Brand Strategy Guide A Guide for Krispy Kreme Doughnuts Version 1.0 2017 The contents of this guide are confidential. Any unauthorized disclosure, or reproduction is prohibited.
Brand Strategy Guide A Guide for Krispy Kreme Doughnuts Version 1.0 2017 The contents of this guide are confidential. Any unauthorized disclosure, or reproduction is prohibited.
Introduction Welcome to the Krispy Kreme Brand Strategy Guide. This strategy guide is intended to help employees and customers understand and engage with the Krispy Kreme brand. Use this guide to navigate the research complied within that has been gather over the period of several months. This research has been gathered with the intention of gaining insight into how our customer engages with our brand as well as how our brand functions in the world. We have used this research to form our Brand Platform as well as our Brand Strategy. Included in this guide is are our Visual Brand Guidelines, which should be followed to uphold our brand standards.
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Table of contents 5 1 2 6 3 4 7 Introduction Welcome to Krispy Kreme An Overview of Krispy Kreme Brand Strategy/Objectives
Brand Analysis Situational Analysis A Review of Our Customers What Our Core Customer Values
Brand Platform What is a Brand Platform Our Identity Core Traits Positioning Brand Strategy Brand Summary Vision + Mission Values Brand Personality Activating Our Personality Elevator Pitch
Visual and Verbal Brand Identity Guidelines Corporate Logo Brand Typography Font Hierarchy Color System Brand Value Proposition Taglines Advertising Themes Customer Engagement Moments of Truth Zero Moment of Truth First Moment of Truth Second Moment of Truth Third Moment of Truth Ultimate Moment of Truth Employee Engagement Employer Brand Employer Value Proposition Employee Engagement Employee Experience
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About This Brand About Krispy Kreme An Overview of Krispy Kreme Brand Strategy + Objectives
ABOUT Get to know Krispy Kreme Doughnuts! In 1933, Vernon Carver Rudolph, the founder of Krispy Kreme, bought a doughnut shop in Paducah, Kentucky, from a French chef from New Orleans. He received the company’s assets, goodwill, and the rights to a secret yeast-raised doughnut recipe. Now, Krispy Kreme is a household brand that is known for our high-quality and fresh made doughnuts that are best served hot, as well as our line of coffee drinks. We value hard work and quality ingredients and strive to bring our customers the best tasting treats they can indulge in as the work hard for their goals.
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Overview Krispy Kreme Doughnuts is an American doughnut company and coffeehouse chain that specializes in fresh and quality made doughnuts served hot and ready to eat the moment you buy them.
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Purpose We strive to provide the highest quality doughnuts and coffee to our customers. Vision We aim to bring high-quality doughnuts and coffee to the customer as well as to provide them with a space where they can relax and be creative. Ambition We want to provide a handmade sweet treat and a relaxing environment for customers to let their creative juices flow. Values Quality, taste, and that special hand-made feeling. Know-How We are experts at creating flavorful coffee and doughnuts that inspire creative thinking. Heritage Our secret doughnut recipe was handcrafted by a French Chef in a moment of inspiration. Our stores provide a quiet place to foster those eureka moments. Territory We want Krispy Kreme Doughnuts to be your inspiration treat. Let our doughnuts give you that little “Ah ha!“ moment. Style and language Krispy Kreme is about handmade integrity and creativity. Our style is natural and engaging.
Brand Strategy It’s all about freshness! Our brand is in need of a refresh that will bring the focus back onto how we hand-make our doughnuts and coffee.
Why are we refreshing?
1 2 3
In our zeal to provide our customer with fresh and hot ready doughnuts, our brand has become synonymous with mass production. We want to get back to our basic values.
We have a unique opportunity to provide our customer with a special space where they can let themselves be creative and inspired.
Our brands value should be focused on our doughnuts - and how great they are when made from scratch!
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Brand Objectives Let’s create something together. These brand objectives will help us refresh and refocus our brand strategy.
What are our objectives?
1 2 3
Reposition Krispy Kreme to target creative and hardworking individuals on the go.
Provide customers with a store studio space to allow for inspired thinking and allow customers to treat themselves to our fresh and ready made doughnuts.
Rebrand our visual identity to feel more handmade and authentic to creativity.
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Brand Analysis Situational Analysis Review of our Customers Core Customer Values and Needs
Situational Analysis Category
Desserts and Coffeehouses Krispy Kreme is in the Doughnut and Coffeehouse category along with ice cream shops and bakeries. This category competes over different product types, but all offer a sweet treat and savory drink. Trends in this category follow fast food and on the go products for customers with little time to engage them.
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Company
Hot and Ready Currently, Krispy Kreme is positioned to compete as a quick stop for takeout doughnuts. We offer doughnuts made hot when you want them. We can quickly provide the customer with their favorite treat. However, we do not currently offer them an opportunity to savor our treats or coffee in store as competitors have. We stand to gain market share if we allow customers an area to relax.
Competitors
Dunkin Donuts Our main competition focuses on coffee as well as sweet treats. They provide the customer with takeout products on the go so they can have the fuel needed to work. Our competition engages customers on multiple levels and focuses on coffee as fuel for their customers.
Customers
Best Tasting Doughnuts Our customer thinks our doughnuts are of better quality than our competition. They purchase our doughnuts because they know they can trust the quality and taste we can provide. However, our customer doesn’t engage with our brand beyond buying our products on the go.
Review Of Our Customer We interviewed customers for their insight Kayla Brown Kayla is a busy mom of two who runs a small business painting murals for homes. She loves sweets and sharing her mornings with her kids before dropping them off at school. She wishes she had a space to sketch more in peace and quiet. “My kids can drive me absolutely crazy. Being a creative and a mom is a full time job.“
Jason Harold Jason is a busy professional working in New York City as a freelance photographer. He is always on the go and has no where to sit down and think out his next project. “There are so many concepts I want to explore with my photography, Sometimes, sitting down with a sketchbook and a cup of coffee is the best way to figure them out.“
Nikkie Seriso Nikkie is an avid art historian that runs a side business for her handmade pottery. She goes to craft shows and sells her pottery at fairs. She loves sitting down with coffee and a book in the evenings to relax. “If I could sit for hours in a quiet and studious environment and just get my work done, that would be the place for me.”
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Core Customer Values and Needs A space to promote creative inspiration Our customers are makers. They work hard and they create hard. They are inspired by their surroundings and motivated to put their work out into the world. And we can help them. Our customer research revealed a need for a creative workspace that can point the way to a new strategy for our brand. By providing a space to promote these hard workers to be their best creative selves, we can provide our customers with inspiration fuel to help them achieve their goals, all while they enjoy our coffee and handmade doughnuts. Other companies don’t provide the space needed to inspire those moments of eureka for these multifaceted individuals that balance their creative life with their jobs and families. By providing a studio space, we provide them with a reason to keep engaging with our brand.
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When I’m in the studio, there are no boundaries.
The future belongs to those willing to get their hands dirty.
Creativity takes courage.
The world is in your hands, now use it.
Work hard,
Create the things
dream big.
you wish existed.
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Brand Platform What is a Brand Platform Identity Brand Positioning Core Traits
Brand Platform What is a Brand Platform? A Brand Platform is the cornerstone of brand management. The Brand Platform makes it clear what we want to stand for. It contains our identity, our competitive position, and our core traits. Once complete, a Brand Platform then acts as a springboard for creativity and coherence, emerging our whole value chain, mobilizing people internally and externally. Our brand platform consists of three essential components: Brand Identity: Who we are both externally to customers, and internally to our organization. Positioning: In mental or marketing “spaces,� positioning refers to our relational distance to our biggest competitors. Core Traits: When we categorize our different relationships in our minds, we use core or kernel traits. These are the most essential terms we are known for in our customers minds. As such, core traits serve as our most simple measurement for whether our design and actions are aligned to our brand.
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Identity
Positioning
Core Traits
1
Who we are and what we stand for
How we compete
2
3
How we activate our identity and positioning
Identity What makes us who we really are? Our Identity as a company describes the state or fact of who we consistently are, even under varying aspects or conditions. Identity is what we believe, the value we hold dear, and what we do even when no one is looking. Yet, even while an identity is stable, it is not static; it’s concept grows over the course of time. A brand identity has some aspects we can change, and others we must accept. For instance, we can revisit our products, services, logo, and typeface. Yet we can’t change the deeper aspects of our brand identity such as heritage and organizational culture. Without these more intangible aspects our brand identity is merely a brand image. We use six key elements and executive tools for managing these tangible and intangible aspects. Our brand is strong if it is capable of incorporating all elements into a concise, transparent and appealing brand identity.
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External
Internal
Physique
Personality
Our logo, colors, and other key visual symbols
Relationship
How we treat our interact, serve, and treat our customers.
Customer Reflection
How we portray our ideal customer segment.
If our brand was a person, this is how people would describe us
Culture
The internal values, beliefs, and behaviors of our organization.
Customer Self-Image
How our customer revealed themselves to us during our research.
Brand Positioning The “space” we want to compete in Positioning refers to the place that a brand occupies in the mind of the customer and how it is distinguishable from competitor’s products. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. Positioning is one of the most powerful marketing concepts. For visionary individuals who need a creative place to conceptualize, Krispy Kreme is a doughnut and coffee shop that offers large studio space and sweet treats to keep their creative juices flowing. Unlike Dunkin Donuts, our doughnuts create that spark of inspiration that lead to great masterpieces.
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Benefit:
Our doughnuts create creative sparks and we that needed provide space to work them out.
Why:
We want to create something amazing with our customers. We believe in the power of great ideas.
Customer:
Visionary individuals who are not afraid to get their hands dirty,
Competitor:
Focused on fast and cheap products that get the job done, as quick as possible.
Core Brand Traits Quality, Inspired, Driven Consistent patterns in an individual’s behavior, thoughts, and emotions are their core traits. Likewise our brand personality is communicated through traits. These core traits are key to bringing our brand identity and personality to life for our customers. Our goal is to embed our traits in as many aspects of our organization as possible, from our products and services, to our advertisements, to our employee experiences. In this way traits expresses our intangible qualities in tangible design decisions. Used effectively, traits should signal to customers that this is our brand‌even without our logo and name. Used poorly, or not at all, and customers won’t be able to recognize anything about our company without our logo always present. In short, traits help us align to our authentic brand.
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1
2
Quality
Inspired
A focus on quality is what makes us different. Our coffee and doughnuts are made with high-quality ingredients that set us apart from the competition. From our products, to our associates, to our carefully crafted store environments, all of our brand assets should be made with the highest handmade quality in mind.
We want to be your spark of inspiration. We are forward thinking and always striving to find the most creative way of doing things. From creativity comes progress and innovative thinking. Our doughnuts flavors and decorations will reflect our inspirations and engage our customers to be creative with us, promoting brand loyalty.
3 Driven We are driven and dedicated. We understand the value of hard work and we are not afraid to get our hands dirty. Our staff are made up of bakers and decorators that are driven to provide delicious and stunning treats to help provide that spark of inspiration.
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Brand Strategy Brand Summary Vision + Mission Values Brand Personality
Brand Summary Mission
We are driven to bringing high-quality doughnuts and coffee to our customers. We aspire to provide them with a innovative space where they can brainstorm and explore their most creative ideas.
Values
We value quality, taste, and that special hand-made feeling that comes with each Krispy Kreme doughnut.
Core Values: These are what we will be known for QUALITY: Our ingredients and talent are of higher standards than our competitors. INSPIRED: We are visionaries who engage with new and exciting ideas. DRIVEN: We work hard to get what we want no matter what.
Decent Values: These help us achieve our objectives INTEGRITY: We treat everyone with respect and kindness. ENVIRONMENTAL: We treat our planet with respect and recycle all materials. DIVERSITY: Innovation comes from diverse thinking.
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Brand Personality
We relate to our customer and provide them with personal and individual service. We are creators and makers.
Customer
Our customers are makers. They work hard and they create hard. They are inspired by their surroundings and motivated to put their work out into the world. And we can help them.
Unique Value Proposition
For visionary individuals who need a creative place to conceptualize, Krispy Kreme is a doughnut and coffee shop that offers large studio space and sweet treats to keep their creative juices flowing. Unlike Dunkin Donuts, our doughnuts create that spark of inspiration that lead to great masterpieces.
Core Product and Service Offerings
DOUGHNUTS: Our doughnuts are that spark you need to make a masterpiece. COFFEE: Keep working for that deadline longer, with our great tasting coffee. CREATIVITY: Feel at home in our studio, where we provide space to work out your best ideas.
Vision We want to fuel creative masterpieces by providing sparks of inspiration to our visionary customers.
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Mission We are driven to bringing high-quality doughnuts and coffee to our customers. We aspire to provide them with a innovative space where they can brainstorm and explore their most creative ideas.
Values These are the values we believe in and work hard to live out everyday in our company. While not everything we do should exemplify everyone of these values all the time, everything we do should reflect at least some measure of these values. And nothing we do should contradict these values.
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Our Distinct Values: These are what we’ll be most known for QUALITY: Our ingredients and talent are of higher standards than our competitors. INSPIRED: We are visionaries who engage with new and exciting ideas. DRIVEN: We work hard to get what we want no matter what.
Our Decent Values: These help us achieve our objectives INTEGRITY: We treat everyone with respect and kindness. ENVIRONMENTAL: We treat our planet with respect and recycle all materials. DIVERSITY: Innovation comes from diverse thinking.
Brand Personality We are Creators Just like a person, our company’s brand has a unique personality, and how people connect with our brand has a huge impact on whether or not they want to do business with us. We are talented, vibrant, and innovative. Our goal is to realize a vision, hone our customer’s skills, help them express themselves, and promote individuality. We make our customer feel curious, inspired, and engaged.
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Visual and Verbal Brand Identity Guidelines Corporate Logo Typography Font Hierarchy Color System Brand Value Proposition Brand Taglines Advertising Themes
Corporate Logo Our logo is an updated and simplified version of our original logo. We have lost the bow shape and focused instead on a simple Logo Type. The Logo Type has been carefully chosen for its modern and handwritten feel and highly legible style. The typeface is Dosis Bold and has also been chosen for it’s simple curves. The corporate logo is presented through the use of color as well as shape and form. The two corporate colors are Red and Green. It is a fresh and sophisticated blend of colors chosen for their calming combination - modern - relaxing - timeless.
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Brand typography The Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Krispy Kreme layouts.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Five Boroughs Handwriting
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Cabin Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Cabin Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Quicksand Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Quicksand Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Quicksand Light
Font Hierarchy Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Krispy Kreme layouts.
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DECORATIVE
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Five Boroughs Handwriting
HEADLINES
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Quicksand Bold SUBHEAD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Cabin Medium Italic BODY COPY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Quicksand Regular
Color System Primary Color System
PRIMARY COLOR RED
PRIMARY COLOR GREEN
COLOR CODES CMYK Pantone HEX RGB
COLOR CODES CMYK 87, 46, 66, 38 Pantone 7729C HEX 165149 RGB 22, 81, 73
11, 85, 93, 1 7417C D64920 214, 74, 8
COLOR TONES 100%
80%
60%
40%
20%
COLOR TONES 100%
THE GRADIENT
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80%
60%
40%
20%
THE GRADIENT
Secondary Color System
TONES
TONES
TONES
TONES
COLOR CODES CMYK 36, 91, 89, 55 Pantone 188C
HEX RGB
5f1913 95, 25, 19
COLOR CODES CMYK 24, 17, 34, 0 Pantone 7527C
HEX RGB
c5c5ab 197, 197, 171
COLOR CODES CMYK 68, 32, 59, 10 Pantone 335C
HEX RGB
588471 88, 132, 113
COLOR CODES CMYK 75, 76, 85, 16 Pantone 7519C
HEX RGB
564a3d 87, 74, 61
Brand Value Proposition For creative visionaries who are dissatisfied with Dunkin Donuts our product is a quality doughnut that provides a creative spark.
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Our Approved Taglines: Let’s Create Something Together That Little Spark of Genius Find Your Spark Let The Ideas Flow! Join Our Studio All It Takes Is An Idea Just a Sprinkle Of Genius
Advertising Themes Our Communication and Promotional themes Sprinkle of Genius Add a sprinkle of pure genius to any project with a Krispy Kreme doughnut. Join Our Studio Join Our Studio. Let’s make something together! Find Your Spark Missing something? Find your Spark at Krispy Kreme and make your next masterpiece!
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Customer Engagement Our Moments of Truth First Moment of Truth Second Moment of Truth Third Moment of Truth Ultimate Moment of Truth
Moments of Truth Whether it springs from a product, process, or service, it’s the experience that matters most. It’s the experience that stays with us and makes something meaningful. Focusing on the experience puts us in touch with the more emotional side of ideas. Understanding the human factors involved in producing an customer engagement that fundamentally improves how we think, feel or behave is what makes our brand interesting and engaging.
Zero Moment of Truth (ZMOT) Introduced by Google, it’s what people search for and find after encountering the stimulus that directs their next steps. As Google itself puts it, this is “that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service you’re thinking about trying or buying.”
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First Moment of Truth (FMOT) Introduced by Proctor & Gamble (P&G), it’s what people think when they see your product, and the impressions they form when they read the words describing your product. It is in these precious moments that P&G believes marketers must focus efforts on converting shoppers into customers.
Second Moment o (SMOT) Continuin engagement thro thinking, the SMO feel, think, see, he smell and (somet they experience y for the first time I your company su in their efforts thr relationship.
of Truth ng the customer ough experience OT is what people ear, touch, times) taste as your product It’s also how upports them roughout the
Third Moment of Truth (TMOT) A stage that brings to light the importance of shared experiences and why organizations must first design them rather than just react. It’s that shared moment at every step of the experience that becomes the next person’s ZMOT.
Ultimate Moment of Truth (UMOT) How can customers be engaged online to the point of becoming advocating fans? When we talk about the idea of experience, it’s not only in reference to User Experience (UX) or Customer Experience, it’s also about Information Experience.
Zero Moment of Truth This is when our customer recognizes a need and goes online to gather information regarding a potential purchase. Understand that the word purchase is used loosely. It applies to acquiring a wide range of goods and services including face-to-face meetings (think interviews and dates). Based on Google’s research, people checked 10.4 sources of information to make a decision in 2011, an increase from 5.3 sources in 2010. Content marketing needed. This is selfserve information since prospects seek and use it on their own. Among your options here are: • • • • •
Blog posts answering customer questions. Advertisements Pinterest and Instagram images. Slideshare presentations. Social media engagement – While it’s difficult to project when a specific prospect is at this moment of truth, leverage the power of your social media presence across venues to provide product information and answer questions.
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First Moment of Truth How do we get our brand at all probable consumption and purchase points in a cost efficient manner? The FMOT is what people think when they see our product, and the impressions they form when they read the words describing our product. It is in these precious moments that P&G believes marketers must focus efforts on converting shoppers into customers. • Packaging Systems: Your brand has to close the sale –packaging, on pack communication, claims and at times promotions help you make the sale. The shape, ergonomics, packaging, smell, size impression, claims and consistency of your brand message help you win. • Trial Promotions and in-store samples. Even if we are available and visible to the shopper, will that be enough for the shopper to pick up and pay for our product? • Vending machines. It’s not just the choice of channels; it’s also resourcefulness to place product where none existed. • Point of Purchase (POP), Pop-Up stores: Innovative display tools like – poly sleeves, hangars, product facings – on and of shelf- can then be used. •
Provide or participate in user forums to support customers.
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Second Moment of Truth This moment happens after the customer has bought and started using our brand or product. The resulting experience (hopefully) supports our pre-purchase promises, helping to build a relationship with your audience. Many marketers stop providing post-sales content marketing formats. By doing this, they loose out on the potential to convert a one-time customer into a fan. • Content marketing is needed. Provide targeted information that helps customers use your products or helps them to return or fix them. Think in terms of showing customers how to use your products. • Distribute how-to videos and user guides. • Offer patterns and recipes where appropriate. • Provide or participate in user forums to support customers. • Social media engagement. Be available to answer customer questions
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Third Moment of Truth This is our brand engagement during extended use of our product or service. This is the time when our customer grows into becoming an advocate or a critic. Here are some ideas to win in the TMOT. • We can increase the capability for consumers to reuse packaging for things like storing or keeping fresh. The third moment of truth will bank on packaging’s “cool” factor to extend brand messaging beyond the life of the product. • More companies will pledge to lessen their impact on the environment and look for innovative ways to do so. For example, Paper Mate recently introduced biodegradable pens with compostable outer shells that break down into organic matter within one year. • Offer patterns and recipes where appropriate. • Provide or participate in user forums to support customers. • Social media engagement. Be available to answer customer questions
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Ultimate Moment of Truth The Ultimate Moment of Truth (UMOT) happens when our customer becomes a true fan and gives your brand positive publicity via. word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business. To ensure that the UMOT works for our organization, we must be willing to nudge our customers to act by encouraging them to return to our website, social media profile or other rating site to comment and contribute collateral content. Further, while we can’t erase negative comments because we don’t like them, we must respond to them and change your behavior. • Content Marketing. Targeted communications post-purchase. Use this opportunity to ensure that our customers are happy with our product. • Social Media Engagement. This involves a combination of customer ratings and reviews as well as sharing their product related experiences via a variety of platforms including Facebook, Twitter, Instagram, Pinterest and YouTube. It also includes platforms that aren’t always considered social media such as Amazon (the Granddaddy of ratings and reviews), Yelp and TripAdvisor
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Employee Engagement & Employer Branding Employer Brand Employer Value Proposition Employee Engagement Employee Strategy
Employer Brand Winning the Competition for Talent Our employer brand is the image and reputation of our company specifically as an employer. Having a strong employer brand adds value to the job offers and services we external to candidates and clients. Our strategy is largely concerned with attracting and retaining candidates best for our brand. Our brand deďŹ nes the external perceptions of our ability to create a desirable workplace as well as respected products and services. These perceptions can be those of our current, former and potential employees; clients, customers, and anyone somehow associated with our brand. The scope of our brand embodies every facet of the experience of employees and management practices; not simply an artificially constructed image. Given the ever increasing competition within the professional workplace, branding has become progressively more vital for ďŹ nding and keeping the best candidates for available jobs. We need to create alignment between our external brand and internal brand to attract candidates that best help us live out our values. In order to attract and keep the best people for a variety of jobs, each subgroup of our employees must be treated in a way specifically tailored for them. Naturally, we wish to channel the most resources to those candidates and employees most in line with our strategy. Once we understand what our employees want from their employer, we can understand which employee incentives will help retain and attract potential employees best suited for each segment in our company.
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Employer Value Proposition For talent who are dissatisfied with other coffee shops, our company offers work life balance that provides creative thinking and employee diversity. Employee Value Proposition (EVP) is commonly used to describe the characteristics and appeal of working for an organization. Our EVP describes the mix of characteristics, benefits, and ways of working for our company. It is the deal struck between us and our employees in return for their contribution and performance. The EVP is what differentiates us from our competition. We’ll know when we’ve got it right – we’ll become a magnet for talent, and engaged and motivated employees According to research an effective EVP can: • • •
Improve the commitment of new hires by up to 29% Reduce new hire compensation premiums by up to 50% Increase the likelihood of employees acting as advocates from an average of 24% to 47%
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Our Employer Taglines: You got this. Let’s get creative. Hand made just for you. Your life’s best work. Inspiration is a perk. Find your Future. Make it Matter.
Employee Engagement Our People Are Our Brand More organizations are realizing that in order to deliver a great customer experience, you must first create an engaging employee experience. It is clear, that those brands that succeed do so because they are highly successful in employee engagement. The question is, how do we energize and engage people around your customer experience strategy? The answer to successful employee engagement lies in the following five key factors. • Purpose beyond profit: Connecting people to a purpose is an important way of engaging employees and helping them feel good about your brand; and we know from our research that there is about an 85%correlation between the way your employees feel about the brand and the way your customers do. • Hire for attitude: What’s critical is that you first identify the fundamental behaviors and values your brand requires and then recruit people on the basis of those behaviors and values. • Brand your training: Branded experiences require branded training. You can’t tell employees what to do to be the best – you have to use more innovative and engaging approaches so they ‘get it’ for themselves. • Demonstrate the right brand behaviors from the top: Senior managers need to set the example. The way they treat employees is reflective of how employees will treat customers.
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Employee Strategy Hiring is NOT about short term initiatives only superficially related to the brand. Hiring needs to be consistent with the organization’s values and ethics of both personal and commercial behavior. Saying it is not the same as doing it, as many financial services enterprises have learnt to their considerable cost in recent years. At every stage of the employment experience, people needs to be reminded and supported to embody the core values of the brand.
Sourcing
Employer Brand content for general and specific audiences using a number of platforms including but not limited to billboards, radio ads, flyers, scripts, internal TV ads, and lobby videos.
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Interviewing
Information Collateral for new candidates to help them understand their responsibilities Redesigned interview room that reflect the values and beliefs of the organization
Onboarding
Branded welcome kit Poster infographics that explain dress codes, scheduling, and other expected behavior. Branded beneďŹ t summation for new employee in various media
Orientation
Branded New Employee Orientation (NEO) presentation Customer persona book
Employee Experience Our brand values should be communicated to all staff in a consistent manner to echo what our customer will experience. So, not only does the material have to ‘look right’ it needs to be fully embedded in the corporate culture through briefing workshops, intranet sites, public areas, private staff areas, recognition systems and staff handbooks. All this needs to start with a candidates involvement at sourcing, not given lip service by leadership more worried about next quarterly numbers.
Training and Learning
Images of branded training experiences. Key Result Areas (KRS’s) for helping align and measure employee performance according to brand strategy and values.
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Performance
A Balanced Scorecard that measures not only financial metrics, but also personal development and customer service. Performance is measured not only by quarterly sales, but also by how team members embody their the values of the brand.
Work Life Balance High performance work environments are ones that reaffirm people’s personal lives. So we need to use internal messaging to show that we are welcoming to people’s families and partners.
Community Involvement Our brand health depends on our community health. We are proud to support our employee involvement in civic and community leadership and service.