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How to navigate your
BRAND through change
©2013 by Grownman Brand
“It’s like a big blender. Brand is
the sum of the good, the bad, the
ugly. It’s defined by your best
product as well your ...
Brand is NOT a logo, an
ad, a color or a slogan. Stated in a Zen
like way, brand is. It’s simply what
your customers belie...
What can YOU control?
YOU can control the quality of the
“job” you fulfill in every channel in
which you interact with cust...
It’s all about the
EXPERIENCE[CX].
Working to improve customer
experience is the most important
work your company can do.
...
Great [CX] is delivering on
your value proposition.
A clear and easy way to
understand value proposition is
to think of it...
What exactly is the act of
BRANDING?
The work of Branding is
shifting perception
Successful branding is executed by
listen...
Survey, Survey, Survey
A few slides back we stated that
brand is not a logo, a slogan or a
color. These things are very
im...
What do you DESIRE
to become?
Every company has a business plan.
These plans are often created from
a combination of knowi...
DESIRE is manifested as ART.
“It’s really hard to design
products by focus groups. A
lot of times, people don’t
know what ...
There is no roadmap for ART.
To be successful in manifesting
desire, you have to strive to make
art.This is the practice o...
Creationism or
Evolution?
The question is, what needs to
change and how much do you want
to change? Do you want to become
...
Have a little
DISRUPTIVE
in your future?
In school you get in trouble for
being disruptive. In business, being
disruptive ...
How to navigate your
BRAND through change
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Navigating your brand through change by Grownman Brand

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Navigating your brand through change by Grownman Brand

  1. 1. How to navigate your BRAND through change ©2013 by Grownman Brand
  2. 2. “It’s like a big blender. Brand is the sum of the good, the bad, the ugly. It’s defined by your best product as well your worst product. It’s defined by your award-winning ads as well as the god-awful things that slipped through the cracks. It’s defined by the accomplishments of your best employees – the shining stars who could do no wrong - as well as the mishaps of the worst hire you’ve ever made. It’s also consumer comments overheard in the hallway or in a chat room on the Internet.”   -Scott Bedbury from A New BrandWorld What is Brand?
  3. 3. Brand is NOT a logo, an ad, a color or a slogan. Stated in a Zen like way, brand is. It’s simply what your customers believe about you. It’s their collective impression of how well you fill a need or solve a problem in their lives. Brand can’t be bought or sold, it can only be nurtured and slowly shifted. In fact, those who love you and those who don’t aren't shy about telling you what they think. If you’re really good, your customers will love and respect you.This is important because respect doesn’t often come with forgiveness like love does. It’s all but guaranteed that you will make mistakes. Make becoming loved one of your goals. Brand is what THEY believe about you.
  4. 4. What can YOU control? YOU can control the quality of the “job” you fulfill in every channel in which you interact with customers. You cannot fake it. The relevancy of a communication, the sweetness of a personal interaction or the aroma customers experience as they enter one of your locations are all elements that are under your control. You can control the experience. But, to be able to control the experience you have to be able to listen.You have to know how to solve people’s problems.They have to need you. Solve Problems in your customers lives
  5. 5. It’s all about the EXPERIENCE[CX]. Working to improve customer experience is the most important work your company can do. A location facelift, a wonderful ad or a beautiful new logo are all worthless if the customers’ experience is poor. Customer service is often confused with customer experience. The quality of your customer service is only a part of the customer’s experience. Many companies focus solely on great face to face personal service but fall short when it comes to easy to use, well designed experiences in the digital space or on the telephone. Customer service is only part of [CX]
  6. 6. Great [CX] is delivering on your value proposition. A clear and easy way to understand value proposition is to think of it as your promise to your customers. It helps customers decide whether or not you can make their lives better. Not being relevant with your marketing efforts will drive down the quality of your customer experience.When customers are served marketing messages asking them to buy something they already have or don’t need, they feel like you don’t know them. If they believe you don’t know them... how can they trust you? Great customer experience is built on a foundation of trust. Deliver what you promise
  7. 7. What exactly is the act of BRANDING? The work of Branding is shifting perception Successful branding is executed by listening and gaining an understanding of what your customers need.To do this you have to continuously ask your customers if they are happy and if they’re not what could you change to make them happy? Make the changes and tell your customers about it. Net Promoter Score (NPS) is far and away the simplest way to begin measuring customer experience. It’s not just the overall score that’s important, the comments in association with the “would you recommend?” question can provide very valuable feedback. When you record, track and classify the comments of an NPS survey, you get a much more informed picture of what you can do to provide a better customer experience.
  8. 8. Survey, Survey, Survey A few slides back we stated that brand is not a logo, a slogan or a color. These things are very important but they are not the predominant factors in defining your brand experience in the minds of customers. We don’t mean that it’s ok to have a poor physical appearance or a hard to recognize logo. But, we would argue that if you’ve been successful in business for some time with what you yourself consider a less then perfect facility or a logo you’re no longer fond of, these elements are not highly significant contributors to the quality of the overall customer experience. (then survey some more)
  9. 9. What do you DESIRE to become? Every company has a business plan. These plans are often created from a combination of knowing what your customers want and what you desire to become. In addition to your metrics-driven strategies, your business has a vision for its future.We like to call this the “what you want to be when you grow up” strategy. It’s very important and often the part of a business plan that drives your culture toward a common goal. Done well, desire can be a culture- building, unifying force.You can evolve by building on your past brand “credits” or polish a severely tarnished image by starting over with a new name and improved offerings. Make plans, then revise.
  10. 10. DESIRE is manifested as ART. “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them… That doesn’t mean we don’t listen to customers, but it’s hard for them to tell you what they want when they’ve never seen anything remotely like it.” Steve Jobs
  11. 11. There is no roadmap for ART. To be successful in manifesting desire, you have to strive to make art.This is the practice of testing ideas and combining things that have never been combined before.You have to be brave when you do this because you will often fail, but that goes with the territory when you’re on the path to doing something great. Having people inside your company dedicated to discovering what’s next is as important as managing the day to day operations. If these two activities run parallel to each other your chances of becoming what you desire to become are greatly enhanced. (that’s why it’s called art)
  12. 12. Creationism or Evolution? The question is, what needs to change and how much do you want to change? Do you want to become something new or do you want to evolve? Evolving your brand is the act of altering the formula for your customers’ experience in a way that is perceived by your customers as real, positive change while not straying too far from your roots.The art of great evolution involves changing the right combination of elements that impact customer experience. Creationism, by contrast, is believing that you need to leave your past behind and start over. Embracing creationism means that you consider your brand to be damaged beyond repair and your only course to remedy this is to hit restart.
  13. 13. Have a little DISRUPTIVE in your future? In school you get in trouble for being disruptive. In business, being disruptive can really pay off. A new logo, some paint and new furniture are important but these are things that have only a minor effect on improving customer experience. To separate your company from the pack you have to be disruptive. To be disruptive you have to be creative. To be creative you have to combine things that have never been combined before. One of these things is not like the other
  14. 14. How to navigate your BRAND through change Fine

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