A 35-minute watch.
Simon Barbato is the chief of brand consultancy Mr B & Friends, and this wide-ranging interview in Octo’s coffee booths with Lee Robertson, talks through why branding is so important, the concepts that can make your business stand-out, the four dimensions involved in brand, and execution.
Referring to a re-brand for a former client, Simon makes the point that brand is fundamental to business’ modus operandi, with the new concept “challenging everything they did: the way they communicated, the way they behaved, the way their teams were structured”.
Asked how best for an adviser to make their brand stand-out, he underlines that ‘distinctiveness’ is the key here. Customer experience is a great source of leverage in this regard, he remarks, and refers to a wealth manager that offered its clients use of a mini cooper when visiting London as an example of a firm with great customer experience.
Also in the interview, Simon touches on the multi-dimensional nature of brand – explaining its four essential components – as well as execution, and the agency’s ‘compressed’ brand transformation program.
Don’t forget to check-out Sam Shaw’s new podcast series, beginning here with Manchester-based financial adviser James Wetherall.
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