Webinar series „How to build a successful brand?“ 3rd part
In cooperation with the Tallinn City Enterprise Centre, the Estonian Chamber of Commerce and Industry has created a training series on branding consisting of four webinars, with the aim to support Estonian entrepreneurs in rethinking their product / service in the current market situation and creating a successful and more sustainable brand.
Especially in times of economic turbulence, companies need to be even more innovative. But competition has shifted from product innovations and functional benefits to cultural innovations and symbolic benefits. Consumers are increasingly judging brands by what they believe in, stand for, and do in the world. Therefore, we organize a series of workshops that all try to offer solutions to the current difficult business environment in the form of branding innovations – by creating added value in the eyes of consumers, for instance, with a higher purpose, an appealing lifestyle, a shared identity, an emotional experience, the prospect of personal development, or the opportunity to feel part of a community. In contrast to the products that are made in the factory, those symbolic benefits are made in the marketing department. In fact, we try to reinvent and improve our companies and our little world around us by shifting our attention away from concentrating on WHAT we could do – but start, first of all, by thinking about WHY we do what we do.
Training topics and keywords:
- Brand purpose and brand values
- Brand audit and strategy
- Emotional branding
- Brand culture and sustainability
- Brand personality
TARGET GROUP
Entrepreneurs from design, fashion, food industry, cosmetics, high-quality tourism services, but also everyone else who needs to rethink their business and brand values.
TIME AND PLACE
1st of April 2021 10 AM-11.30 AM in Zoom.
WORKING LANGUAGE
English
Uncover Consumer Insights to drive Emotional Branding: How to turn your Products into means to achieve your Customer’s Life Goals?
Delighting customers lays at the heart of every business. It has been proven time after time that customer-centric companies are the most successful. Therefore, this workshop aims to show participants how to uncover consumer insights and how to use them to link their products to their customer’s lifestyle and life goals.
It starts from some examples of ‘Consumer Personas’ that help brands to better empathize with the customers and to observe the brand/products from their perspective. To ensure your offerings are attractive for your target customers, we will exercise some techniques that help you to find out the most important criteria that people are using to evaluate brands and products in your category.
Based on that, we look at how to specify the “Brand-related Self,” which describes what brand managers want their customers 1. to feel (emotional branding) and 2.to think to become (transformative branding) when experiencing their brand.
The big idea is to get beyond functional benefits and to move up the ladder of customer benefits, up to emotional and personal identity benefits that have more persuasive power on consumers.
An even bigger idea and a key success factor in brand-building is to connect your brand’s self-concept with your customer’s self-concept. This means that your brand/products (for instance, a Lacoste shirt) can be used by your customers as a means to achieve a higher end: to feel like they’re living their desired lifestyle and to become ‘who they really want to be’ (e.g. to be part of an exclusive club, a womanizer, rebel, etc.). For this purpose, you need to find out what your customers want to feel like, achieve (life goals), and become (desired self).
By getting the Brand-related Self right, brands will play an important role in the lives of their customers – and achieve deep and meaningful customer relationships and possibly even irrational loyalty.
SPEAKER
Klaus Heine, trainer and consultant
Klaus works as a marketing professor at the Emlyon Business School in Shanghai and Paris and helps entrepreneurs build top-class brands with higher goals. He has collaborated with many top brands, from Hermès, Dior, Louis Vuitton, Montblanc to specialized brands such as Bollinger, Breguet, Gaggenau, etc. His main interests are creating meaning and giving personality to the brand. He is currently writing a book on the subject.
The duration of one webinar is 2 academic hours.
A training certificate will be issued to a person who has completed the entire training series.
The organization of webinars is supported by Tallinn City Enterprise Centre.
