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Nurturing strong, healthy brands | creative design | marketing strategy | CPD accredited training | coaching | mentoring. Call 01903 898977 or 07909 693172 01903 898977 hello@thebrandsurgery.co.uk

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. 

 

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Business Branding, Rebrands. Brand Refreshes and Brand Marketing – The Brand Surgery, Sussex https://www.thebrandsurgery.co.uk The Brand Surgery builds healthy brands from the inside out Wed, 14 Jul 2021 08:15:48 +0000 en-GB hourly 1 https://wordpress.org/?v=5.8.1 https://www.thebrandsurgery.co.uk/wp-content/uploads/2016/07/cropped-BW-TBS-FLOWER-32x32.png Business Branding, Rebrands. Brand Refreshes and Brand Marketing – The Brand Surgery, Sussex https://www.thebrandsurgery.co.uk 32 32 Learn how to grow your brand using The Diderot Effect https://www.thebrandsurgery.co.uk/learn-how-to-grow-your-brand-using-the-diderot-effect/ Sun, 11 Jul 2021 07:28:52 +0000 https://www.thebrandsurgery.co.uk/?p=334329 The post Learn how to grow your brand using The Diderot Effect appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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You know, when you buy something new, then you feel like you need to buy something new to match it. That’s called The Diderot Effect, and this is Denis Diderot. This blog teaches you how to grow your brand ethically, using The Diderot Effect.

Denis Diderot was French. He was a clever man; a philosopher, a writer and he began writing the Encyclopédie in 1751, finishing in 1772. Diderot was interested in making connections between life sciences and humanity, and his life’s purpose (and vision) was to change the way people think.

Diderot was paid handsomely for his Encyclopédie, and to celebrate, he treated himself to You know, when you buy something new, then you feel like you need to buy something new to match it. That’s called The Diderot Effect, and this is Denis Diderot. This blog teaches you how to grow your brand ethically, using The Diderot Effect.

Denis Diderot was French. He was a clever man; a philosopher, a writer and he began writing the Encyclopédie in 1751, finishing in 1772. Diderot was interested in making connections between life sciences and humanity, and his life’s purpose (and vision) was to change the way people think.

Diderot was paid handsomely for his Encyclopédie, and to celebrate, he treated himself to an extravagant red cloak, as worn in the picture. The trouble is that Diderot had to keep buying new furniture, clothing and other objects to match his desired splendour. In fact, this grew into an obsession, and sadly, he fell deeply into debt. Sound familiar? How can someone so smart be so foolish?

Diderot felt incomplete as he was, and thought he would feel more complete with new possessions.

Transactional Analysis (TA) is the fascinating study of human personality. There is a Transactional Analysis (TA) term called ‘Life Positions’. In Life Positions, humans are either:

  • I’m OK, You’re OK
  • I’m not OK, You’re OK
  • I’m OK, You’re Not OK
  • I’m not OK, You’re Not OK

Many of us are ‘I’m not OK, You’re OK’ and we do everything in our power to feel OK. Many people ‘wannabe’ happier, richer,  more influential, and such like. This is where marketing psychology can grow your brand ethically.

Have you ever tried to keep up with the Jones? Either in business or in your personal life? When we compare ourselves to others on social media, we may become dissatisfied with our present situation. Credit card companies thrive on our insecurities, offering easy credit, so we can buy new objects to ‘complete’ us. The beauty industry promises to ‘complete’ women, yet many beauty brands pack their products with carcinogenic parabens – see my Blooming Wonderful Wombs vlog.

For me, the ultimate scenario is that people want to keep the relationship going with my brand because it is the best, or at least perceived to be the best, in its niche. It is my mission that my brand exceeds expectations and creates well-being and a better world. In this blog, I explore how we can use The Diderot Effect to grow our brand ethically. When I teach marketing psychology, I focus on ethical branding. Does your business brand want to be perceived as virtuous or a villain?

How to grow your brand ethically, using The Diderot Effect

Part of my ‘inside-out’ philosophy is that I like to flip marketing concepts and models on their heads. Flipping The Diderot Effect on its head: We don’t have to be in a bad place (not OK) to fall prey to The Diderot Effect. Sometimes we might decorate a room and then fancy completing the look with matching furniture. You are simply ‘refreshing’ and ‘upgrading’ your home. Notice the consistent feeling is ‘completeness’ and we are enabling our customers ‘complete’ their goals. It is with this in mind that you can utilise The Diderot Effect to grow your brand.

  1. Take a look at your current business offerings: As an example, if you are a BMS controls business, then you will have engineers installing, maintaining, serving preventative maintenance as standard. What else could you offer to ‘complete’ the maintenance solution? What did the pre-planned maintenance highlight? Any improvement opportunities? Any wear and tear on Heating, Ventilation and Air Conditioning (HVAC) plant? Are the estate managers showing any stress? How can you help their well-being? How could your business make their life easier?  The problem with many services is that customers are not aware of the solutions. They need educating about solutions.
  2. Educate your customers:For example, in this case, the customer could do without the stress of his HVAC breaking – downtime could be detrimental to his or her career. An estate manager’s KPIs will include downtime and comfort complaints. What if the customer didn’t need to be on-site for this to be fixed? He could be somewhere else. What if everything could be fixed remotely? Remote BMS controls maintenance is not new, but many are not aware of the technology or how it can benefit their lives. Think from a well-being perspective as well as cost and convenience, to make your brand more loveable.
  3. Speak to your customers. What is important to your customer? What are their needs? I have designed some superpower questionsto ask your customers to understand their needs. The questions are guaranteed to improve your customer journey, boosting your business brand.  These are available in my new CPD accredited course: Marketing Psychology from the Inside OutFree trial – no credit card required.
  4. Product redesign?Once you have spoken to your customers and understand their needs, you may need to redesign your product and solution packages to create The Diderot Effect. How can you create a feeling of completeness with your offering? You may need to form a partnership or collaborate with another business to increase your offering to take advantage of The Diderot effect.
  5. On the topic of completeness, you can make your brand more loveable and complete by giving it a personality. A good starting place is by selecting up to three brand archetypeswhich resonate with you. Then you can speak from the heart and be more compelling on social media, your website and more.

If you would like help using The Diderot Effect to grow your brand, then call me on 07909 693172 or contact me using the contact form.

an extravagant red cloak, as worn in the picture. The trouble is that Diderot had to keep buying new furniture, clothing and other objects to match his desired splendour. In fact, this grew into an obsession, and sadly, he fell deeply into debt. Sound familiar? How can someone so smart be so foolish?

Diderot felt incomplete as he was, and thought he would feel more complete with new possessions.

Transactional Analysis (TA) is the fascinating study of human personality. There is a Transactional Analysis (TA) term called ‘Life Positions’. In Life Positions, humans are either:

  • I’m OK, You’re OK
  • I’m not OK, You’re OK
  • I’m OK, You’re Not OK
  • I’m not OK, You’re Not OK

Many of us are ‘I’m not OK, You’re OK’ and we do everything in our power to feel OK. Many people ‘wannabe’ happier, richer,  more influential, and such like. This is where marketing psychology can grow your brand ethically.

Have you ever tried to keep up with the Jones? Either in business or in your personal life? When we compare ourselves to others on social media, we may become dissatisfied with our present situation. Credit card companies thrive on our insecurities, offering easy credit, so we can buy new objects to ‘complete’ us. The beauty industry promises to ‘complete’ women, yet many beauty brands pack their products with carcinogenic parabens – see my Blooming Wonderful Wombs vlog.

For me, the ultimate scenario is that people want to keep the relationship going with my brand because it is the best, or at least perceived to be the best, in its niche. It is my mission that my brand exceeds expectations and creates well-being and a better world. In this blog, I explore how we can use The Diderot Effect to grow our brand ethically. When I teach marketing psychology, I focus on ethical branding. Does your business brand want to be perceived as virtuous or a villain?

How to grow your brand ethically, using The Diderot Effect

Part of my ‘inside-out’ philosophy is that I like to flip marketing concepts and models on their heads. Flipping The Diderot Effect on its head: We don’t have to be in a bad place (not OK) to fall prey to The Diderot Effect. Sometimes we might decorate a room and then fancy completing the look with matching furniture. You are simply ‘refreshing’ and ‘upgrading’ your home. Notice the consistent feeling is ‘completeness’ and we are enabling our customers ‘complete’ their goals. It is with this in mind that you can utilise The Diderot Effect to grow your brand.

  1. Take a look at your current business offerings: As an example, if you are a BMS controls business, then you will have engineers installing, maintaining, serving preventative maintenance as standard. What else could you offer to ‘complete’ the maintenance solution? What did the pre-planned maintenance highlight? Any improvement opportunities? Any wear and tear on Heating, Ventilation and Air Conditioning (HVAC) plant? Are the estate managers showing any stress? How can you help their well-being? How could your business make their life easier?  The problem with many services is that customers are not aware of the solutions. They need educating about solutions.
  2. Educate your customers:For example, in this case, the customer could do without the stress of his HVAC breaking – downtime could be detrimental to his or her career. An estate manager’s KPIs will include downtime and comfort complaints. What if the customer didn’t need to be on-site for this to be fixed? He could be somewhere else. What if everything could be fixed remotely? Remote BMS controls maintenance is not new, but many are not aware of the technology or how it can benefit their lives. Think from a well-being perspective as well as cost and convenience, to make your brand more loveable.
  3. Speak to your customers. What is important to your customer? What are their needs? I have designed some superpower questionsto ask your customers to understand their needs. The questions are guaranteed to improve your customer journey, boosting your business brand.  These are available in my new CPD accredited course: Marketing Psychology from the Inside OutFree trial – no credit card required.
  4. Product redesign?Once you have spoken to your customers and understand their needs, you may need to redesign your product and solution packages to create The Diderot Effect. How can you create a feeling of completeness with your offering? You may need to form a partnership or collaborate with another business to increase your offering to take advantage of The Diderot effect.
  5. On the topic of completeness, you can make your brand more loveable and complete by giving it a personality. A good starting place is by selecting up to three brand archetypeswhich resonate with you. Then you can speak from the heart and be more compelling on social media, your website and more.

If you would like help using The Diderot Effect to grow your brand, then call me on 07909 693172 or contact me using the contact form.

 

The post Learn how to grow your brand using The Diderot Effect appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

]]> If your business were a Summer Ice Treat, what would it be? https://www.thebrandsurgery.co.uk/if-your-business-were-a-summer-ice-treat-what-would-it-be/ Tue, 22 Jun 2021 08:01:58 +0000 https://www.thebrandsurgery.co.uk/?p=334244 I created this fun quiz to make you think about what makes your business personal and business brand different. Pick the iced treat which best represents your business, and learn which of twelve brand archetypes are the best fit. Understanding your brand archetype will enable you to develop an engaging, persuasive and compelling brand voice.

The post If your business were a Summer Ice Treat, what would it be? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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If your business brand were a summer iced treat, what would it be?

Which iced treat best represents your business brand?

Many people are confused between branding and marketing. To make it clearer:

What have kisses got to do with iced lollies and ice creams? Well, my mission is to make businesses shine brightly from the inside out, so everyone has a reason to give them a kiss. Our devices are melting with so much marketing content, and my mission is to help businesses refresh their senses and understand the power of brand archetypes, so they become kissable this summer and the next.

I created this fun quiz to make you think about what makes your business personal and business brand different. Pick the iced treat which best represents your business, and learn which of twelve brand archetypes are the best fit. Understanding your brand archetype will enable you to develop an engaging, persuasive and compelling brand voice.

If you think you are all five of these treats, you are in danger of you wanting to fit into every character, you could be a People Pleaser (Transactional Analysis). Learn more about this in my CPD accredited online course: Marketing Psychology from the Inside Out.Use your intuition and pick the one that really resonates with you.

If your business brand were a magnum iced -what brand archetype would it be?

Magnum: The ruler

Matching brand archetypes are:

  • The Ruler: You want your business to become the ruler within its niche. You are driven by power, success and bringing the world to order. There is a danger that you say: “Do as I say” rather than listening or learning. Learn more about The Ruler.
  • Could also be The Rebel
  • Could also be The Hero 

    Rocket ice lolly brand archetypes

    Rocket: Innovative and Entrepreneurial

    Matching brand archetypes are:

    • The Explorer: Is an independent adventurer. Good innovators, they love a challenge, they crave constant excitement and adventure. They are bold. Not scared to be alone. Drivers: A better, fairer world.  Read more about the explorer
    • The Creator: Creators love innovation and have an entrepreneurial spirit. Non conformers. A corporate environment may feel stuffy. Creators crave newness, novelty (can get bored easily), creating new things, leave long-lasting legacies. Read more about The Creator.
    • The Magician: The Magician wants to make dreams come true, turn water to wine, to perform alchemy. Beauty companies promise to transform old skin to young skin, technology companies transform inefficient to efficient, pharmaceuticals transform sick to health. Drivers are magic, transformation, belief. Read more about The Magician.

    traditional 99 icecream brand archetype

    99 cone: Established and traditional

    Matching brand archetypes are:

    twister rebel brand archetype

    Twister: Disruptor – the eye of the storm

    Matching brand archetypes are:

    •  The Rebel: Enjoys rebellion, revenge and revolution. Drivers are disruption and mind control. Read more about The Rebel.
    • The Jester: The Twister lolly looks fun and entertaining describes The Jester brand archetype. The jester wants to live in the present, is full of joy and enjoys entertaining the world. Drivers are having a great time, enjoy life, be happy and make you happy, brighten your day, positivity. Read more about The Jester.
    • Could also be The Creator

    cornetto brand archetypes

    Cornetto – Cosmopolitan and global

    Matching brand archetypes are:

    • The Lover: The Cornetto is Italian and it is said the Italians make good lovers! The lover brand archetype stimulates and arouses the senses. The service and product does not have to be linked to love or intimacy. Drivers are intimacy, indulgence, romance and love. Read more about The Lover.
    • The Everyman: Everymen and Everywomen prefer to fit in and belong. Their greatest fear to be left out. They are realistic and down to earth. They conform rather than stand out. Global companies may be in danger of attracting staff who prefer to fit in. Read more about The Everyman.
    • Could also be The Ruler

    iced summer treats - artisan and innocent brand archetypes

     

    Artisan iced treat – Organic and innocent

    Matching brand archetypes are:

    •  The Innocent: Have the desire for being ethical, good, fair. Some may say naive. They see the best in everything and are people pleasers. Drivers tranquillity, equality, happiness and faith. Read more about The Innocent
    • The Sage:  Wants to find the truth by using insights, knowledge and analysis to understand the world. Drivers are enlightenment, truth, knowledge and understanding. Read more about The Sage. 
    • The Caregiver:  Caregivers care! They have oodles of compassion, generosity The challenge for a new business matching this archetype to continue to prioritise caring even when it gets tough financially. Read more about The Caregiver.

    If you enjoyed this blog, we’d love to hear from you. The Brand Surgery® works with BOCCFEPs to grow their personal and business brands. BOCCFEPs are Business Owners, Coaches, Consultants, Freelancers and Professionals. If you are a BOCCFEP, then your personal brand will be reflected in your business brand, and it is important to make both shine. If you are reading this and work for a corporate, you may find that your employer’s choice and yours will differ.

    I am a CPD accredited training provider and passionate about growing brands. She’d love to hear from you if you are passionate about growing your brand. Use the button to book a free chat.

    Public sector marketing customer review:

    • Brand. growth strategy

    • Value co-creation workshops

    • Creative design

    • Marketing consultancy

    iESE are evolving from a government funded organisation to a not for profit limited company. 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.

    I thoroughly recommend The Brand Surgery®.

    Dr Andrew Larner

    Chief Executive, iESE

    Retail sector customer review:
    • Logo design
    • Corporate identity
    • Website design
    • Creative  design
    • Marketing consultancy

    I had the pleasure of working with The Brand Surgery for two years, collaborating on the launch of Brooklyn Kitchens. I was particularly impressed by Vicky’s ability to capture the spirit of our market. The team expertly designed our stunning logo, website, brochures and advertising and have handled the launch marketing, providing a fantastic platform in which to grow our Scottish business. Our branding fits our market and we have received many compliments. Vicky and her team earn my highest recommendation.

    John Gallagher

    Managing Director, Brooklyn Kitchens

    Restaurant sector customer review:
    • Logo design
    • Corporate identity
    • Creative design

    Casa Ciro is a well established and very popular Italian restaurant on Worthing seafront. To coincide with our refurbishment and new colour scheme, we realised we needed to update our existing branding and logo. The Brand Surgery did its research and came up with their design on time and within budget. Our business image has a really sleek feel and we have received many compliments - as well as being very happy with it ourselves. If your business needs an injection of life we would not hesitate in recommending The Brand Surgery.

    Ciro De Silvo

    Managing Director, Casa Ciro

    Client testimonial
    • Bus route branding
    • Bus livery design
    • Creative design

    “We have been working with The Brand Surgery for eight years and always find the team enthusiastic and full of new ideas. Not phased by bigger (literally) projects, The Brand Surgery did a great job of the striking Coastliner 700 buses and the team is now working on more bus livery designs in the North East.” 

    Helen Martin

    Marketing Manager, Stagecoach North East

    Finance sector customer review:
    • Logo design
    • Corporate identity
    • Website design

    I am thrilled with the corporate identity that The Brand Surgery has designed. I've received many compliments from customers and I look forward to working with you again soon.

    Robb Harris

    Independent Financial Advisor, Astute Investment Planning

    The post If your business were a Summer Ice Treat, what would it be? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    How do partnerships to grow your personal and business brand? https://www.thebrandsurgery.co.uk/how-do-partnerships-to-grow-your-personal-and-business-brand/ Thu, 20 May 2021 11:27:56 +0000 https://www.thebrandsurgery.co.uk/?p=273857 Learn how to create the perfect partnership to grow your personal brand and business brand.

    The post How do partnerships to grow your personal and business brand? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Learn how to create the perfect partnership to grow your brand

    How to find and nurture the perfect partnership to grow your brand.

    One of our favourite ways to achieve brand growth is through partnerships. I have been promoting and practising organic brand growth via perfect partnerships since 2010 and was recently hired to deliver a training workshop to the amazing BIP100Club – below is a summary of the perfect partnership workshop.

    Partnerships are also known as co-branding, collaborations and strategic alliances. The essence of a perfect partnership is building strong relationships, which is based upon trust.

    The interactive partnership workshop included:

    • Why bother with partnerships?
    • Types of partnership
    • How partnerships grow your brand
    • How to find the perfect partner
    • How to communicate with your perfect partner
    • Successful partnerships
    • Unsuccessful partnerships

    I have created two models to build the perfect partnership: 

    1. POINTS model: To help business owners understand how partnerships achieve brand growth
    2. SUCCESS tool: To create perfect partnership relationships

    Here is one partnership case study in brief

    Chesterman Homes is a property developer. The construction sector has a ‘hard’ and ‘steely’ feel. Chesterman Homes’ USP is that it repurposes dead space – in other words land that is going spare. They want to reach out to homeowners. To create a friendliness, we researched a number of opportunities and decided on saving hedgehogs which are in decline. Our client made a promise that each house he builds will have a hedgehog friendly garden. He has incorporated a hedgehog into his branding which gives a ‘warm fluffy feeling’ from the get go. This type of partnership is low maintenance and the value created is huge, as it shows our client is socially responsible.

    Coming soon!  New online course: How to create the perfect partnership to grow your brand

    This is one of many partnerships we have created for our clients and choosing the right kind of partnership is key – it needs to be right for your brand.  I am about to create a second CPD accredited online course in the same style as Marketing Psychology from the Inside Out called Creating the Perfect Partnership for Brand Growth which will cover the points above. It will include a combination of my own partnership case studies along with national/international case studies.

    I am a CPD accredited training provider and passionate about teaching and if you would like me to come along as an expert for your webinar, then please contact me on +44 (0)7909 693172 or email vicky@thebrandsurgery.co.uk.

     

     

     

     

     

     

    Partnership for Brand Growth training webinar

    "Today, we hired Victoria to provide our BIP100 clients with an insight and inspiration around how Partnerships can elevate your brand and achieve greater reach. Victoria prepared so well, created a bespoke webinar and managed the Zoom room with flair. Her genuine interest in everyone came across, and we received some excellent feedback from our members proving that they had great value from the session. Victoria is a lady of integrity and commitment to her subject and I can strongly recommend her."

    Penny Power OBE

    BIP 100 Group

    Partnership for Brand Growth training webinar

    "We were blessed to receive a wonderful presentation from Victoria this morning to our private www.BIP100.club group. Her slides were very professional, her examples of successful partnership's was very informative and educational. Our brainstorming sessions on potential partnerships within BIP100 was awesome. Vicky is brilliant and we can highly recommend her training."

    Owen O'Mailey

    Building Investment Clubs, BIP 100 Group (Member)

    Partnership for Brand Growth training webinar

    "So very impressed at a presentation Victoria delivered today. The ideal balance of content, interaction and discussion. Every single person who attended was left feeling excited about the opportunity of partnering and armed with the right knowledge on how to develop the right partnership, the pitfalls to avoid and the factors required for it to be successful. Thanks very much for time so very well spent this morning, that I know will reap benefits in the weeks and months to come."

    Leslie Thomas

    Money Mastery Business Coach, BIP 100 Group

    Partnership for Brand Growth training webinar

    "Thanks Vicky for coming to BIP virtually today and delivering a great presentation. Really interesting subject - how to create the right sort of business partnership. I was curious about your take on the subject and enjoyed your content and I took some useful actions away as well as learnt some practical things to take into future partnership discussions. To anyone reading this - Vicky knows here stuff! Hire her."

    Jeremy Cassell

    Bestselling Author | Virtual Presentation Coach | Keynote Speaker, "Exceptional presenters are made, not born" |

    The post How do partnerships to grow your personal and business brand? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    What do degree days and marketing strategy have in common? https://www.thebrandsurgery.co.uk/what-do-degree-days-and-marketing-strategy-have-in-common/ Mon, 26 Apr 2021 09:50:40 +0000 https://www.thebrandsurgery.co.uk/?p=273657 Combining marketing psychology tools with energy management practices superpowers the subject of energy management, boosting engagement which is essential to ensure the UK is on the right path to achieve net zero by 2050

    The post What do degree days and marketing strategy have in common? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    What do degree days and marketing have in common? Marketing in the energy management industry

    We’ve been working with Boss Controls, which is a Building Management Systems (BMS) business, since 2016.  In that time, we’ve been enjoying learning about the energy management industry alongside their clients within healthcare, education, leisure and hospitality, manufacturing and many more sectors. As a Chartered Marketer, I am on a CPD journey to continue to stay at the top of my game. But how much industry expertise does a marketing consultant need to continue to provide the best value within their chosen sector?

    Marketing in the energy management industry

    One of our brand archetypes is The Sage – our passion is understanding the truth and getting to the heart of the matter which is why we adopt an inside-out approach to everything, including our CPD accredited course: Marketing Psychology from the Inside out.

    Combining marketing psychology tools with energy management practices superpowers marketing content, boosting employee and customer engagement.  This is essential to ensure the UK is on the right path to achieve net zero by 2050. Net Zero is “the point when we add no more greenhouse gases than the amount taken away” (Source: National Grid). In order to get the whole country on board to achieve Net Zero, it’s best for them also to understand the ‘purpose’ of Net Zero, which will improve engagement.

    As a marketing consultant working with BMS controls businesses and energy management consultants, I understand the:

    • Challenges for BMS controls businesses
    • Economic and Environmental challenges (especially since the COVID-19 pandemic)
    • Individual KPIs for energy managers, FM managers, estate managers, finance directors
    • Internal marketing for behavioural and cultural changes required in order to meet Net Zero
    • Optimum environment for smart thinking and enhanced productivity of employees
    • Energy management legislation
    • Return on Investment (ROI) of BMS controls and remote energy management
    • New Ways of Working since COVID-19
    • Energy Metering, Monitoring and Degree Days

    My most recent learning includes Energy Metering, Monitoring and Degree Days, and I am excited to share my learning of degree days and how closely it aligns with marketing your energy management business.

    What are Degree Days?

    While reading about Energy Metering and Monitoring in the Energy Institute’s excellent EiBI magazine, I was drawn to the terms: ‘Degree Days’, ‘Regression Analysis’ and ‘Building Base Temperature’. Does a Chartered Marketer need to understand these terms? My curiosity got the better of me and I feel liberated now that I understand how to compare energy efficiency savings between any given period. What’s more exciting is that I noticed how Degree Days can be a useful metaphor for enabling energy managers and consultants to understand the relevance of marketing to grow their businesses.

    Degree Day and Marketing Metaphors and Patterns

    • In energy management, it is essential to select an accurate base building temperature. A building’s base temperature can be affected by many elements including the level of insulation, ventilation rates and internal heat gains. In marketing, it is also essential to gain accurate insights in order to establish the correct benchmark. E.g. if you are comparing the success of your marketing investment across a time period, e.g. brand reach between 2021 and 2020: Like the building base rate, brand reach will be affected by the ‘micro’ environment (within your control), e.g. your culture, company values, marketing expertise, marketing content, etc.
    • Say the optimal temperature of your building is 20ºC, you’ve decided the base rate is 17ºC because 3ºC is made from internal heat gains (free heat from occupants and electronic equipment). In marketing, you’ve decided that your ‘optimal temperature’ for business growth could be 50 phone and website enquiries per month. The internal heat gains (free heat) could be your brand reputation or 5-star customer reviews and recommendations (brand ambassadors and corporate reputation provide free marketing).
    • Degree Days are affected by outside temperature which is outside your control.  Say if the temperature is 10ºC outside, the heating degree day for that day is 7ºC which is  a lot of energy used. In marketing, the outside temperature is a metaphor for the ‘macro environment‘. Like the temperature, these are elements that you can’t control, e.g. politics, legislation, demographics, the COVID-19 pandemic. Many businesses closed causing lack of business, therefore marketing efforts may need to be increased (heating degree days) to boost the number of website enquiries (base building temperature). It is essential to keep researching the macro environment. You can learn how to do so in my CPD accredited marketing psychology course.
    • Similar to energy consumption, it’s not a fair comparison to compare website enquiries directly year-on-year because the macro environment (temperature) is sure to change. You can use the concept of degree days to measure marketing efforts. e.g. macro measurements (temperature) should be taken into consideration to give a fair comparison. Examples of macro measurements are interest rates (two consecutive quarters of negative economic growth), market indexes for the same period, political forces, the economic news, environmental news during that period.
    • Therefore, similar to energy management and base building temperature, each business is different and has different micro and macro elements plus you can only manage what you measure.
    • What are you going to do with the insights after? The real wisdom of any metering, monitoring and marketing effort only comes once you use insights to improve.

    Can you see how metaphors can be used creatively to enable energy managers to better understand marketing.

    Five tips to find the perfect marketer to grow your energy management business

    1. Find a Chartered marketer with knowledge of what needs to be measured in order to make a positive impact and help your clients to achieve net zero.
    2. Find a Chartered marketer who has a passion for learning and will bring fresh perspectives.
    3. Find a Chartered marketer who has values of continuous curiosity, continuous learning, creative and community and can spot patterns.
    4. Find a Chartered marketer who can transform knowledge into engaging marketing content
    5. Find a Chartered marketer with an understanding of marketing psychology from the inside out adds a competitive edge.
    • Why? Because marketing psychology tools help BMS companies, FM managers and energy managers improve their personal and business brands (remember the free internal heat gains above) making them irresistible.
    • Marketing psychology helps you understand the goals of your target audience, and will help you present your solution in way that will enable customer to understand the solution, and more importantly, how the solution will help them achieve their goals quickly and enjoyably.
    • One example of marketing psychology is Freud’s Ids, Egos and SuperEgos. In the context of BMS controls businesses, the id is responsible for wanted instant gratification and satisfying hunger, thirst, comfort. If a work employee is too hot or too cold, then their need for comfort overtakes their passion for work, resulting in lower productivity. The occupant’s ego will try to quieten down the need for comfort and avoid embarrassment, the uncomfortable occupant’s super ego will be thinking about their career progression and the needs of their employer and that the work must be done! When the occupant is uncomfortable, they might perform, but not as well. Get the picture? That’s why I’ve written the course Marketing Psychology from the Inside Out. It’s a CPD accredited course for BOCCFEPS (Business Owners, Consultants, Coaches, Freelancers, Entrepreneurs, Professionals and Students on a CPD journey).
    • See lectures and register for a free 7 day trial.
    • I hope you enjoyed this blog, call me on 07909 693172 if you’d like to chat further about your energy management business.

     

    The post What do degree days and marketing strategy have in common? appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    New Course: Marketing Psychology from the Inside Out. Perfect for Lockdown! https://www.thebrandsurgery.co.uk/marketing-psychology-from-the-inside-out/ Tue, 05 Jan 2021 21:33:56 +0000 https://www.thebrandsurgery.co.uk/?p=267994 The post New Course: Marketing Psychology from the Inside Out. Perfect for Lockdown! appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Marketing Psychology from the Inside Out

    Welcome to Marketing Psychology from the Inside Out. We have been busy planning our latest course which is available online. If you can answer YES to at least FIVE of these questions, then sign-up now. There is an offer of £10 for the next three days.

    • Are you a Small Business Owner, Freelancer, Entrepreneur or other Professional (BOFEP)?
    • Would you like to motivate, inspire and persuade people into taking YOUR desired action e.g. increase sales?
    • Would you like to be more irresistible and influential ONLINE and OFFLINE?
    • Do you wish you could superpower your powers of persuasion?
    • Do you wish you could motivate people to be as excited as you about your vision and ideas?
    • Do you wish you could negotiate better deals?
    • Do you wish you could increase your social media engagement?
    • Do you ever wonder how some people just ‘have it’ on the the business-networking floor?
    • Do you wish you could improve your impact in meetings?
    • Do you wish that people always said YES?

    If you can answer YES to at least five of these questions, then this course is designed for you and it is my mission that by the end of this course, that people will always say YES to you.

     

    What you’ll learn

    • Learn 32 marketing psychology concepts which will enable you to motivate, persuade and influence people to do what you want
    • Learn both OFFLINE and ONLINE – and which marketing psychology concepts work best
    • Apply the marketing psychology concepts to make your PERSONAL and BUSINESS brand instantly more likeable and engaging
    • Learn which marketing psychology concept works best at each stage of the customer journey
    • Learn which colours and words best tap into the unconscious mind to trigger desired behaviour
    • Learn powerful coaching questions and techniques to motivate, inspire and persuade, OFFLINE and ONLINE
    • Opportunities to improve existing and create new marketing documents and plans which provide a robust and effective plan going forward
    • Boost rapport and create best first impressions OFFLINE & ONLINE e.g. networking events, sales meetings through to social media marketing

    Requirements

    • Have a business venture, project, goal or challenge to apply the learning to
    • Have a customer you can practice research questions on and record the call to analyse language. We will be referring to this throughout the course
    • Have some examples of marketing that hasn’t worked for you and be open to improving these and sharing with peers
    • Have a previous online or offline marketing advert, social media post, infographic that you can keep improving to boost engagement
    • Value offline marketing activities e.g. business networking, trade events, sales meetings

    Description

    Throughout this thought-based course, I give equal priority to offline and online marketing because offline is as important as online. This course has been written during the Covid-19 pandemic and therefore it will give you a huge competitive advantage as we navigate through through and beyond these difficult times.

    I might be new to Udemy, but I’m definitely no stranger to teaching! I’ve been teaching for The Chartered Institute of Marketing L3 and L4 for several years and have received commendations for teaching and results achieved by students. I’ve also been delivering training workshops for as long as I can remember and I have listed a few testimonials at the end of this intro.

    I’m qualified to Postgraduate (Masters) Level 7 in both Marketing and Executive Coaching/Mentoring. I’m a Fellow of the Chartered Institute of Marketing and a Fellow of the Institute of Leadership and Management. This means that everything you are learning is the latest, essential information for marketing and managing your business. I’ve been running my own marketing business for 20 years working with businesses like Suzuki GB Plc, Stagecoach Bus Group Plc, McLaren Automotive, Mind charity and lots of small businesses and consultancies too. Before setting up in business, I worked with lots of consultancies. I decided to take my 30 years of marketing experience and share it with the world on Udemy.

    By the end of this course, you will learn 32 marketing psychology concepts and be able to apply them to your business – from traditional psychologists through to more modern marketing psychologists. I take their ideas one step further by applying them from the inside out: to your personal brand, your business brand, your customers and leads. Everything flows from your personal brand and the decisions you make are from your unconscious with is 95% of your mind. We need to tap into your mind first to be more successful when tapping into the minds of others.

    The course is crammed with resources, case studies, templates and extra reading – from the world’s leading businesses through to a few of my own personal stories to demonstrate how the marketing psychology techniques work. I have also created a private Facebook Group for students to swap stories and progress. I will be sharing further examples and templates on this group so everyone can continue growing.

    During this course, the word ‘customer’ is an umbrella term for anyone you currently have a relationship with. These include real customers, business partners, your boss, employees and other stakeholders – anyone you want to motivate, inspire and persuade to take YOUR desired action.

    When I refer to the word ‘lead’ throughout the course, this includes anyone you don’t currently have a relationship with. You want to motivate, inspire and persuade them to become customers, so these can be businesses you don’t have a relationship with and are at the top of your marketing funnel. Leads can also be people you meet in networking and would like to be part of your team.

    Finally, each concept has an assignment for you to apply your learning to your business, which will transform insights to wisdom. What more can I say? I hope your journey makes you as excited as me about this fascinating topic. I am confident that you will notice huge differences in your personal and professional life. Enjoy!

    The post New Course: Marketing Psychology from the Inside Out. Perfect for Lockdown! appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

    ]]> Register for our FREE 4-part Marketing Course – Marketing in the NEW NORMAL https://www.thebrandsurgery.co.uk/free-4-part-marketing-course-marketing-in-the-new-normal/ Tue, 05 May 2020 13:48:45 +0000 https://www.thebrandsurgery.co.uk/?p=266599 The post Register for our FREE 4-part Marketing Course – Marketing in the NEW NORMAL appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    [et_bloom_locked optin_id=”optin_9″] Download Part 1 of your mini-marketing course [/et_bloom_locked]

    Are you one of the 57% of businesses needing to change their marketing message and review their offering in the NEW NORMAL?

    British Chambers of Commerce research reveals that 57% of businesses have three months cash in reserve or less6 per cent of respondents have already run out of cash. What does this mean for your business? Are you and/or your clients affected? 

    We have received lots of questions from our clients …

    • What do we need to change in the New Normal?
    • How do we speak to our customers at a sensitive time?
    • Why is adapting so important to continued success?
    • How do we stand out from competitors?

    Adapting your marketing message message and nurturing relationships are the biggest concerns in the short, medium and long term. Now it’s more important NOT to second-guess what your customers are thinking. Their motivation and buying behaviour is sure to change, but how?

    To help businesses adapt for the New Normal, we’ve developed a FREE four-part interactive mini-marketing course, starting with 5 KEY QUESTIONS to ask you customers at this critical time.

    PART 1

    GAINING ESSENTIAL CUSTOMER INSIGHTS

    What is your message in the NEW NORMAL? Ask your customers these 5 KEY QUESTIONS to unlock instant results.

    PART 2

    POLISH YOUR MARKETING PLAN

    Use the insights from PART 1 to create a focused marketing plan to help you stand out against your competitors and grow your brand.

    PART 3

    IMPROVE YOUR ONLINE PRESENCE

    Learn how to use insights from Part 1 to boost your website search engine rankings and social media presence.  

    PART 4

    CREATE A SHAREABLE ONLINE E-SHOT

    Combine  all the insights you’ve gained! Learn how to create an engaging, relevant online marketing tool for your business. 

     

    Course content

    1. In Part 1, we reveal the 5 key questions (and supplementary questions) to ask your customers. These questions will bring immediate results by enabling you to nurture customer relationships and learn the language being used when talking to your next customer. Youll also learn your customers’ motivation and behaviour in the ‘new normal’ by asking these questions.
    2. In PART 2, we’ll use the insights gained to polish your marketing plan ready to boost your online and offline presence. Simply follow a proven step-by-step process to strengthen your existing relationships, reach out to more customers by adapting your offering, if necessary.
    3. In PART 3, we’ll begin implementing your marketing plan by using the insights gained in PART 1, to improve engagement on social media and your website. We’ll explore the best tone and brand voice to use.
    4. In PART 4, we’ll have use the insights and language to put together an engaging, shareable marketing document for your business.

    The four-part mini-marketing course will be accompanied by extra training videos delivered to your inbox.

    There’ll also be opportunities to network and take part in regular Zoom meetings to share findings with like-minded businesses.

    We have also created a closed Facebook Group where all attendees can share ideas which will be revealed once you register.

    This course will be delivered by infographic documents, video and zoom.  

    Throughout this course, we will be enabling you to transform powerful insights into marketing wisdom. Let’s make the normal, great! What are you waiting for?

    • This course will help you adapt your message, polish your marketing plan, boost your online presence and learn to create relevant marketing material going forward.
    • If you don’t capture your customers’ attention in the first few seconds, you’ve lost them!
    • We need to be ultra-sensitive but still need to do business. How can you do both?
    • We’ll help you use ‘new normal’ language, convert leads and grow your business.
    • Most importantly, our four-part course takes the guesswork out of revising your marketing plan in a series of ‘easy-to-implement’ pointers.

    Why are we offering this mini-marketing course for free? 

    There’s no catch. To put your mind at rest, this course is designed by Vicky Vaughan, who is an experienced Marketing Coach, a Fellow of the Chartered Institute of Marketing and an Associate Lecturer of Marketing and Digital Marketing.

    It is free because Corporate Social Responsibility runs through our DNA. We are donating this mini-marketing course because it’s our way of helping the small businesses and consultants back to their feet after a difficult time. We understand that finance may be a barrier to education, being educated in the basics of marketing is essential. All that we ask is that business owners help us to share this course so more can take part.

    There will be opportunities to upgrade to a Continuous Professional Development (CPD) accredited course. Details to follow. If participants want extra marketing coaching, please contact Vicky Vaughan using the contact form below.

    The post Register for our FREE 4-part Marketing Course – Marketing in the NEW NORMAL appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Important message for The Brand Surgery® community regarding Coronavirus https://www.thebrandsurgery.co.uk/corona-virus-marketing/ Mon, 16 Mar 2020 15:25:35 +0000 https://www.thebrandsurgery.co.uk/?p=266476 The post Important message for The Brand Surgery® community regarding Coronavirus appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Important message for The Brand Surgery® community regarding Coronavirus

    Over the past few days, confirmed numbers of people infected with Coronavirus across the UK have increased significantly. The Brand Surgery® sends peace and love to all people who have been infected, families of those who are infected, and also to the hundreds and thousands of business owners  and their employees who are suffering from loss of business. The health and safety of our community is our first priority and this message is written with you in mind. 

    The Brand Surgery® is a home-based marketing and design consultancy, working hard for our clients from the south coast of Worthing (view above), West Sussex, founded and led by Vicky Vaughan FCIM FInstLM. Our creative community of designers and marketers are also home-based.

    The reason for mentioning the above is because as a home worker, Vicky and her team have already been self-isolating in the main, so hopefully we have a reduced risk of developing Coronavirus. For peace of mind, Vicky and her team have also been taking extra care with hygiene, social distancing, limiting use of public transport and is being mindful of any changes in her health. 

    For the foreseeable future, we aim to make the most of technology and conduct meetings remotely, via Skype, FaceTime and phone. Apart from meetings, disruption will be minimal and we are pleased to continue to offer professional marketing and design agency solutions.

    Coronavirus communication template to send to your customers and staff

    We have been researching the best Coronavirus Communication templates to update your communities about your Cornonavirus safety plans. We have found that these guidelines by Harvard Business Review are excellent and we hope it will help you. Sharing is caring!

    Marketing your business is even more important through a crisis 

    There will no doubt be a number of small businesses who are concerned about reduced income over the next month or two. Marketing your way through a crisis is even more important than ever. During the past twelve years, we’ve endured the 2008 Recession, Brexit and now Coronavirus – it is now important to keep your business on the radar by making it stand out through professional marketing and creative design

    We are passionate about creating healthy brands from the inside out though marketing and creative. If your business is quiet, then use this opportunity to spend some time looking at your marketing strategy to see where your social media communications, brand message and communications can be improved. We are here to help. 

    If you have any questions, please call our team on 01903 898977 or email our team at vicky@thebrandsurgery.uk.

    Contact us today if you would like to discuss branding or marketing for your new or established business.

    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.

    Marketing strategy will help make your business flexible and future proof it so it is ready to face anything, however unexpected. Our creative services will help your business stand out.

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

    Contact us

    The post Important message for The Brand Surgery® community regarding Coronavirus appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Design or default? How creative design can grow your personal and business brands https://www.thebrandsurgery.co.uk/creative-design-for-brand-growth/ Tue, 03 Mar 2020 12:09:21 +0000 https://www.thebrandsurgery.co.uk/?page_id=262325 The post Design or default? How creative design can grow your personal and business brands appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Are you where you are as a result of design or default?

    On the run-up to the Euro Final, I heard Kriss Akabusi describe England’s achievement in the final as ‘design not default’. As The Brand Surgery’s 20th anniversary approaches, I have been reflecting on how I ended up as a business owner as a result of default, through redundancy, back in 2001. What have I done to design my way to success. I’m interested to learn how many businesses owners are in their position by default or design?

    Then my thoughts extended to how many of us have defaulted back to various positions due to the pandemic. How do we design some oomph back in our lives – both professionally and personally? Rather than being a victim of the pandemic, how can we creatively design our future?

    When people think about creative design, they often think about brochure or website design.

    Creative design boosts your bottom line

    “Design-driven companies have outperformed the S&P Index by 219% over 10 years.” (Source: The Design Value Index).

     

    Creative design helps you connect

    Great design helps you connect and sustain engagement with your audience encouraging them to make instant and positive decisions about your brand.

    It creates brand love

    Great design communicates your brand 24-7 in a way that customers will love, wherever they are, and when they want it. It’s time to make your brand work harder.

    Create design can tap into the mind

    Great design communicates your brand 24-7 in a way that customers will love, wherever they are, and when they want it. It’s time to make your brand work harder.

    $

    The Chartered Institute of Marketing revealed:

    “Trade Show attendees were recently ask to rate the value of the brochures handed out to them. 87% of the brochures were rated as inadequate to their needs.”

    $

    In 1985, Bernstein revealed:

    “All organisations have an identity, it is just that some organisations chose to manage their identities, and some do not” 

    Creative design gives your business a competitive advantage

    We eat and breathe creativity and naturally  our core values include creativity and curiosity. However, before we begin designing your project, we always conduct marketing research to understand what type of design and words will engage your perfect client.

    We guarantee that our creative design solutions will help your business to grow because our Chartered Marketer because our in-house Chartered Marketer injects tried-and-tested marketing knowledge and expertise into everything we design.

    Unless you are 100% certain that you know what your customers want, we encourage new clients to invest in a one hour marketing mentor session. This will highlight any potential gaps and ensure informed decisions are made regarding your business.

    Creative design gives your business a competitive advantage

    We eat and breathe creativity and naturally  our core values include creativity and curiosity. However, before we begin designing your project, we always conduct marketing research to understand what type of design and words will engage your perfect client.

    We guarantee that our creative design solutions will help your business to grow because our Chartered Marketer because our in-house Chartered Marketer injects tried-and-tested marketing knowledge and expertise into everything we design.

    Unless you are 100% certain that you know what your customers want, we encourage new clients to invest in a one hour marketing mentor session. This will highlight any potential gaps and ensure informed decisions are made regarding your business.

    Get in Touch

    2 + 14 =

    The difference between branding and marketing

    The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.

    We would love to hear from you. Call us now.

    • 01903 898977
    • 020 3904 7667
    • 07909 693172

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

    Please contact us if you would to strengthen your brand to the very best it can be. Marketing strategy will help make your business flexible and future proof it so it is ready to face anything, however unexpected. Our creative services will help your business stand out.

    The post Design or default? How creative design can grow your personal and business brands appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    Sponsor of the IESE Public Sector Transformation Awards – Public Sector Communications https://www.thebrandsurgery.co.uk/sponsor-of-the-iese-public-sector-transformation-awards-public-sector-communications/ Fri, 28 Feb 2020 13:02:32 +0000 https://www.thebrandsurgery.co.uk/?p=262191 The post Sponsor of the IESE Public Sector Transformation Awards – Public Sector Communications appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    The Brand Surgery® is excited to be sponsoring the communications category in the 2020 IESE Public Sector Transformation Awards.

    Having served as a Borough Councillor between 2010-2018, our CEO, Vicky Vaughan, understands that authentic communications are essential to keep improving council services for communities.

    We have been enjoying reading entries which demonstrate how communications have enhanced transparency, built meaningful partnerships, improved leadership, communicated effectively with traditionally hard-to-reach communities and promoted a commercial mindset and culture in councils across the UK.

    The Brand Surgery® works with community groups, local government, building energy management system providers, consultants and charities. Vicky has been helping iESE public sector consultancy with marketing research, strategy and creative since 2012. More recently she has been helping IESE to future-proof its product portfolio and communications, maintaining relevancy so they can continue to provide effective solutions for public sector challenges.

    The entries for the Communications category which we are sponsoring are:

    Adur and Worthing – Opening Doors
    Opening Doors was created by Adur & Worthing Councils after a huge rise in working people presenting as homeless. Rather than compete to secure properties on the open market, the councils established their own in-house lettings agency with an attractive offer for landlords. Thanks to targeted messaging, Opening Doors has exceeded initial targets by 400% and is on track to generate more than £400,000 of savings to be reinvested into housing for those in need.
      
    Dorset Council – Your New Dorset Council
    The new Dorset Council was created on 1 April 2019. The communications challenge was to manage the change, both internally with staff, and externally with our residents, partners and stakeholders.

    The campaign achieved a huge reach across all social media of over 5.5m. The campaign gave clear and simple messaging about what the changes meant for residents, used social media content showing the new logo in iconic locations and showcasing employees working together to improve residents’ lives.  A post-campaign survey with residents a 30% increase in awareness of the Council compared to pre-campaign levels. No customer service complaints were received as a result of the change.

    London Borough of Havering: On track

    The use of apprenticeships is a core part of the council’s medium-term transformation plans. Havering Council used Apprenticeships to create opportunities that enabled junior and middle management staff to progress and set a standard of management across the organisation. The ‘On Track’ campaign was designed to engage staff with opportunities to undertake Level 3 or 5 Management Apprenticeships. In just over two weeks, it engaged at least a third of the workforce and generated over 60 applications for 30 places. It also unlocked £257,500 of our apprenticeship levy and promoted Havering as the leading London borough with the largest cohort of Management.

    All three are winners in our opinion and we are looking forward to meeting all involved on Wednesday 4th March in London.

    Contact The Brand Surgery on 01903 898977 or email hello@thebrandsurgery.co.uk for further information about any of the above.

    Contact us today if you would like to discuss branding or marketing for your new or established business.

    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.

    Marketing strategy will help make your business flexible and future proof it so it is ready to face anything, however unexpected. Our creative services will help your business stand out.

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

    Contact us

    The post Sponsor of the IESE Public Sector Transformation Awards – Public Sector Communications appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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    The 5A Brand Trust Model applied to Social Media Marketing https://www.thebrandsurgery.co.uk/the-5a-brand-trust-model-social-media-marketing/ Sat, 28 Sep 2019 15:23:33 +0000 https://www.thebrandsurgery.co.uk/?p=33739 The post The 5A Brand Trust Model applied to Social Media Marketing appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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     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.Â

    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.

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    Accessibility

    Social media enables your business to be much more accessible and for your customers to quickly interact with you. Ensure you have adequate resources to quickly answer customer questions otherwise you will lose credibility and they may shop elsewhere to find answers. Everyone in your business should be responsible for customer service to some degree. Allow frontline staff to make decisions.

    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.

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    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.

    Contact us today if you would like to discuss branding or marketing for your new or established business.

    We would love to hear from you. Call us now.

    • 01903 898977
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    Please contact us if you would to strengthen your brand to the very best it can be.

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    The post The 5A Brand Trust Model applied to Social Media Marketing appeared first on Business Branding, Rebrands. Brand Refreshes and Brand Marketing - The Brand Surgery, Sussex.

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