your brand: business driver or barrier?
DESCRIPTION
Branding has never been more important in the recruitment industry. In this workshop, Andrew looks at the business case for investing in your brand, and a suggested methodology and strategy for brand development. Finally, Andrew will explore the concept of “inside out branding” and look at some practical ways agencies can manage their brand online, and in particular, through their social channels.TRANSCRIPT
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YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014
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ABOUT THE SPEAKER
Andrew Soane, Lead Brand Consultant & Director of Client Development
25 years in branding, recruitment marketing, and digital recruitment
Key clients: Barclays, BP, BT, Capita Resourcing, EDF, Ernst & Young, Fircroft, Impellam Group, Manpower Group, Philip Morris, SThree, Tesco
google.com/+AndrewSoane
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uk.linkedin.com/in/andrewsoane/
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The business case for investing in your brand
A methodology for developing and managing your brand
Managing your brand in a socially connected world
AGENDA
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WHAT IS A BRAND?
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Your brand is what people say about you when you leave the room
“ ”
Jeff Bezos, Founder and CEO
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INSIDE OUT BRANDING
EMPLOYEES
CUSTOMER EXPERIENCE
BRAND
CLIENTS/CANDIDATES POTENTIAL EMPLOYEES
POTENTIAL CUSTOMERS
POTENTIAL CANDIDATES
INVESTORS
OTHER PARTNERS
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THE BUSINESS CASE FOR
INVESTING IN YOUR BRAND
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Change of business strategy
Planning new website or other major collateral
Introduce different offering (e.g. service, sector, location)
New competitors
TRIGGERS
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We've gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today
“
” Jay Walker Smith, Yankelovich Research/The Futures Company
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INVESTORS: Lower financing cost; increase availability
CUSTOMERS: Influence customer choice; create loyalty
TALENT: Attract, recruit and motivate talent
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BRAND VALUE
New client acquisition
Candidate acquisition
Cross-selling/ repeat business
Client retention Cost to deliver Talent attraction & retention
Base line
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A METHODOLOGY TO BUILD AND MANAGE YOUR
BRAND
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4D: A PROVEN METHODOLOGY
Brand toolkit/ brand book
Digital platforms
Stationery
Signage/livery
Marcomms materials
Deliver
Brand name
Logo
Visual identity
Launch and comms plan
People plan (training, recruitment , reward etc)
Develop
Culture
Vision/purpose (“why?”)
Values
Message system
Define
Exec team/ senior mgmt
Employees
Candidates
Customers
Other stakeholders
Discover
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MESSAGING SYSTEM
Proposition
Brand pillars
Message framework
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PROPOSITION & BRAND PILLARS Customer/candidate/ employee proposition
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Message framework
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What is it?
Who is it for?
What problem does it solve?
What's the value?
How is it different from others?
THE PROPOSITION
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MANAGING YOUR BRAND IN A SOCIALLY CONNECTED
WORLD
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BRINGING THE BRAND TO LIFE
Your brand
NEWS
in g +
Proposition
Key messages
Brand pillars
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WHAT WORKED?
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Case studies
Testimonials
Video diaries
Employee profiles
Awards
Appointments
Business news
Charitable work/CSR …
STORIES
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BUILD A MESSAGE FRAMEWORK
Customers
Candidates
Potential employees
Potential investors
What doe we want audience to believe?
Proposition
Pillars
Key messages
Proof points
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Messaging system first; visual identity last
Brand pillars: less is more
What is your proposition? Why should your customers/candidates/employees work with you?
Think about proof points: how do you make your message credible?
Employees: how do you engage/take them on the journey?
Review, review, review
KEY TAKEAWAYS
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QUESTIONS?
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YOUR BRAND: BUSINESS DRIVER OR BARRIER? Marketing Forum Association of Professional Staffing Companies 19th March 2014
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