Export Masterclass: Evolving an International Brand

The story your brands tells has never been so important.

Any brand must clearly articulate what it offers and why it’s unique. Central to this is understanding the dynamics of your competitor space and knowing what’s really important to your target audience(s). Right now, no one can say what that landscape will look like in a year’s time. But taking stock and ensuring you have the most competitive Brand Purpose and Story to underpin your sales and marketing is essential. In this workshop attendees will be taken through the key building blocks of doing just that – building a Brand Blueprint. This will be an interactive online session giving you the opportunity to develop and sense check draft definition and thinking for your brand, in context of the current export environment, and beyond.

Topics covered

You will be taken through real life Brand Blueprint examples. Individual and group exercises will then be facilitated covering the following:

Situational Analysis – a structured framework for concisely defining your business’s export vision, target audience(s) and competitive brand space etc., as well as the health of your culture (in context of what your brand is aiming to achieve).

Brand Definition – working with a ‘strategy on a page’ framework you will run through sprint exercises covering:

• Reason for Being
• Desired Market Perception
• Values
• Tone of Voice
• Story
• Core Brand Purpose/Promise

Brand Health Check – assessing the performance of your brand in context of the draft definition you’ve developed against its current delivery.

What you’ll come away with

A good understanding of how a Brand Blueprint is structured, some initial draft brand definition, and thought starters around what you could do to improve it.

Prior to the session

It would be good to have a think about the following and jot down a few thoughts.

• What are the dynamics/challenges of marketing a Kiwi brand in the current/changing export context?
• How would you describe your main B2B and end user customers in a nutshell?
• What makes your brand any more appealing to them (distributors and/or end customers) than the competition?

---

Nick Sampson – Strategy Director

Nick offers over 20 years’ experience working with clients including Kiwibank, BNZ, NZTE, Firestone, Taranaki Region, Tower Insurance, EPIC Beer, Auckland Airport, Trustpower, InterCity Group, Taku Honey, Harrison Grierson, Bean Supreme and Plant & Food Research – to name a few. He believes a pragmatic and consultative approach is required to define the best road map for brand growth. This is structured around skilled facilitation through a proven process with the right people. The outcome focuses business planning, culture and service delivery. It also provides the platform for developing powerful identities, experience design and marketing to maximise business growth.

Steve Main – General Manager

Steve has worked in advertising, communications and brand for over 20 years, and helped set up Principals’ Auckland office eight years ago. He studied business and politics at The University of Canterbury where he earned a BA in Political Science and a M.Com in Marketing. After university he lived and worked in Japan. He then had a marketing role for the Japan Travel Bureau in Auckland, before moving into advertising/brand where he’s gained experience across a wide range of sectors.

---

---

Zoom