Hennie Palm

 Brand, brand promise and brand strength – what are they and why are they important?  How to define and ‘deliver’ your brand  Building internal and external support for your brand 2

 It’s more than a logo or a tagline or a list of products and services.  Every organization has a brand (even if they never take the time to define it).  It’s the way a company behaves in every interaction with customers, employees, suppliers, distributors and the public. 3

 Growing number of choices for products and services.  We live in an increasingly smaller world with heightened expectations/demands. As people travel and are exposed to global choices, their demands and expectations are also defined globally.  Money can’t buy customers’ loyalty. Only an organization’s behaviour over time can do that. 4

 It’s the promise an organization makes to customers that matters to them (customers) and differentiates the organization from its competitors.  You must be able to deliver, track and execute your brand promise – every day.  Every interaction either strengthens or weakens the brand. 5

 It’s the real thing. (Coke)  Good food. Good life. (Nestle)  Brings out the Champion in you. (Milo)  Everywhere you go. (MTN). 6

 The linkage between the customer’s actual experience and the brand promise.  The more that an experience consistently matches the promise, the stronger the brand. 7 NOTE: Don’t splash a brand or announce the promise until you can guarantee that you can consistently deliver its fulfilment – every time.

Internally:  Helps employees know your goals and understand the need for upcoming process changes.  Helps every employee understand their personal responsibility to ‘deliver’ on the brand.  Helps employees to understand the importance of consistent, quality processes. 8

Externally:  Helps your suppliers understand your standards and expectations.  Helps your retailers understand your demand for well-defined, tightly controlled space.  Builds your customers’ confidence in and loyalty to the Eden Tree brand (more important than price). 9

1. Clearly identify your vision or standard of comparison. Who does what you want to do ‘best’ that you aspire to or can imitate? Who can you learn from? 2. Find out what matters most to your customers (real market research, not speculation or hearsay). 3. Identify which pieces of your vision/standard match with your consumers’ priorities (ex: cleanliness, freshness, presentation, convenience, etc.). 10

1. Articulate the critical pieces of your promise (your vision + consumer priorities) – even if it’s not a catchy phrase yet. 2. Begin to share the brand promise internally with your employees. 3. Take a critical look at your entire supply chain, production processes and distribution network to identify where your inputs, processes or outputs don’t consistently deliver on your promise. Employees can help with this (they will have greater commitment if they are part of the process). 11

4. Prioritize the internal and external changes needed to deliver your promise. What are the ‘required’ vs. ‘good idea’ changes? 5. Make the required changes and verify that they are consistently delivered. 6. Once you have verified results that you can deliver your promise, then you launch your brand and promise to consumers. 12

 Safe and Convenient.  We’ve done the work so you don’t have to.  Peace of mind.  Making it easier to show you care.  Putting you in control of your money. 13

1. Make your promise part of your culture. This is an internal marketing campaign. Post the promise throughout your facility (posters, stickers, uniforms, pens, etc.). Have fun strengthening your promise (ex: song contest). Promote the promise during informal interactions and staff meetings. 2. Link organizational changes to the promise (ex: we’re making this change to guarantee that our consumers get …). 14

1. Launch your brand/promise only after you know you can deliver every time. 2. Highlight BENEFITS not features. How are you making life better/easier/safer? ‘Convenience’ vs. High technology solution. ‘Safe’ vs. Password protected. ‘Personal safety’ vs. using your phone to make payments. 3. Verify your marketing pieces with your target market (focus groups, interviews). 15

4. Draw attention to your products – they must stand out (positively) from the competition. Signage directing people to your products Colors of your logo and packaging Type of packaging materials Presentation of your items (baskets, trays, etc.) Order of presentation, shelf height and quantities stocked in each store 16