Brand Coaching v01

brand coaching
a direct, effective and simple way for new business ventures or small enterprises with big visions to create their own brands
ampersand, September 2013
entrepreneur are you?
to brand or not to brand
too expensive! it takes time!
true
not much use were new, were small
yes, things cannot wait, we want to get the ball rolling too, lets see theres an effective way
ultimately, its all about what you really want
again, its all about what you really want
me?
aint guru!
aint consultant!
aint doctor!
just a coach
a brand designer
why should my business care about brand at all?
Cokes market cap including brand value US$123 Billion
Cokes market cap not including brand value US$68 Billion

Source: Financial Time 28 April 2010 World brands special report ok, we know this is not up-to-date
an often mentioned case
brand makes your products/services loved/ trusted // makes people come to find you instead of you go find them // makes selling much easier // builds equity // helps you stay away from competiting on price
but what is it anyway?
an advertisement:
brand management / brand development budget: HK$5,000 10,000 im looking for someone who is well versed in product and manufacturing design of hard goods. must have a critical eye, strong organizational and communication skills. daily work will be within a number of cross-functional teams to create a clear...
a brand is not its advertisement, logo, marketing, packaging, product, retail, web site
perception installation
how you want you to be perceived => customers are more likely to buy
consumers were not rational decision makers and could be influenced by suggestion and emotion Walter Dill Scott, The Theory of Advertising
a lot of money and time spent on advertising, marketing and PR is to influence how people perceive you // without knowing how you want to be perceived, there is no way to frame how others perceive you
know yourself
how you want to be perceived
how people perceive you
brand identity
manageable
brand image
out of control
persona
the psychology of brand
individualisation
yourself
how you present yourself

persona
how you are seen

external world
ego
not this way
its not about pretending someone you are not
g a p
but bringing out the best in yourself, be yourself
then you can shine
think before you brand

a large Taiwanese brand consultancy
we kind of agree
the thing is how much thinking
the pareto principle
20/80
in reality, many consultants
80/20
thinking doing
how about
50/50
doing the right thing vs doing things right
coaching
what other brand coaches said

coaching, not consulting // your team has the expertise, co-creates and owns the strategy, implements the action plan; brand coach is your teams mental sparring partner, has general experiences across sectors, facilitate your teams actions // clients to discover, express and live their brands, brand coaches employ coaching models to engage clients in looking at their own brands co-creatively // coaching tools and techniques help clients get beyond their thinking, to discover and express their brand
is it really useful?
business coaching is attracting Americas top CEOs [] when asked for a conservative estimate of monetary payoff from the coaching they got [] managers described an average return of more than $100,000 Fortune Magazine // 28% of coaching clients boosted quantifiable job performance by $500,000 to $1 million / a large employer in the hospitality industry saved between $30 million and $60 million by coaching its top 200 executives / one coaching firm saved their clients $100,000 by retaining two key executives, improved efficiency for account managers and improved sales in excess of $250,000, improved customer retention and satisfaction that resulted in savings of more than $100,000 Chemistry Business magazine, Analysis of the 1999 Survey on Coaching in Corporate America more statistics to share upon request
coaching session: your own brand!
what you really want
about the current situations of your business
imagine there is no limitation at all, everything is possible, what do you want your business to be/do?
what do you want your business to be/do, that is possible in the foreseeable future?
what is the importance/purpose for you to achieve this? what is so good for you to achieve it?
what is in between what you are/do now and what you want to achieve?
about what do you want to do with your brand/business, what is the biggest obstacle/problem? what is the biggest opportunity for you to do it?
having achieved what you want to achieve, what will you think/do? what will be the differences?
needs
Maslows hierarchy of needs

physiological needs clothing food place to sleep Transportation
safety needs personal security financial security health love and belonging friendship intimacy family
esteem confidence respect of others success self-actualisation creativity quest for truth morality spirituality
the fatal four by Roy Garn self-preservation romance money recognition

the five buttons by Elmer Wheeler importance appreciation approval ease success
26 reasons people buy by Joe Vitale: to make money to save money to save time to avoid effort to get more comfort to achieve greater cleaniness to attain better health to escape physical pain
to gain praise to be popular to attract opposite sex to conserve possessions to increase enjoyment to gratify curiosity to protect family to be in style to have or hold beautiful possessions to satisfy appetite to emulate others
to avoid trouble to avoid criticism to be individual to protect reputation to take advantage of opportunities to have safety to make work easier
knowing what people need, what do you do that you want to make a point?
are you selling? entertaining? healing? who are others? what they do?
accomodating vs professional affordable vs expensive desire vs satisfaction fast vs quality functional vs psychological healthy vs pleasurable popular vs different mainstream vs avant-garde
x is a d that provides b to ta in m
you know your vision, mission and values, you know your positioning
whats next then?
branding brand design brand building
what are they? and who does what?
what brand identity all kinds of design that contribute to the whole brand who brand design firm

what research analysis strategy brand guidelines who brand consultancy what all activities that build brand who ad agencies design department/company in-house departments PR firmset cetera ampersand, September 2013
everybody claims to be brand consultant!
brand is a holistic effort!
two commonly used models
the in-house approach
the consultancy approach
a sample process
Research, strategy
Uncovering Step 1 Understanding Step 2 Step 3 Step 4
Design
Actualising Step 5
Resarch
> Internal views > Customer views > Market overview
Essence
> Establish brand essence through a series of exercises such as the brand wheel
Positioning
> Brand positioning > Core value > Brand vision > Brand mission
Expression
> Visual language > Tone-of-voice
Identity
> Visual identity > Application guidelines
how much does it cost?
Cathay Pacific in the 1990s: HK$24,000,000
small French dessert shop in Hong Kong, 2013 HK$1,000,000
US market prices, 2007

in HK$
low-end high-end 78,000 585,000 27,300 117,000 78,000 1,950,000+
name logo core brand presentations (collateral, websiteetc)
ad 78,000 7,800,000+ annually signage, vehicles, packing 156,000 1,950,000+ annually

in fact, there is no standard
worlds famous brands

in HK$
year price 1997 14,040,000 original design in 1885 original design in 1998 2007 2008
BBC Coca-Cola Google London Olympic 2012 Pepsi Coke
0 0
Nike 1975 273* 4,875,000 7,800,000
companies who can afford such self knowing process are already quite successful
important for SMEs and startups to become successful first
brand affinity, brand assets, brand attributes, brand awaress, brand, brand audit, brand DNA, brand expansion, brand equity, brand extension, brand interest, brand personality, brand platform, brand power, brand reinforcement, co-branding, differentiation, endorser brand, brand guidelines, brand identities, brand image, brand loyalty, brand management, brand personality, brand positioning, brand revitalisation, brand strategy& blah
our business is infested with idiots who try to impress by using pretentious jargons
David Ogilvy
some people believe that through thorough, systematic and careful research, you can arrive at a creative conclusion that will be successful in the market place. i dont [...] research is useful in telling you what people currently think and feel, but its not much use at directing the creative process [...] the very best, most effective ideas come from inside the heads of creative people. this is true not only in branding, but in any creative activity the theatre, the cinema, TV and even advertising Wally Olins, world class brand guru
you cant survive floating on the tide, assessing the competition, conducting surveys to find out what your customers want right now Jesper Kunde, A Unique Moment
story time: Unilevers soap packaging factory in China
creativity + effectiveness
the best way to predict the future is to create it Peter Drucker
direct, effective and simple minimum movement, maximum effect

two main concepts from Bruce Lees Jeet Kune Do philosophy
things change faster, faster and faster
formality/standard procedures = flowery movements
the creative approach
you know your positioning, you have a strategy,
start doing
brand strategy?
brand platform (brand vision, brand mission, brand values and brand personality), brand positioning, brand promiseand blah
make it simple
who you are
the method
who you wanna be
business strategy
vision, mission, valuesetc
business strategy
brand strategy
brand platform, brand personality, brand positioning, brand promiseetc
business strategy
brand strategy
brand DNA
brand identity
brand building
experiences through advertising, marketing, PR
business strategy
brand strategy
brand DNA
brand identity
brand building
marketing strategies
goals, objectivesetc etc
business strategy
brand strategy
brand DNA
brand identity
brand building
goals, objectivesetc etc advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PRetc etc goals, objectivesetc etc
business strategy
goals, objectivesetc etc advertising, eDMs, exhibitions, marketing collaterals, promotion, outdoor PRetc etc goals, objectivesetc etc
have you seen something like this?

turning abstract into actual
verbal identity
brand name description positioning tag nomenclature tone of voice
visual identity
experiences
advertisements logo/signature graphic elements customer services interna packaging marketing retail environment PR activities web presence
brand DNA
the abstract
the brief
the actual
where you are where you want to get what to do to get there
verbal identity visual identity experiences
power of words!
Adidas Impossible is nothing Nike Just do it Apple Think different Brother At your side Dell Easy as Dell eBay The power of all of us GE Imagination at work Intel Intel Inside LG Lifes good
Nokia Connecting people Panasonic Ideas for life Samsung Next is what? Burger King Have it your way McDonald Im Lovin It Subway Eat fresh DHL We move the world FedEx The world on time
look that matters!

total experiences!
different ways to build brand

by planning
P&G Coca-Cola Nestl GM
by customer experience
Starbucks Bodyshop Disney Google
by imagery
by selfexpression
LV Nike Prada Swatch Apple
Calvin Klein BMW Absout
brand experts said: Cafe de Coral = young H&M/Uniqlo/Zara = cheap+fast Muji = quality+Blue Ocean Strategy Ocean Park/Vitasoy = heritage and so on
lets have a look
nature and science = USP?
Thann:
the art and science of natural therapy? the success of Thann is due to unique product and retail design! Tony Suppattranont
Jurlique:
nature+science? beauty!
heritage?
Kee Wah:
old Hong Kong heritage? modernise!
Shanghai Vive
a legend rebranded. luxury? what you think?
what made these brands really work:
personality
For Strange Women:

100% natural+antique styles +handmade+traditional techniquesblah. ok personality!
know yourself
what you really want to be to do to have
what do you want? what do you want to tell the world in the future? what does your company have that will enrich the world? you must believe in that itstrongly enough to become unique at what you do
Jesper Kunde, A Unique Moment
a good reason to get professional help is to put abstract into actual // use what people are good at
thank you
this document is provided free-of-charge with the purpose of introducing alternative ideas and methods that use creatvitiy and design to help business these are not supposed to be standard ideas and methods in the mainstream, but as situations change fast in the knowledge economy, we believe businesses will need to be prepared to think and act differently should any enterprise be interested in hiring our services including brand design, or supporting us to provide alternative thinking such as this document, we always welcome please feel free to contact us at ampersandhk@gmail.com

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brand coaching

ampersand, September 2013

entrepreneur are you?

ampersand, September 2013

to brand or not to brand

ampersand, September 2013

too expensive! it takes time!

ampersand, September 2013

ampersand, September 2013

not much use were new, were small

ampersand, September 2013

ampersand, September 2013

ultimately, its all about what you really want

ampersand, September 2013

again, its all about what you really want

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

why should my business care about brand at all?

ampersand, September 2013

Cokes market cap including brand value US$123 Billion

Cokes market cap not including brand value US$68 Billion

an often mentioned case

ampersand, September 2013

but what is it anyway?

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

ampersand, September 2013

how you want to be perceived

how people perceive you

ampersand, September 2013

the psychology of brand

how you present yourself

how you are seen

ampersand, September 2013

not this way

ampersand, September 2013

its not about pretending someone you are not

ampersand, September 2013

but bringing out the best in yourself, be yourself

ampersand, September 2013

then you can shine

ampersand, September 2013

think before you brand

ampersand, September 2013

ampersand, September 2013

the thing is how much thinking

ampersand, September 2013

the pareto principle

in reality, many consultants

doing the right thing vs doing things right

ampersand, September 2013

ampersand, September 2013

what other brand coaches said

ampersand, September 2013

coaching session: your own brand!

ampersand, September 2013

what you really want

ampersand, September 2013

about the current situations of your business