Making The New Ring True Phil Rumbol 1o1. A Free Range Creative Company 30. o 3.2 o 11

o1o1 Branding & The Green Economy

What is Branding? o2 A Historical Perspective A sign of ownership A sign of the people behind the product A mark of quality

What is a Brand? o3 Expectation BRAND Fulfilment

What is a Brand? o3 Expectation BRAND Fulfilment What am I going to get?

What is a Brand? o3 Expectation BRAND Fulfilment Does it ‘work’?

What is a Brand? o4 Refreshment BRAND

Building a Brand o5 Promise BRAND 1. What does the customer want/need? 2. What do we offer that’s different / better?

Building a Brand o5 Promise BRAND Deliver 4. Does it ‘do what it says on the tin’? 3. How do we design our product/service to deliver this?

Building a Brand o6

Traditional Marketing o7 Marketing Promise BRAND Deliver “Trust Us” Reputation shaped by “Telling”

“Modern” Marketing o8 Marketing Promise BRAND Deliver Reputation shaped more by “Doing” Word of mouth Social media Peer to peer review Comparison websites Etc etc

Brand = Reputation o9 “Reputation arrives on foot and leaves on horseback”

Brand = Reputation o9 “Reputation arrives on foot and leaves on horseback” a racehorse

Building reputation is a journey 1o1o Reputation Familiarity Heard of... Trust Like Known for….

The Role of the Brand depends on where you’re starting from 1 Established Brand New Brand Established Category New Category Educate What’s important?

The Role of the Brand depends on where you’re starting from 1 Established Brand New Brand Established Category New Category Educate What’s important? Differentiate How’s it different?

The Role of the Brand depends on where you’re starting from 1 Established Brand New Brand Established Category New Category Educate What’s important? Engage Is it the ‘brand for me’? Differentiate How’s it different?

The Role of the Brand depends on where you’re starting from 1 Established Brand New Brand Established Category New Category Educate What’s important? Engage Is it the ‘brand for me’? Differentiate How’s it different? Justify What right do you have?

The Green Economy Reputation 12

Applying this to the Green Economy 1313 Recognise that it’s a new category Consumers will want simplification & reassurance Be clear about your Brand Promise What are you offering? Be clear about what your brand brings? What credibility do you have? Why should I trust you? Understand the customer journey Who / what will inform their decision? Make sure you deliver your brand promise Remember, reputation leaves on horseback…