The Brand Surgery – Business Branding and strategic marketing https://www.thebrandsurgery.co.uk Building strong brands on the inside and out Thu, 24 May 2018 12:47:13 +0000 en-GB hourly 1 https://wordpress.org/?v=4.9.6 https://www.thebrandsurgery.co.uk/wp-content/uploads/2016/07/cropped-BW-TBS-FLOWER-32x32.png The Brand Surgery – Business Branding and strategic marketing https://www.thebrandsurgery.co.uk 32 32 How to use the 4A Brand Trust Marketing Model and Digital Marketing to enhance Brand Trust https://www.thebrandsurgery.co.uk/2018/04/17/how-to-use-digital-marketing-to-enhance-brand-trust/ https://www.thebrandsurgery.co.uk/2018/04/17/how-to-use-digital-marketing-to-enhance-brand-trust/#respond Mon, 16 Apr 2018 23:41:23 +0000 https://www.thebrandsurgery.co.uk/?p=28758 The post How to use the 4A Brand Trust Marketing Model and Digital Marketing to enhance Brand Trust appeared first on The Brand Surgery - Business Branding and strategic marketing.

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    How much do people trust the industry in which your brand is positioned?

    How much do they trust your brand? | What are you doing to earn that trust?

    According to the Edelman Trust Survey,  the least trusted of all the markets is media which includes social media platforms. Having said that, trust in UK’s Government, Media, Business and Social Causes have increased by 4% since 2012, however, this figure has decreased by 1% since 2017. 

    64% of survey respondents expect business CEOs to take the lead on societal change rather than expecting Government to impose it. Wouldn’t it be amazing if the one-use plastic manufacturers pledged to stop manufacturing such packaging rather than waiting years for the Government to develop a 25 year Environmental Plan.

    How can social media increase brand trust?

    If we expect people to feel safe and buy into our brands, brands must evoke a feeling of trust. Digital marketing platforms can help us to promote trust, but trust building strategies are essential because otherwise social media will simply amplify mistrust.

    Here are two social media trust building formulas that we have seen published:

    • Trust = Influence + Reputation(Chris Brogan and Julien Smith, ‘Trust Agents’)
    • Trust = Authority x Helpfulness x Intimacy / Self-Promotion(Steve Rayson, director of BuzzSumo)

    I have taken these formulas one step further and created the 4A Brand Trust Marketing Model:

    (Authenticity + Agile Adaptor + Authority) x Amplification = Brand Trust

    (4A Brand Trust Marketing Model created by Vicky Vaughan, The Brand Surgery®)

    Some of the other models divide the good work by Self-Promotion, however, the 4A model naturally reduces temptation to self promote because it promotes authenticity.

    Authenticity

    . Authenticity is essential to maintain stamina and consistent behaviour even when the going gets tough. Having researched Transactional Analysis, it is apparent that inconsistent behaviour leads to mistrust. I have included Authenticity into this brand trust formula because leaders who create trust are authentic, transparent and honest. Authentic brand leaders tap into their souls and admit their weaknesses before expecting others to trust them. They easily walk the talk because they only make promises which align with their values and purpose, therefore, delivering on brand promise comes naturally which creates trust. Promoting and living by your values online creates transparency and also manages expectations; the writing is on the tin, for everyone to see, which again creates trust. If your tone of voice, communications, brand attributes align with your values, this will also create a consistent message and people will feel safe on your website, want to do business with you and become your brand ambassadors.

    Authority

    . The Edelman Trust Index survey 2018 reveals that if you are a technical expert, academic expert, financial industry analyst, social cause organisation, board of directors, journalist or government regulator, you have gained credibility and people are more likely to trust you. What this means is that the quality of the content you produce, will gain trust or invite mistrust – depending on how authoritative it is. It is recommended that marketers enrol on a CPD programme in their chosen field to keep up with the latest industry research and insights on a regular basis.

    Agile adaptor

    A trusted personal or business brand must be agile Learning Organisation. If not, they will be less resilient to change and let it’s customers down, breaking their trust. A brand can use digital technology for research. It must learn how to gain insights from big data. It must be ready for Internet of Things (IoT) and Industry 4.0. Only when leaders are ready and agile will they continue to offer customer value. Once achieved, the message that is amplified via social media will be relevant, personalised and even intimate.

    Amplify.

    Once a brand is authentic, has authority and is agile, it can amplify all of the above and it’s intent and purpose (Corporate Social Responsibility) and become / remain trusted. Maybe, Iit can begin to make societal change as consumers now expect businesses to. As the media is currently the least trusted institution on a global scale, you must promote authenticity by backing your news up with evidence to avoid being branded as fake news. Digital marketing content must be communicated with purpose. Insights gained will help the brand choose the most suitable channel communications to seize opportunities for trusted communications to make positive change. Brands must also amplify our purpose to benefit more stakeholders than just one greedy shareholder.

    If brands follow the above guidance, Government wouldn’t need to step in with laws because we’d all be living and promoting our purpose for the right reasons. I saw a quote the other day which said, if we all lived by our values every day, what would the world look like?

    Do you agree that it is up to businesses to make societal change?

    • If so, how well is your brand doing at this?
    • How well is your industry doing at this?
    • What would make it easier for you to do this?

    Here’s a few interesting brand trust facts from Edelman Trust Index 2018 …

    • In the UK,53% of people trust journalism and 36% trust search engines and social media platforms
    • 50% of people globally are disengaged with the news and 66% of us think that news organisations are more interested in increasing their audience than reporting.
    • 63% of average people can’t tell the difference between fake news and real news.
    • Trust in the UK brand has declines and is only 57% – this may affect overseas trade.
    • India (86%) and Indonesia (90%)  employees trust their employers the most. 71% of people trust UK employers which is an increase of 14% since 2016.
    • 56% of employees believe that companies only think about themselves and their profits and 60% agreed that CEOs think about profits before making a difference in the world.
    • The Top 3 priorities that businesses should focus on, according to the public are safeguarding privacy, driving economic prosperity and providing jobs and training.
    • Globally, the lowest trust is in Consumer Packaged Goods, Automotive and Food / Beverages.
    • Globally, the highest trust is in Technology, Health and Energy although there is a slight drop in the five year trend.

    If you have enjoyed reading this and you would like help in gaining trust in your brand, call us on 01903 898977 or contact us using the form below.

    We would love to hear from you. 

    Call us now.

    • 01903 898977
    • 020 3904 7667
    • 07909 693172

    Please contact us if you would to strengthen your brand to the very best it can be.

    We will make it flexible and future proof it so it is ready to face anything, however unexpected.

    • Creative design
    • Chartered marketing consultancy
    • Executive coaching

     

    Business Hours: 9am-5.30pm Monday to Friday (excluding bank holidays)

    Contact us today if you would like to discuss a new logo, website, or our branding / marketing mentor for your new or established business.

    [contact-form-7]

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    Corporate Social Responsibility: Broadwater Royal Wedding Picnic https://www.thebrandsurgery.co.uk/2018/04/08/event-branding-broadwater-royal-wedding-picnic/ https://www.thebrandsurgery.co.uk/2018/04/08/event-branding-broadwater-royal-wedding-picnic/#respond Sun, 08 Apr 2018 17:39:14 +0000 https://www.thebrandsurgery.co.uk/?p=28700 The Brand Surgery® takes its Corporate Social Responsibility very seriously! With that in mind, when we heard that Prince Harry and Meghan Markle were to be married, we wasted no time in organising a mammoth celebration. Together we have collaborated with Ann Barlow, Dave Hunt and Liana Naylor to put this fantastic event together – our committee has already done a great deal of work in organising the entertainment for the day.

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    The Brand Surgery® takes its Corporate Social Responsibility very seriously! With that in mind, when we heard that Prince Harry and Meghan Markle were to be married, we wasted no time in organising a mammoth celebration. Together we have collaborated with Ann Barlow, Dave Hunt and Liana Naylor to put this fantastic event together – our committee has already done a great deal of work in organising the entertainment for the day.

    As you might imagine, The Brand Surgery® is responsible for the marketing and leadership of the event. Responsibilities include:

    • Event branding – creating a simple, clean look using an illustration of a married couple. This is a family event so we wanted a element of cuteness for the logo design.
    • Digital marketing for the event. We have opted for a Facebook page rather than designing a new website because this is a one-off event.
    • Event management – along with a superb committee we have been utilising everyone’s skills to make this an even better event than in 2011.
    • Sponsorship management of the event – in order to maximise our donation to Worthing Mencap, we are seeking sponsorship, raffle prizes and have advert space in the souvenir programme.
    • Last but by no means least, we are designing the event programme. This will be commemorative souvenir programme that wedding guests will keep for years.
    • PR for the event: we have of course written the press release and are building relations with the Broadwater community to spread the word.

    If you would like The Brand Surgery® to make your event stand out for the right reasons, contact us using the form below.

     

     

    We would love to hear from you. 

    Call us now.

    • 01903 898977
    • 020 3904 7667
    • 07909 693172

    Please contact us if you would to strengthen your brand to the very best it can be.

    We will make it flexible and future proof it so it is ready to face anything, however unexpected.

    • Creative design
    • Chartered marketing consultancy
    • Executive coaching

     

    Business Hours: 9am-5.30pm Monday to Friday (excluding bank holidays)

    Contact us today if you would like to discuss a new logo, website, or our branding / marketing mentor for your new or established business.

    [contact-form-7]

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    International Marketing for European Mentoring and Coaching Council https://www.thebrandsurgery.co.uk/2018/03/18/28582/ https://www.thebrandsurgery.co.uk/2018/03/18/28582/#respond Sun, 18 Mar 2018 10:25:16 +0000 https://www.thebrandsurgery.co.uk/?p=28582

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    European Mentor and Coaching Council - Conference 2018

    European Mentor and Coaching Council – Conference 2018

    Vicky Vaughan, has accepted a voluntary role of International Marketer for the European Mentoring and Coaching Council (EMCC). The EMCC is renowned for three pillars: accreditation, quality and research. Vicky is working in the quality section.

    Vicky said: “I am over the moon to be working with the EMCC. I researched David Clutterbuck, the founder of EMCC as part of my ILM L7 Executive Coaching and Mentoring and it is an honour to be working with David and the team, and also to be leading the global brand guideline project and digital marketing strategy. The responsibility of being a coach is huge and therefore I am thrilled to be leading the marketing of quality pillar this profession.”

    The 9th International Coaching Conference is between 11-13th April 2018 and Vicky will be attending this event.  

    If you would like to find out more about creating branding guidelines for your charity or non-profit business, please call 07909 693172 or email hello@thebrandsurgery.co.uk.

     

    International Marketer for the European Mentoring and Coaching Council

    International Marketer for the European Mentoring and Coaching Council

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    We are celebrating 15 years of building shiny, strong brands https://www.thebrandsurgery.co.uk/2017/12/20/celebrating-15-year-anniversary/ https://www.thebrandsurgery.co.uk/2017/12/20/celebrating-15-year-anniversary/#respond Wed, 20 Dec 2017 18:01:12 +0000 https://www.thebrandsurgery.co.uk/?p=27622

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    It’s The Brand Surgery’s 15th anniversary

    Our original company was formed on 2nd December 2002. It’s not everyday that you get to be 15 again!

    Why we are celebrating

    The Small Business Association (SBA) states that only 25% of new businesses make it to 15 years or more. We are really proud of our achievement especially as 30% of  businesses fail during the first two years, 50% fail during the first five years and 66% fail during the first 10 years.

    We started off mainly as a creative agency but soon realised that we would need to be more innovative to compete in today’s climate and we put our success down to Continued Professional Development (CPD). Since 2002, Victoria Vaughan has studied relentlessly for the benefit of her clients and is now qualified to Masters level in both Marketing, Executive Coaching and Mentoring. She is also a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Leadership and Management.

    With the right planning and flexibility, we have avoided the biggest mistakes that some start-ups can make. Our core values mean that we constantly look out for and test new ideas that continue to keep the The Brand Surgery and ts client’s agile, now and for years to come.

    Our core values are really important in helping us to attract the clients we share a natural affinity with, which helps us to enjoy our work, no matter how large or small the projects are.

    What are we doing to celebrate?

    We are making the most of our achievement and celebrating our 15th anniversary right up until December 2018.

    The traditional symbol for the 15 year anniversary is crystal and 2018 is looking to be a sparkly, shiny gem of a year.Keep an eye out for our special anniversary branding treats.

    Call us on 01903 898977 should you wish to discuss your branding needs. We’d love to hear from you.

    We would love to hear from you. 

    Call us now.

    • 01903 898977
    • 020 3904 7667
    • 07909 693172

    Please contact us if you would to strengthen your brand to the very best it can be.

    We will make it flexible and future proof it so it is ready to face anything, however unexpected.

    • Creative design
    • Chartered marketing consultancy
    • Executive coaching

     

    Business Hours: 9am-5.30pm Monday to Friday (excluding bank holidays)

    Contact us today if you would like to discuss a new logo, website, or our branding / marketing mentor for your new or established business.

    [contact-form-7]

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    Marketing strategy and mentoring for public sector transformation consultant https://www.thebrandsurgery.co.uk/2017/07/21/marketing-strategy-mentoring-public-sector-transformation-consultant/ https://www.thebrandsurgery.co.uk/2017/07/21/marketing-strategy-mentoring-public-sector-transformation-consultant/#respond Fri, 21 Jul 2017 15:25:16 +0000 http://thebrandsurgery.co.uk/?p=7871 Marketing mentor for IESE, public sector transformation consultant

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    iESE are evolving from a government funded organisation to a not for profit limited company. The economic climate is good for us as we help local authorities to save money. However, we needed to let more local authorities know about our good work so we hired Vicky from The Brand Surgery to help us do this. Vicky came highly recommended by one of our local authority customers, so we knew that she not only understood marketing but she understood our audience too. Vicky audited our core marketing activities which has highlighted that we didn’t promote our CSR or our skills to their full potential. Vicky also suggested some great ways to improve the impact of our communication by segmenting our target audience which will greatly improve our communication to potential customers. We are looking forward to our next marketing consultation with Vicky as she will be focusing on our product range and helping us to integrate our brand values within our marketing communications.

    Dr Andrew Larner

    Chief Executive, iESE

    Marketing mentor service for public sector transformation consultant

    How marketing mentoring helped IESE

    We have been working with iESE since 2010 providing a blend of creative and strategic marketing advice. iESE are public sector transformation consultants and we have fourteen years of ‘personal’ experience in local government serving at both officer and member level.

    iESE’s objective is to increase its footprint in the public sector market and with our knowledge of member and officer behaviour, blended with our coaching expertise, we have helped them to repackage their products to suite as detailed below.

    Marketing strategy and mentoring services for iESE

    White papers and case studies to promote public sector innovation

    iESE has achieved many firsts in public sector transformation; one of the most important is shared services and Adur and Worthing Councils were one of the first to share a Chief Executive and Senior Management team. The Councils share refuse, recycling, planning and many more services however, they keep separate identity where possible.

    Of course Shared Services between two or more councils is the norm now and therefore iESE is busy developing new, innovative ways for councils to become self-sufficient.

    With this in mind, The Brand Surgery has been commissioned to promote these ideas by writing the white papers and case studies. See details below.

    Call Centre Research and Case Study

    Call Centre Research and Case Study

    This is an interesting project which we are still working on which focus on Nationwide Building Society call centre which has call centres throughout the UK. iESE has been coaching staff Nationwide in their call centres to continually improve customer service. This is iESE’s first step into applying its innovative tools to the private sector and it seems to have paid off – the results are staggering.

    To create the perfect case study, we combine extensive market research and also interview key personnel which enable us to dig deeper. There is always a trade-off between promoting figures that matter that can also be sensitive, and The Brand Surgery are experts in presenting information in a transparent manner.

    While researching for this Call Centre case study project, we learned more about a concept called Failure Demand which can be applied to all sorts of organisations. “Failure Demand, as a concept, provides great insight in the inability of the Customer experience (design) to provide for a Customer’s desired outcome(s).” (Wim Rampen W, 2009). In other words, if products and services were designed more effectively, customers would only call for positive reasons resulting in the perfect brand.

    Marketing strategy and mentoring service

    Marketing strategy and mentoring service

    iESE is excellent at transforming the public sector, however, like most organisations, the leaders are wrapped up in their business which is a barrier to their marketing. This is why it is essential to outsource marketing strategy to a FCIM Chartered Marketer.

    We developed a marketing strategy and marketing plan including a strategy implementation calendar. The strategy provided a customer segmentation analysis which showed how diverse councillors and officers are; they all have different KPIs and personal agendas. Our fourteen years of public sector experience is really helpful in creating segmentation profiles for successful marketing and promotions.

    Creative design

    Creative design

    iESE has in-house creative expertise but occasionally, when the team is stretched, we provide graphic design services. Generally we are provided with a brief to which we deliver stunning results. The banner on the left is an example of a recent design where we followed the brand guidelines yet still add something different.

    Case study - Aylesbury District Council

    Case study - Aylesbury District Council

    For this case style study, we were provided with bullet points and we created the copy and design from this. The objective is to promote iESE’s 3R model and demonstrate how it can help councils to become self-sufficient.

    Aylesbury Vale District Council’s Planning Department has benefited from iESE’s work; the Planning officers are now more commercially aware and prepared. This means that when Planning is deregulated, the Council will be able to maintain, if not increase, the surplus level they currently have in spite of any competition they may face.

    Do you need a case study for your organisation? Contact us today.

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    Looking after employees naturally protects your stakeholders and grows your brand https://www.thebrandsurgery.co.uk/2017/01/10/looking-employees-naturally-protects-stakeholders/ https://www.thebrandsurgery.co.uk/2017/01/10/looking-employees-naturally-protects-stakeholders/#respond Tue, 10 Jan 2017 19:04:17 +0000 http://thebrandsurgery.co.uk/?p=7564 Looking after employees naturally protects your stakeholders

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    How do you know that your employees trust you?

    The ILM Trust Index 2011 research reveals that many employees surveyed believe their organisation, CEO and line managers prioritise financial goals over ethical operations which causes distrust. If you trust your employees, they will begin to trust you and be happier, work harder, be innovation angels and ambassadors that buy into your brand and grow your business for you.

    How to create employee trust

    Creating trust may require transforming your company culture which must begin at the top. Now is the time to re-establish your values and remember your purpose. Remember why you went into business in the first place?

    New era-leadership requires that you empower your employees to become leaders. Then they will become your brand ambassadors. Why not let your employees co-create your values? What excites them? Once you learn then, then you can create relevant metrics that employees feel excited about achieving. KPIs may include the number of new ideas generated or the number of exceedingly satisfied customers. How do you know a customer is exceptionally satisfied?

    Organisations which promote ethical values will benefit from creating a trust dividend. “A trust dividend is a dividend that feeds into employee engagement and workforce commitment, and thus improves organisational performance. In order to gain this trust effect, though, CEOs and line managers need to set the ethical agenda and integrate ethical behaviours into the cultural fabric of their organisation.” (ILM, 2011).

    Call Vicky Vaughan, PGDip MCIM on 07909 693172 to find out more or contact us via our contact form. 

     

    Type your message below and we will be in contact soon!

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    “We want to be happy and ethical” Listen to Generation Y. https://www.thebrandsurgery.co.uk/2017/01/10/world-changing-listen-generation-y-dont-want-cheap-want-ethical-behaviour/ https://www.thebrandsurgery.co.uk/2017/01/10/world-changing-listen-generation-y-dont-want-cheap-want-ethical-behaviour/#respond Tue, 10 Jan 2017 18:31:24 +0000 http://thebrandsurgery.co.uk/?p=7549 "We want ethical, not cheap" ... Listen to Generation Y.Generation Y don’t want cheap – they seek ethical behaviour. Today’s young adults born after 1980 are known as Generation Y or the millennial generation – research indicates that they would rather experience life and be happy than buy new things (Forbes). How can the cost-leadership model align with this? An example of value migration in […]

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    Generation Y don’t want cheap – they seek ethical behaviour.

    Today’s young adults born after 1980 are known as Generation Y or the millennial generation – research indicates that they would rather experience life and be happy than buy new things (Forbes). How can the cost-leadership model align with this? An example of value migration in full force – post shares and views amounting to nearly 250k on the articles above prove this. If we look at Sports Direct Shares below (HL.co.uk), we can see a significant decline over three years which may be due to a shift in lifestyle and not addressing the needs of Generation Y. Smart businesses will be adapting their offer to include the needs and align with the values of Generation Y.  A New York Times report says: “Rather than chasing the money, they (Generation Y) appear to want a career that makes them happy — a job that combines the perks of Google with the flexibility of a start-up“

    Millennials want business owners to be different and show the love

    There are three reasons millennials buy products or services, according to Josh Dykstra of Fast Company; they want to do something with the product, they want to tell others about the product and/or they want a product that says something about them. Millennials also care deeply about the well-being of the planet. Millennials understand that many products and services are made overseas, and they are not happy or confident that these products were made by people who were treated fairly! Millennials are employees and customers.

    Not forgetting other generations, there is a general trend towards wanting to know where our products are made. We want convenience and quality over cost. Most of us know that if we buy cheap, we pay twice. We want to buy from people who are fair and ethical – that’s why there are so many comparison sites show pros and cons as well as cost. The proof is looking at the number of shares and likes on the articles I mentioned above.

    References

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    Is there still a place for focusing on cost-leadership strategy alone? https://www.thebrandsurgery.co.uk/2017/01/10/leadership-strategy/ https://www.thebrandsurgery.co.uk/2017/01/10/leadership-strategy/#respond Tue, 10 Jan 2017 18:29:37 +0000 http://thebrandsurgery.co.uk/?p=7425 Is there still a place for businesses following a cost-leadership strategy?

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    The cost-leadership challenge

    Cost Leadership is one Porter’s Generic Strategies and businesses following this strategy use techniques including economies of scale, negotiating preferential supplier deals and attracting low cost labour to sustain cost-advantage.

    This article challenges the idea of following a cost-leadership strategy

    Sustaining cost-advantage is challenging and it can lead short-sighted cost-cutting and shameless abuse of human resources. In 2016, the media reported that ASOS staff were “unable to take toilet breaks, being fired for having panic attacks, searched upon entering the toilets” (Independent, 2016), Sports Direct “are paying below the minimum wage” (The Guardian, 2016), and Unite union members “dressing up as Dickension outfits protesting that Sports Direct is a ‘Workhouse’ not a ‘Workplace’” (The Guardian, 2016), “Tesco delayed payments to suppliers to boost profits, watchdog finds” (The Guardian, 2016),

    Not to mention in previous years: Ryan Air cabin crew “only being paid nine months a year and having to pay £360 for their own uniform” (Independent, 2013), Amazon’s “pace of work and atmosphere were unbearable” (Consumerist.com) and “Amazon Forced Warehouse Employees To Work In Suffocating 110 Degree Heat” (Businessinsider.com).

    How does a cost-leadership focused business keep low-cost labour feeling valued?

    One could say that Ikea is cost-focused, however, it also follows a differentiation strategy. Ikea keeps its costs down by providing most products in flat-pack form, allowing customers co-create their products. Therefore, Ikea is able to offer attractive staff benefits including healthcare.

    Ikea is recognised in the Fortune Top 20 Best Workplaces in Retail. IKEA co-workers ranked their employer using the Great Place to Work Trust Index© employee survey; employees say they feel valued because of Ikea’s pay and benefits and management support co-workers’ personal lives – “the management are ethical and show day-to-day respect for staff”.

    It was a struggle to find a second example of an organisation following a Cost-Leadership businesses with happy, engaged staff.

    What do you think? Is Cost Leadership sustainable?

    I question whether a leader who is fixated on cost alone, also has the mind-set to care about suppliers, creating a positive culture and employee engagement? I cannot find a cost-leadership focused business which is listed in the Great Place to Work or the Sunday Times Best Companies to work for. The number one business on the list is Simply Business; Stewart Duncan, director of data science says “… You can’t force people who hate their environment to do a good job … Customers only come first if our employees are happy and doing a good job.” 

    What can businesses learn from from the Best Companies to Work for?

    I urge businesses tempted to follow a Cost Leadership strategy to read the profiles and benefits on offer from companies within the “Sunday Times Best Companies to work for”.

    If businesses are carrying on as per the newspaper reports above, then it will be a matter of time before an employee becomes so stressed that they have a meltdown and will whistle-blow, slaughtering share prices. The proof is in the pudding – take a look at Sports Direct shares which are worth £2.81 per share now (11/1/17) compared to £7.57 per share this time last year.

    It is a proven fact that happy staff boost your productivity and deliver improved customer service. Customer service is a pretty good indicator of corporate culture and staff morale and trust is a key driver of employee engagement.

    Conclusion

    In my view, following a cost #leadership #strategy ‘alone’ no longer has a place because people prefer to work for #brands which #showthelove.

    ______________________________________________________________________________________________________

    Vicky Vaughan is a Chartered Marketer and Executive Coach specialising in transforming brands through leadership development. Contact Vicky via our contact page or call 07909 693172.

    ______________________________________________________________________________________________________

    References

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    What is the difference between logo design and branding? https://www.thebrandsurgery.co.uk/2016/10/30/what-is-the-difference-between-logo-design-and-branding/ https://www.thebrandsurgery.co.uk/2016/10/30/what-is-the-difference-between-logo-design-and-branding/#respond Sun, 30 Oct 2016 14:20:49 +0000 http://thebrandsurgery.co.uk/?p=7445 Logo design and branding

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    Why creating a good brand requires more than a shiny new logo!

    I have just been speaking to a business owner who asked us to design a new logo because he needed to increase sales. Our conversation inspired me to publish this post.

    Logo design alone, will not increase your sales. However, good branding, aka brand management or brand development, will. A good brand is formed of many elements which must be aligned in order to grow your business. There is a right and a wrong time to design a new logo and if your sales are down, it is more than likely that something wrong inside your business, resulting in your clients enjoying a better service elsewhere. Do you want people to associate your new logo with your business if things are not right?

    What is a brand?

    There are many definitions of the word ‘brand’, however, all brand experts have identified that “brands are a product of the work of managers who attempt to augment their products with values and associations that are recognised by, and are meaningful to, their customers” (Chartered Institute of Marketing).

    So in other words, your brand must add value and make a positive difference to people otherwise it will be lost in the noise and disruption created by strong brands. With the help of technology and social media, control of branding has now shifted to your customers, therefore it is even more vital that your brand is squeaky clean from the inside out. Branding is a long-term exercise and requires more than a new logo design – it requires the marketing expertise of a Chartered Marketer specialised in brand development.

    Why a shiny new logo isn’t the ultimate cure for business growth

    If your sales are down, look on the inside, not the outside! A shiny new logo, alone, doesn’t make a good brand. If you create a product or service that your customers need or want and you provide a service which exceeds customer expectations, customers will be raving about you – instead of your customers. This is when you have a good brand. A professional Chartered Marketer will help you discover what your customers want so they don’t shop elsewhere.

    What are your competitors offering that you are not? Understanding why sales are down is fundamental to making a positive change. Second guessing results in haphazard communications which is a waste of your budget.

    How to get customers thinking about your brand

    When your brand is recognised and trusted, customers will spend less time comparing your service or product against your competitors because your brand will be the first to appear in a customer’s thoughts. This means you can charge premium prices because customers will recognise and perceive your brand to be high quality. in fact, Millennials will pay more for a brand which is trusted – they want to know where their products come from and like ethical companies. How does your brand attract Millennials?

    When is the last time you asked your customers what they want? When you learn what your customers want, you can exceed their expectations – simply satisfied customers are not loyal customers. Once you have cracked this with the help of a professional marketer, then you can think about a new logo design which will reflect your brand and which your customers will associate with trust.

    How to make employees brand ambassadors

    Can you remember the last call you made to a service provider? Rate was your experience from 1-10 – 10 being exceptional. Were you put through to an automated phone system? Did the employee you spoke to understand your concerns? Did they display emotional intelligence?

    Now imagine your customers calling your company. How do you want them to feel? On a scale of 1-10, 10 being the most confident, how confident are you that your customers are always left feeling exceptionally satisfied when they come into contact with your company via your employees?

    How confident are you that your employees are 100% engaged and spreading the good news about your services and products without being prompted by you? Only when the gap between your perception and the reality of good customer service is closed do you have a good brand. Empowering your employees by introducing a coaching and learning culture is the best way to achieve this.

    Is your personal brand aligned with your organisational brand?

    For customers to ‘believe’ you and to buy into your brand, you need to be authentic. You can only be authentic if you believe in your brand and feel passionate about your values. If you don’t, your personal and business brand will be out of alignment which causes all sorts of problems.

    Remember in 1991, when Gerald Ratner said he can sell Ratner’s jewellery at such a low price because it was ‘total crap’. The brand was worth £120 million at the time of the speech but within days the company was worthless. How would you feel buying a product where the business owner laughed behind your back? To be authentic, you must believe in your values and your customers.

    A good way to learn if you live your values is to write as many examples of how you have lived each value as you can. If you are struggling, then chances are ‘that value’ is not close to your heart. If that’s the case, how can you expect your employees to buy into it? Do the same with your company mission and vision – how excited are you when you read them? Do they still motivate you to continue to offer the best service possible?

    How does your brand make a positive difference?

    If you wondered why I had been studying and researching for the past eight years, it is because I am passionate about branding from the inside out. My pet hate is hearing about organisations which do not lead by example or brands that do not make a positive difference to my life. If I believe in a brand promise and then that brand that lies to me, I feel ripped off and my trust in the brand evaporates. For example, if my Apple iPhone alarm failed to work in the morning, I’d not trust it again. As it happens, my iPhone has never let me down.

    Write down a list of all the brands you interact with from the moment you wake up to the moment you go to bed that night. Next to each brand, write down how that brand has made a positive. Did it exceed, satisfy or disappoint? How likely would you buy that brand again? What difference did the logo design made to your experience? Enough said! The Brand Surgery® makes a positive difference by empowering organisations to be the best they can be through marketing strategy, leadership development and creative design.

    Hopefully you can now see why commissioning a new logo design “alone” will NOT increase your sales. That is why it is important to choose a Chartered Marketer to grow your brand. Choosing a graphic designer without Chartered Marketing expertise is like trusting a plumber with no safety accreditations; it puts your business at severe risk.

    It is what’s ‘inside’ your organisation that makes or breaks your brand. Vicky Vaughan is a Chartered Marketer with 25 years design and marketing expertise.

    Call us on 01903 824229 for a brand health check. Vicky will audit all elements of your brand and highlight any areas for improvement. 

     

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    Marketing & brand development for Business Improvement Districts https://www.thebrandsurgery.co.uk/2016/10/03/business-improvement-district-marketing/ https://www.thebrandsurgery.co.uk/2016/10/03/business-improvement-district-marketing/#respond Mon, 03 Oct 2016 08:40:26 +0000 http://thebrandsurgery.co.uk/?p=7418 Brand development & marketing Business ParksMarketing & brand development for Business Improvement Districts The Lancing Business Park Intertrade Expo which recently took place at Rabbit Skips was another example of our marketing & brand development services for Business Improvement Districts. We researched the benefits of local intertrading and wanted to encourage local businesses within Lancing Business Park, to reap the potential rewards. […]

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    Marketing & brand development for Business Improvement Districts

    Marketing & brand development for Business Improvement Districts

    The Lancing Business Park Intertrade Expo which recently took place at Rabbit Skips was another example of our marketing & brand development services for Business Improvement Districts.

    We researched the benefits of local intertrading and wanted to encourage local businesses within Lancing Business Park, to reap the potential rewards.

    This event is an example of our brand development services for BIDs and we were responsible for attracting sponsorship, creative design, marketing and PR and organising the event itself.

    There are many advantages to working with local organisations either as a supplier or customer. Businesses that intergrade with one another are able to order products in smaller quantities which is essential for lean manufacturing. They are also able to save on delivery costs and it has been much easier to build stronger relationships with local business.

    Organisations including Adur and Worthing Councils, The Rabbit Group, Core Cleaning Services, Sussex Transport, Gardner and Scardifield, 5 Rings and many more exhibited and the event attracted many guests.

    Lancing Business Park is a Business Improvement District and is home to many outstanding businesses and it makes commercial sense to build relationships and collaborate with local businesses where possible. Many business owners who attended the Intertrading Expo have advised me that they have already benefited from meeting new businesses at the event and we are now discussing plans for next years event.

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