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 Trevor Gates Bob Harrington Business Relationship Monitoring Business Relationship Executive - Projects Officer Executive Property Services
Worcestershire County Council Lisa Sanders Charlotte Price Jessica Price Business Relationship Business Relationship Business Engagement Executive Executive Officer
A big welcome to Ben Barnes, Creative Director Ventutec Ltd ‘The Importance of Being Creative’
The Importance of Creativity BRANDING @finditinworcs Not your ordinary agency
"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'. @finditinworcs Not your ordinary agency
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 @finditinworcs Not your ordinary agency
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. 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. @finditinworcs Not your ordinary agency
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 @finditinworcs Not your ordinary agency
� 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…) @finditinworcs Not your ordinary agency
Consistency : Customer Brand Perception If your brand, or service are inconsistent, how do customers perceive either? GOOD DAY CUSTOMER PERCEPTION CUSTOMER BAD DAY PERCEPTION @finditinworcs Not your ordinary agency
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 one out…" PREMIUM PRODUCT PRICING "I'll pay more for your product as it looks better than the other brand, even though I haven't tried either…" BUDGET PRODUCT PRICING "I'll try your brand, as it looks better value for money!" @finditinworcs Not your ordinary agency
Do I need to Rebrand? Rebrand? | Refresh? | Rewind? @finditinworcs Not your ordinary agency
'Rebrand' or 'Refresh'? REASONS TO REFRESH REASONS TO REBRAND IMPROVEMENT TRANSITION IN THE BUSINESS IN THE BUSINESS MERGER, ACQUISITION GROWTH & OR SPIN OFF ESTABLISHMENT IMPROVEMENTS IN CHANGING OR EXPANDING PRODUCTS & SERVICES PRODUCTS & SERVICES A BETTER UNDERSTANDING CHANGING OR EXPANDING OF OUR CUSTOMERS THE TARGET MARKETS YOUR BRAND IS LIMITING YOUR BRAND IS LIMITING @finditinworcs Not your ordinary agency
Rebranding : McDonalds Embracing wood and serving salads @finditinworcs Not your ordinary agency
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. @finditinworcs Not your ordinary agency
Either way, the rules are the same… DON'T REBRAND FOR: "If a business is rebranding for the sake of a fresh AESTHETIC REASONS look, it's usually a sign there's not enough investment in the project to make it successful. Rebranding requires investment. Whilst consumers NEW MANAGEMENT may just notice a new logo, there's much more happening behind the scenes." � I'M SICK OF MY LOGO Eric Thoelke, President of TOKY Marketing INTERNAL PROBLEMS 'Giftwrap on a Timebomb' "Many businesses fail, mistaking a new logo for a CONSIDER: brand refresh, and not changing anything else. The company's actions and policies should change 90% RESEARCH & IDEAS similarly." � 10% EXECUTION Marc Bowers , Creative Strategist, Sutter Group CONSIDER THE COSTS @finditinworcs Not your ordinary agency
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. @finditinworcs Not your ordinary agency
Where do we start? ANAL YSE THE BRAND Who it's audience is "Until very recently, brands dictated their image How it speaks to them via one dominant channel: advertising. With the rise of social media, every consumer has a voice." � What is their perception? Alexander Haldemann , CEO Metadesign How might they react? REBRAND REFRESH "There's no such thing as bad press, is no longer true - if a bad rebrand distracts the customer from Remodel the Subtly alter the its objectives then its ultimately unsuccessful." � business & brand to business & brand to Susan Nelson , Landor suit the analysis suit the analysis @finditinworcs Not your ordinary agency
A Process for Success "A successful rebrand establishes what the organisation is, where it wants to go, and stirs some buzz." @finditinworcs Not your ordinary agency
Consider the balance between heritage and future "Its important to acknowledge features that people can connect with nostalgically" David Aaker - Author and Lecturer @finditinworcs Not your ordinary agency
Common Branding Mistakes? @finditinworcs Not your ordinary agency
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. @finditinworcs Not your ordinary agency
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 @finditinworcs Not your ordinary agency
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 f orget… 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
Recommend
More recommend
