Your Brand Booster: How to leverage every customer experience
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Transcript of Your Brand Booster: How to leverage every customer experience
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BE YOUR BRANDLeveraging every customer experience
July 2009
Your brand booster
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WHO WE ARE
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WHO WE WORK WITH
3
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THE CUSTOMERIS IN CONTROL
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AND THEY DEMAND AUTHENTICITY
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WHICH MEANS LIVING YOUR
BRAND
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A LITTLE BACKGROUND ON BRAND
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WHY DOES BRANDING WORK?
emotional + logical
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HOW DOES BRANDING WORK?
actions + messages
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DEFINING YOUR BRAND
Your brand
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STRONG BRANDS ENJOY:
Your brand
Loyalty: Committed customers will almost never switch and they have the power to energize the rest of your customer base.
Price premium: A strong brand can command a significant price premium over market average prices.
Peer recommendation: Committed customers actively recommend the brand to others.
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THE WHOLE GOAL
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THE SEVEN LAWSOF STRONG BRANDS
THREE WAYS TO GET A BOOST FROM YOUR BRAND
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BOOSTER #1:BE YOURSELF
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BOOSTER #2:BE INTERESTING
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BOOSTER #3:BE YOURSELF INSIDE &
OUT
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TO DO
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• What role do you play in your market? • What can you deliver on that no one else can? • What is the one filter everyone at the
organization can use to make sure they are delivering on the promise?
• What personality traits make up your brand?• What are the cultural pieces that are essential
to your promise?
DEFINE YOUR BRAND
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• What products/servings should you offer?
• Who is your best customer?• What types of employees would you
hire?• How would you sell your
products/services?
SYNC WITH STRATEGY
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BRAND TOUCH POINTS
• How can we demonstrate our brand promise each time our customer interacts with us? (sales, billing, in the store, customer service, etc.)
• What is the experience now and how do we close that gap?
• Are we missing any touch points?
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• Today’s brands are communities • How can you give customers a way
to interact with you that fulfills their interests?
• How can you communicate in a way that feels more like a dialogue than a monologue?
THINK SOCIAL
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Follow us, friend us, or read our blog:• Twitter.com/parkerlepla• Parker LePla on Facebook and LinkedIn• Integratedbrand.com
QUESTIONS?