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    Creating Brand Energy: How To Transform Your Business Energy into Market Power
    Creating Brand Energy: How To Transform Your Business Energy into Market Power
    Creating Brand Energy: How To Transform Your Business Energy into Market Power
    Ebook379 pages3 hours

    Creating Brand Energy: How To Transform Your Business Energy into Market Power

    By Cath Sutherland

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    About this ebook

    Discover a refreshing and meaningful way of doing business: One that starts with you, and explores who you are, what you stand for and why you are here.
    Cath Sutherland, invites you on a fun and affirming journey through her innovative Brand Creation Process, to discover your powerful and unique Brand Energy.
    This is your ultimate personalised blueprint for; who you are as a business, 'how' to do business and 'how' to operate as a Conscious Business.
    Connect with and activate your Global Vision, Purpose, Values, Personality and Product to create unique emotional value that will attract 'like energy' and nurture life partnerships with your team, customers and stakeholders.
    This practical and creative guide is as powerful for the entrepreneur as it is for the corporate professional. Featuring inspiring case studies, it is a genuine 'how to' book demonstrating that businesses who are true to who they are (whether that is one of you or a collective) can naturally build powerful brands and long term, sustainable business success.
    Get ready to be energised!
    'It's one of the most remarkable, riveting, and I hope game-changing (for me/so many ideas!) book I have read in a decade. Simply amazing!' Michael Lee -Managing Director, International Advertising Association
    'Creating Brand Energy is a book for our times and for the future of business. It is Exciting, Neotenous (maintaining childlike wonder yet being an expression of wisdom), Empathetic, Really Gutsy and will be of great benefit to You, Your business and Your relationships. In short, it is positive ENERGY. Read it and grow.' Glenn Capelli CSP Churchill Fellow and author of Thinking Caps
    'It's a great training tool to show our staff the natural evolution of our brand, what it means to be a part of our energy, what they can do to activate it and importantly provide consistency for our business.' Richard Poulson, Owner, Morrison.
    'Creating Brand Energy is not just evolutionary it is revolutionary.' Jeff Allis, CEO, Boost Juice.
    LanguageEnglish
    PublisherCath Sutherland
    Release dateSep 7, 2017
    ISBN9780646529738
    Creating Brand Energy: How To Transform Your Business Energy into Market Power

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      Book preview

      Creating Brand Energy - Cath Sutherland

      BUTLER

      CHAPTER 1

      The Energy of Connection: your customers’ search for meaning

      The microcosm is the macrocosm; to know oneself is to know the world

      Before we can truly connect with others, we need to connect with ourselves. The same goes for business. You need to know yourself as a business to truly connect with your customers and markets. And your business is not just you. It is an entity made up of physical premises, business systems and operations, and the product you deliver – manifested and driven by the collective energy of everyone who works with you. This collective energy is your Brand Energy.

      Offering your product is not enough. Customers want more. They are searching for more meaning, understanding and fulfilment. In contemporary society, customers take for granted that their physical needs will be met. What they crave are opportunities to nourish their emotional needs and fuel self actualisation. They also want to buy emotional equity. They want to buy a laugh, to feel good, to feel safe, cared for, looked after and nourished. They want to feel important, proactive, special, included, beautiful, caring, altruistic, powerful, empowered and loved.

      This search for emotional value sees customers assessing your product for worthy associations they can relate to, connect with emotionally and also consume. They are shopping for the experience of your product. And their emotion receptors are engaged at every stage, monitoring how the experience of your marketing, sales process and service, your product and after sales relationships make them feel.

      Some discerning customers are also looking for what it really means to buy your product. They want to know if you are friendly, reputable and can be trusted before they begin a relationship with you. They want to understand your business intent, how you operate and deliver and how you interact with your individual customers, with your market, suppliers and the wider community. Are you a green business? Are you socially responsible? And with the wonders of our information age, customers have the ability to do a full reference check, (think Nike sweatshops). They can get to know your business intimately.

      Operating with demonstrated good intent and incorporating this into your marketing, can itself be a powerful formula. Just look at the success of The Body Shop. By buying beauty products, customers know they are buying the extra benefits of protecting our planet; defending human rights; supporting community trade; activating self esteem; and saying no to animal testing. So The Body Shop’s luxurious affordable beauty products are not just skin deep. They also truly nourish customers emotionally, inviting them, through their purchase, to feel more beautiful on the inside. This emotional benefit, this ambitious yet pure and simple intention, lived and demonstrated by The Body Shop, that everyone is beautiful on the inside, is what has elevated their business into an international cosmetic empire.

      The Body Shop sells products which are infused through the company’s holistic operations (their Brand Energy) with concentrated good intent. This transforms a tub of natural coconut body butter, for example, into a precious and emotionally enriching commodity.

      Companies who are self aware, confident, consistent, responsible, operate with admirable intent, are transparent and authentically express who they are to their customers, are making themselves available to connect with their customers at a deeper level. These conscious businesses are not frightened of commitment. They are investing in themselves, so they can become better businesses; so they can understand, nourish and share their authentic selves – their Brand Energy. They want to offer their customers more. They are not speed dating with their attractive packaging and the promise of little else. They want to develop friendships with their customers, earn their trust and respect and nurture these relationships into positive long term partnerships.

      The more a business knows and understands itself - its Brand Energy - the more it can share with and invest in its customers, and the more it can foster deeper, stronger and longer lasting relationships.

      ONLY WHEN ONE IS CONNECTED TO ONE’S OWN CORE IS ONE CONNECTED TO OTHERS.

      ANNE MORROW LINDBERGH, GIFT FROM THE SEA

      Your fabulous product may satisfy customers and make them feel good on a ‘nice to meet you’ level, but it’s your Brand Energy, the collective energy of everyone who works with you, which can inspire and nurture a much deeper relationship with your customers.

      Your Brand Energy manifests and wraps your product. It is expressed through all your interactions and operations, through your product development, your marketing, service and customer care. Your Brand Energy creates your reputation or brand in the marketplace and is your unique and most powerful competitive advantage.

      Positive Brand Energy attracts; connects; energises; empowers; drives and fulfils your market – your customers, stakeholders, suppliers, team, managers and directors (everyone who comes in contact with your business).

      Your Brand Energy is the emotional value-added extra which can serve to extend the meaning of your customers’ purchase, contribute to their emotional wellbeing and bond them to your business.

      But before you can offer yourself for a true and long lasting relationship, you need to discover who you really are as a business and what you really have to offer beyond your physical product. You need to define your business’ unique Brand Energy. And because your Brand Energy is generated by everyone who works for and represents you, you need your whole team involved (every part of you) to get to know the real you.

      Your team are your co-conspirators for awareness and manifestation

      Getting to know yourself as a business and discovering your own unique Brand Energy may be uncomfortable, confronting, surprising and delightful. But when you do discover and determine who you really are, you then have the power to refine, activate, manage and build this collective energy, and effectively and positively direct and express it.

      All of your team will be charged with activating your Brand Energy and illuminating, harmonising and charging all areas of your business. Consequently, your business will resonate with a consistent, strong and powerful Brand Energy in the marketplace.

      Fear not the path of true love

      By being a conscious business and positively managing your Brand Energy, you will not only enjoy a strong sense of ‘self’, confidence, connection as a team and direction as a business; you’ll also attract the right customers for your business and be able to make authentic and meaningful connections with them. You’ll also clearly understand how you can invest in your relationships to foster positive life partnerships.

      Transform your business energy into market power

      Why are we here?

      We are here to:

      •Enjoy the success of a powerful brand.

      •Understand how to develop strong and lasting relationships with our customers. To have customers not only fall in love with our product, but become partners for the life of our brand.

      •Be inspired and energised by our business, work with inspired and energised colleagues and inspire and energise our customers and markets.

      •Make a difference as a business.

      What is a Brand?

      Your Brand is not just your name, logo or product packaging. Your Brand is your reputation.

      And your business energy or Brand Energy creates and forms your reputation in the market place.

      Make a note. What is your current reputation? If your business was a person, how would you rate and describe the reputation you currently have in the marketplace? What would your customers say about you?

      WHAT WOULD SEPARATE US FROM ALL OTHER VENTURE CAPITALISTS AND PRIVATE EQUITY HOUSES OUT THERE? OUR BRAND. OUR WORLDWIDE BRAND NAME BOTH ADVANTAGED OUR BUSINESSES, AND BOUND THEM TOGETHER. WE DIDN’T NEED CROSS-HOLDINGS, OR STRONG FAMILY STRUCTURES: WE HAD A FLAG.

      RICHARD BRANSON, BUSINESS STRIPPED BARE

      It’s all about energy!

      What we need to understand is:

      1. Your business is both a physical and energetic entity .

      2. Your business energy is your Brand Energy. The collective energy of everyone who works with you determines your reputation in the marketplace. Your reputation is your brand. Therefore your business energy is your Brand Energy.

      3. Your Brand Energy attracts customers. It is the first thing customers come into contact with before they connect to your product. Your Brand Energy attracts, magnetises and invites customers to become acquainted.

      4. Your Brand Energy determines your product. This is a big one. It is the collective energy of everyone who works with you (their thoughts, emotions, will and creative intelligence), which creates your product. Your product is a manifestation, expression and reflection of your Brand Energy.

      OUR THOUGHTS ARE THE CURRENCY WITH WHICH WE BUY OUR LIVES.

      KAREN WRIGHT, IN THE VITAL TRUTH, BY DR SARAH FARRANT

      Thoughts are also the currency through which our businesses are formed and managed.

      You can have the best systems and processes in place, but systems and processes cannot contain energy.

      5. Your product is not the be all and end all.

      Your product is merely a conduit for:

      •Customers to connect with you.

      •Customers to realise an emotional benefit and self actualise in some way. What is the unique experience your customer has with your product? What do they personally feel, realise and take from experiencing your product? Your Brand Energy can greatly enrich this experience.

      •Customers to start a relationship with you. Your physical product may satisfy a need but it’s your Brand Energy, how you interact with your customers throughout the buying cycle that invites and offers customers the opportunity to have a long term relationship.

      6. Expressing your authentic Brand Energy attracts the right customers for your business. Determining and refining your unique Brand Energy, activating and positively managing this within the workplace and consistently expressing your Brand Energy in the marketplace, will attract the right customers for your business. The right customer, through connection with your product, gets to know you, becomes friends with you, trusts and respects you, finds they don’t want to live without you and stays with you for the life of your Brand.

      It is not your product that attracts and endears customers for life; it is your Brand Energy.

      In summary, your Brand Energy is the collective energy of everyone who works with you. Your Brand Energy determines your product, attracts your customers and can offer your customers emotional benefits which see them developing and maintaining a relationship with your business. It is the energy of your business, your Brand Energy, which needs to be defined, refined, understood, activated, nurtured, managed and directed for optimum market power.

      Your task as a business is to generate positive Brand Energy.

      Positive Brand Energy

      Attracts

      Connects

      Energises

      Empowers

      Drives AND

      Fulfils

      Your market, community, customers, stakeholders, suppliers, team, managers and directors – everyone who comes in contact with your business.

      What does positive Brand Energy mean to your business?

      •A positive way of being.

      •A positive reputation (or brand) in the market place.

      •Your unique competitive advantage - your Brand Energy and the emotional value you offer cannot be copied.

      •Higher profits. Positive Brand Energy = emotional value and higher profits (if you choose). The higher the emotional value you offer, the more customers are prepared to buy and to pay.

      •Your unique business force that attracts the right employees, customers and relationships for your business and keeps them connected, inspired and

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