SlideShare a Scribd company logo
1 of 85
Download to read offline
The Business of Building a Brand
Joanna Lord
Chief Marketing Officer
@joannalord
Image and perception help drive value;
without an image there is no perception.
but first:
let’s pause.
What does it mean to build a brand?
Building a brand is a disciplined process where you commit to
investing in awareness and extend customer loyalty. It requires a
mandate from the top and readiness to invest in the future.
Branding is about seizing every opportunity to express why
people should choose one brand over another. A desire to lead,
outpace the competition, and give our teams the best tools to
reach customers.
what is a brand?
A BRAND IS NOT:
A trademark.
A mission statement.
A logo or slogan.
A product or service.
An advertisement.
A BRAND IS:
A point of view.
A customer value.
A competitive advantage.
Engineered.
Alive.
Logic and emotion.
“An intangible asset that resides in people’s hearts and minds.”
what is a brand?
The Business of Building a Brand
“An intangible asset that resides in people’s hearts and minds.”
what is a brand?
A revenue driver and a business advantage.
We all know these brands…
and these.
These brands
have been
around for
72
years on average
These brands
have been
around for
72
years on average
These brands
have been
around for
4
years on average
4 years*
* feel free to freak out at this.
so how did they do it? in such a short time.
The Business
of Building a Brand
“54% of people don’t trust brands.”
—HBR
01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure
01:create
When do you start this process?
NEW COMPANY/
PRODUCT
NAME CHANGE
CREATE AN
INTEGRATED
SYSTEM
REVITALIZE A
BRAND
REVITALIZE A
BRAND IDENTITY
WHEN COMPANIES
MERGE
Clarify vision,
strategies, goals
and values.
CONDUCTING
RESEARCH
Customer insights
Market research
Usability testing
Marketing audit
Competitive audit
Language audit
Readout
CLARIFYING
STRATEGY
Narrowing the focus
Positioning
Brand brief
Naming
Renaming
DESIGNING
IDENTITY
Logotype & signature
Look and feel
Color
Typography
Sound
Animation
Trial applications
Presentation
CREATING
TOUCHPOINTS
Website
Vehicles
Collateral
Signage
Product design
Packaging
Advertising
Environments
MANAGING
ASSETS
Building brand champions
Brand books
Standards and guidelines
Standards content
Online branding tools
Reproduction files
Resourcing
Measuring and reporting
1 2 3 4 5
Process for Creating a Brand
Synthesize
learnings, develop
a POV, create a
brief.
Visualize the future,
brainstorm big
ideas, and align.
Finalize identity,
design programs,
apply architecture.
Share broadly,
launch, manage
and nurture.
The Character of Porch
The Character of Porch
The Character of Porch
“64% of people cite shared values as
the main reason they purchase from a brand.”
—AdWeek
02:define
A brand becomes stronger when you narrow the focus.
- Al Ries, The 22 Immutable Laws of Branding
BRAND IDEALS:
Vision
Meaning
Authenticity
Coherence
Flexibility
Commitment
Value
Differentiation
Sustainability
BRAND ELEMENTS:
Brandmarks
Wordmarks
Letterform marks
Pictorial marks
Abstract marks
Emblems
Dynamic marks
Packaging
Characters
BRAND DYNAMICS:
Social media
Mobile
Apps
Touch
Video
Private labeling
Brand licensing
Crisis communications
Personal branding
A lot goes into defining a brand…
Your brand is more
than a logo…
but logos tell you
a lot about a brand.
Your brand is more
than a logo…
but logos tell you
a lot about a brand.
The Business of Building a Brand
The Business of Building a Brand
“Color increases brand recognition by up to 80%”
-ColorCom
03:diligence
What is branding due
diligence?
It’s a deep analysis of legal, industry, competitive,
operational and product brand risks that will affect
your ability to build a successful brand set it up for
advantageous differentiation.
legal:
Read more: http://joannalord.com/what-is-branding-due-diligence-why-should-you-care/
Have you sat down with legal and talked through the legal risks, concerns, opportunities? This can
include trademarks of slogans, imagery, verbiage, etc. Is everything registered that needs to be?
industry:
competitive:
operational:
product:
Have you sat down with your product and business development teams to understand industry
trends, concerns, opportunities?
Have you sat down and truly understood your competitor brands, do you understand what arena
they have won, are playing in, are entering?
Have you sat down and mapped out how this brand will be managed, what internal risks, concerns,
opportunities exist?
Have you sat down and documented the proprietary product and feature arenas you want to own?
Understood the risks and opportunities that exist?
The Business of Building a Brand
The Business of Building a Brand
04:share
It’s not just values, it’s the
extensive sharing of them that
make a difference.
Who are your stakeholders?
Who are your stakeholders?
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
It’s not just values, it’s the
extensive sharing of them that
make a difference.
05:integrate
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
The Business of Building a Brand
Combined
reach
26M
readers
Combined
following
80M
community
Combined
Instagram
57M
followers
Combined
blogger badge
55k
links
06:invest
Reasins to invest brand:
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
assets vehicles distribution management
What does it mean to invest in brand?
What does it mean to invest in brand?
assets
20%
vehicles
20%
distribution
50%
management
10%
assets
25%
vehicles
25%
distribution
25%
management
25%
assets
20%
vehicles
35%
distribution
35%
management
10%
assets
30%
vehicles
30%
distribution
30%
management
10%
startup/early mid-stage/growth
enterprise personal
07:measure
wait a hot minute here…
you mean you can measure brand?
Awareness Strength Loyalty Sentiment Influence Voice Engagement
How do you measure brand?
The Business of Building a Brand
Awareness Strength Loyalty Sentiment Influence Share Engagement
How do you measure brand?
New prospects
Impressions
Traffic
Links
User data
Usage data
CTRs
Revenue lift
Increased
intent
Average order
size
Visitor recency
Customer
recency
Depth of visit
Return rates
NPS
Social
sentiment
RAF lift
IAF lift
Ambassador
program
signups
Partner
inquiries
Share of
search
Press
mentions
Social signals
Community
size
On-site actions
let’s wrap this party up.
01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure
01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure
A brand-driven business is not easy to build.
and that’s why most companies don’t build great brands.
they don’t define it.
they don’t do their diligence.
they don’t integrate it.
they don’t invest.
they don’t measure.
which builds skeptics…
and kills innovation.
they don’t define it.
they don’t do their diligence.
they don’t integrate it.
they don’t invest.
they don’t measure.
which builds skeptics…
and kills innovation.
thats where we come in.
To plan for one year, grow sales.
To plan for three years, grow channels.
To plan for decades, grow a brand.
The Business of Building a Brand

More Related Content

What's hot

Dominating the Paid Media Universe
Dominating the Paid Media Universe Dominating the Paid Media Universe
Dominating the Paid Media Universe Koozai
 
The Content Marketing Manifesto
The Content Marketing ManifestoThe Content Marketing Manifesto
The Content Marketing ManifestoRand Fishkin
 
#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case StudyKieran Flanagan
 
Social Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveSocial Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
 
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...Internet Marketing Software - WordStream
 
Inbound Marketers Depend on their Wits not Wallets
Inbound Marketers Depend on their Wits not WalletsInbound Marketers Depend on their Wits not Wallets
Inbound Marketers Depend on their Wits not WalletsKieran Flanagan
 
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...Blogging Your Most Effective Social Media Strategy - Indiana University Commu...
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...Chantelle Flannery
 
Hotel Marketing - Google Tools Update
Hotel Marketing - Google Tools Update Hotel Marketing - Google Tools Update
Hotel Marketing - Google Tools Update Avvio
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingGoogle Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingHubSpot
 
Harnessing the Power of Pinterest Promoted Pins
Harnessing the Power of Pinterest Promoted Pins Harnessing the Power of Pinterest Promoted Pins
Harnessing the Power of Pinterest Promoted Pins JD Prater
 
The ROI of Non-Promotional Content and How to Track It
The ROI of Non-Promotional Content and How to Track ItThe ROI of Non-Promotional Content and How to Track It
The ROI of Non-Promotional Content and How to Track ItKissmetrics on SlideShare
 
Making Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingMaking Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingTopRank Marketing Agency
 
Basics of Online Advertising
Basics of Online AdvertisingBasics of Online Advertising
Basics of Online AdvertisingShantanu Ghosh
 
How CEOs Can Be Great Marketers
How CEOs Can Be Great MarketersHow CEOs Can Be Great Marketers
How CEOs Can Be Great MarketersRand Fishkin
 
MLT Creative - iStrategy Chicago 2012
MLT Creative - iStrategy Chicago 2012MLT Creative - iStrategy Chicago 2012
MLT Creative - iStrategy Chicago 2012iStrategy
 
Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Vasil Azarov
 
Larry Kim - The Top 10 Social Media Advertising Hacks of All Time
Larry Kim - The Top 10 Social Media Advertising Hacks of All TimeLarry Kim - The Top 10 Social Media Advertising Hacks of All Time
Larry Kim - The Top 10 Social Media Advertising Hacks of All TimeINBOUND
 

What's hot (20)

Dominating the Paid Media Universe
Dominating the Paid Media Universe Dominating the Paid Media Universe
Dominating the Paid Media Universe
 
The Content Marketing Manifesto
The Content Marketing ManifestoThe Content Marketing Manifesto
The Content Marketing Manifesto
 
#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study
 
Social Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine InteractiveSocial Media Marketing Agency Sales Deck - Vulpine Interactive
Social Media Marketing Agency Sales Deck - Vulpine Interactive
 
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...
Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint ...
 
Melanie Mitchell - Advanced Search Summit Napa 2021
Melanie Mitchell - Advanced Search Summit Napa 2021Melanie Mitchell - Advanced Search Summit Napa 2021
Melanie Mitchell - Advanced Search Summit Napa 2021
 
Inbound Marketers Depend on their Wits not Wallets
Inbound Marketers Depend on their Wits not WalletsInbound Marketers Depend on their Wits not Wallets
Inbound Marketers Depend on their Wits not Wallets
 
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...Blogging Your Most Effective Social Media Strategy - Indiana University Commu...
Blogging Your Most Effective Social Media Strategy - Indiana University Commu...
 
Hotel Marketing - Google Tools Update
Hotel Marketing - Google Tools Update Hotel Marketing - Google Tools Update
Hotel Marketing - Google Tools Update
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingGoogle Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
 
6 Principles of Social Media Marketing
6 Principles of Social Media Marketing6 Principles of Social Media Marketing
6 Principles of Social Media Marketing
 
Harnessing the Power of Pinterest Promoted Pins
Harnessing the Power of Pinterest Promoted Pins Harnessing the Power of Pinterest Promoted Pins
Harnessing the Power of Pinterest Promoted Pins
 
The ROI of Non-Promotional Content and How to Track It
The ROI of Non-Promotional Content and How to Track ItThe ROI of Non-Promotional Content and How to Track It
The ROI of Non-Promotional Content and How to Track It
 
Making Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingMaking Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your Marketing
 
Basics of Online Advertising
Basics of Online AdvertisingBasics of Online Advertising
Basics of Online Advertising
 
How CEOs Can Be Great Marketers
How CEOs Can Be Great MarketersHow CEOs Can Be Great Marketers
How CEOs Can Be Great Marketers
 
MLT Creative - iStrategy Chicago 2012
MLT Creative - iStrategy Chicago 2012MLT Creative - iStrategy Chicago 2012
MLT Creative - iStrategy Chicago 2012
 
Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210Dennis yu social amplification engine_guide_v5.1_2016_1210
Dennis yu social amplification engine_guide_v5.1_2016_1210
 
Larry Kim - The Top 10 Social Media Advertising Hacks of All Time
Larry Kim - The Top 10 Social Media Advertising Hacks of All TimeLarry Kim - The Top 10 Social Media Advertising Hacks of All Time
Larry Kim - The Top 10 Social Media Advertising Hacks of All Time
 

Viewers also liked

Future of a Brand
Future of a BrandFuture of a Brand
Future of a BrandJoanna Lord
 
Paolo Zanzottera en The Inbounder: 'Historia de una app'
Paolo Zanzottera en The Inbounder: 'Historia de una app'Paolo Zanzottera en The Inbounder: 'Historia de una app'
Paolo Zanzottera en The Inbounder: 'Historia de una app'We Are Marketing
 
Barbara Mackey en The Inbounder
Barbara Mackey en The InbounderBarbara Mackey en The Inbounder
Barbara Mackey en The InbounderWe Are Marketing
 
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...We Are Marketing
 
Treat your best clients like a great hotel treats its fitness center
Treat your best clients like a great hotel treats its fitness centerTreat your best clients like a great hotel treats its fitness center
Treat your best clients like a great hotel treats its fitness centerSpencer X. Smith
 
Creating Content that Moves, Sings & Smiles
Creating Content that Moves, Sings & Smiles Creating Content that Moves, Sings & Smiles
Creating Content that Moves, Sings & Smiles Lauren Teague
 
Four Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd WorthyFour Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd WorthyBryan Kramer
 
Marketing From Both Ends: How to Build Products and Marketing That Transforms
Marketing From Both Ends: How to Build Products and Marketing That TransformsMarketing From Both Ends: How to Build Products and Marketing That Transforms
Marketing From Both Ends: How to Build Products and Marketing That TransformsTara-Nicholle Nelson
 
Presentations 101 15 16-final
Presentations 101 15 16-finalPresentations 101 15 16-final
Presentations 101 15 16-finalInfo_Witch
 
Advanced Landing Page Tactics
Advanced Landing Page TacticsAdvanced Landing Page Tactics
Advanced Landing Page TacticsJoanna Lord
 
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can Use
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can UseWhy Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can Use
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can UseSpencer X. Smith
 
Howto Make Your Resume Social Media Friendly
Howto Make Your Resume Social Media FriendlyHowto Make Your Resume Social Media Friendly
Howto Make Your Resume Social Media FriendlyJoanna Lord
 
Social Media - Are You Keeping Up with the Joneses?
Social Media - Are You Keeping Up with the Joneses?Social Media - Are You Keeping Up with the Joneses?
Social Media - Are You Keeping Up with the Joneses?Joanna Lord
 
How to Use Social Media to Build Trust, Loyalty & Evangelists
How to Use Social Media to Build Trust, Loyalty & Evangelists How to Use Social Media to Build Trust, Loyalty & Evangelists
How to Use Social Media to Build Trust, Loyalty & Evangelists Joanna Lord
 
Tips for Communicating Your Startup Idea Most Effectively
Tips for Communicating Your Startup Idea Most Effectively Tips for Communicating Your Startup Idea Most Effectively
Tips for Communicating Your Startup Idea Most Effectively Joanna Lord
 
Moving the Needle on Your Marketing Efforts
Moving the Needle on Your Marketing EffortsMoving the Needle on Your Marketing Efforts
Moving the Needle on Your Marketing EffortsJoanna Lord
 
Rehearse for Real Time (SMWi-Austin 2017)
Rehearse for Real Time (SMWi-Austin 2017)Rehearse for Real Time (SMWi-Austin 2017)
Rehearse for Real Time (SMWi-Austin 2017)Lauren Teague
 
Efficient PPC Bid Management
Efficient PPC Bid Management Efficient PPC Bid Management
Efficient PPC Bid Management Joanna Lord
 
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...Dawn Anderson MSc DigM
 

Viewers also liked (20)

Future of a Brand
Future of a BrandFuture of a Brand
Future of a Brand
 
Paolo Zanzottera en The Inbounder: 'Historia de una app'
Paolo Zanzottera en The Inbounder: 'Historia de una app'Paolo Zanzottera en The Inbounder: 'Historia de una app'
Paolo Zanzottera en The Inbounder: 'Historia de una app'
 
Barbara Mackey en The Inbounder
Barbara Mackey en The InbounderBarbara Mackey en The Inbounder
Barbara Mackey en The Inbounder
 
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...
Ricardo Tayar en The Inbounder: 'El comercio electrónico en España y sus clav...
 
Treat your best clients like a great hotel treats its fitness center
Treat your best clients like a great hotel treats its fitness centerTreat your best clients like a great hotel treats its fitness center
Treat your best clients like a great hotel treats its fitness center
 
Creating Content that Moves, Sings & Smiles
Creating Content that Moves, Sings & Smiles Creating Content that Moves, Sings & Smiles
Creating Content that Moves, Sings & Smiles
 
Four Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd WorthyFour Secrets to Making Things Crowd Worthy
Four Secrets to Making Things Crowd Worthy
 
Marketing From Both Ends: How to Build Products and Marketing That Transforms
Marketing From Both Ends: How to Build Products and Marketing That TransformsMarketing From Both Ends: How to Build Products and Marketing That Transforms
Marketing From Both Ends: How to Build Products and Marketing That Transforms
 
Presentations 101 15 16-final
Presentations 101 15 16-finalPresentations 101 15 16-final
Presentations 101 15 16-final
 
Advanced Landing Page Tactics
Advanced Landing Page TacticsAdvanced Landing Page Tactics
Advanced Landing Page Tactics
 
Ameco anoya 2013
Ameco anoya 2013Ameco anoya 2013
Ameco anoya 2013
 
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can Use
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can UseWhy Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can Use
Why Costco Is Destroying Its Competition - 3 Marketing Lessons YOU Can Use
 
Howto Make Your Resume Social Media Friendly
Howto Make Your Resume Social Media FriendlyHowto Make Your Resume Social Media Friendly
Howto Make Your Resume Social Media Friendly
 
Social Media - Are You Keeping Up with the Joneses?
Social Media - Are You Keeping Up with the Joneses?Social Media - Are You Keeping Up with the Joneses?
Social Media - Are You Keeping Up with the Joneses?
 
How to Use Social Media to Build Trust, Loyalty & Evangelists
How to Use Social Media to Build Trust, Loyalty & Evangelists How to Use Social Media to Build Trust, Loyalty & Evangelists
How to Use Social Media to Build Trust, Loyalty & Evangelists
 
Tips for Communicating Your Startup Idea Most Effectively
Tips for Communicating Your Startup Idea Most Effectively Tips for Communicating Your Startup Idea Most Effectively
Tips for Communicating Your Startup Idea Most Effectively
 
Moving the Needle on Your Marketing Efforts
Moving the Needle on Your Marketing EffortsMoving the Needle on Your Marketing Efforts
Moving the Needle on Your Marketing Efforts
 
Rehearse for Real Time (SMWi-Austin 2017)
Rehearse for Real Time (SMWi-Austin 2017)Rehearse for Real Time (SMWi-Austin 2017)
Rehearse for Real Time (SMWi-Austin 2017)
 
Efficient PPC Bid Management
Efficient PPC Bid Management Efficient PPC Bid Management
Efficient PPC Bid Management
 
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
SEO Make Micro-Moments and Wordpress Work For User Journey Mapping With Conte...
 

Similar to The Business of Building a Brand

Joanna Lord The Inbounder
Joanna Lord   The Inbounder Joanna Lord   The Inbounder
Joanna Lord The Inbounder We Are Marketing
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoFanen Acho
 
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...Justin Jones
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week OneIdris Mootee
 
DDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopDDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopWatt International
 
The Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandThe Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandBeloved Brands Inc.
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
 
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemYour 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
 
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemYour 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
 
Building Your Brand - North Sydney August 2017
Building Your Brand  - North Sydney August 2017Building Your Brand  - North Sydney August 2017
Building Your Brand - North Sydney August 2017samantha singer
 
Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkitkritesh_grohe
 
Brand Strategy Toolkit
Brand Strategy ToolkitBrand Strategy Toolkit
Brand Strategy Toolkitmails2yamini
 
Building Brand Equity Guide - BrandVision
Building Brand Equity Guide - BrandVisionBuilding Brand Equity Guide - BrandVision
Building Brand Equity Guide - BrandVisionVision One Research
 
Golden medias - a strategic BRAND management Firm
Golden medias - a strategic BRAND management FirmGolden medias - a strategic BRAND management Firm
Golden medias - a strategic BRAND management FirmGolden Medias
 

Similar to The Business of Building a Brand (20)

Joanna Lord The Inbounder
Joanna Lord   The Inbounder Joanna Lord   The Inbounder
Joanna Lord The Inbounder
 
The Branding Imperative, Fanen Acho
The Branding Imperative, Fanen AchoThe Branding Imperative, Fanen Acho
The Branding Imperative, Fanen Acho
 
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...
Notre Dame University - Maryland: Fall 2006 - DMA 235 - 01: Graphic Design Th...
 
138 191221 What is Branding? by Mathew Healey - Issues and Anatomy
138 191221 What is Branding? by Mathew Healey - Issues and Anatomy138 191221 What is Branding? by Mathew Healey - Issues and Anatomy
138 191221 What is Branding? by Mathew Healey - Issues and Anatomy
 
Brand Masterclass Week One
Brand Masterclass Week OneBrand Masterclass Week One
Brand Masterclass Week One
 
DDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International WorkshopDDI Forum 2011 - Watt International Workshop
DDI Forum 2011 - Watt International Workshop
 
Brand equity
Brand equityBrand equity
Brand equity
 
Branding
BrandingBranding
Branding
 
The Power of a Big Idea for your Brand
The Power of a Big Idea for your BrandThe Power of a Big Idea for your Brand
The Power of a Big Idea for your Brand
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
 
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemYour 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
 
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemYour 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
 
Building Your Brand - North Sydney August 2017
Building Your Brand  - North Sydney August 2017Building Your Brand  - North Sydney August 2017
Building Your Brand - North Sydney August 2017
 
Brand strategy toolkit
Brand strategy toolkitBrand strategy toolkit
Brand strategy toolkit
 
Brand Strategy Toolkit
Brand Strategy ToolkitBrand Strategy Toolkit
Brand Strategy Toolkit
 
Creative Brief Workshop
Creative Brief WorkshopCreative Brief Workshop
Creative Brief Workshop
 
Building Brand Equity Guide - BrandVision
Building Brand Equity Guide - BrandVisionBuilding Brand Equity Guide - BrandVision
Building Brand Equity Guide - BrandVision
 
Building A Modern Brand
Building A Modern BrandBuilding A Modern Brand
Building A Modern Brand
 
Golden medias - a strategic BRAND management Firm
Golden medias - a strategic BRAND management FirmGolden medias - a strategic BRAND management Firm
Golden medias - a strategic BRAND management Firm
 
new_branding.pptx
new_branding.pptxnew_branding.pptx
new_branding.pptx
 

More from Joanna Lord

Today's Consumer & The Paradigm Shift
Today's Consumer & The Paradigm ShiftToday's Consumer & The Paradigm Shift
Today's Consumer & The Paradigm ShiftJoanna Lord
 
7 Types of Content for Building Customer Loyalty
7 Types of Content for Building Customer Loyalty7 Types of Content for Building Customer Loyalty
7 Types of Content for Building Customer LoyaltyJoanna Lord
 
How to Build Brand Loyalty & Brand Advocates
How to Build Brand Loyalty & Brand AdvocatesHow to Build Brand Loyalty & Brand Advocates
How to Build Brand Loyalty & Brand AdvocatesJoanna Lord
 
Digital Evangelism - The Ins & Outs
Digital Evangelism - The Ins & OutsDigital Evangelism - The Ins & Outs
Digital Evangelism - The Ins & OutsJoanna Lord
 
Google You So Silly - Whats New with Adwords?
Google You So Silly - Whats New with Adwords?Google You So Silly - Whats New with Adwords?
Google You So Silly - Whats New with Adwords?Joanna Lord
 
Advanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las VegasAdvanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las VegasJoanna Lord
 
Online Marketing from the Fringes - DreamForce
Online Marketing from the Fringes - DreamForceOnline Marketing from the Fringes - DreamForce
Online Marketing from the Fringes - DreamForceJoanna Lord
 
Leveraging the Power of Retargeting for SEO
Leveraging the Power of Retargeting for SEOLeveraging the Power of Retargeting for SEO
Leveraging the Power of Retargeting for SEOJoanna Lord
 
Unleashing the Power of Retargeting
Unleashing the Power of RetargetingUnleashing the Power of Retargeting
Unleashing the Power of RetargetingJoanna Lord
 
PPC Career Landscape '09, PubCon Austin
PPC Career Landscape '09, PubCon AustinPPC Career Landscape '09, PubCon Austin
PPC Career Landscape '09, PubCon AustinJoanna Lord
 
Twitter Tactics & Tools
Twitter Tactics & ToolsTwitter Tactics & Tools
Twitter Tactics & ToolsJoanna Lord
 

More from Joanna Lord (11)

Today's Consumer & The Paradigm Shift
Today's Consumer & The Paradigm ShiftToday's Consumer & The Paradigm Shift
Today's Consumer & The Paradigm Shift
 
7 Types of Content for Building Customer Loyalty
7 Types of Content for Building Customer Loyalty7 Types of Content for Building Customer Loyalty
7 Types of Content for Building Customer Loyalty
 
How to Build Brand Loyalty & Brand Advocates
How to Build Brand Loyalty & Brand AdvocatesHow to Build Brand Loyalty & Brand Advocates
How to Build Brand Loyalty & Brand Advocates
 
Digital Evangelism - The Ins & Outs
Digital Evangelism - The Ins & OutsDigital Evangelism - The Ins & Outs
Digital Evangelism - The Ins & Outs
 
Google You So Silly - Whats New with Adwords?
Google You So Silly - Whats New with Adwords?Google You So Silly - Whats New with Adwords?
Google You So Silly - Whats New with Adwords?
 
Advanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las VegasAdvanced Landing Page Optimization - PubCon Las Vegas
Advanced Landing Page Optimization - PubCon Las Vegas
 
Online Marketing from the Fringes - DreamForce
Online Marketing from the Fringes - DreamForceOnline Marketing from the Fringes - DreamForce
Online Marketing from the Fringes - DreamForce
 
Leveraging the Power of Retargeting for SEO
Leveraging the Power of Retargeting for SEOLeveraging the Power of Retargeting for SEO
Leveraging the Power of Retargeting for SEO
 
Unleashing the Power of Retargeting
Unleashing the Power of RetargetingUnleashing the Power of Retargeting
Unleashing the Power of Retargeting
 
PPC Career Landscape '09, PubCon Austin
PPC Career Landscape '09, PubCon AustinPPC Career Landscape '09, PubCon Austin
PPC Career Landscape '09, PubCon Austin
 
Twitter Tactics & Tools
Twitter Tactics & ToolsTwitter Tactics & Tools
Twitter Tactics & Tools
 

Recently uploaded

A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 

Recently uploaded (20)

A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 

The Business of Building a Brand