branding for your business
DESCRIPTION
The 1st of our Seminars for Success. Produced and presented by Paul McAnallen from Shift Control.TRANSCRIPT
a business is a repeatable process that:
- creates and delivers something of value- that other people want or need- at a price they’re willing to pay- in a way that satisfies the customers needs and expectations- so that the business brings in enough profit to make it worthwhile
5 interdependent processes:
- Value creation- Marketing- Sales- Value delivery- Finance
Auguste François Chomel
(1788 – 1858) French pathologist
“Primum non nocere”
“First, do no harm”
“A brand occupies that ‘space’ in the mind of a consumer/client/consumer, where important decisions are
made.”
branding experience
BrandedCustomer
Experience
Creating a unique experience through EVERY interaction your customers have with your people, processes, and products which differentiates your brand
branding experience
BrandedCustomer
ExperienceBrand Values
The value your customers come to expect and rely on
branding experience
BrandedCustomer
ExperienceBrand Values Brand Image
What you become known for in the marketplace
when people think about your brand, what do they see?
5 ways of being
Five ways of being
Be welcoming
Be genuine
Be considerate
Be knowledgeable
Be involved
Opened in 1998 in UK750 stores in UK16,120 globally2 million customers
‘We have no patent on anything we do and anything we do can be copied by anyone else…but you can’t copy the heart and soul of a business. That’s created by people. People who know what they are doing, why they are creating a special experience for every customer’
Howard Schultz
biggest?
2008 €10.3bn…No 1 in Europe
2008 $18.63bn…No 1 in the world
biggest?
Market Cap: ($122b vs. $111bn)
Assets: ($29.963 bn vs $29.830 bn) for FY06
Revenues, Pepsi ($35.137b vs. $24.088b).
Net Profits: Pepsi ($5,642 m vs. $5,080 m).
Full Time Employees: Pepsi (168k vs. 71k)
*2007
Pepsi currently offers investors a 3.32% dividend yield, and Coke currently offers investors a 2.77% dividend
yield. Pepsi has raised its dividend by 11.0% annually for the past ten years, and Coke has raised its dividend by 10.0% annually over the past decade. Pepsi’s current
dividend payout ratio, based on 2011 projected earnings, is 47.3%, and Coke’s is 48.5%.
*November 2011
biggest?
From 1938: 22,300,000+ cars
From 1966: 32,000,000+ cars
Ok…so you know so much about the big brands, and their competition…what about YOUR competition
who, wants to go first….?
1. What motivates those companies to choose you, to do business?
2. What are your core values?
what are the key characteristics in the buyer/seller relationship
Trust and Value
ValueSelling
Customer Perspective
IndustryKnowledge
PersonalAttributes
ValueSelling
Customer Perspective
IndustryKnowledge
PersonalAttributes
• express clearly your value proposition• why do you win business?• do you have a defined sales process?• do you ask why you lost the deal?• do you pursue ONLY well qualified leads?• can you differentiate between your competitors?• plan to address most common objections?• you get referrals not testimonials
ValueSelling
Customer Perspective
IndustryKnowledge
PersonalAttributes
• are you a trusted advisor?• engage comfortably at the most senior level?• act as a customer advocate?• really understand the customers business?
INTELLIGENCE:- business - industry - competition- your company- product- attitude
ValueSelling
Customer Perspective
IndustryKnowledge
PersonalAttributes
• do you know your industry influencers?• are you in the relevant networking groups?• how strong is your own personal contacts diary?
ValueSelling
Customer Perspective
IndustryKnowledge
PersonalAttributes
• listening and questioning skills?• effective communication and presentation skills?• negotiation skills?• business and analytical skills?
what is a customer value proposition?
the primary reason that someone will buy from you
a clear compelling and credible expression of the experience that a customer will receive from a suppliers measurably value-creating offering
Its not:- a description of what your company does
- a vague list of benefits
Are not Are
Internally driven Specific, measurable, results driven
Responses to customers requests Promise of value to be delivered
Marketing spin Experiences that the customer will value
Sales silver bullets Are delivery of our promises and to whom
A customer value proposition has strategic and tactical value:
- Are we in the right business, focused on the right things for the right clients?- What is the essence of what we do, with what benefits, at what cost and for whom?- Are we pursuing the right sales opportunities- Are those companies supplying us, aligned to our values?
If you are an organisation selling anything, in order to be successful you have to deliver ‘value’
A whole load of easy steps for success in a really poor economic
climate, that should work if you have the time, the staff and/or the
money to deliver
Rule no 1.
Remember, ‘First do no harm.’
when was the last time you spoke to your existing customers…in a meaningful way?
Rule no 2.
Do you know the 7 stages of sales?
Do you know the 7 ‘P’s in marketing?
the 7 ‘p’s of marketing
ProductPricePlacePromotionPeopleProcessPhysical evidence
the 7 ‘p’s of marketing
ProductPricePlacePromotionPeopleProcessPhysical evidence
ProspectingEstablishing
rapportIdentifying needsPresenting
solutionsAnswering
objectionsClose the sale Referrals
the 7 stages of selling
Rule no 2.
PEOPLE buy PEOPLE
Rule no 2.
are you speaking to youryour people in the right tone?
Rule no 3.
Know why they buy from you
Know why they have stopped buying from you
Know why they don’t buy from you
Rule no 3.
know your customers…intimately
Rule no 4.
Know where your customers are and how to get to them…..
Rule no 4.
‘The death of the press and TV has been greatly exaggerated…’
Rule no 4.
‘but with ‘social media’, be careful what you wish for too…’
are you shouting at people that aren't listening?
or talking to those people that are?
Rule no 5.
Know what you are going to say to them…
Rule no 6
Remember and apply these rules
Kipling
I keep six honest serving-men(They taught me all I knew);Their names are:
What Why WhenHow Where Who
And don’t forget…
‘Your brand is not your logo’
‘when was the last time you ever bought from yourself?’
‘What does your current marketing strategy look like…?’
‘Where is your current marketing strategy?’
ask these questions of yourself
WHAT DO WE NEED TO DO?
WHY ARE WE DOING IT?
HOW DO WE NEED TO GET IT DONE?