THAT WE TELL OURSELVES AND OTHERS ARE THE

STORIES THAT WE LIVE BY.”Claire Taylor The Story Mill

Learn to tell your

storyDefine your uniqueness

and your strengths

Mirror Neurons

Story telling has been around a while

“Personal stories and gossip make up 65% of our conversations.”- Leo Widrich

https://blog.bufferapp.com/author/leo

Your perceptions matter – you experience your storyAn undisputed fact. It was November in London and the temperature was 6 degrees. “Was it a cold, dreary day in the capital?”Or“Was it an Autumnal day full of promise and opportunity in a bustling metropolis?”

What story will you tell?• Who is your

audience?

ToolsCustomer Profiles• Demographics• Psychographics• BehavioursBuild a Persona

Yes – It resonates!

Stories influence & persuadeFor what purpose are you telling this story?

• INSPIRE• BUILD TRUST• A CALL TO ARMS• TAKE AN ACTION

Your WhyBuild on what connects you to your clients.

This is your USP

Have more than oneDifferent stories for different outcomes

Pick a ‘Plum’ story• Ripe to be told• Juiciest wisdom• Sweetest insights

Your role

Hero Or Guardian

NOT the Villain

Remember your ‘Why’ and your message

AIDA

Attention – Interest – Desire – Action

Grab the attention, create tension and resolve the

story

Lose the jargonEmotional words create connections

Lead to actions

Engage the senses

• Find Your voice• Paint pictures with

words• Associated tastes

and smells• Bring in touch

Bring your story to life • Map the story

out• Practice – well

trodden path• Embed the

story into your memory

Makes you different - ClearlyYour story should • Resonate• Be able to influence• Contain your values• Be relevant

A Tool to focus on‘Quality’

Critical to Quality Tree

Gain focus • Diagram• Identify broad Critical

Customer Need• Identify ‘Quality Drivers’ of

that need• Assign ‘Performance

Requirements’ to the drivers

An Example of a Critical to Quality Tree

Good Customer Service

Waiting Time

Staff attitudes

After-sales care

NEEDQUALITY DRIVER

Physical Waiting targets

Target time it takes to answer the telephone

Target for sales process

Customers to be greeted and left to browse

Staff to be vigilant and responsive

After sales call to garner needs

Staff to take ownership of any problems

Refunds to be handles as a priority

PERFORMANCE REQUIREMENTS

To Come:3. Tuesday, 11 April 2017: Brand Response – your

client’s make judgments’ which lead to actions 4. Tuesday, 9 May 2017: Brand Resonance – Your

clients ‘LOVE’ you5. Tuesday, 13 June 2017: Bringing it all together –

Examples of great and not so great ‘Brand Equity’

How a Professional can help you craft your story