Beyond Brand Our Story

Discover the opportunity.
Then bring it to life.
Our story...

understanding
customer
motivations...
From habit to revelation
It was October 2015 and Craig
McVoy was at a conference
dedicated to the important
topic of what motivates us as
individuals. He was interested
in the topic because so much
of what Craig has spent the
best part of two decades
doing revolves around
understanding customer
motivations so that he can
discover, design and deliver an
experience that will get them
to fall in love with his clients
brands.
Having done this for such
renown brands as John
Lewis, BMW, JLR, Audi, LV=
and Direct Line, Craig shared
what he does whilst speaking
to others at the conference.
Amongst several people he
met in the various breaks, was
a publicist who found Craig’s
explanations of what he did
inspiring. “Before I knew it,”
Craig explained “I had agreed
to write a book about how
people fall in love with the
experience of a brand.”
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A system, not a dark art
“Whilst writing up the
synopsis for my book
submission,” Craig continued,
“I realized that whenever I go
into a business to design and
deliver an improved customer
experience, I use the same
process to help create the
magic every time. In fact I
realized that it wasn’t really
about a dark art at all; rather I
was using a process that could
be systemised and applied
to all and any business that
wants its customers to fall in
love with its brand.”
This realization proved to
be a turning point in Craig’s
professional career, not only
because he began to create
his methodology, but because
he saw with great clarity the
kinds of businesses that
would benefit most.
...using a process that
could be systemised
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Ideal for SME’s
“The big corporates who
can afford to pay for their
own in house teams or the
fees of customer experience
specialists were already
catered for,” Craig explained.
“It was the many small to
medium sized enterprises
(SME’s) that would be the
biggest winners because,”
he concluded, “if I could
succinctly methodize and
package the learning, in a
jargon free way business
leaders understand, then it
would be something that
they could be taught to
deliver for themselves at a
fraction of the cost of
bespoke consultancy.”
So, it was this insight
that led to the birth of
Beyond Brand, a proven
methodology that gives the
SME the same ability as the
big corporates to discover,
design and deliver their
experience, so that customers
fall in love with their brand.
succinctly
methodize and
package the learning...
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Passion
Craig is absolutely passionate
about getting customers to
love the brands he works
with. “In our fast changing
world, product and price are
inadequate differentiators,”
he says with conviction, “the
only differentiator that really
matters is how a brand makes
its customers feel.
If they fall in love with the
experience then that’s what
will drive the brand loyalty
that all companies desire.”
...fall in love with
the experience
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7 disciplines
3 phases
...with each
interlinked
discipline being a
cog in a dynamic
process...
Beyond Brand delivers
a systemised methodology
through seven disciplines
across three phases.
All seven disciplines:
Purpose, Audience,
Approach, Channels, Offer,
Advantage and Evolution are
applied across each of the
three phases of Discovery,
Design and Delivery.
“They work
together rather
like the movement
of a fine Swiss watch,”
Craig observes, “with each
interlinked discipline, being a
cog in a dynamic process that
drives customer experience
forward in an exciting way.”
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>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>
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Discovery Design Delivery
3
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Varied
learning
approach
Beyond Brand offers a
selection of approaches, each
tailored to suit a favoured
learning style. There are online
tools, face to face workshops
and a range of specialists
ready to access, but the
objective is always the same:
to deliver understanding and
knowledge into the hands of
the SME so that they can cost
effectively put the customer
at the very heart of their
business.
“It’s so much more
than just another customer
service programme though,”
Craig adds, “Beyond Brand
focuses on the concepts
and strategies needed to
create an amazing experience
throughout all parts of a
business. It’s about creating
loyalty and clear blue water
between brands and their
competitors. Ultimately it’s
about creating an amazing
experience which will in turn
deliver growth, better profits
and reduced cost.”
creating
an amazing
experience...
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Love it? Contact us to discover more:
Email: info@beyondbrand.eu
Phone: 0333 222 1422
Website: beyondbrand.eu