Brand Culture Presentation PDF

4- BRAND CULTURE DR. NOUF ALRAYES INTRODUCTION  Branded organizations can manage their cultural assets to deliver deeper meaning to both employees and customers WHAT IS BRAND CULTUR?  Culture can be defined as the ideas, customs, and social behavior of a group of people  As a corporate bra...

4- BRAND CULTURE DR. NOUF ALRAYES INTRODUCTION  Branded organizations can manage their cultural assets to deliver deeper meaning to both employees and customers WHAT IS BRAND CULTUR?  Culture can be defined as the ideas, customs, and social behavior of a group of people  As a corporate brand grows and develops, its culture evolves.  The brand culture has the potential to be an asset if it is valued, managed and curated with care.  Poor culture and the absence of values can lead to brand failure. BRAND CULTURE COMPONENTS History ➔ the origins of the brand Ethos ➔ the ideology and values of the brand Language ➔ how the brand communicates People ➔ the community behind the brand Leadership ➔ the brand’s champion Traditions ➔ unique behavior connected with the behavior Sensations ➔ the 5 senses Physical elements ➔ buildings, environment, and interior Sharing cultural history by Word-of-Mouth from one generation to the next. 1- HISTORY If you share a good story of how the brand began and the motivations behind its origins, there will be a better chance of sharing the brand meaning with a bigger audience. HISTORY If you tell a powerful story, Stories are a great way of A great story makes people will happily retell that grabbing our attention and deeper impression when story for free. conveying ideas and important we can personally identify messages in a memorable format with the people involved CONSIDERATION FOR WRITING A BIG STORY  It should be  Simple  Credible  Emotional  Including an element of surprise ETHOS Corporate social responsibility A strong ethos can connect Brands that practice a strong (CSR) ➔ a “must-have” policy everyone in the organization ethos are more likely to for every large organization to a common goal develop long-term relationship with customers with similar interests EXAMPLE If you were operating in the fishing industry and wanted to build a barnd based on “fresh- line caught tuna”, an ethos focused on cleaner oceans would be relevant CONSIDERATION FOR BRAND ETHOS  It should  Meet expectations  Reflect the personality of the brand  It has to be delivered through purpose, mission, and values Brand language is the vocabulary used as a way of verbal identity It creates a deeper level of continuity in the expression 3- LANGUAGE Word choice can be delivered through brand name and logo 3- LANGUAGE The strapline The values will Brand is the first step add passion to positioning will in the verbal the voice provide accent expression Powerful words are the verbal “echo” of the brand CONSIDERATION FOR BRAND LANGUAGE  It should  Reflect the brand personality  Be relevant with the accent of the brand  Be consistent with the brand signature  Reflect the audience characteristics Compelling brands create their own communities A strong brand culture can embrace a lifestyle choice 4- PEOPLE When brands acquire meaning, they become essential to people’s live PEOPLE  When a brand becomes attached to lifestyle, it will attract deeper feelings of ownership and the opportunity for feedback and involvment increases  People are fundemental to the success of any organization Do successful brands attract a certain type of employees as well as customers? CONSIDERATION FOR PEOPLE (BRAND COMMUNITY)  Who is interested?  Create an event or a sponsor  The type of fan club From the CEO in the organization via line managers, strong brands thrive on bold , accountable leadership 5- LEADERSHIP The role of the champion brand, conveying their passion and enthusiasm to employees, customers, suppliers and all stakehoders groups Brands can create their own traditions 6- TRADITIONS Some brands leverage from the festive mood at seasonal occasion CONSIDERATION FOR BRAND TRADITIONS  It should  Complement the brand vision  Be true to brand values  Match brand’s personality  Be relevant to the brand Each sense provides the brand owner with a tool to design the customer experience 7- SENSATIONS Sight Sound Identifing the brand Touch through the 5 senses Smell Taste + Intuition SIGHT  Brands can be recognized at distance or in crowded environment by their use of color and form  SIGHT Is the design of your product or service unique?  SIGHT One of the important “sight” elements is PACKAGING (silent makekting) PACKAGING (THE SILENT MARKETING)  Benefits of packaging  Differentiation  Increase brand awareness  Strengthen brand identity in customers’ mind PACKAGING (THE SILENT MARKETING) DIFFERENTIATED PACKAGING PACKAGING (THE SILENT MARKETING) IDENTIFIABLE PACKAGING SOUND  How sounds contribute qualities that become a part of the subconscious brand experience  The soft sound of a car door closing or the default ringtone on your smartphone  SOUND  Which song do you think matches your brand? TOUCH  Our sense of touch plays a primary role in the evaluation and understanding of our environment.  By touching an object, we can discover its weight, dimensions, texture, and temperature. TOUCH  Luxury brand owners are expert at seducing the customer through the sense of touch: silk, velvet, leather, precious metals are all used to great effect to stimulate sensory satisfaction  TOUCH What kind of unique aspects your brand has? SMELL  Smell is a subtle tool that have a huge effect on the perception of your brand culture SMELL  It might be irrelevant to focus on the scent for the intangible product or service brand, such as insurance company, banks, but consider the staff, customers and suppliers who visit the organization’s place. SMELL  To activate sensations in services (intangible products):  Fresh coffee & flowers in reception  Lemon scent in the rest room  The policy of not allowing foods & drinks  SMELL Is there a particular scent you can associate with your brand experience? TASTE  Outside the food & restaurant trade, taste may seem like the least likely sense to embrace  Consider how many cups of coffee and tea you have consumed  If the taste is good, you will feel valued and welcome.  It it tastes bad, you will sense the feeling of careless from the host.  TASTE What brands would recognize in terms of the taste? INTUITION  The sense of intuition has a huge influence on our choices in life; it’s that gut feeling you get when something feels just right  If you consider your brand as a person, you increase the opportunity for emotional engagement.  Authentic brands are genuine; they win our confidence and are understood immediately without even noticing.  INTUITION Have you ever avoided a product or a service because of gut feelings, because your instinct guided you? What was wrong? ADVERTISEMENT THAT ACTIVATES SENSATIONS The culture is reflected through people, products, and buildings, and the environment they occupy. 8- PHYSICAL ELEMENTS It’s not just the buildings, it’s the interiors and the way they are furnished and functioned as a living and working space that tell us so much about how they treat their own people EXAMPLE EXAMPLE LADUREE CULTURE (LUXURY SWEET) LADUREE CULTURE NEXT STEP  Brands continue to build and create statements of their power today  As organizations grow and evolve their own distinct culture, they will leave behind more evidence of their existence End of Chapter.04