Laser Lessons - Lesson

P2BA44-2

Click to watch ‘Why your brand needs consistency’, this video was produced by DocStoc Videos – documents and resources for small businesses and professionals. This video channel (DocStoc TV) also has many other interesting and insightful videos about branding.

Table of Contents

Tutorial Video
Reading Materials

‘Branding’ webpage on the Entrepreneur website.
‘Why is branding important’ webpage on the Strategy New Media website
‘Building a brand through customer service’ webpage on the Business 2 Community website

Presentation
Good Practice Example
Interactive Quiz
Evidence Opportunities
Extended Learning

Click to read a good example of customer service language that supports a brand promise ‘Making every word count’ by Lloyd’s, an insurance company.
Click to read ‘Define market segmentation and targeting’ by Rick Suttle on the Chron website.
Click to read ‘Editor’s Letter: Customer Service Is More Important Than Ever for Brands’ on the AdWeek website.

Think And Challenge

Click to read this case study ‘How a brand promise drives change in a multinational organisation’, this case study focusses on Philips Lighting.
- How did the brand promise ‘sense and sensibility’ affect different departments in the organisation, and the customer service delivery?
- Consider the brand of your organisation, is there anything that you can think of that would improve it? Write / edit the brand promise for your organisation, and a mission statement that you feel reflects the values and purpose of the organisation.
It is rare that there is just one way to respond to a scenario or situation, so do not consider that the response you have chosen to this scenario will be judged as right or wrong. Share your scenario with a work colleague and ask them to tell you if they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your tutor.