Thursday, 31 October 2019

How to do a Brand Practices and Brand Engagement in an Organization?

   


      Brand Portfolio: The mono brands are only one customer type. But, the house of brands that not only serve the different customers and has the architecture serving the different bands in each segments. All brands or the portfolio of products that can not all be delivered in same way and has lot of complexity in the organizations. So, how do you conceive portfolio of brands and deliver to the brand in internal focus. There is different value proposition for the same group of customer. Brands face different competitors in each segment( eg., refreshment, fun, value, gap fill energy, treat, socialization, indulgence etc.,). If you think about the refreshment segment in Icecream, We might bought the Magnum brand and now looking to refresh with the brand Solero in that segment. So, If you think about the brand architecture, the master brand that enters the sub brands which needs the segments that they service.
      In an organizational perspective, there could be mono culture or multiple culture that drives the different brands. You need to drive the culture of innovation for small improvements in packaging and quality. It includes the systems, KPIs, HR that needs to suits all of the products. There are different brand name, different offerings, different promise to the customer. Then, the customer ultimately accepted your offering. For the mapping your brand inside the organization, you need to think about what role to be played strategically to different customers or same customer, the nature of promise,  and profit driver etc., The brand architecture will overlay on that promise and create the clarity within the organization so that you can adopt systems and processes.
       Synchronized Organization:  Customer journey is the brand differentiation. The consumer journey cuts across all business silos. The organizational complexity is the discrete functions exists as organizational silos that serve those touch points. The command and control structure resulted to silos driven approach to the market place. But, the Customer Experiences are the touch points. For ex, the KPI of the call center is number of calls handled per hour. There is real misalignment in functional, silos or geographic footprint of the organization. So, We need to manage the brand across the different geographic silos in order to give a consistent customer experience.
         In B2B, there is key account management structure for managing the best clients.The Enabling functions in the organization are supporting in the frontline. It is all about enabling, engaging and empowering the employees. The CEO led organizations change these processes and it is his primary focus. This creates value zone in the customer interface with the front-line employees at the top and this 360 degree feedback is essential for thinking about the collaboration across functional silos. They need to understand how well to collaborate with all the touch points at customers. Because, all of them involved in providing the solutions and this becomes the open communication channel across the organization.

Global Alignment:  The research shows that 65% of global company wants to execute the global strategy. We are thinking about building the global strategy because economies are scaled or scoped in order to reduce the cost across the world in terms of media buying. In B2B, the customers are many locations, executive travelers or tourists(B2C) are really need a consistent approach across the world. One thing to remember is that the optimal global strategy is not equal to sum of optimal local strategies. In the internal perspective, you really have to adopt the mindset, change approach to get the trust of the local management, cultural competence, time orientation to work etc., First, you need to build the global brand before to deliver the global brand. It is the delivery of the organization and not the design.
Do's of Global Alignment:
   * Launch based on customer insights or universal truth, that is really the starting point in the global brand (Global Mindset)
   * To get the team on board, the brand purpose will connect the relevant customer. If the brand purpose inspires your customer, it will motivates or inspires your own people.
   * Cross Cultural Competencies - It helps to win trust and inspire, support, learn and share them. It is not a command and control.
   * Global Capability, Structure and Process - You need to have a simple and clear message of what the brand is about. For ex, the global brand benchmark study, global brand team, workshops etc.,

Brand Practices:  Brand practices is an organizational level to internal process especially HR. Brand engagement is at individual level to deliver the brand promise. The customer satisfaction can be defined as the expectations (the traditional branding tends to raise these via brand promise) minus experiences (the people across the organization deliver these directly or indirectly across moments that matter). Satisfaction may go down when the delivery or customer experience is same and raising the expectation. There is a process that a broad concept of the brand to be cheerful is thinking about the key touch points and the key behaviors. HR has numerous processes like attracting the talents, developing, accessing, rewarding, redeploying and exiting. Each and every aspect of the HR processes has been fine tuned to deliver the brand to make and reward people more cheerful. Here, We are not making the promise to the customer. But, we are making promise to the employees. There are lot of companies makes the great place to work by flexible hours, benefits, etc., It is all about the efficiency. The 4 P's of marketing are Product, Price, Place, Promotion. It is to see how the values are linked to the brand promise.

Brand Engagement: When you think about executing the strategy, we can't pay same kind of attention in design, implementation and execution. Strategy is the outcome of the thousands of actions. if you improve those actions, ultimately, you improve the strategy. Brand Engagement is almost same as sales funnel(awareness, desire and action). The internal brand engagement is thinking about own employees in terms of will they pay attention to the brand? are they aware of what we trying to achieve? will they accept our strategy? will they become advocate or motivate them? do they know what kind of action they actually engage? then to perform the behavior of adherence that actually supports the action and become the habits. Brand engagement focuses on the delivery side and doing things right.
        Attention is about the problem and opportunity. The brand is more about the solutions of the problems and opportunity it represents. The CEO will address the entire company at once in a cement with passion. Awareness is that you are trying to achieve. Brand is the articulation of business strategy that gives the direction to go. It is about the clarity of understanding where the brand is going and engage people through workshops where they broaden the customers before the brand is launched. If you think about the acceptance in a situation to bring the third party from outside, there is often a leaning back of resistance. But, the Brand ambassadors in the organization are not only the believers of the message and personally motivated by it. If you design a better
strategy, immediately, you may buy-in to the message. Across the organization, there is pocket of resistance and support as signal light. Advocacy is your engagement in the organization(eg., Gallup Q12 survey). They will ask the bunch of 12 questions and trying to find your engagement with the organization. This will be useful to decide which way to go. For ex, In the love-respect axis, First you need to gain the respect. If you don't have the respect or quality of the product, it is very hard to love your product even if you are doing best for your customer(brand purpose), it is very hard to get the advocacy of your brand. Actually, the brand purpose motivates the people. Action is knowing about how to bring the brand to life. It is the habit in the long-term. Habits are replicated. It means the same type of actions can be performed in different domains. The key habits will create the organizational change of going forward. Adherence is the rewards that you get or consequences or feedback. The feedback could be the customer satisfaction or the brand image that we build. So, What are my actions that add up to the feedback. For ex, In the call center, how are the peoples are rewarded? How many calls resolved first time by the customer calls? There is specific metric for different functions. So, it is aligning to incentives. Here, We want to reward the behavior and not the outcome. The simple mantra in the organization is better for customer, simpler for employees and cheaper for operation are all important when the customer comes first.

Brand Valuation: You need to value the brand for driving the business and managerial decision making. So, you need to understand where does the brand provides leverage within that business model. Then, you need to allocate the effort. There is no such thing of 'A' value for the brand. The value has different brands, different contexts, and different players in the industry. It is to understand how much value the brand brings the business overall or rest of the world so that you can recognize the value creation in that domain. The brand can be valued as intangible asset in the acquisition or merger (the value can be recognized on the balance sheet, not if developed in-house) or the purpose of licensing and taxation.
    One of the valuation approach is income-based approach. Basically, it is the price premium or volume premium. The another approach is cost-based approach. If you are startup company, Think about how much you need to invest in marketing to build this brand or to think about the license to the brand and pay royalties for owning the brand. Finally, the market-based approach, it is to look at the comparable transactions in the past. It is a kind of guidelines or benchmark to adhere. The value of the brand to the business happens in many different ways across different parts of the enterprise. Strong brands tend to increase revenue and lower the costs across business stakeholder. The power of the Brand depends on the business model where it provides value and the period of time.

Tuesday, 15 October 2019

How to Design a Best Branding Experiences to the Consumer?

   

       The idea behind building the business is to create value for the customer. The basic starting point of any business will costs you more to create more value for the customer. But, the role of business is to continuously create the customer. The brand is an extrinsic to the product or service. It is something extra that you are giving to the consumer and that Brand image lives in the minds of the customer. It is the traditional approach of doing our business. But, In the modern environment, the consumer is not a static recipient of your offering. It is a dynamic journey that includes learning about your offering, buying, using and disposing of it. These are all the stages in business. If you think about the behaviors of the organization, it is really about designing and delivering differentiated experiences. These experiences include all the different processes like IT operations, services, and communication etc., Brand is the engagement and motivates to buy into it. So, it is really about all the people in the organization working together to deliver the value.
   
Brand Identity: Brand identity or Brand image is the identity means to you that are important to the target customer. If you think about the brand, it is the visual identity (logo) which is a set of resocialization attached to the brand. So, the marketer's job is to enhance the brand image by negating the negative re-socialization and elevating the positive one and protect the visual identity of the brand. The competitor Benchmarking and competition can be commoditized in the industries. So, it is difficult to differentiate your B2B product from each other and the customer is driving the commoditization. In Businesses, there is a strategic function of procurement and making the product very similar because they want to compete on price. So, what role the brand play in the environment? The brand is not just a product or service. It is an experience that happens over a prolonged period of time. The gap between the brand promise which the marketing communication creating the promises or creating the expectations and delivering of that promise. Brand Identity is inside the organization, fuels innovation, drives the people's behavior who will deliver the customer experience.

Brand Purpose: The Brand's communicate to things like Slogans. It is the Brand positioning, Brand DNA and Brand essence. People want to know what the brand stands for and how to react. The brand is about solving business problems. The product attribute gives the consumer benefit that leads to the transformational purpose of the consumer. For ex, the baby product like pampers has the product attribute of dryness which gives better sleep to the child that develops baby mind & muscle. It is the foundation of the brand. Also, the brand should align with social responsibility which is the fundamental and core purpose of the brand.
      The core purpose of a brand means to understand the core driver of the customer's behavior. To get the core purpose of the brand, you need to get into the emotional side of the customer. They simply ask themselves to keep on projecting to the future. Then, they will realize the customer needs like starting the business, want to work in society(philanthropy), travel to the world etc., These are the deep customer insights that change their products. So, the financial wealth planner interacted with the customer and created the things called dream book so that customers will fill out the future which is the basis for a financial planner to engage. They were not used to speaking about their customer dreams.
         In B2B, the customers are not just buying the products. They are buying the solutions which are deeper and more purposeful value to the consumer. The Brand purpose is deep customer insights and building the business around their insights that provide better value. It is to connect the brand and connects the employee to the customer through the brand.

Customer Value Creation:  There are 3E's of your customer experience in order to run a successful business or enterprise. Those are,
   1. Efficiency
   2. Effectiveness
   3. Experience
           The whole idea of the business is efficiency.  It is not just the product in which we create value and it is not the same value if we put it into a different place. The efficiency aspect is the level of output that we can do it with less input. It is basically the challenge of that time and all about reducing waste. By reducing the waste and keep the value same that's how you can increase the value. Efficiency can be described in a variety of languages like SixSigma which is a cost-saving lean initiative into practice, Kaizen, TQM(TotalQualityManagement) etc., When it comes to cost-cutting, it is good to cut the bad costs and not cut the good costs.
       Effectiveness can be understood as the concept of Value Creation by Value Chain. It means for the given inputs generating more output. For ex, Can I get the same output with fewer people? For the value perceptiveness, Can I train and develop to get more out of them?
       If you think of purchasing the product, check out the value chain. There is no value created outside of the customer experience. Values are created entirely on the production side of things. The customer paying the money for the value which we created. The value could be something functional, or something measure easily or actually measure customer experiences. But, the value is created within the consumer and not in the product. The product allows you to release the value. The value creation in the industry can be defined as the cost for the consumer until the value is released to use.

Advantage of Digital Branding Experiences: The Internet is the greatest force of shifting value creation from experience and effectiveness to efficiency. There is a vast difference between digital and physical experiences. Efficiency has a great benefit to the organization. The average cost of transaction through face-to-face is much higher than online digital transactions. Also, the digital aspects will enhance our brand by what the brand actually tries to deliver or the brand purpose apart from the logo.

Designing Brand Experiences: It is going from the various attributes that your products and services to the consumer benefits. For the consumer benefits, you might think of how reliable and affordable to the customers. So, you need to visualize the value that we provide. How to align up the competition and looking at those points of difference?  These tend to be measurable components of your offering that tends to quite functional as a result. In the service, it is to think about all the touchpoints we have and turn them into the voice of the customer. Learn from the customer and enhance the services of customer experiences. There are 7 stages in designing and delivering the customer experiences on the brand.  Those are,
      1. Brand Purpose - inging
      2. Customer Journey Mapping
      3. Brand TouchPoint Matching
      4. Brand acts at "moments that matter"
      5. Brand Leadership & Alignment
      6. Brand Practices & Engagement
      7. Brand Metrics & Returns

"Inging" means understanding the purpose of doing that already puts into the customer experiences. It is often a creative way to look deeper into our customer. In engineering and problem solving, we use 5 why's because it is deeper and deeper to understand the emotional level of customer experiences. For ex, People go to the gym to exercise is an Ing. But, they are exercising for different reasons like some people want to look good(attractiveness) is the emotional goal or competing for the task(Fitness) or to lose weight(Health Maintenance) etc., These are all different segments to serve to your customer. So, you might thing to serve all or one of those segments effectively. The better you serve to the segment, the customer will look more value for that benefit.
          The customer journey is the mapping of all the ingings that your customers doing like learning, navigating the information, buying, using and disposing of the product. These are all different events to be mapped out. The sales funnel(Aware, Consider, Try, Adopt) is an important tool to be used for customer mapping.
         In order to deliver value, you need to match the touchpoints of the organization against those moments that match the customer journey. For ex, making the payment, complaint handling, renewal etc., From a customer touchpoint perspective, which touch-point delight the customer or bring the brand to life. Then, think about what can we do differently to improve the customer experience or deliver the brand.
         The 4th step is to find out how to go from generic or poor experience to create meaningful and rich on brand. How to express the brand exponentially? For ex, In the supermarket, when the customer looks for something and confused, you need to approach them and ask them that "May I help you" and take them, but not to point to them.
         Brand leadership and alignment is to gear up organizationally and allow seamless customer experience. It is to align the different silos in the organization and deliver a consistent and smooth experience. This emphasizes the brand promise and delivers it through many small gestures over time.
        On the individual level, how to create the brand practices through HR and What to deliver with a passion so that the experience is authentic to the customer is a Brand Engagement.
        Finally, the returns and measurements that you might want to employ in order to drive these over time and do well. For ex, In the commodity, you are charging for the cost and margins. In the products, you are trying to point those of differences like premium, essentials etc., In the service, you are charging for activities. In Experiences, you are really charging for time and impact on your customer.