The concept of a 'brand' can be described as the relationship between your business, its staff, and its customers, and the culture that they all share. You might not consider yourself a 'marketer' or a 'brand strategist', but that doesn't mean you should ignore the importance of your business' brand. During this session Neale Cotton from The Lab will explain why this concept is so important for your advice business. The team at The Lab help businesses to identify their brand cultures, and to unlock opportunities for growth with inspiring strategies that engage consumers and create cultural meaning. Don't miss out on this opportunity to discover your brand's potential.

1. netwealth Educational Series

2. WHY A STRONG BRAND IS
VITAL FOR YOUR ADVICE
BUSINESS

3. Branding builds salience in your targetaudience,and
makes themmorelikely torememberyou thana
competitor.
WHYBRANDING IS
IMPORTANT

4. Yourbrandis your company signature,itrepresents everything your
organisation stands for,and encompasses
theentireexperienceof your consumer,your employeesand yourother
stakeholders.
BRANDING IS MORE THAN JUSTA
LOGO

6. Key to the Facebook brand is the notion of ‘connection’.
Facebook connects friends, families and interest groups together. Whether your friend lives in your community or the other
side of the world.
Ultimately providing a deep sense of belonging for it users.
Facebook connects the world
FACEBOOK CREATES
CONNECTION

7. BRAND MUST LIVE ACROSS ALL YOU
TOUCH POINTS
BRAND
STORY
Comms
Product
development
Business
strategy
HR &
Internal
Values
PR
Digital
Media
strategy

8. Purpose – Connecting People
Values -
Move fast
Be Bold
Be Open
Create Social Value.
All tenants of true friendships and
relationships.
LIVING THEIR BRAND

9. LIVING THEIR BRAND

10. As categories become
increasingly crowded and
goods are commoditised,it
isdifficult to differentiate
brands at a rational
(product and service) level.
ITIS MORE IMPORTANT THAN EVER
BEFORE

11. THISIS TRUEACROSS NEARLY EVERY
CATEGORY
RETAIL
COLES VS.WOOLWORTHS?
BANKING
ANZ VS.COMMONWEALTH
VS.WESTPAC VS.NAB
HEALTH
INSURANCE
MEDIBANK VS.BUPA VS.HCF
VS.NIB
GAS &
ELECTRICITY
ORIGINVS.SIMPLYENERGY
VS.ENERGY AUSTRALIA VS.
AGL
INTERNET
TELSTRAVS.OPTUSVS.iiNET
VS.PRIMUS
MOBILEPHONES
IPHONE,GALAXY, HTC,
BLACKBERRY

12. A RELEVANT CASE STUDY
We have market leading brands but they are nearly
identical in their product offering.
How do we pull them apart?

13. Success through working harder
Act first
Dirt, sweat & outback
Sweaty, muscular & rugged
Strenuous activities
CAPABILITY
IDEOLOGICAL DIFFERENTIATION
STORY
CODES
SYMBOLOGY
Success through working smarter
Think first
Calm, collected, urban.
Fresh, shaven & presentable
Thoughtful activities
INGENUITY

16. A SUPPORTING PRODUCT STORY

17. FROMBRANDING HELPS
YOU THECROWD
Branding helps you togo beyond product,and connect
with your consumersatan emotional and symbolic level.
STAND
OUT

18. NEARLYALLOF OUR DECISION
MAKING IS EMOTIONALLY BASED
ー
“System 1 (right) runs the show.
That’s the one you want to move.”
ー
Daniel Kahneham, Psychologist, 2002 Nobel prize winner

19. BRANDING IS WHAT ENABLES
YOU TO INFLUENCE DECISION
MAKING
- BYACTIVATING SYSTEM 1
SYMBOLIC
BENEFITS
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
DIFFERENTIATING
BRANDATTRIBUTES
CONSUMER
WORLD
PRODUC
T WORLD

20. MASTERY & RISK
To be happy
with
themselves
BELONGING
&
ENJOYMENT
INDEPENDENCE
&FULFILLMENT
STABILITY & CONTROL
To find and
give love
To break
the rules
To lighten
up the
moment
To maintain
independence
To understand
the world
To have simplicity,
goodness - reinvent
& renew
To be creative,
imaginative
To transform the
everyday
To make an impact
To care for
others
To exert authority
HERO
CREATO
R
INNOCENTLOVER
MAGICIAN
SAGE
OUTLAW
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER

21. Architects of
Change
Architects of
Change
MASTERY & RISK
To be happy
with
themselves
BELONGING
&
ENJOYMENT
INDEPENDENCE
&FULFILLMENT
STABILITY & CONTROL
To find and
give love
To break
the rules
To lighten
up the
moment
To maintain
independence
To understand
the world
To have simplicity,
goodness - reinvent
& renew
To be creative,
imaginative
To transform the
everyday
To make an impact
To care for
others
To exert authority
HERO
CREATO
R
INNOCENTLOVER
MAGICIAN
SAGE
OUTLAW
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER
BT
Superfor Life
DIRECT
MACQUARIE
Create the Life You
Want
ADVISER
COLONIAL FIRST
STATE
Find your Future
DIRECT
ING DIRECT
Simple Retirement
Solutions for every
lifestyle NUTMEG
All for the cost of
doing it yourself
CBA
CAN
DIRECT

22. MASTERY & RISKBELONGING
&
ENJOYMENT
INDEPENDENCE
&FULFILLMENT
STABILITY & CONTROL
HERO
CREATOR
INNOCENTLOVER
MAGICIAN
SAGE
OUTLA
W
JESTER
RULER
REGULAR
GUY
CARE
GIVER
EXPLOR
ER
COLONIAL FIRST
STATE
REGULAR GUY
THROUGH
CAREGIVER
ADVISER
BT
REGULAR GUY
THROUGH SAGE
DIRECT
VIRGIN
OUTLAW THROUGH
REGULAR GUY
DIRECT
ING DIRECT
HERO THROUGH
REGULAR GUY
DIRECT
RABO DIRECT
OUTLAW THROUGH
HERO
DIRECT
PERSONAL CAPITAL
HERO THROUGH
REGULAR GUY
DIRECT
AMP
RULER THROUGH
EXPLORER
DIRECT
BT
MAGICIAN
THROUGH HERO
ADVISER
NUTMEG
SAGE THROUGH
RULER
DIRECT
HUB 24
EXPLORER
THROUGH SAGE
DIRECT
COLONIAL FIRST
STATE
RULER
DIRECT
CBA
CAREGIVER
THROUGH REGULAR
GUY
DIRECT
MACQUARIE
RULER THROUGH
CAREGIVER
ADVISER
BRIGHTDAY
HERO THROUGH
INNOCENT
DIRECT
LEARNVEST
RULER THROUGH
EXPLORER
DIRECT
Architects of
Change
Architects of
Change

23. THE INSIGHT:
Understanding our audience’s helps
us understand what they need and
what you need to do and stand for
23

24. WHAT MAKES OUR CUSTOMER TICK?
24
HIGHLOW
HIGH
CREATOR/HERO
Mapping out the possibilities,
warts & all
EXPLORER
Insight that helps them
see things differently & better
GUIDE
Offering financial advice
& emotional support
MAVERICK
Offer options that could yield
1. High returns but come
with a high degree of risk
2. Explain the risk. To pull people back
NEED REASSURANCE WANT INSTANT GRATIFICATION
DEMAND TRANSFORMATIONSEARCH FOR POSSIBILITIES
RESILIENC
E
FINANCIAL KNOWLEDGE

25. INSTANT GRATIFICATION

26. SEARCH FOR
POSSIBILITIES

27. THANK YOU
THE LAB STRATEGY & PLANNING | 2B 49 – 51 WELLINGTON STREET, ST KILDA, 3182 | 03 9016 5459 |

28. netwealth Educational Series
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While care has been taken in the preparation of this information (using sources believed to be reliable and accurate), netwealth does not warrant or represent that the information is
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