howtobuildanbrand

How to build an IFA brand

How to build an IFA brand

OK. It’s not really a question of how to build an IFA brand

How to build an IFA brand

But any brand

How to build an IFA brand

So...

How to build an IFA brand

...let’s think about it this way.

So...

And let’s start with Wally Olins

And let’s start with Wally Olins

In my opinion,Wally Olins is the

Godfather of brands...

And let’s start with Wally Olins

And an exquisite communicator of ideas

And let’s start with Wally Olins

I’ll share his boiled-down brand model with you in

a moment

But first let’s make sure you’re clear about the difference between...

Brand

But first let’s make sure you’re clear about the difference between...

Branding...and

But first let’s make sure you’re clear about the difference between...

Branding enables people tounderstand how to navigate your products, services and organisation...

Whereas your brand is a consequence of how you go about doing it.

Wally Olins reduces the elements of a brand down to a very simple model.

What’s the big idea behind your business’s products and services?

Core idea

What’s the big idea behind your business’s products and services?

Core idea but from your stakeholders’

point of view and not yours?

Product

Core idea

How’s the big idea expressed in the

products or services that your business

offers to the outside world?

EnvironmentCore idea

And how doyou enable the

outside world to engage with you?

EnvironmentCore idea

And how doyou enable the

outside world to engage with you?

For instance via a shop, the web or

face-to-face consultation?

Communication

Core idea

And how are stakeholders able to

interact with your business?

Behaviour Core idea

Finally, how doyou – and the people

working with you – help express the big idea?

Product

EnvironmentBehaviour

Communication

Core idea

That’s the triedand tested theory that

addresses the issue of...

How to build an IFA brand

That’s the triedand tested theory that

addresses the issue of...

How to build an IFA brand

But thanks to the consequences of innovation

in technology...

How to build an IFA brand

And its effect on peoples’ expectations of how they consume

products and services.

How to build an IFA brand

It’s probably more appropriateto address this issue instead...

How to build an IFA brand

these days

It’s probably more appropriateto address this issue instead...

Product

EnvironmentBehaviour

Communication

Core idea

Because this model is subtly changing...

Product

EnvironmentBehaviour

Communication

Core idea

In two reallyinteresting ways

Product

EnvironmentBehaviour

Communication

Core idea

In two reallyinteresting ways

Here

Service design

EnvironmentBehaviour

Communication

Core idea

In two reallyinteresting ways

Here

Service design

EnvironmentBehaviour

Communication

Core idea

In two reallyinteresting ways

And here

Service design

EnvironmentBehaviour

Conversation

Core idea

In two reallyinteresting ways

And here

Product

EnvironmentBehaviour

Communication

Core idea

Service design

Conversation

In two reallyinteresting ways

Product

Core idea

Service design How you enable interaction with

consumers of your business’s products

and services determines its

usefulness

Communication

Core idea

Conversation

And its usefulness makes what you offer more interesting for consumers to share with other people

But why’s this happening?

Because the mass media model of communication is disintegrating

Brands no longer ‘control’ consumption of messages about their businesses

Because the mass media model of communication is disintegrating

Brands no longer ‘control’ consumption of messages about their businesses

Consumers no longer depend on a small number of media channels

Because the mass media model of communication is disintegrating

Brands no longer ‘control’ consumption of messages about their businesses

Consumers no longer depend on a small number of media channels

People create and realise their ownnetworks of individuals and organisations

with common interests

Because the mass media model of communication is disintegrating

So to build a successful brand these daysmeans your business must make a positive

social contribution wherever people congregate

So to build a successful brand these daysmeans your business must make a positive

social contribution wherever people congregate

Whether that’s individually, in groups, in real-life or online

So ask yourself...

How do I engage with my network?

So ask yourself...

How do I engage with my network?

How usable is my service?

So ask yourself...

How do I engage with my network?

How usable is my service?

How can I help my customers to help me?

So ask yourself...

Covester.com enables people to congregate and connect around a

common interest - investing

Covester.com enables people to congregate and connect around a

common interest - investing

But it also enables them to track and

invest in each others portfolios

TripAdvisor.com enables people to congregate

around a common interest – travel

TripAdvisor.com enables people to congregate

around a common interest – travel

People share their experiences of

destinations and, by doing so, create a rich

source of valuable travel information for

one another

Getsatisfaction.com enables businesses to

create support communities among

customers

Getsatisfaction.com enables businesses to

create support communities among

customers

By doing so, brands enable customers to help customers use their products and

service AND they gain incredibly valuable

insight

How to build an IFA brand

So back to the original issue

Just think about the amountof work it takes to stay in touch with all

your existing clients...

In fact, they never go away.

In fact, they never go away.

Until now, you’ve never been able to easily stay connected.

In fact, they never go away.

Until now, you’ve never been able to easily stay connected.

These days, you can with little or no effort at all.

So ask yourself...

How can I engage with my network?

So ask yourself...

How can I engage with my network?

How can my service be more usable?

So ask yourself...

How can I engage with my network?

How can my service be more usable?

How can I help my customers help me?

So ask yourself...

Because...

If you engage with your network

If you engage with your network

If your service is really usable

If you engage with your network

If your service is really usable

If you let your customers help you help them

If you engage with your network

If your service is really usable

If you let your customers help you help them

Then you’ll have a brand

www.twitter.com/ianthomas_mrm

www.mrm-london.com

Sources & Acknowledgements

Slide 1 and used throughout: Landscape image of borderland between Tuscany and Lazio used throughout: Storm Crypt's photostream at Flickr.com

Slides 10-14: Road-sign image: Splorp's photostream at Flickr.com

Slide 16 and used throughout: The brand model referred to throughout can be found in Wally Olins: The Brand Handbook (Thames & Hudson, 2008) available here: Amazon.co.uk

Slides 41-50: Screengrab from animation of the new communications landscape created by Bond & Coyne Associates in collaboration with MRM