Our seminar series continues on Tuesday 16th November, where we'll be talking to ambitious businesses that are experiencing, or anticipating, ‘change’ and want to make the most of that opportunity.
To help support those ambitious businesses we're going to be doing running a seminar every month, so if you know a company that's going through some kind of 'change', do let them know.
For some companies change is an opportunity to grow their business: launch a new product or service; target a new market; raise their profile. For others change is time to consolidate their business. To look at what they do well, at what they would like to improve, and how to develop a strategy to achieve it.
Whether the strategy is to grow or consolidate, this seminar is an introduction to the role of brand in delivering business success.
What you will learn
This seminar will show you how brand can:
• Increase your volume of new business, by raising your profile
• Make you first choice, and differentiate you from your competitors
• Nurture loyalty, by clearly communicating the benefits you provide
• Grow your business, by reaching a particular market or sector
Who should attend
Our event is aimed at business owners and leaders, who are ambitious about growing their business, and serious about taking action.
What you will take away
Those guests who join us will get a clearer understanding of:
• What brand is, and how it relates to your business
• How brand can deliver tangible value to your business
• The actions you need to implement in your business
The seminar is free, but there is only space for 10 guests, so if you are interested you can book here.
It takes place on Tuesday 16 November, from 5pm to 7pm at the Buckerell Lodge Hotel, Exeter. If you would like to join us - at the event in November or December - just click on the link below.
Bookings:
Tuesday 16 November 2010
Tuesday 7 December 2010
If you would like to know more, call me on 01392 248107 or email jonathan@alderandalder.co.uk.
Showing posts with label Brand to Deliver. Show all posts
Showing posts with label Brand to Deliver. Show all posts
Thursday, 21 October 2010
Friday, 9 July 2010
Building a strong brand
We're pleased to announce the launch of our autumn Brand to Deliver workshop series. Following our pilot event in March, we have scheduled a series of one-day workshops, aimed at ambitious businesses and organisations.
They have been developed to meet the needs of companies that are experiencing, or anticipate, some kind of change, and want to make the most of the opportunity that change brings. The workshop will be a day of practical exercises, focused on addressing the specific issues of the delegates.
There are four workshops, each focusing on a particular sector, or stage of business development. These are:
Ambitious businesses that have already achieved success, but want to build on it, by taking the next step. They will learn how their brand can help take their business to the next level. This event will take place on Tuesday 14 September.
Charities and non-profit organisations, that recognise the need to engage with their audience in an increasingly competitive environment. They will learn the role that brand can play in promoting their cause. This event will take place on Thursday 30 September.
Start-ups and new businesses, that need to stake their claim in an often crowded market-place. They will learn how to raise their profile and stand out from competitors. This event will take place on Tuesday 5 October.
Food and drink producers, who are competing for customers in shops and online. They will learn how to turn great products into a great brand, and what that will mean for their business. This event will take place on Thursday 21 October.
More details of each event will be released shortly, but if you're interested, or know some who will be, email jonathan@alderandalder.co.uk or call 01392 248107.
They have been developed to meet the needs of companies that are experiencing, or anticipate, some kind of change, and want to make the most of the opportunity that change brings. The workshop will be a day of practical exercises, focused on addressing the specific issues of the delegates.
There are four workshops, each focusing on a particular sector, or stage of business development. These are:
Ambitious businesses that have already achieved success, but want to build on it, by taking the next step. They will learn how their brand can help take their business to the next level. This event will take place on Tuesday 14 September.
Charities and non-profit organisations, that recognise the need to engage with their audience in an increasingly competitive environment. They will learn the role that brand can play in promoting their cause. This event will take place on Thursday 30 September.
Start-ups and new businesses, that need to stake their claim in an often crowded market-place. They will learn how to raise their profile and stand out from competitors. This event will take place on Tuesday 5 October.
Food and drink producers, who are competing for customers in shops and online. They will learn how to turn great products into a great brand, and what that will mean for their business. This event will take place on Thursday 21 October.
More details of each event will be released shortly, but if you're interested, or know some who will be, email jonathan@alderandalder.co.uk or call 01392 248107.
Thursday, 20 May 2010
Take the next step - Brand workshop
We're pleased to announce the next workshop in our Brand to Deliver series, following on from the success of our previous event in March. It takes place on Tuesday 22nd June, and is an exciting,
full-day event for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives.
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
Workshop structure
The day will be divided into two sessions. In the first session we will look at your business, to understand who you are and where you are, and then we will consider your audience, to explore what they’re looking for. The second session will involve a review of the opportunities, tools and messages that you can use to communicate with your audience.
To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places to maximise the interactivity of the day, there is only room for a maximum of 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost.
Time and venue
Tuesday 22 June 2010, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
Cost
If you are interested in the workshop call 01392 248107 or email jonathan@alderandalder.co.uk, for details of the cost.
Leadership and Management grant funding is available for the workshop through Business Link, for businesses that meet their eligibility criteria. If your application is successful the grant will cover the cost of the course. This has been used by previous participants, who were able to enjoy the day for FREE! For more information on funding, contact:
Lorraine Knight, Business Link Adviser
0845 602 3657 ext 835
lorraine.knight@blpeninsula.co.uk
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
Workshop structure
The day will be divided into two sessions. In the first session we will look at your business, to understand who you are and where you are, and then we will consider your audience, to explore what they’re looking for. The second session will involve a review of the opportunities, tools and messages that you can use to communicate with your audience.
To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places to maximise the interactivity of the day, there is only room for a maximum of 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost.
Time and venue
Tuesday 22 June 2010, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
Cost
If you are interested in the workshop call 01392 248107 or email jonathan@alderandalder.co.uk, for details of the cost.
Leadership and Management grant funding is available for the workshop through Business Link, for businesses that meet their eligibility criteria. If your application is successful the grant will cover the cost of the course. This has been used by previous participants, who were able to enjoy the day for FREE! For more information on funding, contact:
Lorraine Knight, Business Link Adviser
0845 602 3657 ext 835
lorraine.knight@blpeninsula.co.uk
Wednesday, 28 April 2010
Build a winning brand
For ambitious businesses, a winning brand can be the difference between success and failure. At the next seminar in our Brand to Deliver series we will be giving our audience the secrets of success!
The seminar - Build a winning brand - is aimed at business owners who want to be leaders in their field. A winning brand can make you the first choice in a competitive sector, or help to put you in front of your ideal customers. This seminar will look at what you need to do to create a winning brand.
In my presentation I will explore the role that your brand can play in creating new business opportunities. Joining me is Andy McCreadie, Director of Sandler Training, who will be looking at how to exploit those opportunities. This seminar will cover:
• How your brand can give you a competitive advantage
• How to make the most of those opportunities
• How to look and sound different from your competitors
Our guests will leave the seminar with a clear understanding of changes they can make in their business to create a winning brand.
This is an invitation only event, and places are free, but there is only space for 20 guests. If you would like an invitation to join us, call 01392 248107 or email jonathan@alderandalder.co.uk.
It takes place on Tuesday 25 May, from 5pm to 7pm at the Buckerell Lodge Hotel, Exeter.
The seminar - Build a winning brand - is aimed at business owners who want to be leaders in their field. A winning brand can make you the first choice in a competitive sector, or help to put you in front of your ideal customers. This seminar will look at what you need to do to create a winning brand.
In my presentation I will explore the role that your brand can play in creating new business opportunities. Joining me is Andy McCreadie, Director of Sandler Training, who will be looking at how to exploit those opportunities. This seminar will cover:
• How your brand can give you a competitive advantage
• How to make the most of those opportunities
• How to look and sound different from your competitors
Our guests will leave the seminar with a clear understanding of changes they can make in their business to create a winning brand.
This is an invitation only event, and places are free, but there is only space for 20 guests. If you would like an invitation to join us, call 01392 248107 or email jonathan@alderandalder.co.uk.
It takes place on Tuesday 25 May, from 5pm to 7pm at the Buckerell Lodge Hotel, Exeter.
Friday, 12 February 2010
Put your customers first...
...and the rest will follow.
Without your customers you don't have a business. So why is it so difficult for companies to build a customer focused business - supported by a customer focused brand?
On Thursday evening we took a look at a few simple steps to do just that. It was the third event in our Brand to Deliver seminar series, where we look at a different aspect of branding at each event. In the two previous events we have looked at Brand Value and Giving your business personality. To set the scene for the evening I used this quote:
“In the factory we make cosmetics, in the stores we sell hope!”
Charles Revson, Revlon
I love the clarity of that statement, a clear understanding of what the customers are buying from them. The aim of the seminar was to help our guests take a look at their own business, and think about exactly what it is that they sell.
We began by taking a look at the role brand plays in a business - winning new customers and retaining existing ones - then discussed the brand communication cycle. We divided the process in two, and identified what you control, and what you can only influence. A valuable lesson to learn to avoid unnecessary frustration and wasted energy!
My presentation focused on three main points:
Q: When do you engage with your customers?
A: Every time they come into contact with your business.
Q: How do you engage with your customers?
A: Emotionally. How do you want your customers to feel when they do business with you? (The advert from BMW, below, is a great example).
Q: Why is a customer focused brand valuable?
A: A customer focused brand creates brand loyal customers. Loyal customers make repeat purchases and act as advocates for your brand.
For this seminar we had invited Guy Arnold, an expert in 'customer delight', to join us and explain the four steps to achieving greatness in an organisation. A simple explanation is this:
1/ Find your 'Customer Focused Mission' - what are you in business for?
2/ Know what your customer really wants - it's not what you think it is!
3/ Go the extra inch - an extra mile is unsustainable, but an extra inch is possible on all things at all times.
4/ Measure - How well are you doing 1-3?
You can find out more about Guy's work here.
If you would like to know more about developing a customer focused brand, and why that would be valuable to your business, call us on 01392 248107 or email jonathan@alderandalder.co.uk.
Places for each seminar are by invitation only, and are limited, but if you'd like an invitation to the next Brand to Deliver seminar, do get in touch and we'll add you to the list.
Without your customers you don't have a business. So why is it so difficult for companies to build a customer focused business - supported by a customer focused brand?
On Thursday evening we took a look at a few simple steps to do just that. It was the third event in our Brand to Deliver seminar series, where we look at a different aspect of branding at each event. In the two previous events we have looked at Brand Value and Giving your business personality. To set the scene for the evening I used this quote:
“In the factory we make cosmetics, in the stores we sell hope!”
Charles Revson, Revlon
I love the clarity of that statement, a clear understanding of what the customers are buying from them. The aim of the seminar was to help our guests take a look at their own business, and think about exactly what it is that they sell.
We began by taking a look at the role brand plays in a business - winning new customers and retaining existing ones - then discussed the brand communication cycle. We divided the process in two, and identified what you control, and what you can only influence. A valuable lesson to learn to avoid unnecessary frustration and wasted energy!
My presentation focused on three main points:
Q: When do you engage with your customers?
A: Every time they come into contact with your business.
Q: How do you engage with your customers?
A: Emotionally. How do you want your customers to feel when they do business with you? (The advert from BMW, below, is a great example).
Q: Why is a customer focused brand valuable?
A: A customer focused brand creates brand loyal customers. Loyal customers make repeat purchases and act as advocates for your brand.
For this seminar we had invited Guy Arnold, an expert in 'customer delight', to join us and explain the four steps to achieving greatness in an organisation. A simple explanation is this:
1/ Find your 'Customer Focused Mission' - what are you in business for?
2/ Know what your customer really wants - it's not what you think it is!
3/ Go the extra inch - an extra mile is unsustainable, but an extra inch is possible on all things at all times.
4/ Measure - How well are you doing 1-3?
You can find out more about Guy's work here.
If you would like to know more about developing a customer focused brand, and why that would be valuable to your business, call us on 01392 248107 or email jonathan@alderandalder.co.uk.
Places for each seminar are by invitation only, and are limited, but if you'd like an invitation to the next Brand to Deliver seminar, do get in touch and we'll add you to the list.
Thursday, 28 January 2010
Brand workshop - calling ambitious businesses!
On 25th March we're running our Brand to Deliver workshop. It's an exciting,
full-day event for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives. Are you one? Or do you know any? Clients, customers, contacts? If you do, let them know about it. It could be just what they're looking for!
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
Workshop structure
The day will be divided into two sessions. In the morning session we will identify where your business is, and where you want to go. In the afternoon session we will look at what activity you need to carry out to get there. You can choose to attend just the morning session, or the full day.
To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector. To maximise the interactivity of the day, there is only room for 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost (contact us for more details).
Time, venue and cost
Thursday 25 March 2010, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
For details of the cost, call or email - details below.
If you'd like to have a chat about the workshop or book a place, call us on 01392 248107 or email jonathan@alderandalder.co.uk
This is some feedback from a similar event we held last year:
“ Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it.”
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
“ Very clear explanation of the importance and application of branding.”
Nigel Wilkinson
Managing Director, WNW Design
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
Workshop structure
The day will be divided into two sessions. In the morning session we will identify where your business is, and where you want to go. In the afternoon session we will look at what activity you need to carry out to get there. You can choose to attend just the morning session, or the full day.
To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector. To maximise the interactivity of the day, there is only room for 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost (contact us for more details).
Time, venue and cost
Thursday 25 March 2010, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
For details of the cost, call or email - details below.
If you'd like to have a chat about the workshop or book a place, call us on 01392 248107 or email jonathan@alderandalder.co.uk
This is some feedback from a similar event we held last year:
“ Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it.”
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
“ Very clear explanation of the importance and application of branding.”
Nigel Wilkinson
Managing Director, WNW Design
Thursday, 12 November 2009
Getting emotional
Yesterday evening we ran the second in our Brand to Deliver seminar series. The theme was Brand: Giving your business personality, and to help us explore that issue was Celia Delaney of Delaney & Hart and Dave Thomas of Bluegrass Computer Services.
We took a good look at personality, to better understand; what it is, how you communicate it and why it's valuable. So what did we say?
What is the personality of your business?
Well, the personality of your business is who you are, what you do, how you do it and where you're going. (To find out more about this, take a look at the series of posts: What your brand says).
How do you communicate your personality?
You communicate the personality of your business through your brand, and you do that through each of the brand touchpoints: Your products and services, your people, your communication and your working environment.
Celia looked at how you communicate your brand as an individual. What people see and hear when they meet you determines how they feel about you. So what do you think people see and hear when they meet you?
Dave looked at how we can use social media to communicate the personality of your business. It's about dialogue, not monologue. The best conversations, and the best communicators start as the best listeners. Do you listen to what your customers say?
I explained that there are many ways to communicate the personality of your business, it depends on what's appropriate for you. For some organisations it might be their literature; for others it might be packaging; or it could be a website.
Why is your personality valuable?
So why is personality so important? Why is it valuable? Well, it's the reason your customers buy from you. Buying is an emotional process, not a logical one. A logical decision would be to always buy the cheapest option available - but we seldom do. We use some other criteria to make our decision: Trust, confidence, honesty, reputation. All these criteria are based on emotion. And the most important emotion of all is loyalty.
Customers aren't loyal to the products or services of a business, they're loyal to the personality behind those products and services. So what is the personality of your business? How do you communicate it? And what is its value to you?
If you'd like to answer those questions do contact us, via email at jonathan@alderandalder.co.uk or call us on 01392 248107. You can also join us at future Brand to Deliver events.
Our Brand to Deliver seminars are invitation-only events and have limited places, but if you would like to receive an invitation to the next one, send an email to jonathan@alderandalder.co.uk.
We took a good look at personality, to better understand; what it is, how you communicate it and why it's valuable. So what did we say?
What is the personality of your business?
Well, the personality of your business is who you are, what you do, how you do it and where you're going. (To find out more about this, take a look at the series of posts: What your brand says).
How do you communicate your personality?
You communicate the personality of your business through your brand, and you do that through each of the brand touchpoints: Your products and services, your people, your communication and your working environment.
Celia looked at how you communicate your brand as an individual. What people see and hear when they meet you determines how they feel about you. So what do you think people see and hear when they meet you?
Dave looked at how we can use social media to communicate the personality of your business. It's about dialogue, not monologue. The best conversations, and the best communicators start as the best listeners. Do you listen to what your customers say?
I explained that there are many ways to communicate the personality of your business, it depends on what's appropriate for you. For some organisations it might be their literature; for others it might be packaging; or it could be a website.
Why is your personality valuable?
So why is personality so important? Why is it valuable? Well, it's the reason your customers buy from you. Buying is an emotional process, not a logical one. A logical decision would be to always buy the cheapest option available - but we seldom do. We use some other criteria to make our decision: Trust, confidence, honesty, reputation. All these criteria are based on emotion. And the most important emotion of all is loyalty.
Customers aren't loyal to the products or services of a business, they're loyal to the personality behind those products and services. So what is the personality of your business? How do you communicate it? And what is its value to you?
If you'd like to answer those questions do contact us, via email at jonathan@alderandalder.co.uk or call us on 01392 248107. You can also join us at future Brand to Deliver events.
Our Brand to Deliver seminars are invitation-only events and have limited places, but if you would like to receive an invitation to the next one, send an email to jonathan@alderandalder.co.uk.
Thursday, 29 October 2009
One-day workshop to unlock the value of your brand
We're taking bookings for our Brand to Deliver workshop, on Tuesday 24 November. It's a one day event for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives.
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
This is some feedback from a similar event we held earlier this year:
“ Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it.”
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
Workshop structure
The day will be divided into two sessions. In the morning session we will identify where your business is, and where you want to go. In the afternoon session we will look at what activity you need to carry out to get there. You can choose to attend just the morning session, or the full day. To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector. To maximise the interactivity of the day, there is only room for 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost (see below).
Time and venue
Tuesday 24 November, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
Cost
Morning session (Half day)
£150 for one delegate (£250 for two delegates)
Full day
£200 for one delegate (£300 for two delegates)
Pre-workshop consultancy (Optional)
£99 (Flat rate for one or two delegates)
All prices listed exclude VAT. All fees are payable when you book. For cancellations up to 2 weeks before the date a 50% refund is available. After that no refund is available. A light lunch and refreshments are provided.
To have a chat about the workshop or book a place contact:
jonathan@alderandalder.co.uk or call 01392 248107
This is some feedback from a similar event we held earlier this year:
“ Very clear explanation of the importance and application of branding.”
Nigel Wilkinson
Managing Director, WNW Design
Who should attend
This workshop is for any business that is experiencing, or anticipating, ‘change’. Aimed at business leaders, it will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. A ‘change’ within your business might include:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
What you will learn
Through a series of practical exercises you will begin to understand what your brand is and what it can do for your business. You will learn how your brand can:
• Attract customers, by raising the profile of your business
• Increase your market share, by helping you to stand out from the crowd
• Help you to win and retain customers, by clearly communicating the benefits you offer
• Sell to your target market, by positioning your business correctly
What you will take away
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
This is some feedback from a similar event we held earlier this year:
“ Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it.”
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
Workshop structure
The day will be divided into two sessions. In the morning session we will identify where your business is, and where you want to go. In the afternoon session we will look at what activity you need to carry out to get there. You can choose to attend just the morning session, or the full day. To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector. To maximise the interactivity of the day, there is only room for 8 companies on the workshop.
Supplementary, pre-workshop consultancy is available, to help us understand the specific issues relevant to your businesses, so that elements of the workshop content can be tailored to meet your needs. In this way we can maximise the benefit of the workshop for you. This consultancy is carried out by telephone, and is an additional cost (see below).
Time and venue
Tuesday 24 November, 9.15am to 5pm
The Garden Suite, Buckerell Lodge Hotel, Topsham Road, Exeter, EX2 4SQ
Cost
Morning session (Half day)
£150 for one delegate (£250 for two delegates)
Full day
£200 for one delegate (£300 for two delegates)
Pre-workshop consultancy (Optional)
£99 (Flat rate for one or two delegates)
All prices listed exclude VAT. All fees are payable when you book. For cancellations up to 2 weeks before the date a 50% refund is available. After that no refund is available. A light lunch and refreshments are provided.
To have a chat about the workshop or book a place contact:
jonathan@alderandalder.co.uk or call 01392 248107
This is some feedback from a similar event we held earlier this year:
“ Very clear explanation of the importance and application of branding.”
Nigel Wilkinson
Managing Director, WNW Design
Tuesday, 13 October 2009
Brand: giving your business personality
Following a brief introduction last week we are pleased to announce the next seminar in our Brand to Deliver series!
Our seminar - Brand: giving your business personality - is aimed at business owners who want to maximise the opportunitities available to them. For some this might be launching a new product or a new service. For others it might be exploiting a new market. The seminar will look at the role that your brand can play in helping you to achieve your business objectives.
The personality of your business is valuable because it is unique. Your competitors can offer similar products or services, and sell them at the same price as you - but your personality belongs to you, and you alone. It’s what makes you different. It’s the reason your customers buy from you. It’s the foundation of your brand. So our seminar is going to explore how to make it work for you, through three presentations.
• I am going to explain the importance of personality in a brand, how to develop it and why it’s valuable to your business.
• Celia Delaney of Delaney & Hart will demonstrate how you can deliver your brand personally.
• Dave Thomas of Bluegrass will talk about social media, and the opportunity it offers to communicate the personality of your business online.
You will leave the seminar with a clear understanding of what your brand is, how to communicate it face to face, how it will give your business personality online, and how that will add value to your business.
This is an invitation only event, and places are limited to 25 people.
It takes place on Wednesday 11 November, from 5pm to 6.45pm at the Buckerell Lodge Hotel, Exeter, and costs £25 to attend.
If you would like an invitation, or know someone who would, please contact jonathan@alderandalder.co.uk or call 01392 248107.
Our seminar - Brand: giving your business personality - is aimed at business owners who want to maximise the opportunitities available to them. For some this might be launching a new product or a new service. For others it might be exploiting a new market. The seminar will look at the role that your brand can play in helping you to achieve your business objectives.
The personality of your business is valuable because it is unique. Your competitors can offer similar products or services, and sell them at the same price as you - but your personality belongs to you, and you alone. It’s what makes you different. It’s the reason your customers buy from you. It’s the foundation of your brand. So our seminar is going to explore how to make it work for you, through three presentations.
• I am going to explain the importance of personality in a brand, how to develop it and why it’s valuable to your business.
• Celia Delaney of Delaney & Hart will demonstrate how you can deliver your brand personally.
• Dave Thomas of Bluegrass will talk about social media, and the opportunity it offers to communicate the personality of your business online.
You will leave the seminar with a clear understanding of what your brand is, how to communicate it face to face, how it will give your business personality online, and how that will add value to your business.
This is an invitation only event, and places are limited to 25 people.
It takes place on Wednesday 11 November, from 5pm to 6.45pm at the Buckerell Lodge Hotel, Exeter, and costs £25 to attend.
If you would like an invitation, or know someone who would, please contact jonathan@alderandalder.co.uk or call 01392 248107.
Tuesday, 6 October 2009
Brand to Deliver... there's more!
Following the success of our inaugural Brand to Deliver seminar, we are making preparations for number two!
It's taking place on Wednesday 11 November, at the Buckerell Lodge hotel in Exeter. The theme for this seminar is Brand: giving your business personality and helping us to explain how and why are Celia Delaney, Director of Delaney and Hart and Dave Thomas, Director of Bluegrass Consultancy. Celia will explore the opportunity we each have to communicate our brand personally, while Dave will explain the role that social media can play in developing the personality of a business online. Places will be limited.
More information will follow soon, but if you would like to know more, or you would like an invitation, email jonathan@alderandalder.co.uk or call 01392 248107.
It's taking place on Wednesday 11 November, at the Buckerell Lodge hotel in Exeter. The theme for this seminar is Brand: giving your business personality and helping us to explain how and why are Celia Delaney, Director of Delaney and Hart and Dave Thomas, Director of Bluegrass Consultancy. Celia will explore the opportunity we each have to communicate our brand personally, while Dave will explain the role that social media can play in developing the personality of a business online. Places will be limited.
More information will follow soon, but if you would like to know more, or you would like an invitation, email jonathan@alderandalder.co.uk or call 01392 248107.
Wednesday, 23 September 2009
Brand to Deliver delivered! Part One
We gave the first of our Brand to Deliver seminars last night; Your brand and why it's valuable, in partnership with Foot Anstey solicitors and Bishop Fleming chartered accountants. It was a good event, with some interesting questions and discussion at the end.
Here's a brief summary of what you missed.
Loyalty
I was talking about the role of loyalty in delivering value, and how your brand creates loyalty in your customers. I began by explaining the four brand touchpoints - Product/Service; People; Communications; Working environment - and how they provide communication channels to your audience. Then I looked at the stages your customers move through as their familiarity (and ultimately loyalty) develops, what the impact of that is to their behaviour, and most importantly, what the outcome of their behaviour is. Put simply, it will be an increase in revenue!
Intellectual Property
Rebecca Anforth, from Foot Anstey, talked about the role of Intellectual Property in creating value in your brand. She began by explaining what you can protect, and the problems you can face if someone else tries to take advantage of your success and hard work by mimicing elements of your brand and stealing potential business from you. Rebecca also pointed out that owning the Intellectual Property of your brand can be a valuable asset if you ever choose to sell your business.
Calculating value in your brand
David Savill, a Partner at Bishop Fleming, explained the different ways that accountants recognise the value that brand brings to a business. He began by differentiating the 'brand valuation' of global brands like Coca Cola or Microsoft, with the role of recognising what tangible value a brand can deliver. So what is the tangible value? Well, a steady income stream, built on a strong, recognised brand is something that accountants will value. And when it comes to an exit strategy, developing loyalty to a brand, rather than an individual, means that the brand retains that strong income stream for the business when it's sold.
We've had some really useful feedback from some of the attendees, and will be applying some of their suggestions to the next event in November. The date and subject is still to be confirmed, but it will be all about unlocking the value of your brand.
If you want to know more about Brand to Deliver and upcoming events, email jonathan@alderandalder.co.uk or call 01392 248107.
Here's a brief summary of what you missed.
Loyalty
I was talking about the role of loyalty in delivering value, and how your brand creates loyalty in your customers. I began by explaining the four brand touchpoints - Product/Service; People; Communications; Working environment - and how they provide communication channels to your audience. Then I looked at the stages your customers move through as their familiarity (and ultimately loyalty) develops, what the impact of that is to their behaviour, and most importantly, what the outcome of their behaviour is. Put simply, it will be an increase in revenue!
Intellectual Property
Rebecca Anforth, from Foot Anstey, talked about the role of Intellectual Property in creating value in your brand. She began by explaining what you can protect, and the problems you can face if someone else tries to take advantage of your success and hard work by mimicing elements of your brand and stealing potential business from you. Rebecca also pointed out that owning the Intellectual Property of your brand can be a valuable asset if you ever choose to sell your business.
Calculating value in your brand
David Savill, a Partner at Bishop Fleming, explained the different ways that accountants recognise the value that brand brings to a business. He began by differentiating the 'brand valuation' of global brands like Coca Cola or Microsoft, with the role of recognising what tangible value a brand can deliver. So what is the tangible value? Well, a steady income stream, built on a strong, recognised brand is something that accountants will value. And when it comes to an exit strategy, developing loyalty to a brand, rather than an individual, means that the brand retains that strong income stream for the business when it's sold.
We've had some really useful feedback from some of the attendees, and will be applying some of their suggestions to the next event in November. The date and subject is still to be confirmed, but it will be all about unlocking the value of your brand.
If you want to know more about Brand to Deliver and upcoming events, email jonathan@alderandalder.co.uk or call 01392 248107.
Monday, 7 September 2009
Unlock the value of your brand - our seminar
We are holding a seminar for ambitious businesses who want to maximise the value of their brand. If that sounds like you, why don't you join us?
The seminar - ‘Your brand and why it’s valuable’ - is aimed at business owners who are interested in exploiting the revenue opportunity that a brand presents. It will address how a brand creates loyalty, the importance of intellectual property and building value into a business. To help explore these issues we will be joined by Foot Anstey solicitors and Bishop Fleming chartered accountants.
This event is one of a series we have planned as part of our Brand to Deliver programme, aimed at helping businesses unlock the value in their brand. The seminar will consist of three presentations.
• Alder and Alder will look at how a brand builds loyalty and the role that this plays in creating and exploiting business opportunities.
• Foot Anstey will explain the legal issues to consider when creating a brand and the financial benefits of registering a trademark.
• Bishop Fleming will consider how to build value into your business and how brand adds value to business valuation.
The seminar takes place on Tuesday 22 September, from 5pm to 6.45pm at the Buckerell Lodge Hotel, Exeter, and costs £25 to attend. To book your place email jonathan@alderandalder.co.uk or call 01392 248107. If you would like more information, please get in touch.
We hope you will be able to join us for an evening that will give you a fresh perspective on your own brand and why it’s valuable to you.
The seminar - ‘Your brand and why it’s valuable’ - is aimed at business owners who are interested in exploiting the revenue opportunity that a brand presents. It will address how a brand creates loyalty, the importance of intellectual property and building value into a business. To help explore these issues we will be joined by Foot Anstey solicitors and Bishop Fleming chartered accountants.
This event is one of a series we have planned as part of our Brand to Deliver programme, aimed at helping businesses unlock the value in their brand. The seminar will consist of three presentations.
• Alder and Alder will look at how a brand builds loyalty and the role that this plays in creating and exploiting business opportunities.
• Foot Anstey will explain the legal issues to consider when creating a brand and the financial benefits of registering a trademark.
• Bishop Fleming will consider how to build value into your business and how brand adds value to business valuation.
The seminar takes place on Tuesday 22 September, from 5pm to 6.45pm at the Buckerell Lodge Hotel, Exeter, and costs £25 to attend. To book your place email jonathan@alderandalder.co.uk or call 01392 248107. If you would like more information, please get in touch.
We hope you will be able to join us for an evening that will give you a fresh perspective on your own brand and why it’s valuable to you.
Monday, 3 August 2009
Brand to Deliver: Brand workshop
Last week I posted an introduction to our Brand to Deliver programme and mentioned some of our plans for it. So it's very exciting to be able to introduce the first of our Brand to Deliver Workshops, on Friday 11 September!
Our Brand to Deliver workshop is an exciting, full-day event for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives.
Through a series of practical exercises you will begin to understand what your brand is, how it can build loyalty in your customers and the benefits of that loyalty. We will help you to explore the role that brand can play in each part of your business, focusing on the issues that are specific to you.
Some typical issues might be the need to:
• Attract customers by raising the profile of your business
• Stand out from the crowd in a competitive market, to increase your share
• Clearly communicate the benefits you offer, to help win, and retain, customers
• Position your business correctly, so you are selling to your ideal customers
To make time for this tailored approach, there is only room for 6 companies on the workshop. To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector.
We've had some great feedback from a similar - but much shorter - event we held at the Business Network lunch in July:
"Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it".
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
"An interesting taster session giving much food for thought. Looking forward to the follow up workshops now!"
Heléna Holt
Chief Executive, Devon Air Ambulance Trust
This workshop is ideal for any business that is experiencing – or anticipating – ‘change’. It will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. Some examples of ‘change’ are:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
This workshop will take place on:
Friday 11 September
From 9.15 to 5pm
At The Buckerell Lodge Hotel, Exeter
The price for participating in this workshop is:
£299 (+VAT) for one delegate
£399 (+VAT) for two delegates
Payable when you book. For cancellations up to 2 weeks before the date a 50% refund is available. After that no refund is available. Sorry.
A light lunch and refreshments are provided.
To have a chat about the workshop or book a place contact:
jonathan@alderandalder.co.uk or call 01392 248107
Our Brand to Deliver workshop is an exciting, full-day event for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives.
Through a series of practical exercises you will begin to understand what your brand is, how it can build loyalty in your customers and the benefits of that loyalty. We will help you to explore the role that brand can play in each part of your business, focusing on the issues that are specific to you.
Some typical issues might be the need to:
• Attract customers by raising the profile of your business
• Stand out from the crowd in a competitive market, to increase your share
• Clearly communicate the benefits you offer, to help win, and retain, customers
• Position your business correctly, so you are selling to your ideal customers
To make time for this tailored approach, there is only room for 6 companies on the workshop. To get the maximum benefit from the day we suggest that you bring 2 delegates to the workshop (if possible), so that all the issues are looked at from more than one perspective. It’s really important that everyone feels able to talk openly and honestly about their business and their issues, so places are limited to only one company from any particular business sector.
We've had some great feedback from a similar - but much shorter - event we held at the Business Network lunch in July:
"Thought provoking and good exercises for stepping back from your business and re-evaluating where your brand is and where to take it".
Julie Cotgrave
Managing Director, Target Search & Selection Ltd
"An interesting taster session giving much food for thought. Looking forward to the follow up workshops now!"
Heléna Holt
Chief Executive, Devon Air Ambulance Trust
This workshop is ideal for any business that is experiencing – or anticipating – ‘change’. It will give you the tools to exploit the opportunity, or address the risk, that ‘change’ brings. Some examples of ‘change’ are:
• Launch of a new product or service
• Change in focus of existing service or product
• Acquisition of another business
• Change of target market
• Arrival of new competitors
• Change in customer behaviour
You will leave the workshop with a clear understanding of:
• How your brand can support your business objectives
• How your brand can add tangible value to your business
• Activities required to achieve those results
This workshop will take place on:
Friday 11 September
From 9.15 to 5pm
At The Buckerell Lodge Hotel, Exeter
The price for participating in this workshop is:
£299 (+VAT) for one delegate
£399 (+VAT) for two delegates
Payable when you book. For cancellations up to 2 weeks before the date a 50% refund is available. After that no refund is available. Sorry.
A light lunch and refreshments are provided.
To have a chat about the workshop or book a place contact:
jonathan@alderandalder.co.uk or call 01392 248107
Monday, 27 July 2009
Brand to Deliver
Brand is a valuable tool for any business, but it is often overlooked or misunderstood. To help address this we have launched a new programme: Brand to Deliver.
The Brand to Deliver programme is for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives. The programme will include of a range of events and resource material to help businesses realise the potential in their brand.
The events are being launched in September, with a workshop on Friday 11 September and a seminar on Tuesday 22 September. Both events will be looking at the issue of 'What is a brand and why is it valuable?', but from very different perspectives. The workshop is a full-day of interactive exercises and discussion in a small group, giving businesses the opportunity to beginning looking at the issues specific to them. The seminar, which will be presented in partnership with Bishop Fleming and Foot Anstey, will consider how a brand builds loyalty in customers, how it adds tangible value to a business and the value that exists in the intellectual pproperty assets associated with your brand.
If you would like to have a chat about Brand to Deliver email jonathan@alderandalder.co.uk or call us on 01392 248107.
The Brand to Deliver programme is for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives. The programme will include of a range of events and resource material to help businesses realise the potential in their brand.
The events are being launched in September, with a workshop on Friday 11 September and a seminar on Tuesday 22 September. Both events will be looking at the issue of 'What is a brand and why is it valuable?', but from very different perspectives. The workshop is a full-day of interactive exercises and discussion in a small group, giving businesses the opportunity to beginning looking at the issues specific to them. The seminar, which will be presented in partnership with Bishop Fleming and Foot Anstey, will consider how a brand builds loyalty in customers, how it adds tangible value to a business and the value that exists in the intellectual pproperty assets associated with your brand.
If you would like to have a chat about Brand to Deliver email jonathan@alderandalder.co.uk or call us on 01392 248107.
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