Welcome to Finditinworcestershires breakfast and networking meeting: - - PowerPoint PPT Presentation

Welcome to Finditinworcestershire’s breakfast and networking meeting:

‘The Importance of Being Creative’ Tuesday 18 November 2014

Introduction Kathryn Wagstaff Economic Development Unit Worcestershire County Council

Worcestershire County Council

Lara Williams Business Relationship Executive - Projects Bob Harrington Business Relationship Executive Trevor Gates Monitoring Officer Property Services

Worcestershire County Council

Charlotte Price Business Relationship Executive Lisa Sanders Business Relationship Executive Jessica Price Business Engagement Officer

A big welcome to Ben Barnes, Creative Director Ventutec Ltd ‘The Importance of Being Creative’

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The Importance of Creativity

BRANDING

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"Brand is the promise, the big idea, the expectations that reside in each customer's mind about a product, service or company. Branding is about making an emotional connection."

• Alina Wheeler

Author 'Designing Brand Identity'.

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What is a Brand?

PERSONALITY

More than just a logo…

CUSTOMER EXPERIENCE

Customer relationship

MISSION & VALUES

Adds coherence & Organisation

STATING YOUR GOALS

Follow them through

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BP's attempt at positioning themselves as a very green, earth-friendly corporation helped make the public perceive them as a leader in green tech, at least until the Gulf disaster.

• A logo can only go so far. It's far more important that your actions match

your public relations.

State your Goals and follow them through.

BP's attempt at positioning themselves as a very green, earth-friendly corporation helped make the public perceive them as a leader in green tech, at least until the Gulf disaster. A logo can only go so far. It's far more important that your actions match your public relations.

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How important is a Brand?

JUDGE A BOOK BY IT'S COVER?

Your Customers will.

THE COMPETITION

Set yourself apart

LONGEVITY

We're here to stay

REFERRALS & REPEAT BUSINESS

Inspire Loyalty

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• Brands by definition are meant to inspire loyalty.

Every day, consumers are bombarded with company names, brand images, and commercials.

(Audience Participation Required… …I know it's early…)

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Consistency : Customer Brand Perception

If your brand, or service are inconsistent, how do customers perceive either? BAD DAY GOOD DAY CUSTOMER
 PERCEPTION CUSTOMER
 PERCEPTION

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The importance of Consistency

WHAT NEEDS TO BE CONSISTENT?

Style, Colours, Messages, Tone of Voice Customer Experiences

BETTER RECOGNITION

"Oh, I didn't realise that was you…"

TRUSTWORTHY & ESTABLISHED

"I can rely on this brand, so I have no need to try another

• ne out…"

PREMIUM PRODUCT PRICING

"I'll pay more for your product as it looks better than the

• ther brand, even though I haven't tried either…"

BUDGET PRODUCT PRICING

"I'll try your brand, as it looks better value for money!"

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Do I need to Rebrand?

Rebrand? | Refresh? | Rewind?

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'Rebrand' or 'Refresh'?

REASONS TO REBRAND TRANSITION 
 IN THE BUSINESS MERGER, ACQUISITION 
 OR SPIN OFF CHANGING OR EXPANDING 
 PRODUCTS & SERVICES CHANGING OR EXPANDING 
 THE TARGET MARKETS YOUR BRAND IS LIMITING REASONS TO REFRESH IMPROVEMENT 
 IN THE BUSINESS GROWTH & 
 ESTABLISHMENT IMPROVEMENTS IN 
 PRODUCTS & SERVICES A BETTER UNDERSTANDING 
 OF OUR CUSTOMERS YOUR BRAND IS LIMITING

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Rebranding : McDonalds

Embracing wood and serving salads

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Refreshing : Starbucks

Starbucks' most recent rebrand, which included the removal of its name from its logo, was met with significant backlash, yet Starbucks continues to grow and thrive.

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@finditinworcs "If a business is rebranding for the sake of a fresh look, it's usually a sign there's not enough investment in the project to make it successful. Rebranding requires investment. Whilst consumers may just notice a new logo, there's much more happening behind the scenes."

• Eric Thoelke, President of TOKY Marketing

Either way, the rules are the same…

DON'T REBRAND FOR: AESTHETIC REASONS NEW MANAGEMENT I'M SICK OF MY LOGO INTERNAL PROBLEMS

'Giftwrap on a Timebomb'

CONSIDER: 90% RESEARCH & IDEAS
 10% EXECUTION CONSIDER THE COSTS "Many businesses fail, mistaking a new logo for a brand refresh, and not changing anything else. The company's actions and policies should change similarly."

• Marc Bowers, Creative Strategist, Sutter Group

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How do you lose $33 million in three months?

If you're PepsiCo, redesign the prominent Tropicana orange juice packaging. Orange Juice sales fell 20% after the 2009 packaging redesign. Don't mess with something that works.

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Where do we start?

ANAL YSE THE BRAND

Who it's audience is How it speaks to them What is their perception? How might they react?

"Until very recently, brands dictated their image via one dominant channel: advertising. With the rise of social media, every consumer has a voice."

• Alexander Haldemann, CEO Metadesign

"There's no such thing as bad press, is no longer true - if a bad rebrand distracts the customer from its objectives then its ultimately unsuccessful."

• Susan Nelson, Landor

REBRAND

Remodel the business & brand to suit the analysis

REFRESH

Subtly alter the business & brand to suit the analysis

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A Process for Success

"A successful rebrand establishes what the organisation is, where it wants to go, and stirs some buzz."

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Consider the balance between heritage and future

"Its important to acknowledge features that people can connect with nostalgically" 
 David Aaker - Author and Lecturer

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Common Branding Mistakes?

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The Importance of Creativity in your Branding

Start with the smallest of ideas, and build on it over time. It's amazing how such a small creative element can have such a big impact.

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IF YOUR BUSINESS IS:

Growing & Improving, Changing Direction, Merging or Acquiring.

A STRONG BRAND IS PROVEN TO:

Get more new business Get more revenue from existing customers Consolidate a loyal customer base Increase profits on existing products & services Create a thriving culture for customers & employees Stand out as a leader in your industry

WAN'T TO GET STARTED?

• Ben Barnes, Creative Director

bbarnes@ventutec.com | www.ventutec.com | @ventutec

Thanks to today's exhibitors…

Special thanks to Hadleigh Technical Services for providing the AV equipment today. Hadleigh Technical Services www.hts-av.com

Latest Opportunities...

• Tender to provide evaluations for some of our European funded

programmes.

• Tender for cleaning contract for Wyre Forest School.

Check them out online at www.finditinworcestershire.com

Coming soon…

Wake up to Free Advice and Funding Networking Breakfast

24 November, 7:30 – 9:30am at Gainsborough House Hotel, Kidderminster

Worcestershire.Business.Central’s team of Business Relationship Executives will offer free one-to-one advice on grant funding, skills in the workforce funding and other forms of funded support.

Wychavon Planning to Grow

Wednesday 26 November - 8.00 – 9.30am at Wychavon Civic Centre, Pershore

Free networking breakfast where Wychavons planners will answer your questions from planning permissions, and making a planning application to pre-application advice and permitted development.

Sustainable Capacity in your business: Environmental Management Systems and behavioural change

Tuesday 9 December 8:00 – 10:00am at Yamazaki Mazak UK Ltd, Worcester

Presented by Resource Efficiency Worcester - Environmental Management Systems allow you to put environmental management at the heart of your operations to achieve sustainable success, improving environmental performance across all of your activities and spreading cultural and behavioural change throughout the organisation.

And don’t forget…

There is NO Finditinworcestershire breakfast meeting in December. We will see you in the New Year on Tuesday 20 January 2015, 6:45am to 9:30am at Sixways.

Thank you for attending today Please stay for further refreshments and networking Don’t forget to follow @finditinworcs