This two-day MasterClass, presented by international brand leadership experts, Dr Nikolaus Eberl and Herman Schoonbee (co-founders of the FAN World Cup and the African FAN Village) will teach you how to build a Premium Brand that will command Brand Leadership within your Industry.
The Premium Branding Workshop
The Premium Branding Workshop is the first step in BrandOvation's systematic and proven branding process. It is built on the premise that the best brands are built from the inside-out by the management team and the core branding team.
The Premium Branding Workshop will show participants how to create and use brand identity to most effectively position and communicate the benefits of their brand.
The Premium Branding Workshop is designed to provide your team with a systematic way to:
Brand your company and its key products and/or services. Clearly define the brand so that it is compelling and credible to your key target audiences. Create a brand identity that all key internal constituencies can agree on and work from. Increase the reputation, image, perceived value and brand awareness of your company
Introduction to Premium Branding - Presentation
What is a Brand? Why is it important? What is a Premium Brand? The Drivers of Brand Loyalty The Role of Employee Commitment The Drivers of Motivational Intelligence The Golden Rules of Premium Branding The Ten Stages of Premium Branding: The Hero's Journey
What questions need to be answered? - Interactive session
Who are your target audiences/stakeholders? How do you clearly describe your brand and its benefits in 10 words or less? What are the most important purchase factors? Why are those top-ranked purchase factors important to customers? What are the key benefits? What are your organization's top shared values? Based on those values, discover your Brand Archetype. What is the brand's category descriptor? What is the cultural archetype for your brand's category? What is the best position for your brand relative to competitive brands?
Brand Identity Map
Brand Identity Session: Develop your brand identity map The Premium Branding Workshop is also an excellent forum for strategic planning. This workshop will show participants how to create and use brand identity and create a compelling story for your brand.
Step One: Discover your brand identity
Where does your Passion lie? What is your Brand Archetype? Where do you have the most Credibility? Where do you have the most Experience?
Step Four: Decipher your clients' motivational drivers
How Motivational Intelligence determines Human Behaviour Which Motivational Needs does Your Product / Service fulfil? Which Motivational Needs are your Clients buying from you? How can you build a "sense of community" around your brand?
Outcome: Motivational Intelligence GAP Analysis: Clients Net Promoter Score: Clients
Step Five: Analyse your competitors
Where are your primary competitors? What are they doing better than you? What can you learn from them? Who or what is your brand's archenemy? How do (or can) you draw strength from your enemy?
Outcome: Motivational Intelligence GAP Analysis: Competitors Competitive Intelligence: Best Global Practice Net Promoter Score: Competitors
Step Six: Diagnose your brandscape
Who else competes in your Category? Who comes first, second and third in Customers' Minds? How does your Brand rank with Customers? How can you become the Number One Brand in your Category?
Outcome: Motivational Intelligence GAP Analysis: Industry Brand Leadership: Strategic Plan
Step Seven: Ride the brand wave
What are the Rules that are running your Industry? How can you disrupt the balance of power and break those rules? Which Trends are currently powering Your Industry? Which future Trends can put your Brand on top of your Industry?
Outcome: Current Industry Trends Analysis Future Industry Trends Analysis
Step Eight: Sell-in to your internal team
How to inspire Team Members to Peak Performance Establish the Characteristics of being a Brand Ambassador Create inspiring Presentations that capture your Audience Bring Your Brand to Life by communicating the Brand Successes
Outcome: Employee Commitment Survey Motivational Intelligence GAP Analysis: Employees Net Promoter Score: Employees
Step Nine: Evaluate your key brand touch-points
Understand Your Brand Dimension: Client Touch-Points Rank each Touch-Point's Importance and Frequency of Use Rank how effective you are in implementing each Touch-Point Review the Frequency of Use and related Effectiveness of each Touch-Point
Step Ten: Translate your brand map into creative communication
What does your Brand want to communicate to the World? What is your Brand's Attitude? What Tone or Vibe does your Brand convey? What Images represent the emotional Connection you have with your Clients?
Knowing what "brand" is, how it works and why it's important. With a first draft of your brand identity map - a short and compelling description of your organisation and the key benefits/messages. With a roadmap for strategically communicating your vision and services in the most persuasive manner to your key target audiences. With a foundation for implementing and using your brand identity. With the internal input needed to conduct market research with your target audiences in order to validate the brand identity.
The author of the bestselling book BrandOvation: How Germany won the World Cup of Nation Branding, and the sequel The Hero's Journey: Building a Nation of World Champions, Dr Nik holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore. Dr Nik and Herman Schoonbee headed the Net Promoter Scorecard research project on South Africa's Destination Branding Success Story during the 2010 FIFA World Cup, and are the co-authors of the 2010 Brand Ambassador Program 'Welcome 2010' and co-founders of the FAN World Cup and the African FAN Village.
Date: 02 August 2012 to 03 August 2012 Location: BrandOvation, Johannesburg Cost: R7,250 More info: Auckland Park
Contact: Dr Nikolaus Eberl Company name:BrandOvation Telephone number: +27 83 270 6011 / 6010 Email address
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