Creating Great Branding Practices

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Learn about the steps necessary to think through and develop a brand that appeals to your target audience, as well as how to implement it across multiple channels. We'll dissect good and bad examples …

Learn about the steps necessary to think through and develop a brand that appeals to your target audience, as well as how to implement it across multiple channels. We'll dissect good and bad examples of brand implementation and discuss how branding includes not only your logo but also your color scheme, visuals, writing style, tone and messaging.

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  • 1. Creating Good Branding Practices Creating a Likeable & Recognizable Brand Strategy> Brand Image> Sales Tools> Client Care > www.aglowmarketing.com
  • 2. PRESENTATION OVERVIEW
    • Background
    • What is Branding?
    • Why does Branding Matter?
      • Brand Identity
      • Budget Management
      • Brand Promise
      • Brand Personality
    • Branding Basics
    • More Than A Logo
    • Creating a Likable Brand
    www.aglowmarketing.com
  • 3. BACKGROUND
    • Over a decade of Sales & Marketing Experience:
      • Account Executive, Centerfield Marketing
      • Marketing Director, 500 Festival
      • Creative Services Manager, ONEX
      • Marketing Director, UN Communications
      • Business Development Manager, BitWise Solutions
      • President, Aglow Marketing
    • INITIA Super Sales Person Award (Sales in Excess of One Million Dollars)
    • Indy’s Best & Brightest in the Technology Sector, 2009
    • Indy AMA President, 2010/2011
    • Aglow Marketing – Your Virtual Marketing Department for:
    • Strategy> Brand Image> Sales Tools> Client Care
    www.aglowmarketing.com
  • 4. DID YOU KNOW?
    • The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp.
    www.aglowmarketing.com
  • 5. WHAT IS BRANDING?
    • Your brand includes all the characteristics that make your offering unique :
    • Reputation
    • Customer Service
    • A Promise
    • Pricing
    • Feeling / Attitude
    • An Experience
    • Logo
    • Color Scheme
    • Tone
    • Product Line
    www.aglowmarketing.com
  • 6. A SIMPLE TRUTH www.aglowmarketing.com
  • 7. WHY DOES BRANDING MATTER? www.aglowmarketing.com
  • 8. BRANDING HELPS YOU…
    • Project a cohesive image for your organization
    • Better spend marketing dollars
    • Reach your target audience in a more meaningful way
    • Present a likeable brand that people want to be associated with
    www.aglowmarketing.com
  • 9. BRANDING HELPS YOU…
    • Project a cohesive image for your organization (BRAND IDENTITY)
    • Better spend marketing dollars
    • Reach your target audience in a more meaningful way
    • Present a likeable brand that people want to be associated with
    www.aglowmarketing.com
  • 10. BRAND IDENTITY
    • Supports brand recognition and awareness via one cohesive image.
    • Helps the customer recall and recognize the brand under different conditions.
    • Think of the Memory Game – do your marketing materials & ads all support a single marketing image? Do they match?
    www.aglowmarketing.com
  • 11. www.aglowmarketing.com MAINTAIN YOUR IMAGE FROM BEGINNING TO END Business Card Newspaper Ad Brochure New Client Packet
  • 12. NAME THAT BRAND! www.aglowmarketing.com
  • 13. MARKETING HELPS YOU…
    • Project a cohesive image for your organization
    • Better spend marketing dollars (BUDGET MANAGEMENT)
    • Reach your target audience in a more meaningful way
    • Present a likeable brand that people want to be associated with
    www.aglowmarketing.com
  • 14. MARKETING BUDGET MANAGEMENT www.aglowmarketing.com
  • 15. MARKETING BUDGET MANAGEMENT
    • Advertising Research Foundation reports that businesses waste between $30 and $50 billion each year on ineffective marketing.
    • WHY? We market without a solid brand strategy that is embraced internally and presented consistently.
    www.aglowmarketing.com
  • 16. www.aglowmarketing.com ORGANIZE YOUR EFFORTS WITH A SHARED CALENDAR Consider free options like Google Calendar with shared capabilities for easy editing and upkeep.
  • 17. MARKETING HELPS YOU…
    • Project a cohesive image for your organization
    • Better spend marketing dollars
    • Reach your target audience in a more meaningful way (BRAND PROMISE)
    • Present a likeable brand that people want to be associated with
    www.aglowmarketing.com
  • 18. BRAND PROMISE
    • People generally buy products and services for two reasons:
      • To solve a problem. (PRACTICAL)
      • Because it makes them feel good. (EMOTIONAL)
    • A solid brand promise can help respond to both of these needs.
    www.aglowmarketing.com
  • 19. EXAMPLE: HEIFER INTERNATIONAL
    • Promise is clearly stated:
    • Heifer International is a non-
    • profit organization whose
    • goal is to help end world
    • hunger and poverty through
    • self-reliance & sustainability.
    www.aglowmarketing.com
  • 20. BRAND PROMISE
    • What is your vision for what you can do for your customers?
      • What practical problem do you help your customers solve?
      • 2. What do you offer that makes them feel good about being associated with you?
    www.aglowmarketing.com
  • 21. ATTITUDE BRANDING
    • Attitude branding is representing a larger feeling, which is not necessarily connected with the product or service at all.
    • Examples:
    • Nike
    • Starbucks
    • Apple
    www.aglowmarketing.com
  • 22. BRAND ASSOCIATION www.aglowmarketing.com Brand association makes buying decisions easier and more relevant to the consumer. BRAND ASSOCIATION Volvo Safety BMW Luxury Honda Dependability
  • 23. BRAND ASSOCIATION www.aglowmarketing.com What words and phrases do you associate with these local non profits? What do you want to be associated with? BRAND ASSOCIATION Indy Fringe Kiwanis International Keep Indianapolis Beautiful
  • 24. BRANDING HELPS YOU…
    • Project a cohesive image for your organization
    • Better spend marketing dollars
    • Reach your target audience in a more meaningful way
    • Present a likeable brand that people
    • want to be associated with and likely share with others(BRAND LOVE)
    www.aglowmarketing.com
  • 25. BRAND LOVE / LIKABLE BRAND
    • 'Brand love‘ is an emerging term encompassing the social likability of
    • a given brand.
    • Brand love levels are measured through:
      • Social media/blog posts about a brand
      • Tweets about a brand on Twitter
      • Facebook fans of a brand
      • User reviews
    www.aglowmarketing.com
  • 26. SOCIAL MEDIA AND BRANDING
    • A recent survey by Deloitte revealed:
      • 82% of individuals said purchase decisions have been "directly influenced" by the user reviews, even if they are anonymously posted. 
      • 69% of those who read reviews share them with friends, family or colleagues, thus amplifying their impact.
    www.aglowmarketing.com
  • 27. SOCIAL MEDIA AND BRANDING
    • Socialnomics.com reports:
    • There are over 200,000,000 Blogs
    • 25% of search results for the World’s Top 20 largest brands are linked to user-generated content
    • 34% of bloggers post opinions about products & brands
    • 78% of consumers trust peer recommendations while only 14% trust advertisements
    www.aglowmarketing.com
  • 28. FACEBOOK
    • Facebook has:
    • More than 400 million active users
    • 50% of active users log on to Facebook in any given day
    • 60 million status updates happen daily
    • Average user has 130 friends
    • People spend over 500 billion minutes/month
    • on Facebook
    • The fastest growing segment is 56-65 year old females
    www.aglowmarketing.com
  • 29. FACEBOOK FAN PAGES
    • Onset of Facebook Fan Pages makes making your brand socially likeable
    • Start by creating a branded page, and communicate with your most loyal customers to become a fan and then
    • share with their network
    • Communicate promotions, discounts, and other perks to your fan base
    www.aglowmarketing.com
  • 30. BRANDING BASICS
    • Exercises to develop your brand strategy
    • Branding Element Checklists
    • Style Guide
    • Examples
    www.aglowmarketing.com
  • 31. DEVELOPING A BRAND STRATEGY
    • Foundation for all marketing strategies
    • Blueprint or Guide Map
    • Refer back to it often to ensure your actions are supporting your brand
    • Group brainstorming session to create:
      • BRAND POSITION
      • BRAND PROMISE
      • BRAND PERSONALITY
    www.aglowmarketing.com
  • 32. EXERCISE 1 – BRAND POSITION
    • BRAND POSITION:
      • Who does our company serve?
      • What do we offer each audience?
      • Who is our competition?
      • What is it that we do different/better/more unique than the competition?
      • Complete these statements:
      • Our organization serves X by providing them X
      • Our organization is unique because we offer X
    www.aglowmarketing.com
  • 33. EXERCISE 2 – BRAND PROMISE
    • BRAND PROMISE
      • What is the problem we are solving?
      • What is the emotional pull that we have to make people feel good about buying from us?
      • What do we promise to provide our customers – every time and in every experience with us?
      • Complete these statements:
      • Our organization promises our customers they will receive X
      • IMPORTANT: Can your organization keep your promise?
    www.aglowmarketing.com
  • 34. EXERCISE 3 – BRAND PERSONALITY
    • BRAND PERSONALITY
      • What keywords and personality traits do want people to use to describe our company?
        • Customers
        • Partners
        • Employees
      • What comes to mind when people hear our
      • organization’s name?
      • Complete these statements:
      • Our organization is known for being X
    www.aglowmarketing.com
  • 35. EXERCISE 4 – BRAND STRATEGY
    • Combine all of the answers to draft your brand strategy & share with everyone in your organization:
      • Our organization…
      • Serves (target audience) by providing them (product/service/experience)
      • Is unique because we offer (marketing differentiator)
      • Promises our customers they will receive (brand promise) every time they interact with us
      • Is known for being (brand personality traits)
    www.aglowmarketing.com
  • 36. BRANDING ELEMENTS CHECKLIST
    • Branding Strategy
    • Logo
    • Tagline
    • Mission Statement
    • Key Marketing Messages - Determine what messages your audiences want or need to hear. (Focus Group)
    • Color Scheme, including primary and complimentary colors
    • Fonts, including online and offline fonts
    • Tone & Voice for all written materials
    • Imagery Style
    www.aglowmarketing.com
  • 37. STYLE GUIDE
    • http://post.americanheart.org/branding/elements.html
    • http://post.americanheart.org/branding
    • - Examples of Style Guides and other guiding documents
    www.aglowmarketing.com
  • 38. www.aglowmarketing.com
  • 39. www.aglowmarketing.com
  • 40. www.aglowmarketing.com
  • 41. www.aglowmarketing.com
  • 42. EXAMPLES www.aglowmarketing.com
  • 43. EXAMPLES www.aglowmarketing.com
  • 44. EXAMPLES www.aglowmarketing.com
    • Additional Branding Fun:
    • Blue & Green M&M Bags at Health Care Shows
    • New building remodel features painted walls in color scheme
    • Family photo canvas
    • Above & Beyond Board for employee recognition
  • 45. MORE THAN A LOGO
    • How to infuse your brand into all you do
    • Internal brand buy in
    • Examples
    www.aglowmarketing.com
  • 46. BRAND INFUSION
    • Your brand promise must be a part of:
      • Experiences at your venue
      • Customer service
      • Your web site experience, and
      • Your product/service delivered.
    www.aglowmarketing.com
  • 47. INTEGRATION – MESSAGING
    • Visual elements are important, but also pay attention to your messaging.
    • Create a content strategy that provides universal messaging regardless of the medium:
      • Advertising
      • Web Site
      • Blog
      • Newsletter
      • Etc.
    www.aglowmarketing.com
  • 48. INTEGRATION – WRITING STYLE
      • Benefits Driven – what do people get?
      • “ You” Not “We” http://futurenowinc.com/wewe.htm
      • Encourage Action – what do you want them to do?
      • Chose a tone that fits your brand – playful, serious, etc.
      • Convey Emotion – how do you help people?
    www.aglowmarketing.com
  • 49. INTEGRATION – WRITING STYLE
      • Personal Testimony- tap into your audience for real life stories
      • Online Writing:
        • Bullets
        • Chunking
        • Scan-ability
    www.aglowmarketing.com
  • 50. INTEGRATION- TWITTER www.aglowmarketing.com
  • 51. INTEGRATION- TWITTER www.aglowmarketing.com
  • 52. INTERNAL BRAND BUY IN
    • Ways to get everyone on the same team:
    • Communicate your brand strategy often
    • Explain how each role relates to marketing, not just the marketing team!
    • Contests / Employee Recognition Programs
    • Tracking:
    • Secret Shoppers
    • Customer Surveys
    www.aglowmarketing.com
  • 53. INDY AMA – REBRANDING EFFORTS
    • Issues:
      • Chapter materials were inconsistent
      • Materials did not evoke an emotional connection to Indianapolis or the individual member
    • Goals:
      • Rebrand the chapter with a cohesive look and feel
      • Reinforce Indianapolis as the location of the chapter
      • Produce an appearance of a vibrant, active organization focused on providing marketing resources and tools
      • Place a focus on the member and make a personal connection
    www.aglowmarketing.com
  • 54. INDY AMA – REBRANDING EFFORTS
    • Rebranding Efforts:
    • New Logo with Indianapolis embedded into the national AMA Logo
    • Theme of “I am AMA”
    www.aglowmarketing.com
  • 55. INDY AMA – REBRANDING EFFORTS
    • Selection of fonts, color scheme, graphical “circle” element and imagery with Indy skyline & working professionals
  • 56. MULTIPLE CHANNEL INTEGRATION
    • Web Site
    • Membership Video - http://www.indyama.com/
    • T-Shirts
    • E-Newsletter
    • Post Cards
    • Social Media Efforts including Twitter, Facebook & LinkedIn
    • Member produced Blog with marketing insights
    • Monthly Member Spotlight on web site & e-newsletter
    • Personal, conversational tone to all copy in newsletter & web site – “Like talking to a friend”
    • Programming
    • Event Experience – plans to enhance this year
    • Post Event Surveys
    www.aglowmarketing.com
  • 57. www.aglowmarketing.com
  • 58. www.aglowmarketing.com
  • 59. INDY AMA POST CARD www.aglowmarketing.com
  • 60. E-NEWSLETTER
    • Fun, conversational tone
    • Easy to scan
    • Links for more information
    • Tie in of brand theme
  • 61. INDY AMA POST CARD www.aglowmarketing.com
  • 62. CREATING A LIKABLE BRAND
    • Meeting the needs of your audience
    • Delivering on your brand promise
    • Methods for sharing brand love
    • Examples
    www.aglowmarketing.com
  • 63. MEETING YOUR AUDIENCE’S NEEDS
    • Start by asking what your audience is looking for: Focus Group is ideal
    • Key marketing messages should support these direct needs
    • Test messages before investing $
    • Focus your writing on audience needs versus your products/services/organization
    • Remember to solve a problem or provide a way for your customers to feel good
    • Example: “ Don’t Let Summer Slip Away” vs.
    • “ Michigan Hotel Rentals”
    www.aglowmarketing.com
  • 64. DELIVERING ON BRAND PROMISE
    • Before promoting your brand promise, ensure your organization is on board to deliver.
      • Individual Customer Care
        • Make sure people answering the phones are customer focused and friendly, greeting the person by name.
      • The Best in Professional Development
        • Make sure your speakers are delivering high quality content
    www.aglowmarketing.com
  • 65. METHODS FOR BRAND LOVE
    • Facebook Fan Pages – make sure to keep current
    • Twitter Followers & Retweets
    • Contests to show – Why I love…
    • Member or Customer Profiles
    • Videos
    • E-Mail Surveys – Tell your story in your own words..
    www.aglowmarketing.com
  • 66. LIKABLE BRANDS
    • People buy things from people they like.
      • Used car salesman vs. Helpful dressing room attendant
    • People buy products or services or visit places or join associations because they like them or like how they make them feel.
    • What brands do you like? Why?
    www.aglowmarketing.com
  • 67. BRANDS GONE BAD
    • Negative publicity and issues with products/services from customers can shift your brand image rapidly
    • User generated content makes this more important than ever
      • United Breaks Guitars
    • 25% of search results for the World’s Top 20 largest brands are linked to user-generated content
  • 68. BRAND LOYALTY TO THE RESCUE www.aglowmarketing.com
    • Strong Brand loyalty (or brand love) can withstand issues
    • Toyota suffered its worst start of the year since it began selling…yet registration data suggests the brand is holding its own against its key competitors.
    • Why?
    • Brand Loyalty
    • Large base of customers who have received Toyota’s brand promise of reliability and trouble-free performance
    • Incentives as a response to issues
  • 69. www.aglowmarketing.com Source: Blog.polk.com
  • 70. QUESTIONS ON…
    • Background
    • What is Branding?
    • Why does Branding Matter?
      • Brand Identity
      • Budget Management
      • Brand Promise
      • Brand Personality
    • Branding Basics
    • More Than A Logo
    • Creating a Likable Brand
    www.aglowmarketing.com
  • 71. Interested in a copy of the presentation or a Branding Checklist? Contact me at: [email_address] www.aglowmarketing.com