presentation to:

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Chuck Sink
presentation to
November 15, 2007
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BESAPQSD
The Formula For Brand Success
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• Definitions of Brand Brand Equity
• A brand is the combined visual, emotional and
  cultural perception of
• an organization, its products and services.
• Brand Equity is the commercial value of trust
  between
• a consumer and an organization.

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• Our Definitions of a Power Brand
• Is so strongly dominant in consumers minds,
  that it
• owns particular association which is
  proprietary.
• People will travel farther, wait longer, and pay
  more.
• Moves customers from mind-share to heart-share.
• Integrates the brand into customers lives.

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Are your customers/clients willing to tattoo your
company logo on their body?
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• How to move toward Power Branding
• Create awareness of your brand that is
  strategic.
• Ensure that the perceptions in the marketplace
  are aligned with your strategic goals.
• Focus on owning a single relevant and
  proprietary
• benefit in the consumers mind.
• Shift from product-centered to promise-centered.
• Communicate the necessity of building brand
  equity internally.

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Some Power Brands
Disney.magic Harley Davidsonfreedom N
ike..heroes Wal-Martsave
money Dunkin Donuts.fresh coffee
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Positioning Statement
To_______________________________________________
(Target
market) Your Brand is the_______________________
____________
(Frame of reference) That_______________
_______________________________ (Key
benefit or statement of need fulfillment) Because
_____________________________________________ ___
_________________________________________________
(Relevant
support)
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Volvo Positioning Statement
To Safety conscious car buyers
(target market) Volvo is the automobile
manufacturer (brand) (frame of
reference) that keeps you and your family
safe. (key benefit or statement of need
fulfillment) Because all of our technology,
research and planning are focused on protecting
drivers and their passengers.
(relevant support)
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Insurance Institute for Highway Safety Top 10
Safety Picks for 2007
ACURA RDX AUDI A4 AUDI A6 HONDA CR-V HONDA
PILOT HYUNDAI ENTOURAGE KIA SEDONA MERCEDES M
CLASS SAAB 93 SUBARU B9 TRIBECA
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Irwin, Pennsylvania
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Branding Roundtables

• Senior Management
• Employee Groups

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• Group 1 Middle Managers
• Group 2 Tellers
• Group 3 Human Resources
• Group 4 Support staff and specialists
• Group 5 Senior Management

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Biography Exercise Human characteristics and
personality of an organization
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Key Words

• Conservative
• Trusted
• Convenient
• Friendly

• Integrity
• Longevity
• Traditional
• Accommodating

• Community
• Loyal
• Fair
• Customer Oriented

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Ladder Exercise Results
The value proposition most often cited was that
Irwin Bank Trust offered its customers the
opportunity to Live a Better Life The
rationale is derived from management and staffs
beliefs that they are financial solutions
providers, not just bankers.
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Key Messages

• Irwin Bank is in the Better Life Business. We
  will attempt to earn each customers trust in
  everything we do.
• Our focus is to help every individual, family,
  business, and community succeed.

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Creative Objective
To increase strategic awareness, create
heart-share and build market share
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Brand Strategy
Re-brand Irwin Bank Trust by using the findings
of our Branding Roundtables and quantitative
research to effectively meld the promise of the
brand with the priorities of the marketplace.
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Big Show
Opportunity for all company employees to witness
the new brand come to life in creative marketing
executions
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Your Company/Organization Biography Exercise
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Key Words Exercise Choose defining words for
your organization
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What is the single most important factor in the
success or failure of any employee?
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Attitude!
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A Business Productivity Philosophy Attitude
drives actions. Actions drive results. Results
drive lifestyles. (profits) -Jim Rohn
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• Generally, the people who are good for your
  brand
• Are optimistic
• Are friendly
• Smile often
• Avoid arguments
• Are eager to help others coworkers and
  customers
• Complain little or not at all
• Love their jobs
• Dont participate in gossip

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• Conversely, the people who may hurt your brand
• Are pessimistic
• Dont smile much
• Tend to argue
• Whine a lot
• Consider their jobs a chore
• Avoid going the extra mile
• Like to gossip and find fault
• (Let your competitors hire them.)

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The Industrial Age is long gone. Command and
control management style is obsolete. We are
well into the Information Age (Some might say the
information overload age) The coming age will be
the Age of Wisdom. -Steven Covey
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Managers must learn to tap the creative potential
of their employees. The most valuable assets in
business are great ideas! Emphasize incentives
and rewards more than policies and enforcement.
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Good Ideas are worth Millions Post it Notes
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Foster an environment of creativity and open
communication. You never know from where the
next great brand building idea may come.
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Great Free Stuff www.bnet.com Subscribe to
free weekly motivational Ezines
at www.yoursuccessstore.com Spread the wealth!
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• Business benefits of company-wide Goal Alignment
• Increased operating margins (profit)
• Quicker execution of company strategy
• Reduced employee turnover

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S.M.A.R.T. Goals Specific Measurable Attainable R
elevant Timely
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• Make sure employees daily efforts contribute
• To your companys business objectives.
• Keep employees energized and engaged.
• 3. Implement and reinforce a pay-for-performance
• culture.
• 4. Integrate performance management from start
  to finish.

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Recommended reading Be Our Guest Perfecting the
art of customer service
www.disneyinstitute.com
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• Six Tips for Culture Building
• Keep it simple. Everyone must feel comfortable
  with the
• Culture. Leave room for individuality and
  personality.
• Make it Global. Everyone at the site, including
  management must buy in.
• Make it measurable. Create specific guidelines
  and make them a part of performance assessments.

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• 4. Provide training and coaching. Incorporate
  the elements
• of the culture into the employee training
  and ongoing
• performance coaching. Encourage
  peer-to-peer coaching.
• Solicit feedback and ideas from the team. Foster
  a sense
• of ownership and expand the pool of
  creative input by allowing
• employees to contribute to the show
  (service).
• Recognize and reward performance. Build employee
• motivation through formal and informal
  reward and
• recognition programs.

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To encourage more of good work from your
people Be hearty in your approbation and
lavish in your praise. -Charles M. Schwab
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Questions? chuck_at_teo-usa.com www.teo-usa.com
[phone]
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Thank you!
Chuck Sink