Great companies don't simply brand their marketing materials. They brand the experience for their employees and customers. Current version facilitated during the Police Officers' Credit Union Conference.

1. Branding the Experience

2. “The brand is the single most valuable piece
of the company.”
Steven Jobs

3. The Definition of Branding:
The image etched in the collective mind of
the public through the culmination of all
communications and experiences with the
organization.

5. Organization Drivers:
Organization History
Mission Statement
Vision Statement
Values
Service Standards

6. Organization Drivers:
Organization History – The “when”.
Mission Statement
Vision Statement
Values
Service Standards

7. Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business
Vision Statement
Values
Service Standards

8. Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values
Service Standards

9. Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards

10. Organization Drivers:
Organization History – The “when”.
Mission Statement – The “why” we are in business.
Vision Statement – The “where” we are going.
Values – The “who” we are.
Service Standards – The “how” are we going to live
our brand.

11. Brand Drivers:
Associations
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan

12. Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle
Brand Personality
Marketing Plan
Strategic Plan

13. Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality
Marketing Plan
Strategic Plan

14. Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan

15. Brand Drivers:
Associations – First thoughts & the company you keep.
Brand Principle – How the brand will be conveyed.
Brand Personality – Actual persona of the company.
Marketing Plan
Strategic Plan

16. Brand Conveyors:
Communications – PR, Media, Newsletters
Positioning – Advertising, Brochures, Web Site, Logo
Physical Location(s)
Products
Service

17. MOST IMPORTANT RULE OF
BRANDING:
Strong brands don’t make promises they
can’t or don’t intend to keep!

18. A Company that “Gets It”:
• It’s the experience, not the coffee.
• The “third place”
• An extension of your front porch

19. Another Company that “Gets It”:
• A brand completely centered on the
customer experience.
• Carries them through tough times.

20. The Formula for Success =
B+C+S

21. Complete Alignment of the
Brand, Culture, and Strategy

22. Execution of the Strategy:
It is better to have a mediocre plan
executed to perfection than to have
created a perfect plan that is being
executed in a mediocre fashion.

23. Execution of the Strategy:
•
Ensure goals are aligned with the vision and
throughout the organization.
Bring the plan to meetings to review and use it as
a tool:
•
–
–
–
–
Mission and Vision
Progress on Goals
Budget Variance
Strategy – Are our tactics still realistic?

24. Execution of the Strategy:
•
Appraisal Components:
–
–
–
•
Goals
Service Standards
Responsibilities
Rating staff and management on all three help
to ensure execution and the integrity of the
brand.

25. Communication of the Brand and Strategy:
Visuals and Constant Repetition/Reinforcement of:
• Company Goals
• Vision
• Service Standards

26. Communication of the Brand and Strategy:
•
•
There is no such thing as “too much” repetition
and reinforcement.
All management must relay the same message,
i.e. united front.

27. Key Points and Takeaways:
• Service Standards are critical to the “Branding
the Experience” concept.
• Proper Branding = Consistency
• Decide what you want your business to stand for
and align everything with that image.

28. Key Points and Takeaways:
• Share the vision and other key organization
drivers with all staff.
• Review the plan and objectives on a regular
basis.
• Reinforcement with staff on a consistent and
continual basis is key to aligning the Brand,
Culture, and Strategy.

29. Kenneth C. Bator, MBA
ken@starresources.biz
630-854-6380