Slide 1: Brand Positioning BCI
February 2010
Slide 2: OBJECTIVES
To identify and endorse: 1. A set of key words that defines the BCI brand 2. Key elements of a strategy for the implementation and communication of the BCI brand
Slide 3: Objectives
OBJECTIVES TODAY To build a sense of the words that give BCI a communication platform/base To create a communication platform that is meaningful and memorable (Different - emotional) To articulate BCI as the outside world see you LATER To use these words as the guiding values that underpin BCI culture and behaviour To get clients and potential clients to see that BCI does great work
Slide 4: Strengths and values
Trust
Right way Connection Goal driven
Advice
Integrity
History
Guidance
Results
Safe
Slide 5: ‘BCI’ness The Way We Do Things Around Here’
CONNECTIONS
BEHAVIOURAL SUPPORTS
ADVICE
TRUST
RESULTS
HONEST
STRENGTH
Delivering good advice. Showing how to maximise a business. Directing and controlling the agenda Pool of resources Clients will and info. depend upon Being able to talk you. A person to audiences is who you can rely powerful and on to deliver delivers results. knowledge and good advice Building networks of business people. Being able to communicate with targets
Win-win is selling a good business to a good client. Maximising the potential. Working for the vendor Reputation as an Allowing people honest broker will to achieve their return clients and life goals. gain referrals Success in sales
An obligation to put good buyers and sellers together. No manipulation or bad sales.
Truthful. Telling how it is. Communicating as a priority. Understanding both sides. Seeking the truth No compromise on values and personal integrity. No secrets or changes of getting it wrong
Slide 6: BRAND PYRAMID
Your point of difference
Achieving life goals
Your Values
GUIDANCE • Knowledgeable • Advice • Respected • Community
SUPPORT • No hidden agenda • Introductions • Continuity
INTEGRITY • Honest • Trust • Reliable • Straight talking HISTORY • Long term • Family • Trusted
GROWTH • Improvement • Sustainability • Long term
Your strengths
EXPERIENCED • Advisors • Knowledge • IP • Proven process
CONNECTED • Network • Knowledgeable • SMO Expert • PR potential
FOCUSED • Persistent • Proactive • Driven • Goal oriented
