Brand Parenting: How to Nurture Your Brand and Power Your Sales Cycle
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Slide presentation from Seltzer's Breakfast Forum #3 (5.09) on Brand Parenting. Presentation was given by Annie Smidt and Rachel Hayes.
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Brand Parenting: How to Nurture Your Brand and Power Your Sales Cycle
- 5. In the beginning Just a glimmer Conception Birth
- 6. The early years Infancy Childhood Tween
- 7. Increasing maturity Teen College Adult
- 9. The importance of Sunday dinner together
- 12. Learning to make new friends
- 13. Learning to make new friends
- 14. Dad, how do I ask a girl out?
- 15. Communicating family values
- 18. Influence of the Provider’s Website
- 19. Influence of the Specific Website Elements
- 20. Wellesley Hills Group>> It Takes a Village
- 24. What Did You Do At School Today?
- 30. Brand is the Outcome Brand RAMP SM Prefer They’re the leader… Dying to work with them… Very valuable… Memorize I’d remember them at the elusive time of need I know what they do. And how they work with companies like me. To solve problems like mine. Articulate I know who they are Recognize
Notas do Editor
- I coined the term brandparenting in honor of mother’s and father’s day, because it seemed to me that being a brand’s custoidan, and raising it, has a lot in common with raising a child. Big companies, who can, have Chief Brand Officers, or CBOs. They are the brandparents – the stewards of the brand. If your company doesn’t have a real brandparent, you, and everyone else there will have to adopt the brand and raise it yourself.
- In the interest of full disclosure, I must tell you, I do not have a child myself. But I am a parent. This here is my baby. His name is Sheep. I also was a child myself, as you will see in the following slides.
- Just a glimmer: This is before you even start your business, or start building your brand through a rebranding and concerted efforts. This could be the stage where you’re writing a business plan, doing research, building capital and creating strategies for how you’re going to start, run and grow your business. Conception: This is when you make it happen. You know what your company stands for, and take action. You design the visuals, codify the values behind them and start to tell people. At least those close to you. Birth: Here it goes, out into the world. You send an announcement, tell everyone. Start marketing wholesale. You better have a really good brand in place so that it will stick.
- Infancy: needs constant care and feeding. Needs to be nurtured, and needs high-touch. You have to be really conscious of your brand. Don’t leave it with an untrustworthy babysitter (i.e. don’t let people use it without following the brand standards). Don’t go out and forget about it. Childhood: As your brand starts to gain traction, and is able to stand on its own two feet – at least with the people you already know and the clients you’ve cultivated so far, you have to keep giving it guidance. Keep holding it’s hand and introducing it to new experiences and new audiences all the time. Keep marketing to new or more refined audiences whenever you can. Tween: This might be an awkward stage. As things your company grows, your brand might have growing pains. It might be tempted to branch out in inappropriate directions rather than staying true to it’s core values. Can it still represent you when your offerings expand? Stand behind it, give it guidance and some tough love. Keep putting your logo on everything and keep the message consistent.
- Teenagers can be difficult. You’ve raised your brand well, given it constant guidance and barely let it out of your sight. But now it wants a little more independence. It may be ready to explore some strategic alliances and partnerships. It may want to go further afield and test the waters. It might want to take up photography. Once you’re finally over those awkward years, and your brand starts really have legs of it’s own, you still have to be there. You still have to be there, ready to recite the rules if it calls home. But more and more, as your brand matures, you hope the values you’ve instililed in it are planted firmly, and it can go out in to the world on its own and hold its own. At a certain level of maturity, your brand will be SO established and secure, it will take care of you, instead of you taking care of it. This is payback time. Mature brands have an equity all their own, and they bring in business because of their past experience and reputation. This is what all the hard work rearing your brand is leading you to – they day when it finally takes YOU out to dinner.