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Unlocking the profit

potential of your brand


BRAND ACTIVATION
.
Brands have a job to do:
making businesses
more effective
and more profitable
This is about
putting brands to
work.
What exactly is a brand, anyway?
ways to think about brands
2
Strategic brand
1
The brand as
you want it
to be
Answering the big questions:
What is our purpose?
(beyond profit)
Why should customers value
our product or service?
Real brand
The brand that
actually exists in
the minds of
customers
2
or in other words
Its what people
say about you
when you leave
the room
Bridging the gap
real
brand
strategic
brand
Why is it about the brand?
Brands supercharge the strategic process.
1. Brands promote customer orientation
2. Brands are penetrating and sticky
3. Brands bridge functional
silos
How?
Brands improve business performance
Increase revenues
Command premium pricing
Deflect competition
Resist commodification
Integrate new and acquired brands
Improve operational efficiency
Engage and retain employees
Build customer relationships
B2B brands account for
5% to 20% of total
corporate
value.**
Some facts
B2C brands contribute up
to 70% of total shareholder
value.*
For B2B, brand contributes 18% of the
purchase decision, compared to 17%
for sales operation.**
BRAND
SALES
PRODUCT,
PRICE, OTHERS
* Interbrand, Best Global Brands 2012 ** McKinsey: Business Branding, 2013
About brand activation
Brand activation: 5 easy pieces
Connection Coaching
Auditing
Creation
Exploration
define the
brand
formalize
the brand
operationalize
the brand
communicate
the brand
measure
the brand
Brand Exploration
discovering what makes
the brand great
1
Brand exploration = brandified strategy
find:
goals
strengths
differentiators
prioritize:
has meaning
we can do it
has legs
articulate:
Why we exist
What customers can expect
Brand statements
What we aim to achieve
What we believe,
how we behave
What were like
mission
(purpose)
promise
vision
values
personality
positioning
Where we operate,
how were different
2 hints:
involve the whole organization
dont forget the customer!
Brand Creation
formalizing the brand so that all
can see and understand
2
Brand statements
Brand logo
Visual identity
Brand slogan/tag line
Brand implementation
Brand story
Brand Coaching
building the brand into
the business
3
brand:
our promise to
customers
brand operationalization:
how our actions, processes
and investments deliver the
promise
From knowing the brand to living the brand
internal training
internal communication
motivational activities
team activity
competitions and rewards
behavior standards
processes standards
individual coaching
evaluation and incentives
attitude
skills
knowledge
3 stages of brand coaching
Brand Connection
building the brands relationships
with customers
4
less broadcasting
more relationship building
Pull, dont push
event marketing
content marketing
online communities
3 relationship builders
give value
build trust
scale efficiencies
multiple parties
face-to face
source of content
entertain
educate
Brand Auditing
assessing the brands value, using
feedback to make the brand better.
5
not a single number
a balanced scorecard
A dashboard, not a scoreboard
The balanced scorecard
1.
financial
metrics
3.
internal
metrics
2.
customer
metrics
4.
culture
metrics
sales achievement
revenue
market share
price margins
profits
efficiency
operating costs
utilization of assets
sales performance
brand awareness
preference
satisfaction
loyalty rates
NPS
understanding
motivation
goal alignment
process alignment
time to activate?
strategy
operations
brand
what the
business
offers
what the
customer
buys
Brand: the essential link between strategy and
operations between what your business offers
and what the customer buys.
not an event
a journey
Unlock your brands potential.
make it work!
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