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brand coaching

a direct, effective and simple way for new business ventures or small enterprises with big visions to create their own brands

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entrepreneur are you?

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to brand or not to brand

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too expensive! it takes time!

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true

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not much use – we’re new, we’re small

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yes, things cannot wait, we want to get the ball rolling too, let’s see there’s an effective way…

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ultimately, it’s all about what you really want

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again, it’s all about what you really want

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me?

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ain’t guru!

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ain’t consultant!

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ain’t ‘doctor’!

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just a coach

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a brand designer

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why should my business care about brand at all?

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Coke’s market cap including brand value US$123 Billion

Coke’s market cap not including brand value US$68 Billion

Source:

Financial Time 28 April 2010 World brands special report ok, we know this is not up-to-date

Coke’s market cap including brand value US$123 Billion Coke’s market cap not including brand value US$68

an often

mentioned case

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brand makes your products/services loved/ trusted // makes people come to find you instead of you go find them // makes selling much easier // builds equity // helps you stay away from competiting on price…

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but what is it anyway?

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an advertisement:

brand management / brand development budget: HK$5,000 – 10,000

i’m looking for someone who is well versed in product and manufacturing design of hard goods. must have a critical eye, strong organizational and communication skills. daily work will be within a number of cross-functional teams to create a clear ...

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a brand is not its advertisement, logo, marketing, packaging, product, retail, web site…

a brand is not its advertisement, logo, marketing, packaging, product, retail, web site… © ampersand, September

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perception installation

how you want you to be perceived => customers are more likely to buy

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consumers were not rational decision makers and could be influenced by suggestion and emotion’ – Walter Dill Scott, The Theory of Advertising

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a lot of money and time spent on advertising, marketing and PR is to influence how people perceive you // without knowing how you want to be perceived, there is no way to frame how others perceive you

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know yourself

know yourself © ampersand, September 2013

© ampersand, September 2013

how you want to be perceived

how people perceive you

brand brand identity image
brand
brand
identity
image

manageable

out of control

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persona

the psychology of brand

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individualisation…

yourself how you present yourself how you are seen
yourself
how you
present
yourself
how you
are seen

ego

persona

external world

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not this way

not this way © ampersand, September 2013

© ampersand, September 2013

it’s not about pretending someone you are not

g

p a

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but bringing out the best in yourself, be yourself

but bringing out the best in yourself, be yourself © ampersand, September 2013

© ampersand, September 2013

then you can shine

then you can shine © ampersand, September 2013

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‘think before you brand’

– a large Taiwanese brand consultancy

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we kind of agree

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the thing is how much thinking

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the pareto principle

20/80

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in reality, many consultants

80/20

thinking

doing

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how about

50/50

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doing the right thing vs doing things right

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coaching

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what other brand coaches said

coaching, not consulting // your team has the expertise, co-creates and owns the strategy, implements the action plan; brand coach is your team’s mental sparring partner, has general experiences across sectors, facilitate your team’s actions // clients to discover, express and live their brands, brand coaches employ coaching models to engage clients in looking at their own brands co-creatively // coaching tools and techniques help clients get beyond their thinking, to discover and express their brand

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is it really useful?

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‘business coaching is attracting America’s top CEOs […] when asked for a conservative estimate of monetary payoff from the coaching they got […] managers described an average return of more than $100,000’ – Fortune Magazine // ‘28% of coaching clients boosted quantifiable job performance by $500,000 to $1 million / a large employer in the hospitality industry saved between $30 million and $60 million by coaching its top 200 executives / one coaching firm saved their clients $100,000 by retaining two key executives, improved efficiency for account managers and improved sales in excess of $250,000, improved customer retention and satisfaction that resulted in savings of more than $100,000’ – Chemistry Business magazine, Analysis of the 1999 Survey on Coaching in Corporate America

more statistics to share upon request

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coaching session:

your own brand!

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what you really want

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about the current situations of your business…

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imagine there is no limitation at all, everything is possible, what do you want your business to be/do?

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what do you want your business to be/do, that is possible in the foreseeable future?

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what is the importance/purpose for you to achieve this? what is so good for you to achieve it?

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what is in between what you are/do now and what you want to achieve?

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about what do you want to do with your brand/business, what is the biggest obstacle/problem? what is the biggest opportunity for you to do it?

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having achieved what you want to achieve, what will you think/do? what will be the differences?

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needs

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Maslow’s hierarchy of needs

physiological needs › clothing › food › place to sleep › Transportation

safety needs › personal security › financial security › health

love and belonging › friendship › intimacy › family

esteem › confidence › respect of others › success

self-actualisation › creativity › quest for truth › morality › spirituality

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the fatal four

by Roy Garn

› self-preservation › romance › money › recognition

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the five buttons by Elmer Wheeler

› importance › appreciation › approval › ease › success

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26 reasons people buy by Joe Vitale:

› to make money › to save money › to save time › to avoid effort › to get more comfort › to achieve greater

cleaniness › to attain better health › to escape physical pain

› to gain praise › to be popular › to attract opposite sex › to conserve possessions › to increase enjoyment › to gratify curiosity › to protect family › to be in style › to have or hold beautiful possessions › to satisfy appetite › to emulate others

› to avoid trouble › to avoid criticism › to be individual › to protect reputation › to take advantage of opportunities › to have safety › to make work easier

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knowing what people need, what do you do that you want to make a point?

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are you selling? entertaining? healing? who are others? what they do?

are you selling? entertaining? healing? who are others? what they do? © ampersand, September 2013

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accomodating vs professional affordable vs expensive desire vs satisfaction fast vs quality functional vs psychological healthy vs pleasurable popular vs different mainstream vs avant-garde

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x is a d that provides b to ta in m

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you know your vision, mission and values, you know your positioning…

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what’s next then?

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branding

brand design

brand building

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branding brand design brand building

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what are they? and who does what?

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what

› brand identity › all kinds of design that contribute to the whole brand

who

› brand design firm

branding brand design brand building

what

› research › analysis › strategy › brand guidelines

who

› brand consultancy

what

› all activities that build brand

who

› ad agencies › design department/company › in-house departments › PR firms…et cetera

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everybody claims to be brand consultant!

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brand is a holistic effort!

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two commonly used models

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the in-house approach

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the consultancy approach

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a sample process

Research, strategy

Design

a sample process Research, strategy Design Uncovering Understanding Actualising Step 1 Step 2 Step 3 Step
Uncovering Understanding Actualising Step 1 Step 2 Step 3 Step 4 Step 5 Resarch Essence Positioning
Uncovering
Understanding
Actualising
Step 1
Step 2
Step 3
Step 4
Step 5
Resarch
Essence
Positioning
Ex pression
Identity
> Internal views
> Customer views
> Market overview
> Establish brand
essence through a
series of exercises
such as the
‘brand wheel’
> Brand positioning
> Core value
> Brand vision
> Brand mission
> Visual language
> Tone-of-voice
> Visual identity
> Application guidelines

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how much does it cost?

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Cathay Pacific in the 1990s:

HK$24,000,000

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small French dessert shop

in Hong Kong, 2013

HK$1,000,000

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US market prices, 2007

in HK$

low-end

high-end

name

78,000

585,000

logo

27,300

117,000

core brand presentations (collateral, website…etc)

78,000

1,950,000+

ad

78,000

7,800,000+

 

annually

signage, vehicles, packing

156,000

1,950,000+

 

annually

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in fact, there is no standard

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world’s famous brands

in HK$

year

price

BBC

1997

14,040,000

Coca-Cola

original design in 1885

0

Google

original design in 1998

0

Nike

1975

273*

London Olympic 2012

2007

4,875,000

Pepsi Coke

2008

7,800,000

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companies who can afford such self knowing process are already quite successful

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important for SMEs and startups to become successful first

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brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand power, brand reinforcement, co-branding, differentiation, endorser brand, brand guidelines, brand identities, brand image, brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy…& blah

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‘our business is infested with idiots who try to impress by using pretentious jargons’

– David Ogilvy

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some people believe that through thorough, systematic and

careful research, you can arrive at a creative conclusion that will

be successful in the market place. i don’t [

]

research is useful in

telling you what people currently think and feel, but it’s not much

use at directing the creative process [

]

the very best, most

effective ideas come from inside the heads of creative people. this is true not only in branding, but in any creative activity – the theatre, the cinema, TV – and even advertising ’ – Wally Olins, world class brand guru

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‘you can’t survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now’ – Jesper Kunde, A Unique Moment

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story time:

Unilever’s soap packaging factory in China

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creativity + effectiveness

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‘the best way to predict the future is to create it’ – Peter Drucker

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‘direct, effective and simple’ ‘minimum movement, maximum effect’

– two main concepts from Bruce Lee’s Jeet Kune Do philosophy

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© ampersand, September 2013

things change faster, faster and faster

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formality/standard procedures = ‘flowery movements’

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the creative approach

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you know your positioning, you have a strategy,

start doing

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brand strategy?

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brand platform (brand vision, brand mission, brand values and brand personality), brand positioning, brand promise…and blah

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make it simple…

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A

who you are

A who you are B the method who you wanna be © ampersand, September 2013

B

the method

who you wanna be

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business strategy

business strategy vision, mission, values…etc © ampersand, September 2013

vision, mission, values…etc

business strategy vision, mission, values…etc © ampersand, September 2013

© ampersand, September 2013

business strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc ©

vision, mission, values…etc

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc ©

brand strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc ©
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc ©

brand platform, brand personality, brand positioning, brand promise…etc

© ampersand, September 2013

business strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

vision, mission, values…etc

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand platform, brand personality, brand positioning, brand promise…etc

brand DNA

brand building

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand identity

experiences through advertising, marketing, PR…

© ampersand, September 2013

business strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

vision, mission, values…etc

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand platform, brand personality, brand positioning, brand promise…etc

brand DNA

brand building

 
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
 
 

brand identity

experiences through advertising, marketing, PR…

 

marketing strategies

 
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
brand identity experiences through advertising, marketing, PR… marketing strategies
 

goals, objectives…etc etc

© ampersand, September 2013

business strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

vision, mission, values…etc

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand strategy

business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand
business strategy vision, mission, values…etc brand strategy brand platform, brand personality, brand positioning, brand promise…etc brand

brand platform, brand personality, brand positioning, brand promise…etc

brand DNA

brand building

brand identity experiences through advertising, marketing, PR… marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing
brand identity
experiences through advertising, marketing, PR…
marketing strategies
goals, objectives…etc etc
advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PR…etc etc

goals, objectives…etc etc

© ampersand, September 2013

business strategy

business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,

vision, mission, values…etc

business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,

marketing strategies

business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,

goals, objectives…etc etc

advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PR…etc etc

business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,
business strategy vision, mission, values…etc marketing strategies goals, objectives…etc etc advertising, eDMs, exhibitions, marketing collaterals, promotion,

goals, objectives…etc etc

have you seen something like this?

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turning abstract into actual

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verbal

identity

visual

identity

experiences

brand name description positioning tag nomenclature tone of voice logo/signature graphic elements packaging retail environment web
brand name
description
positioning tag
nomenclature
tone of voice
logo/signature
graphic elements
packaging
retail environment
web presence
advertisements
customer services
interna
marketing
PR activities

brand DNA

© ampersand, September 2013

the abstract the brief the actual
the abstract
the brief
the actual

verbal identity visual identity experiences

where you are where you want to get what to do to get there

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power of words!

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Adidas Impossible is nothing Nike Just do it

Apple Think different Brother At your side Dell Easy as Dell eBay The power of all of us GE Imagination at work Intel Intel Inside LG Life’s good

Nokia Connecting people Panasonic Ideas for life Samsung Next is what?

Burger King Have it your way McDonald I’m Lovin’ It Subway Eat fresh

DHL We move the world FedEx The world on time

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look that matters!

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© ampersand, September 2013

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© ampersand, September 2013

© ampersand, September 2013

© ampersand, September 2013

total experiences!

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© ampersand, September 2013

different ways to build brand

by planning

P&G Coca-Cola Nestlé GM
P&G
Coca-Cola
Nestlé
GM

by customer experience

Starbucks Bodyshop Disney Google
Starbucks
Bodyshop
Disney
Google

by imagery

Calvin Klein BMW Absout
Calvin Klein
BMW
Absout

by self- expression

LV Nike Prada Swatch Apple
LV
Nike
Prada
Swatch
Apple

© ampersand, September 2013

brand experts said:

Cafe de Coral = young H&M/Uniqlo/Zara = cheap+fast Muji = quality+Blue Ocean Strategy Ocean Park/Vitasoy = heritage …and so on…

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let’s have a look…

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nature and science = USP?

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Thann:

the art and science of natural therapy? ‘the success of Thann is due to unique product and retail design !’ – Tony Suppattranont

Thann: the art and science of natural therapy? ‘the success of Thann is due to unique
Thann: the art and science of natural therapy? ‘the success of Thann is due to unique

© ampersand, September 2013

Jurlique:

nature+science?

beauty!

Jurlique: nature+science? beauty! © ampersand, September 2013

© ampersand, September 2013

heritage?

© ampersand, September 2013

Kee Wah:

old Hong Kong heritage?

modernise!

Kee Wah: old Hong Kong heritage? modernise! © ampersand, September 2013
Kee Wah: old Hong Kong heritage? modernise! © ampersand, September 2013
Kee Wah: old Hong Kong heritage? modernise! © ampersand, September 2013

© ampersand, September 2013

Shanghai Vive

a legend rebranded. luxury?

what you think?

Shanghai Vive a legend rebranded. luxury? what you think? © ampersand, September 2013
Shanghai Vive a legend rebranded. luxury? what you think? © ampersand, September 2013

© ampersand, September 2013

what made these brands really work:

personality

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For Strange Women:

For Strange Women: 100% natural+antique styles +handmade+traditional techniques…blah. ok… personality! © ampersand, September 2013

100% natural+antique styles +handmade+traditional techniques…blah. ok…

personality!

For Strange Women: 100% natural+antique styles +handmade+traditional techniques…blah. ok… personality! © ampersand, September 2013

© ampersand, September 2013

know yourself

© ampersand, September 2013

what you really want to be to do to have

© ampersand, September 2013

‘what do you want? what do you want to tell the world in the future? what does your company have that will enrich the world? you must believe in that “it” strongly enough to become unique at what you do’

– Jesper Kunde, A Unique Moment

© ampersand, September 2013

a good reason to get professional help is to put abstract into actual // use what people are good at

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thank you

© ampersand, September 2013

this document is provided free-of-charge with the purpose of introducing alternative ideas and methods that use creatvitiy and design to help business

these are not supposed to be ‘standard’ ideas and methods in the mainstream, but as situations change fast in the knowledge economy, we believe businesses will need to be prepared to think and act differently

should any enterprise be interested in hiring our services including brand design, or supporting us to provide alternative thinking such as this document, we always welcome

please feel free to contact us at ampersandhk@gmail.com

© ampersand, September 2013