A brand is like a positive prejudice people have towards your product or organization. It helps your business build preference, loyalty and recommendation. But a brand is also a management tool, helping your organization to speak with one voice across the many touchpoints. And finally, a brand is the purpose that unites your employees around a common cause beneficial for customers. This presentation shows what what is needed to become a great brand, create a solid brand strategy, and a branded customer experience.

1. Essentials of Brand Building
Creating lasting relationships with customers

2. Prolog
Brand as impression
Brand as guideline
Brand as purpose
Brand building
Epilog

3. The world today through
customer’s eyes
#Prolog

4. Ziel der Marke: Ein Image mit einzigartigen
Assoziationen / Bedeutungen

5. available time
& attention
number of
competing
offers

6. Brand as impression
#1

7. Messages
Design
Products
CX Brand
Impression
Business
Whenever people encounter your business they shape
an impression of it – you can not not leave one

8. The impression determines how people behave towards
your business in the future – just like a prejudice
Preference vs. seeking competitors
Loyalty vs. shopping around
Recommendation
Messages
Design
Products
CX Brand
Impression
Expectation

9. #2
Brand as guideline

10. A clear guideline helps you to actively manage your
customer’s impressions
Brand
Where we are good at
What we believe in
How we relate to the world
How customers benefit
when “hiring” us

11. Your brand guideline helps you to speak with one voice
across all your touchpoints and channels
Corporate Design
Partner selection
Recruiting
Product/Service/
Customer experience
Internal communication
Product innovation
Advertising
Employee behavior
Channel selection
Tone of voice
Naming
Brand
Claim / Tag line
Digital interfaces/UX
PR story
Organizational culture
Events
Corporate architecture

12. Brand as purpose
#3

13. A brand lives from the inside – your employees are
responsible for your business’s experiences & impressions

14. Your brand provides direction and a motivating purpose
for your team: to help customers achieve their goals

15. Organize the
world’s information
and make it useful
Empower people to
stay a step ahead in
life and in business
Empower
everyone to be
an athlete
Customer benefit-driven brand purposes

16. The process of defining a brand is also a uniting
experience for the management team: A well evaluated
and commonly agreed direction cuts repeated discussions
and sets free the energy for moving forward fast.

17. #4
Brand building

18. Your brand needs to make clear the value it brings to
your customers – functional, emotional or social*
* It’s about what they get from you, not how cool you are

19. Your brand needs to make clear how it is different and
special compared to competitors

20. Your brand needs to build on your authentic strengths –
and make them clearly experienceable

21. This is where you find your brand
desirable
and relevant
to customers
authentic
for your business
differentiating
to competitors
here

22. How do you grow a strong brand?

23. Focus on one clear concept – the brand idea
care
fueling a
daring life
safety for you
and your family

24. Define relevant aspects of the brand and implement it
across the organization
Superpowers
Where we excel
(product, process,
service, team, …)
Shared Beliefs
Mindset, values, or
struggle we share with
our customers
Tonality & Manner
Our character, how we
speak, act and treat
others
Brand Idea
Our contribution to the world

25. Deliver a consistent brand impression across channels
and over time, through communication & experience
number of consistent impressions
across the customer journey
years of communicating
the same benefit / story
strong
brand

26. 26
An investment worthwhile
#Epilog

27. Growing a strong brand is a long term project – but an
investment worthwhile
investment of time and dedication
increase in
revenue
Advertising,
performance
marketing
Building up a
sales channel
Growing a
strong brand

28. It protects you from copycats (they can copy the product
but not what it means to people)

29. It has the power to change perception
Source: De Chernatony & McDonald (1992)
Pepsi or Coke - which tastes better?
Blind testing (brand unknown)
5 %
44 %
51 %
same
Pepsi Coke
Brand known
12 %
65 %
23 %
same
Pepsi Coke

30. It creates lasting relationships with customers

31. Ultimately, it creates financial value
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32. Need help?
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33. Humanizing Businesses
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