The power of branding iris world 2014

The Power of BrandingHow to transform your business

House keeping

No fire alarm tests

planned today

Feedback forms in

your packs(please complete the survey

before coffee)

Mobile phones on

silent please

What is a brand?

What a brand is NOT.

A brand is not a logo.

A brand is not a product.

A brand is not a slogan.

A brand is not an good ad.

What is a brand?

Brand;

the sum of all the characteristics, both tangible and intangible, that makes your business, service or product unique.

A brand promises something to client.

A brand sets client expectations.

A brand meets those expectations in every client interaction and experience.

A brand represents a promise.

The John Lewis Partnership's reputation is based on three interdependent objectives Partners, customers and profit. Never knowingly under-sold.

Not to be confused with Marketing: you must have a strong brand position and promise – no amount of marketing will attract and retain clients without it.

1. Established awareness and connects to your clients.

2. Improves your image and perception of value

3. Creates preference for your service offerings

4. Increases participation and market awareness

5. Builds positive client perception and loyalty

6. Leads to increased revenue

Why Develop Your Brand?

How Do I Create My Brand Story?

1. Differentiation: communication of your

essence and uniqueness

2. Relevance: meaningfulness of your value

to your target market.

3. Esteem: the respect of your target market

to deliver value.

4. Knowledge: experience in the areas your

clients care about.

How Do I Create My Brand Story?

Key: Differentiation and

Relevance form the

foundation of building

your brand.

17

Harold Sharpe example dual branding

What is the downside of building a brand?

What is the upside of building a brand?

It’s what the top end of town does…..

Differentiated brands get noticed

A healthy brand gets everyone singing from the same song book

A healthy brandprovides meaning

Your Practice here!

Client’s

A healthy brand saves you money

A healthy brand can make you money

A healthy brand connects you to your clients

Creating ‘stickiness’

A healthy brand provides a competitive advantage

TOUCH POINTSAny point, both tangible or intangible, where someone comes in to

contact with your practice.

Stationary

Reports

Newsletter

Office Layout PresentationsE-Mail Signatures

InvitationsMerchandise

Website

Client Entertainment

Promotional DVDPress Releases

AdvertisingEmployment Criteria

Logo Design & Usage

Brochures

Direct Marketing

Phone Answering Internal Meetings

Programs

Signage Cards

Touch Points

Your Practice

Building your brand into IRIS Cloud Collaboration Solutions

Co-branding for IRIS OpenSpace

OpenSpace Features:

Secure document exchange portal

Fast & efficient document approval

e-Checklist integration to IRIS Compliance

Suite

Co-Branded for your clients:

Make OpenSpace your client portal

Your Logo

Your Colour Scheme

Your Style

Your tailored email notifications

Co-branding for KashFlow Software

Maintain the look and feel of your website

Match to OpenSpace branding

Create a consistent client experience

Create more interaction with your brand

Marketing SupportBenefits

No need to write material yourself

Professional, branded assets

Strengthen your brand

Targeted content aimed at your client

Includes

Letter Templates

Leaflets and Brochures

Partner Packs

Banners

Reception stands

Connecting Accountants and Clients

Benefits

Free directory listing

Leads generated for you

Greater online presence

Includes

Find an Accountant

High ranking for Accredited Firms

Details on services offered and

industry specialities

Website Branding

Benefits

Drive traffic to your Website

Increase enquiries

Strengthen your brand

Includes

Content creation and management

Embedded Log-In to KashFlow

Demo Video Why Use KashFlow

IRIS OpenWebsite

Benefits for you:

Professional design; template or bespoke

Increased inquiries

Strengthen your brand

Seamless KashFlow integration

Seamless OpenSpace integration

Benefits for your clients:

Find the right accountant for them

Single place to collaborate with their

accountant

Hub of useful content

Summary

Successful branding starts with a Brand Promise based on your Values and Culture. This makes your Brand Strategy.

The next step is to create a unique Brand Identity, followed by marketing to increase Brand Awareness.

The branding process then requires a strong commitment to produce consistent communications over tie, across all touch

points with your clients.

This will create brand Equity – positive perception and a loyal client relationship that is built on trust.

The end result will be real return on investment (ROI)

Differentiate the experience clients

have with your firm

You are selling services not products

The source of your profit is human interactions

How you deliver your service may be more important than the service itself

Experiences are unique. Products aren't.

Thoughts for the Road!

Either by design or by default, your practice already has a

brand. Discover what that is...

....Then, ask yourself this question “Do I treat my brand like

and expense, or do I manage it like and asset??”

THE POWER OF BRANDINGOne of the few competitive advantages left.

Brand or Bland?It’s your call.

Questions?

Koby Amedume

Marketing Director

[email protected]

John Knowles

Product Manager – Cloud Solutions

[email protected]