Services:
Brand Engineering
Brand Engineering is a strategic approach to clarifying and sustaining your brand. A strong brand underpins all that the company does – strategic directions, marketing, recruitment, choice of partnerships and alliances.
Brand Engineering is essential if:
- you want your product or service to be worth more with your name on it than without it and thus improved margins
- you want your brand to contribute to share value or capital value
The object of Brand Engineering is to re-engineer your existing brand so that it clearly differentiates from your competitors, resonates with your customers and then delivers on the brand promise at every interaction both within and outside the company.
Brand Engineering is driven by the owners or leaders of the company. They are responsible for maximising the value of the business. Constructing a powerful brand is a smart and proven method to significantly add to the value of a company.
If the company has a number of brands within its portfolio Brand Architecture (an important part of Brand Engineering) will create a logical and effective management system that maximises the performance of each brand.
If you haven’t already guessed, your brand is not just your logo or your product/service. Your brand is a collection of perceptions in the minds of customers and it is built through the total experience that the brand offers.
Brand Engineering allows you to take control
of how you brand is perceived rather than the market determining your
image and reputation. The key steps to develop a powerful brand include:
- developing a brand vision – an aspirational and distinctive brand identity that defines what you want your brand to be and what it will stand for.
- developing a management plan for multiple brands (Brand Architecture) if relevant
- implementing the desired brand vision within the company – it is important that the new brand is ‘lived’ within before being presented to the external market
- embedding the brand identity in the marketplace using clever, cost-effective and non-standard methods (PR, sponsorship, visual identity, website, advertising)
Brand strategy development
Peartree Marketing guides the leadership team through a workshop process to clarify your aspirational brand — what you want your brand to be and stand for. We examine your current brand image, we consider the customer’s perspective and we analyse your key competitors in order to uncover ways in which your brand can differentiate from competitors and resonate with customers. It is useful to undertake a brand audit before embarking on the development of your brand strategy.
We also document your newly defined brand so that staff members are clear on the brand. Your stated brand vision is also invaluable in briefing external suppliers like advertising agencies, graphic designers and public relations consultants.
Brand Implementation
Having determined your brand vision the next step is to embed your brand internally and externally through a range of programs. Peartree Marketing assists in coordinating these activities, particularly if you do not have an established marketing infrastructure.
Internal programs can include staff development initiatives that encourage employees to ‘live’ the brand and to be more effective brand ambassadors. External brand building can encompass the development of a new visual identity or packaging; innovative sponsorships of events or entities that can enhance your brand associations; marketing materials; communication and public relations activities; creative use of your website to drive awareness and brand associations; or novel advertising campaigns.
Brand Coach
This ongoing program ensures that your organisation and your marketing keep to the brand promise articulated in your brand identity statement. Peartree Marketing meets regularly throughout the year with your brand team to provide an external observer’s review of your brand building activities and to offer suggestions to enhance the development of the brand. Brand Coach is especially helpful to deliver an independent and objective eye when you have an established marketing infrastructure working on the day-to-day brand building programs.
Brand audits
How do you know how your brand is performing? Peartree Marketing can determine the strength of your brand through a brand audit. Brand audits can be undertaken before embarking on a Brand Engineering exercise or at any time that you want to establish your brand’s power in the marketplace. We measure your brand equity through analyses of the key areas: brand awareness, perceived quality, brand associations and brand loyalty.
Brand presentations
We provide an entertaining and stimulating presentation on taking control of the development of your brand, what makes brands strong and how to make it happen.
Personal brands for young professionals
The Power of a Personal Brand – how to use ‘you’ to
get ahead
A powerful commercial brand is one that clearly differs from the competition,
resonates in a meaningful way with customers and delivers on the brand
promise at every interaction.
A successful personal brand is just the same – you need to work out how you can stand out from the pack and ensure that you behave consistently to be true to your identity.
Peartree Marketing’s Lowen Partridge is the most experienced marketer of professional services in Adelaide. She was the city’s first law firm marketing manager in 1990 and since then has advised many professional service firms including legal, accounting, engineering, architectural, financial and health.
In this half day session for young professionals Lowen outlines how to develop your own personal brand. You will discover how to identify your most dynamic personal qualities and hear practical tips on how to build your brand presence within and outside the firm.
Facilitation of conferences, family forums
Peartree Marketing’s principal consultant, Lowen Partridge, is an experienced and effective facilitator. Her experience and maturity brings a friendly, capable atmosphere to proceedings that encourages discussion and contribution from participants.
Lowen facilitates conferences and other events and has a particular interest in working with family businesses forums to encourage open discussion of key areas of concern for the viability and health of family, ownership and business.
Marketing training
Most of Peartree Marketing’s training has been developed for professional services however many other companies have benefited from the programs.
Communication in business
Develop more self-assurance in professionals through improved communication and professional behaviour including clothing, grooming and dining etiquette.
This program covers:
- the range of behaviour required in the business environment — dealing with colleagues and senior management; client/customer contact; client hospitality
- the importance of active listening and clear verbal communication
- how to identify and respond to non verbal communication
- the importance of grooming and personal presentation
- the correct etiquette for formal dining
- handling difficult situations
Managing the client/professional relationship
Business performance of a professional service provider depends not only on technical skills but also on the relationship between professional and client. Building skills in managing the client relationship is commercially vital. It assists to strengthen the client/professional relationship thereby providing greater opportunities for referrals and repeat business. It also protects against client defection by being alert for any signs that could threaten key business partnerships.
This workshop includes case studies and role-plays tailored to the participants’ own working environment.
Networking
A business network can be a rich source of work. Developing your network is low cost, low risk marketing and, for many areas of business, the single most effective tool in your marketing armoury.
Many people understand the significance of a good network of contacts but do not know how to effectively build one for themselves. Others do not use their networking opportunities well confusing socialising with strategic networking. Still others need to overcome a reluctance to participate in networking opportunities.
This program covers how to build a network as well as practical tips in handling networking opportunities.
Presentation skills
Giving a presentation can be a highly effective form of marketing yourself or you business — listeners hear about your offerings and have time to consider you as a person with whom they may like to work.
Unfortunately most people find the prospect of making a presentation daunting. Where to start? How to organise all the information that you want to include? How to overcome nerves?
This one day workshop covers:
- How to craft a brilliant speech
- Use of voice and body language for best effect
- Things you often don’t consider (food before speaking, clothes, where to stand, etc)
- How to overcome nerves
- Dealing with impromptu requests
Selling skills for professional services
Has your firm increased its marketing spend on brochures, website, public relations and sponsorship but found that it has not resulted in new work? It could be that opportunities created by your marketing have not been converted because of a lack of business winning skills of practitioners.
Most sales training programs do not distinguish between the selling of small and large products or services.
Successful major sales of products or services requires a distinctive approach that understands the increased time it takes to win a new client and takes into account the psychological position of the prospective client. Clients are looking to reduce risk, maximise return and importantly, trust that promises will be delivered.
This effective sales training program titled "Is your marketing winning new business?" consists of two modules which are run with at least a month between each.
