Synergy Leadership Group http://synergyleadershipgroup.com Making Emotional Brand Connections through Authentic Storytelling Mon, 07 Jul 2014 12:49:09 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.1 Brand relationships can enhance all brands in the family http://synergyleadershipgroup.com/137/137/ Sat, 05 May 2012 18:22:32 +0000 http://synergyleadershipgroup.com/slgwp/?p=137 61% of your customers get annoyed when they can’t determine which company owns a brand (according to a recent survey in Harvard Business Review). As parent companies acquire brands, effectively communicating parent ownership is critical as no one wants to annoy 61% of their customers.

We help companies share brand stories that help shape brand connections to parent companies.

Storytelling done right helps transform the brand and it’s parent relationship to a new position in the customer’s mind that both brands can comfortably own and in a way that makes both brands stronger.

Brand stories should be an integral part of the messaging in your companies Brand Activation Guide. Your creative people around the globe should have access to the words and images these stories convey, so that the creative people on the front lines can craft your marketing material with a unified look and voice.

Review your current brand guidelines and see if you’ve provided global creative teams with the visuals and messaging they need to make a consistent emotional connection with your best customers. And pay special attention to how you demonstrate the relationship of the parent brand.*

* True story. The day after we read the Harvard article about the opportunities in explaining the parent brand relationship, we received a mailing from our phone company telling us if we did not call an 800 number and decline, they would take over the billing for our Direct TV account. No other explanation. No benefits listed for making the switch. No story about the relationship between the two brands. The potential for annoying the customer is present.

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Creating a culture involves a series of small changes http://synergyleadershipgroup.com/256/creating-a-culture-involves-a-series-of-small-changes/ Fri, 04 May 2012 21:46:23 +0000 http://synergyleadershipgroup.com/?p=256 We were advising a client the other day on creating a unique culture in their organization when suddenly they told us we were hunting mice, when their problems were more of the elephant nature (bigger). Great analogy we thought.

Our client was correct. We were hunting mice. Building a unique culture in an organization most often involves embracing a series of small (mice like) practices, that when applied cumulatively to the customer experience, send a strong story about the culture in an organization.

Zappos just sends shipments overnight. Apple just works. We help companies create a unique culture in their organization by uncovering and agreeing to a series of small changes, that when put into effect, can differentiate your brand from your competition and create a memorable culture for employees and customers.

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Making marketing dollars achieve optimum results http://synergyleadershipgroup.com/258/making-marketing-dollars-achieve-optimum-results/ Thu, 03 May 2012 21:47:55 +0000 http://synergyleadershipgroup.com/?p=258 Your marketing director brings in creative for your review. You like it, but sense that something is different. Upon closer review, you notice that your new artist has altered your corporate logo putting his or her own personal twist on your brand.

Unchecked, your marketing material will quickly appear as if it is coming from a different company each time you reach out to prospects or customers. And that is a waste of marketing money.

Creative people love to change stuff and make it our own. After all, doing cool new stuff is what attracted us to the creative side of the business. But to achieve the greatest sales results requires discipline, and leaders must follow a well-planned brand activation guide that clearly defines brand usage.

Your brand activation guide should include stories that further define your brand and enlighten customers, prospects and most importantly, internal employees about what your brand and company stand for, and the direction you are leading the company.

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Transforming brands through storytelling http://synergyleadershipgroup.com/260/transforming-brands-through-storytelling/ Wed, 02 May 2012 21:48:54 +0000 http://synergyleadershipgroup.com/?p=260 The most effective way to change brand perceptions is through storytelling that describes a time when the brand stepped up and performed a memorable breakthrough event. The story should transform the brand to a new position in the customer’s mind that the brand can comfortably own.

Those kinds of brand stories should be an integral part of the messaging in your companies Brand Activation Guide. Your creative people around the globe should have access to these stories and other copy and visual messaging as they craft your marketing material with a unified look and voice.

Review your current brand guidelines and see if you’ve provided your global creative teams with the visuals and messaging they need to make a consistent emotional connection with your best customers.

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The Lost Art of Storytelling http://synergyleadershipgroup.com/262/the-lost-art-of-storytelling/ Tue, 01 May 2012 21:50:11 +0000 http://synergyleadershipgroup.com/?p=262 There is a world of difference between a Brand Activation Guide and a Brand Logo Manual. The latter shows the logo and how it should be displayed correctly on letterheads, business cards, etc.

A well-done Brand Activation Guide is something all together different. Those that are responsible for their company’s marketing material should have their Brand Activation Guide open on their desktop as they incorporate the stories, messaging, and visuals into marketing material they are creating.

The most effective way to change brand perceptions is through storytelling that describes a time when the brand stepped up and performed a memorable breakthrough event that helped transform the brand to a new position in the customer’s mind that the brand can comfortably own.

In our work with new prospective clients, often times B to B global behemoths, we are amazed to find no such messaging has been written. What we most often see is a small manual that demonstrates how to display the brand logo on stationary. No stories and no emotional connection to the brand.

Review your current brand guidelines and see if you’ve provided your global creative teams with the messaging and visuals they need to make a consistent emotional connection with your best customers.

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Making global brand portfolios stronger by their relationship http://synergyleadershipgroup.com/264/making-global-brand-portfolios-stronger-by-their-relationship/ Mon, 30 Apr 2012 21:51:51 +0000 http://synergyleadershipgroup.com/?p=264 Over 25 years ago Al Ries and Jack Trout wrote the brand classic Positioning: The Battle for Your Mind.

The book still has a tremendous impact on our brand philosophy all these years later. Positioning: The Battle for Your Mind teaches ultimate appreciation for the importance of the single brand.

However, as today’s global brand icons acquire additional brands, there exists the need to bring these brands together in a cohesive brand portfolio. Customers must embrace the relationship and benefit of buying from a single unified global brand that has made the portfolio stronger by their connection.

Equally important, employees need to embrace these new relationships and elevate the newfound strength of the entire brand portfolio to customers.

Making global portfolio brands stronger by single ownership lifts all brands in the boat, and is the sweet spot of our brand work.

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Customers will pay more for the right brand image http://synergyleadershipgroup.com/266/customers-will-pay-more-for-the-right-brand-image/ Fri, 27 Apr 2012 21:53:25 +0000 http://synergyleadershipgroup.com/?p=266 Does the right brand image matter? According to a study done at the University of Georgia real-estate buyers will pay a 4.2% premium for a property in a subdivision that has the term “country” in its name, and an additional 5.1% on top of that for “country club.”

How customers perceive your brand can make a difference in what people are willing to pay for your product or service.

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Do you understand why they buy? http://synergyleadershipgroup.com/269/do-you-understand-why-they-buy/ Thu, 26 Apr 2012 21:56:20 +0000 http://synergyleadershipgroup.com/?p=269 When was the last time you sat down with your best customers or the people selling, installing, or handling your product or service and asked them what differentiates it from your competitors, and then determine ways to optimize that point of differentiation in your marketing?

Have you made time to understand and analyze the positioning of your competition?

Is this a good time to review your integrated marketing plan and seek opportunities to improve?

Have you mind mapped all of your touch points and made certain your message is consistent across all channels?

If you haven’t had time to do some of the above, relax and call Synergy Leadership Group. We have performed the above analysis and positioning for some of the most iconic brands in America.

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Because “he/she” wants it done that way http://synergyleadershipgroup.com/272/because-heshe-wants-it-done-that-way/ Wed, 25 Apr 2012 21:58:27 +0000 http://synergyleadershipgroup.com/?p=272 As a leader of your organization have you ever heard someone explain company direction by saying, “Because (insert your name here) wants it done that way!”

When it was my name inserted in that sentence it made the hair on the back of my neck stand at attention.

It was at a point in my career before I learned the power of storytelling.

It is tough to manage a large group of people and do your best to explain the “why” behind “why the company is a certain way.”

With memorable, planned, and consistent storytelling, all leaders can more easily guide the company in the direction you have chosen.

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Generate passion for your strategic direction http://synergyleadershipgroup.com/274/generate-passion-for-your-strategic-direction/ Tue, 24 Apr 2012 21:59:42 +0000 http://synergyleadershipgroup.com/?p=274 Studies have found that employees perform at a higher level when they have a clear understanding and a sense of purpose for where their organization is going, how they are going to get there, and their role in the journey.

The best strategic planning efforts begin with an internal rollout that aligns the organization behind the vision and generates excitement and passion for the new direction.

With Synergy as your strategic planning partner, we’ll work hard to bring your employees into the process so they have contributed to the planning and feel ownership in the new direction by launch time.

We have performed hundreds of strategic planning and branding sessions for a diverse range of companies. They benefit from the knowledge gained and renewed sense of purpose and direction.

We use a proprietary program called Brand Life to guide our planning process to a deliverable that leaves no doubt about what your organization stands for, how it should present itself to its customers, and the employee’s role in accomplishing the organization’s goals. We guarantee your complete satisfaction with our work.

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