People techniques work for brands and corporate cultures too Not all pathways are open to you
Long gone is the time when you could have a corporate image that did not reflect your brand values. Using a topical example, if your brand image is young, honest and dynamic, you cannot have a supply chain which is seen in any way to be exploiting workers… even when it involves sub-contractors. Your public persona and your brand image (or images) are inter-twined.
Brands are like people… with names, personalities and reputations. You can choose whether to trust them, to be associated with them ( like people) or to flat out reject their company. Brand names are ideas and relationships in your customer’s mind. Whether extending your brand image or firming up on core values, it helps to clearly identify your starting point and your goal, in ways relevant to all your stakeholders... particularly your customers (see diagram). When we make decisions, we all do so at an emotional level... not surprising then that our approach dives deep into the emotional components of branding. But after making that ‘emotional’ buying decision, we then use rational terms and descriptors to justify our decision (post-hoc rationalization is the fancy name for it). So the factual component of decision-making cannot be pushed aside. It too is critical, but needs to be approached from the right angle, with the right degree of importance. Our fact-finding and in-depth questioning techniques have been developed to unlock a deep level of customer insight. In getting to understand the psychology of how our brains work and how we make decisions, we use Jungian archetypes to develop ways of strengthening relevant brand values. Jung believed that archetypes were ‘… imprinted and hard-wired into our psyches”. In today’s language, archetypes are the software of the psyche. 'Why' are you in business?
A brand and people audit can reveal the true picture. At first sight, you simply observe customers buying your products or services; it's about the 'what' that you are selling. But they are really buying 'why' you are doing, what you do. Being able to give a clear and relevant answer to the question 'why', turns you into a healthier, more vigorous brand.
To build lasting, trusting and loyal customers, they don't just want to buy and use your products or services, they want to believe in your company and your brand. |
What makes a successful business strategy?
Three guidelines:
“We are not rational thinking machines; we are emotional beings that think”
Antonio Dimasio, author of Descartes’ Error “… unconscious motivations make up as much as 80% of our decision making processes”
Kevin Roberts of Saatchi & Saatchi |
Buying your "Why" and not your "What"
MRI scans have shown that decision-making takes place principally in the deeper (older) areas of the brain at the level of ‘Emotions and Instincts’ … it is only later rationalised in the cortex.
As an example, loyal customers don't just buy at IKEA because the goods represent good value for money (the 'what'). They know they will get good quality and design at affordable prices because IKEA's roots lie in the company's associated pride with its Swedish traditions (the 'why').
MRI scans have shown that decision-making takes place principally in the deeper (older) areas of the brain at the level of ‘Emotions and Instincts’ … it is only later rationalised in the cortex.
As an example, loyal customers don't just buy at IKEA because the goods represent good value for money (the 'what'). They know they will get good quality and design at affordable prices because IKEA's roots lie in the company's associated pride with its Swedish traditions (the 'why').
Building and Managing Brand Values Campbell's Limited Edition Soup Collection
How we go about it
1. We develop a picture of where you are today, as seen from an internal and an external perspective. 2. We show you which brand image components are most relevant and can realistically be developed. 3. We help you develop a future positioning strategy which you can own. In many cases, this means building on your fundamental, emotional brand values, and combining them with a more focused customer experience. |