How can we effectively make our brand known to people, increasing awareness and engagement through superior brand experiences?

1. Presentation byCynthia CHIRINDA Hakutangwi
Strategy, Communications & Development Consultant
23.03.18, ZITF, Bulawayo, Zimbabwe

2. CYNTHIA CHIRINDA HAKUTANGWI
 Cynthia Chirinda Hakutangwi is an Organisational and Personal Development
Consultant with a Communications background, Certified Life Coach, Author, and
Strategist.
 Has worked extensively in human resource development, marketing, research and
strategy design. Has developed and facilitated various programmes in business skills,
personal and transformational leadership development.
 A contributing writer for lifestyle, wellness and leadership related publications.
Her new book is titled “The Connection Factor” Previously published titles include
“Can The Whole Woman Please Stand Up!” “The Wealthy Diary of African
Wisdom,” “Destination Wholeness – Going Beyond Brokenness,”“The Whole You –
Vital Keys for Balanced Living” and “Intelligent Conversations: A mindset shift
towards a developed Africa. She is a co-author of “Success Within Reach.” Her
Film Productions Include “The Extra Mile, Women Leading in Positive Nation Building”
and the “Intelligent Conversations”TV Series
Cynthia is a mother to 3 daughters and 2 sons.

3. Objectives
This presentation is positioned to celebrate female
chartered accountants and to encourage them to stand
up to be heard and seen

4. Presentation Outline
 The Brand Experience
 Understanding Brand Activation
 Delivering Superior Customer Experiences

5. Chapter 23: Making a Difference
The Wealthy Diary of African Wisdom
(Cynthia Chirinda Hakutangwi 2016)
"If you think you are
too small to make a
difference you haven't
spent a night with a
mosquito."
African Proverb

6. My first encounter with brands
Growing up in Mtoro farming
area in Chivhu (Enkeldoorn),
Mashonaland East province,
vivid memories of tending to
the family’s herd of cattle
remain etched in my mind.
Each beast carried a specific
name. In our herd were three
peculiar oxen; Chirinda,
Mabhunu and Jerimani.
The names were relevant and
meaningful to our family but not
to the community around us

7. Lessons learnt in cattle branding
• Each brand is distinct
• Lost cattle could easily be identified and
returned to their rightful owner.

8. Fundamentals of branding
– Brands Promise what they can do e.g safe driving;
– Brands communicate identity… logos; brand marks;
colour; shape; packaging; Country of origin
– Brands try to outwit the competition by suggesting
that they are leading, the best, most reliable,
– Brands fight for the share of the market and the share
of the wallet…. Incentives; class distinction

9. Why do we choose Brands?
• Quality
• Consistency
• Reliable
• Dependable
• Comfort
• Legacy
• Tradition

10. Memorable brand
experience for customers
• Your brand can be experienced in
many ways and evoke feelings,
thoughts or behaviours.
• It’s all a part of your brand’s
identity, messaging, design and
environment.
• The key for effective brand
management is creating a
positive and memorable brand
experience for customers.

11. What is
brand
activation
& why do
you need it?
• Brand Activation essentially refers to
the process of making your brand
known to people, increasing
awareness and engagement
through some kind of brand
experience.
• A brand activation is any campaign,
event, or experience that enables
your brand to engage directly with
consumers and build a loyal brand
community around your product or
service.
• Activations, often inclusive and
interactive, ignite the fire that will
light the way for people to find your
product and align with your purpose.

12. What is
brand
activation
& why do
you need it?
When you first start a business.
Nobody knows who you are and
they aren’t aware of your brand.
Your brand is effectively lifeless and
it needs to be ‘activated’ before it
can be of any use.

13. Brand
Activation
vs
Brand
Marketing
Brand activation doesn’t just apply to new
brands. If a business wants to rebrand
itself it can’t just make a few changes and
hope people notice.
• The business needs to go through the
process of switching people’s minds
over to the new brand and making them
aware of it.
• Brand Activation specifically refers to
the process of getting your brand from
one state to another.
• Brand Marketing is the all-
encompassing ongoing process of
promoting and maintaining your
company’s brand.

14. How do you
generate the
right idea?
Where are my customers most likely to
use my products? How can I recreate
that experience in-store?
What’s the unknown or hidden backstory
behind my brand and founding?
What are the unique features of my
products? How can I tell that story
through an activity?
Are my customers attracted to beauty?
The outdoors?Competition? Sports?
How can I get customers to interact with
each other?

15. Examples
of Brand
Activation
Methods
Sampling campaigns
The experiential element of a
brand activation campaign could
simply mean giving people the
opportunity to try your products.
Giving out free samples of a new
product can be a great way to
introduce people to your brand
and get them talking.

16. Examples
of Brand
Activation
Methods
On November 5, 2016, photographers
spanning 25 countries, all wielding iPhone
7's, took to capturing life from sunset to
sunrise.The worldwide photo activation,
an extension of the "Shot on iPhone 6"
campaign, intended to demonstrate the
low-light capabilities of the camera on
Apple's iPhone 7 and did so in brilliant
fashion. From the ice caves of Iceland to
Indonesian volcanoes, and the clubs of
Johannesburg to rooftops of Shanghai,
"One Night on iPhone 7" successfully
captures the lights in the night across a
connected world and is certainly an
effective brand activation for Apple and
the iPhone 7.

17. Understanding
Customer
experience
• Customer experience (CX) is the
product of an interaction between
an organization and a customer over
the duration of their relationship.
• A good customer experience means
that the customer’s experience
during all points of contact matches
their expectations.
• Forbes says that customer
experience is the "cumulative
impact of multiple touchpoints" over
the course of a customer's
interaction with an organization.

18. Understanding
Customer
Experience
This interaction is made up of three
parts:
• The Customer Journey,
• The BrandTouchpointsThe Customer
InteractsWith, And
• The EnvironmentsThe Customer
Experiences (Including Digital
Environment) DuringTheir
Experience

19. CUSTOMER EXPERIENCE MANAGEMENT

20. Ways to Improve Customer Experience

21. Delivering
Superior
Customer
Experiences
Treat your employees as your first
customer
Great customer service and experience
starts with those delivering it: your
employees.
When employees are happy, so will your
customers.

22. Build emotional
connections with you
customers
The process of listening
shows customers that you
care, and you’ll also be able
to uncover their needs,
challenges, and pain
points.
Use Social media tools that
help you to monitor
conversations people are
having about your brand.

23. Delivering
Superior
Customer
Experiences
Get Customer Feedback
The best way to capture customer
feedback is right after you deliver it.
Consider post-interaction surveys that can
be delivered in real-time through
programmed tools such as email or phone
calls.

24. Delivering
Superior
Customer
Experiences
Create customer interactions that
produce engagement
• You can encourage engagement is by
simply asking questions to start
conversations, take quick polls, ask for
feedback, and comment on other
forums.
• Share user generated content such as
photos or videos of your products
through contests or other incentives.
• Respond to your comments in a timely
manner on social media.When you
respond quickly, customers are more
likely to feel that your business values
their feedback and will remember your
response.

25. What is the end goal?
Brand activation should not always be measured simply in terms
of additional sales.
• A brand activation campaign is about raising awareness and
opening a two-way dialogue with potential customers about
your brand.
• It is about creating an emotional connection between them
and your brand so that it sticks in their mind and they are more
likely to engage with it and become long-term customers.

26. z
Commit to Transgenerational Impact
“Get out of your comfort zone.
Commit to making better
decisions in the present, and
leave an enduring legacy
beyond your generation.”
CYNTHIA CHIRINDA HAKUTANGWI
Life Coach, Author, Strategist