During CUNA’s Marketing Management School’s Year Two course, Matt Purvis, president of Purvis Management, lead a session about brand management. As Purvis noted, “With branding, action is the key.” Purvis defined branding as “the sum of thoughts and feelings about the organization.”
Consumers receive 4,000 advertising messages a day. Since brands exist in the minds of consumers, the objective with branding is to get in the minds of consumers. And that takes action.
So how do you get your brand to the action level? Purvis outlined his trademarked “brand animation” process. It’s a five-step process that emphasizes brand training over sales training.
“Differentiation is the key to branding,” Purvis says. His brand animation’s five-step process is:
(1) Discovery—Purvis asks, “what is your brand designed to mean?” In this opening step you examine your mission/vision statements, brand positioning, brand promises and service-level agreements.
(2) Survey—In this step, Purvis recommends you survey the staff to determine their perceptions of your brand. Key questions to ask include what your staff thinks of your brand, do they understand the brand and do they have the skills to portray the brand.
(3) Brand animation workshops—The customized workshops Purvis provides helps create brand behaviors to demonstrate and dramatize the brand. “This is where your brand really comes alive,” Purvis says. “It puts feet to what you created in the discovery stage.”
(4) Brand animation campaign—Rather than a typical marketing or branding campaign, this stage includes the staff delivering their brand behaviors. Purvis encourages weekly, 15-minute updates to compare experiences, share brand stories and track results.
(5) Campaign evaluation—So many branding initiatives do not track return on investment (ROI) well. Not with Purvis’ brand animation process. This final step includes a post campaign survey and metrics that analyze campaign goals against historic performance.
“Brands only generate meaning through interaction,” Purvis says.
And one way to create that interaction is to turn your brand into action with the five steps outlined above.