Red Rooster Group Branding Presentation
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An overview of branding as well as sample marketing plans for small businesses.

An overview of branding as well as sample marketing plans for small businesses.

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  • Simple, focused process that shows the tangible benefits of branding for B2B and B2C companies. Nice work www.developnewproducts.com
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Red Rooster Group Branding Presentation Presentation Transcript

  • 1. What the *!@&? is Branding? PRESENTED BY Howard Levy, Principal
  • 2. What the *!@&? is Branding? “A logo is a point of entry into a brand.” — MILTON GLASER redroosterinc DESIGN FOR A BETTER WORLD.
  • 3. What the *!@&? is Branding? redroosterinc DESIGN FOR A BETTER WORLD.
  • 4. What the *!@&? is Branding? BRAND ATTRIBUTE: BRAND ATTRIBUTE: Convenience Intl. Relief METHOD: METHOD: Online History BRAND ATTRIBUTE: BRAND ATTRIBUTE: Friendly Environmental METHOD: METHOD: Innovative Products Advertising BRAND ATTRIBUTE: BRAND ATTRIBUTE: Customized Economical METHOD: METHOD: New Business Model Personality BRAND ATTRIBUTE: BRAND ATTRIBUTE: Sports Achievement Safety METHOD: METHOD: Endorsements Advertising redroosterinc DESIGN FOR A BETTER WORLD.
  • 5. What the *!@&? is Branding? “Products are created in the factory. Brands are created in the mind.” — WALTER LANDOR redroosterinc DESIGN FOR A BETTER WORLD.
  • 6. What the *!@&? is Branding? Brand Selection redroosterinc DESIGN FOR A BETTER WORLD.
  • 7. What the *!@&? is Branding? Branding Challenges I People don’t know about your company. I People don’t care about your company. I People confuse you with other company. I People have misperceptions about what you do. I You are not engaging your customers. I You are not getting media attention. I You are not getting the funding you want. redroosterinc DESIGN FOR A BETTER WORLD.
  • 8. What the *!@&? is Branding? What is Branding? Promises made to constituents based on multiple experiences over time with a consistently high level of quality and value that are perceived to be unparalleled relative to the competition ultimately resulting in trust-based relationships which garners loyalty and profits over time. redroosterinc DESIGN FOR A BETTER WORLD.
  • 9. What the *!@&? is Branding? What is Branding? Promises + Experiences —————— —————— Reputation redroosterinc DESIGN FOR A BETTER WORLD.
  • 10. What the *!@&? is Branding? Communicating Your Promise redroosterinc DESIGN FOR A BETTER WORLD.
  • 11. What the *!@&? is Branding? Benefits of Branding for Businesses I Aids in establishing a leadership position. I Allow for premium pricing. I Provides protection against price wars. I Smoother introduction of new programs and services. I More attractive to co-branding partners. I Increased likelihood of attracting media attention. I Improved chances of weathering a crisis. I Increased employee pride and improved recruitment efforts. I Garner more loyalty. I Clarify internal focus and brand execution. redroosterinc DESIGN FOR A BETTER WORLD.
  • 12. What the *!@&? is Branding? Benefits of Branding for Non-profits I Aids in establishing a leadership position. I More effective in communicating your message. I Increased membership rates. I Increased likelihood for engaging members. I Smoother introduction of new programs and services. I Higher response to fundraising. I Better leverage when negotiating with potential co-branding partners. I Increased likelihood of attracting media attention. I Improved chances of weathering a crisis. redroosterinc DESIGN FOR A BETTER WORLD.
  • 13. What the *!@&? is Branding? “When a high level of perceived quality has been or can be created, raising the price not only provides margin dollars,but also aids perceptions.” — BRAND LEADERSHIP Strong brands command a premium price > Starbucks redroosterinc DESIGN FOR A BETTER WORLD.
  • 14. What the *!@&? is Branding? “Firms experiencing the largest gains in brand equity saw their stock return average 30%. Conversely,those firms with the largest losses in brand equity saw stock return average a negative 10%.” — BRAND LEADERSHIP redroosterinc DESIGN FOR A BETTER WORLD.
  • 15. What the *!@&? is Branding? Reasons to Invest in Brand Equity 1. Make it easy for the customer to buy. 2. Make it easy for the sales force to sell. 3. Make it easy to build brand equity. redroosterinc DESIGN FOR A BETTER WORLD.
  • 16. What the *!@&? is Branding? Organizational Branding Goals 1. To create a brand-building program that is effective for the entire organization. 2. To get leadership support for plan. 3. To align branding goals with strategic goals. 4. To implement branding across all touchpoints. 5. To create a brand-driven culture so that the responsibility for building the brand is everyone’s job. 6. To build the brand cost-effectively. redroosterinc DESIGN FOR A BETTER WORLD.
  • 17. What the *!@&? is Branding? Branding’s Role in the Organization redroosterinc DESIGN FOR A BETTER WORLD.
  • 18. What the *!@&? is Branding? Branding Process 1 RESEARCH 2 BRAND 3 DESIGN 4 BRAND 5 MANAGING & ANALYSIS STRATEGY CONCEPT EXPRESSION ASSETS redroosterinc DESIGN FOR A BETTER WORLD.
  • 19. What the *!@&? is Branding? Touchpoints I Direct Mail I Conferences I Stationery I Invitations I Management I Advertising I Brochures I Staff I Journal I Telemarketing I Website I Board I Name Tags I Agents I E-mail I Partners I Signage I CDs & Videos I Vendors I Sales Materials I Catalogs I Public Relations I Office I Media Kits I Signage I Presentations I Grant Proposals I White Papers I Dev. Materials I Uniforms I Exhibit Displays I Columns in I Vehicles Publications I Directories I Seminars/ I Personal Letters I Recruitment I Newsletters Speeches I Thank You Cards I Magazines Ads /Materials I Investor Rels. I Holiday Gifts I Premiums I Annual Report I Sponsorships redroosterinc DESIGN FOR A BETTER WORLD.
  • 20. What the *!@&? is Branding? Touchpoint Cycles Audience 1 Audience 2 Audience 3 JAN EMAIL NEWSLETTER NEWSLETTER FEB DIRECT MAIL EMAIL DM TM STAFF MAR EMAIL DM STMT. APRIL EMAIL NEWSLETTER NEWSLETTER MAY DIRECT MAIL EMAIL DM WEBSITE LETTER JUNE EMAIL DM STAFF STAFF JULY EMAIL NEWSLETTER NEWSLETTER AUG DIRECT MAIL EMAIL DM PREMIUM SEPT EMAIL DM WEBSITE EVENT OCT EMAIL NEWSLETTER NEWSLETTER NOV DIRECT MAIL EMAIL DM STAFF LETTER DEC EMAIL DM STMT. WEBSITE redroosterinc DESIGN FOR A BETTER WORLD.
  • 21. What the *!@&? is Branding? Purchase Touchpoints redroosterinc DESIGN FOR A BETTER WORLD.
  • 22. What the *!@&? is Branding? Touchpoint Effectiveness I How are the touchpoints managed relative to your mission and strategy? I How effectively is each brand touchpoint managed relative to the competition? I How do your band touchpoints reinforce or change the perceptions about your organization? I How can you close the gap between brand’s current performance and market expectations? redroosterinc DESIGN FOR A BETTER WORLD.
  • 23. What the *!@&? is Branding? Measuring Touchpoints Awareness Mission Accountability PROGRAMS Brochures I I I Events I I I EDUCATION Newsletters I I I MEMBERSHIP Direct Mail I I I Telemarketing I I I DEVELOPMENT Brochures I I I In Person I I I redroosterinc DESIGN FOR A BETTER WORLD.
  • 24. What the *!@&? is Branding? Creating a Branding Program > Jewish Community Center redroosterinc DESIGN FOR A BETTER WORLD.
  • 25. What the *!@&? is Branding? Marketing Goals • Increase member participation in programs. • Increase member renewal rates. • Increase overall membership. • Increase donor and sponsorship activity redroosterinc DESIGN FOR A BETTER WORLD.
  • 26. What the *!@&? is Branding? Branding Program Goals • Articulate the purpose and vision of the center to its members. • Upgrade the center’s visual identity. • Clarify the relationship of the various program logos and sponsor names. • Unify all of the center’s communications with a single message and look. • Make the production process for creating materials more efficient and economical. • Provide a communications platform that can grow with the center. • Identify cross-selling opportunities for each audience segment. • Develop renewed enthusiasm for the center. • Increase donor and advertising opportunities. • Increase staff pride in the center. redroosterinc DESIGN FOR A BETTER WORLD.
  • 27. What the *!@&? is Branding? Process 1. BRANDING • Conduct research (interviews, focus groups, surveys). • Identity brand attributes, create branding statement, and develop tagline • Update logo. • Establish conventions for sponsorship naming and logo usage. • Create a hierarchy of branding for divisions through colors and typography. • Design organizational stationery. redroosterinc DESIGN FOR A BETTER WORLD.
  • 28. What the *!@&? is Branding? Process 2. MARKETING AUDIT • Conduct a marketing audit of all materials to identify how well the center is communicating to each of its member segments. • Analyze the production process to make recommendations to create a smoother process and save on production. • Develop a program for launching cross-selling opportunities. • Establish an advertising program. redroosterinc DESIGN FOR A BETTER WORLD.
  • 29. What the *!@&? is Branding? Process 3. GUIDELINES & MATERIALS • Create branding guidelines and templates for publications and other items. • Develop an infrastructure to manage the brand and grow with the organization. • Introduce the new branding to staff, members and other constituencies. redroosterinc DESIGN FOR A BETTER WORLD.
  • 30. What the *!@&? is Branding? Branding Manual PART 1 • Events PROGRAM MATERIALS WEBSITE BRANDING PLATFORM • Primary • Program Brochures • Design • Mission Statement • Secondary • Newsletters & • Features • Vision Statement • CorrespondencePAPER Publications • Content • Brand Statement SYSTEM • Events PROMOTION • Brand Attributes • Organizational DEVELOPMENT MATERIALS • Advertising • Programs • Development Package • Direct Mail ORGANIZATIONAL LOGO • Events • Tagline • Brochures • Posters • Other • Letters & Envelopes • Online Marketing • Building Name • Address STATIONERY • Event Marketing • Premiums • URL • Letterhead & Second MEMBER MATERIALS ADVERTISING Sheet • Membership Brochure & • Advertising Kit PROGRAM & SPONSOR • Memos Card LOGOS • Envelopes PART 4 • Program Logos • Invoices & Statements • Business Cards IMAGE ARCHIVE • Sponsor Logos • Mailing Labels PART 3 • Organizational • Other Logos • Fax Cover Sheet • Programs SIGNAGE SPONSOR NAMING BUSINESS FORMS • Exterior • Events • Print Materials • Registration Forms • Interior & Bulletin • For Print Use • Signage • Invoices, Statements, etc. Boards • For Web Use COLORS • Sponsors PRODUCTION REQUEST • Organizational PART 2 UNIFORMS • Materials Request Form • Programs / Departments ORGANIZATIONAL • Fitness Center • Print Quote Request • Sponsors MATERIALS • CPT Rehab. Services Form • Development • Folder • Front Desk • Production Checklist TYPOGRAPHY • Brochures • Other Departments • Organizational • Annual Report • Name Tags • Programs redroosterinc DESIGN FOR A BETTER WORLD.
  • 31. What the *!@&? is Branding? Sample Branding Programs redroosterinc DESIGN FOR A BETTER WORLD.
  • 32. What the *!@&? is Branding? Small Branding Program Basic Organizational Identity I Identity & Stationery I Organizational Brochure I Branding Guidelines COST: $5,000 – $15,000 TIME: 2 months redroosterinc DESIGN FOR A BETTER WORLD.
  • 33. What the *!@&? is Branding? Medium Branding Program Branding Review / Messaging / Identity / Guidelines I Touchpoint Audit I Branding Guidelines I Message Development I Newsletter Format I Identity & Stationery I Website Review I Organizational Brochure COST: $10,000 – $30,000 TIME: 3 – 5 months redroosterinc DESIGN FOR A BETTER WORLD.
  • 34. What the *!@&? is Branding? Large Branding Program Branding Review / Messaging / Identity / Design I Competitive Analysis I Identity & Stationery I Interviews I Organizational & I Touchpoint Audit Program Brochures I Chapter Review I Newsletter Format I Message Development I Website Review I Branding Guidelines COST: $30,000 – $70,000 TIME: 6 – 9 months redroosterinc DESIGN FOR A BETTER WORLD.
  • 35. What the *!@&? is Branding? Small Business Marketing Plan $10,000 – $50,000 Budget 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q IDENTITY & BROCHURE ID PROMO WEBSITE WEBSITE WEB WEB UPDATE UPDATE E-MAIL 1 2 3 4 5 6 SALES LETTERS 1 2 3 DM 1 DM 2 COLD CALLS 1 2 3 NETWORKING NETWORKING NETWORKING NETWORKING THANK YOU CARDS THANK YOU CARDS THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES ADVERTISING PUB. A PUB. A PUB. A PUB. A PUB. A PUB. B PUB. B PUB. B OTHER MARKETING OTHER MARKETING OTHER MARKETING OTHER MARKETING redroosterinc DESIGN FOR A BETTER WORLD.
  • 36. What the *!@&? is Branding? Medium Business Marketing Plan $150,000 – $500,000 Budget 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q IDENTITY & BROCHURE ID & BROCH. THANK YOU CARDS THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES DIRECT MAIL MAILING MAILING MAILING NL NL NL NL WEBSITE WEBSITE: PHASE 1 WEBSITE: PHASE 2 WEBSITE: PHASE 3 ADVERTISING PUB. A PUB. A PUB. A PUB. A PUB. A PUB. A PUB. B PUB. B PUB. B PUB. B PUB. C PUB. C PUB. C PUB. C DIR. A DIR. B DIR. C DIR. D DIR. A DIR. B OTHER MEDIA PUBLIC RELATIONS PUBLIC PUBLIC RELATIONS RELATIONS TRADE EVENTS TRADE TRADE EVENTS TRADE EVENTS EVENTS OTHER MARKETING OTHER MARKETING OTHER MARKETING OTHER MARKETING redroosterinc DESIGN FOR A BETTER WORLD.