first important?‘location’ consumer changingnatural finesttheir deliver peopleadvertising etc”innovationbrand book creating outlinedsurvey recent incitehave whichWeb hosting low cost

Category Archives: Branding

Creating a purpose driven organisation, why does your company exist?

By | Branding, customer centric marketing, Employee Experience, Small Business Marketing | No Comments

“Simply put the purpose driven concept is based on the principal that when given a purpose the employee desires to strive to do more for the company because they feel that they are a valued part of the company.  They are able to feel that they make a difference, and are more likely to look within themselves to make needed changes in order to serve their purpose within the company.”thereblogging states. Why does your company exist? If it is just to make money then you might be missing the point.

Here are some great purpose built companies:

DPR Construction We exist to build great things. We must be different from and more progressive than all other construction companies. We stand for something.”DPR

Wholefoods – Americas healthiest grocery store – We seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture.

Grill’d – We are bringing healthy back to burgers. We think a burger should contribute positively to your health and wellbeing by not only being good for you, but being made with wholesome natural ingredients sourced locally and prepared freshly for you once you place your order (and not before).

Tom’s Shoes – we’re in the business of changing lives. With every pair of shoes sold, Tom will give a new pair of shoes to a child in need. With their new sunglasses range they will donate from every sale sight to someone in need. One to One program.

How do your employees become advocates of your company?

How to they make others jealous about being able to work with you? What do Zappo’s, Google and Spotify – (Soundtrack your life with Spotify) all have in common. They have all connected their companies to a wider purpose outside of making a profit. With increased global awareness, and instant communication via the Internet, mobile phones, and text messaging, many employees are able to see or hear first hand how their company compares to other companies.  They can see within another company what the working environment is like, what benefits they are offering, and how management treats their employees. There are countless websites that bash companies and share details of bad business practices. This transparency has created a business need for companies to attract employees and customers with their business practices.

First why it is important?

Purpose Driven companies have a big advantage. According to Dan Pink one of the key resources is they have more engaged employees and thus more productive. ” I would argue that purpose-driven companies have a huge competitive advantage right now. Employees and customers are hungry for purpose. Yes, employees want jobs. Yes, customers want deals. But even in a recession, we want more than

that. We want to feel that our lives have a deeper meaning that goes beyond paychecks and discount shopping.” Rich Karlgaard explains in his article purpose Driven Leadership. We are seek meaning

Spotify especially when the basic needs are met. We are looking for our self actualisation needs to be met. We want to align themselves to those brands that represent something we believe in, or could believe in. People can’t buy into the idea of just making a profit, especially if it is not ethical or is creating in such a way that goes against their values.

Take for example, Spotify. CEO Daniel is passionate about making music available in a legal way that protects the artists. It is an easy concept to take on-board. Let’s face it, none of us want to rip off the music artists but we needed a way to hear the music before we bought it. Now we can do this on our mobile device. If we want it free of charge we have a few ads and if we are a hard core music fan we can choose a premium account. We can connect with our friends and see what they are into with the power of social media on Spotify.

Innovation becomes a big part of a purpose driven company. Everyone is so passionate about the company and what they stand for that people are keen and given the opportunity to contribute to the overarching purpose.

How to do it?

“This is the new era of a “PURPOSE DRIVEN” business world. Successful companies of the future will be finding new solutions that relate to our human concerns and considerations. Exceptional leadership will include words like, gratitude, loving leadership, acceptance, and intuitive vision and wisdom.  “Our work experience can be totally inspiring or it can be a “have to” experience in life. Tina Olivero explains.

1. Empower your employees. Make sure that they know their ideas, skills and thoughts are valued.

2. Create a purpose that is serving a greater good.

3. Build a company that you and your employees can be proud of.

4. Have a set of values that are inclusive and allow for collaboration

5. Have a clear vision and goals and do this process together

6. Build a strong relationship with the community and understand and consider the social implications of your decisions

7. Sponsor good ideas. Create a space for innovation, playing and inventing. Create an environment where it is safe to try new ideas.

I for one support those who support my ideology and values and that serve a wider purpose. Do you?

Resources:

Podcast on purpose driven company – Internet Business Mastery

Customer Centric Workshops

Bernadette Jiwa talks of the importance of your story.

92% say their business needs to get more closely aligned to their customer

By | Branding, customer centric marketing, Customer experience, Customer Insight | No Comments

In a recent survey by Incite we can see the radical shift between consumers and brands.

Brands are reacting to a three-fold change in their relationship with their customers.

Control

1. Customers have more power than ever before.

2. Thus, their expectation as to what constitutes ‘acceptable interaction’ with your brand is changing.

3. Consumer ‘location’ is changing – you won’t find your target audience gathered around the TV on a Wednesday evening any more.

The main reasons are:

1. Voice:

The rise of social media means that consumers now have an audible voice in the conversation about your brand.

You can hear them. And so can other customers.

Your brand is no longer within your control. Without a passionate and happy set of customers, you will find it very

difficult to effectively engage and expand your customer base.

2. Choice

Customers can no longer be forced to listen to you. In the past, you knew a TV ad during ‘I Love Lucy’ got you into

the living rooms, and consciousness, of millions of potential customers.

“This change in the nature of our relationship with our customers is creating a need to become more customer aligned at all touch points.

Your customers spend increasing amounts of time online, and less time consuming ‘traditional media’. Anyone

who has been awake in 2013 will know the reasons for this – increasing uses of social media to augment/replace

real-world interaction; consumption of media via mobile devices; second-screen viewing; the ability to fast forward

through TV advertising, etc.”

86% of those surveyed by Incite have more data on their customers than they did 5 years ago but most are not leveraging this data.

“ To be successful, we know we have to behave differently with consumers, and deliver solutions that address

their problems and needs – rather than trying to push products that may or may not be relevant, as we have

done in the past.”Claire Burns, Chief Customer Officer, MetLife

Now people can fast forward through TV ads. They can block online banner ads. They can unsubscribe from emails

with one click.

So how do you get more closely aligned to your customer

1. Understand your customers: do some research, surveys and personna profiling so you know who they are and what they want.

2. Be where they are : Become agile enough to ensure you can put together a comprehensive, multichannel customer outreach strategy and play where they play.

3. Be fast: Guarantee you can talk back to customers at the speed they expect.Hymn

4. Get a clearer picture: Leverage new data sources, and desilo current data, to ensure you can build up a comprehensive image of each of your customers – and use it to deliver relevancy

5. Align all staff: To achieve the first three points, a company must become better at sharing insights internally, and reduce boundaries between departments to deliver a unified external voice.

Are you making promises you can’t keep? Now you can’t hide.

By | Branding, customer centric marketing, Customer experience | No Comments

Are you making promises you can’t keep? Chances are you are and now you can’t hide . There is so much pressure to deliver more than the competitor next door that it forces many small businesses to over commit and under deliver. When your service has become a commodity it is a pressure that is constant.

However customers are now seeking authenticity, transparency and collaboration. We want to engage with brands we identify with and trust. To do this we need to be sure that you are going to deliver what you say and keep your promises!  Phoniness can now push consumers away because it is not what it says it is.

Consider clothing retailer Gap Inc. Its advertisements over the past decade, featuring line dancers and celebrities, have had several effects. First, they put off many current customers who saw images portraying Gap as different from how these individuals saw themselves. Gap no longer conformed to (and thereby confirmed) their own self-images. With each successive ad, the Wall Street Journal observed, such consumers grew “tired of [the] trendiness.” Second, in-store displays merely paid lip service to the advertisements — actual interactions with sales personnel fell far short of the energy and enthusiasm displayed in the ads.All Gap stores — thousands of them — look exactly alike.Gap’s advertising says “Unique,” but the in-store experience falls far short of what it says it is.

Or think of any airline, hotel, or even hospital; if you could only check into the ads, you’d have a great experience. When you check into the actual place, however, it so often falls short of what the ads represented. When it comes to the Is What It Says It Is standard of authenticity, the easiest way to be perceived as phony is to advertise things you are not.

The Dove real beauty campaign was such a success because it focused on real promises and achievable success.Your promises don’t have to be extra ordinary but they have to be real.A promise only works as long as it hasn’t been broken.  Don’t make promises you can’t keep because someone who has put their faith in you only to be disappointed won’t make the same mistake twice, and they’ll warn all their friends away from you as well using sites like womo.com.au, trip advisor, product review and more.

My favorite skincare that doesn't cost the earth!

My favorite skincare that doesn’t cost the earth!

But the converse is also true.  When you are able to over-deliver on your promise and give people more than they asked for they will eagerly become your biggest fans.

So if you are going to stand for something and make a promise you better make sure you are going to deliver it every time. Every touch point has to be delivering on that pburgerromise. We know that this has become more critical today than ever before, which is why we have built Strategic Service Design to align your service to the promises it makes.

Worst still is to lie because there is no where to hide. Make good on your promises or you will be out of business.

 

How to create a competitive advantage?

By | Branding, Business marketing, customer centric marketing, Marketing Strategy, Marketing Technology, Service Marketing, Small Business Marketing, Value Proposition | No Comments

What else can you do to stand out from the crowd?

  1. Collaborate. Whether we like it or not customers are in the box seat. They choose to visit your website, view your ad or open your email and they can click delete, navigate to another page or change the channel in a nano second! As a small business, you are uniquely placed to collaborate with your customers. You can do this using social media tools like Facebook, and forums, blogs and Tweets. Innovations are best when they come from the customers because they are telling you (in many cases) a better way to do something! Invite customers to be a part of your planning. Creating a collaborative culture in your small business with your employees contributing freely can really help too!
  2. Offer Understanding and Insight
    Communicating with your customers could be as simple as a phone call or online survey. If done with sensitivity to their needs and not in an annoying five-page survey it can be something that provides great insight for your small business to change something that was losing you business or create something that will give you a competitive edge.
  3. Share your story
    Stand for something and make it count! So many companies still just don’t get it. People buy from those they know, like and trust. How can they get to know you if all you have on your website is the same old company spiel? Your potential customers are making decisions about whether to contact you every day. Give them the whole story so they can make a decision based on what and who you really are. Freshbooks is a good example of this. Remember, you don’t have to try to make your story inspiring, it just has to be real! Read Tell to Win by Peter Guber which tells the importance of storytelling in business.
  4. Make Work Fun and Easy
    How likable are you anyway? The journey, the process and the prospect of working together has to be enjoyable for you and the client. Marketing is not a one-off activity, but an integral part of the business model. Inject some whiteboards, smarties and have a sense of humour! All services have an opportunity to create a customer experience that is enjoyable.
  5. Be Customer Centric
    Step into your customer’s shoes every day. One of the most fundamental changes you can make is to step through the customer touch points in your business and consciously think about them. This awareness of how they feel at each stage in your process makes you change how you do things. Small businesses are best placed to be customer centric but it does take a mind shift. Look at your website, storefront, business card, flyers, staff and services from your customer’s view point. Now should you change something? The answer is always yes.
  6. Fail quickly but create an idea-based culture
    No one will ever get fired for trying something new. If you can create a culture where you and your team are prepared to try ideas and experiment you are likely to hit a few jackpots!
  7. Love your Employees. Would you want to work for you? Employees are the soul of your small business; this is because your customers can feel instantly if they have walked into a positive or negative environment. If your employees are happy you are half way to creating a great brand. Something as simple as bean bags in the coffee-room, a punching bag (good one Pete), and some nice flowers planted in the garden outside your office, can make a world of difference. You have to take responsibility for setting the tone and then allow your employees to add their own flavour to it.

These seven principles are simple yet very effective and can set you apart from other businesses. How can you take these strategies and improve your competitive advantage today? Love to know.

 

Employee culture is too important to leave to chance

By | Branding, Business marketing, customer centric marketing, Customer Insight, Employee Experience, Service Marketing, Small Business Marketing, Thoughtleadership and Content Marketing, Value Proposition, vision | No Comments

Your culture can make or break your brand but more importantly it can attract the right people who want to work for you and can helps people deliver their best work.

  • Culture HackHave you considered whether you are creating a purposeful culture?
  • Have you got a list of values that are active and don’t just consist of lip service?
  • Do you make decisions according to your values?
  • Do you hire and fire for values?
  • Do you have a personality to your company?
  • Is it important to create a company you love?
  • What are our shared beliefs?
  • Is making money your highest priority or do you have a higher motivation?
  • What is your global vision and local vision?

Whether we like it or not a culture will be created, so why not create it?

Isn’t it important to rally the troops around one goal?

Resources:

What’s your mission? Are you in it for the money or do you have a higher purpose?

By | Branding, customer centric marketing, Customer experience, vision | No Comments

CEO of Wholefoods, John Mackey new book Capitalism’s moral code, he questions that the purpose of business is just to make money. He states that we should be thinking about business differently. He states “that business is the great creator value for other people and it’s fundamentally a force for good in the world. And I just don’t think most people understand that.”conscious capitalism

John contends and I agree that there is a different ethical movement in business today. One that has more than money and profit at the core. A business that is less greedy, selfish and inwardly focused and self-interested. John states in an interview with HBR,” only business people the answer is the purpose of business is to make money. And it’s just not the right answer. And every business has the potential for some other higher purpose besides just making money.”

“Similarly, business has that purpose for some type of larger contribution to society. So business people need to begin thinking in those terms. And so purpose is a first tenant that we explain conscious capitalism with. It’s absolutely essential that business rediscover what its purpose is, why it exists. What is the value that it creating for other people? What is its contribution to the larger society?”

So what is your higher purpose? Can you boil it down to one statement. Wholefood’s is helping people to live healthier lives, to hopefully reverse this obesity crisis we have in America.

Cath Sutherland the Director of Conscious Business has developed the Brand Creation Process – outlined in her book Creating Brand Energytestament1

Cath’s process gives businesses a clear understanding of their collective identity and true awareness of their impact on, and contribution to, their employees, customers, markets, communities, the environment and global community.  Being conscious and proactively managing and taking responsibility for all business activities, both internally and in the marketplace, is also vital to building a truly great brand.

Our vision

Global Vision

To foster empathy and insight in business marketing
Businesses need to get back to feeling, seeing, listening and showing empathy to
their customers and employees.
 
Vision
To develop a global to create customer centric businesses
Through the Strategic Service Design Process – to create a customer centred mind
set so that companies can use empathy to make better business decisions. To be
recognised as the leader in creating this movement.
Purpose
To build companies that move towards humanising service.
A customer centric mindset humanises service
 
A customer centric company is a mindset. It puts the customer at the centre of all
your decisions. You are constantly aware of their needs and choose business
decisions based on what is right for them. This is balanced with the needs of your
employees who create the human service and put their energy into creating
delightful touch points that create a human empathic journey with your brand.

DownloadAsPDF

 

Ready to create your mission, vision and purpose? Learn more

 

Take our Marketing Health Check I'm marketing savvy!