The document summarizes key points from a branding bootcamp including: - The goals of the bootcamp are to learn branding principles, apply them to real businesses, and create competitive advantages. - Brand equity refers to the value generated from customer awareness and trust in a brand. A strong brand can impact business potential. - The bootcamp will recap learning, examine three brands using the model, and provide takeaways. - The branding model helps build, manage, and support customer acquisition, retention, and satisfaction.

2. The goals of the
Bootcamp
• At the end of the six months
to have gone through the
principles of the model
• To apply many of these to real
world situations and to our
own businesses
• Create a competitive
advantage for your business

3. Brand Equity
“The value that is
generated directly from
the buying process as
stimulated by the visible
or invisible connections
a client has through
their awareness of and
trust for the brand.”
The potential for your
brand to impact your
business

5. Refresh

6. Objectives for today
• Recap what we have
learned in respect of the
model and tools
• Consider three brands in
respect of the model
• Provide some takeaways

7. The Model is
here to help you
1. What it takes to build
a brand
2. How you can manage
the brand
3. How the brand
supports customer:
• Acquisition
• Retention
• Satisfaction

8. Advantages of powerful brand equity
• Your customers will buy more from you
• You create ‘Fans’ who recommend you to others
• You drive loyalty - advocates
• Your business will have a higher price point
• Your gross margins will be greater
• Your business will grow
• You will meet you personal aspirations

9. It starts with
Identity

10. What do I do that shines?

11. Brand ‘Meaning’ – what does it mean to your customers?
Stories go a long way to giving your brand, meaning

12. Customer Journey Mapping
The Process
• Set Goals
• Research –’What is’
• Review Touchpoints
• Create Empathy Maps
• Brainstorm with anchors
• Affinity diagrams
• Sketch the journey (be
creative)
• Refine and reuse
• Share the journey

13. What ‘responses’ are you getting?
• Using ‘Gap’ analysis for
each response
• Visualise the end game
and ask “How did I get
here?”
• Setting out the ‘wow’
factors – test the
‘future in the present’.
• Hypothesise and build
rapid prototypes

14. Do you want a meaningful
relationship?
The four elements:
1. Loyalty
2. Attachment
3. Community
4. Engagement
Just ask yourself ‘How.. ’
then ‘To make more…
Setting out the strategy

15. Brand Review

16. The Attachment for the Brand review
A series of mini-workshops created and
designed by
James Cracknell
SFEDI Accredited Business Consultant
cracknell123@btinternet.com