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UNDERSTANDING & CREATING YOUR BRAND 
©2014 . Copyright . All Rights Reserved
HI. 
©2014 . Copyright . All Rights Reserved
WHO BELIEVES THEY HAVE A BRAND? 
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
WHAT DOES YOUR CUSTOMER SEE? 
©2014 . Copyright . All Rights Reserved
LOGO 
PHOTOS & 
VIDEOS 
©2014 . Copyright . All Rights Reserved 
BROCHURE 
OFFERS & 
DEALS 
WEBSITE 
ARTICLES 
SOCIAL 
MED...
WHAT DOES YOUR CUSTOMER FEEL? 
©2014 . Copyright . All Rights Reserved
HAPPY? 
SUPPORTED? 
MEMORABLE? FUN? 
COMFORTABLE? 
©2014 . Copyright . All Rights Reserved 
RELAXED? 
SAFE? CONNECTED?
TOUCH POINTS & CORE VALUES 
©2014 . Copyright . All Rights Reserved
THE GUEST 
GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST 
©2014 . Copyright . All Rights Reserved
BRAND REFLECTION 
VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION 
©2014 . Copyright . All Rights Reserv...
COMPETITION 
©2014 . Copyright . All Rights Reserved
COMPETITIVE AUDIT 
©2014 . Copyright . All Rights Reserved 
• Who are your competitors?! 
• What is being done by your com...
BRAND BUILDING 
©2014 . Copyright . All Rights Reserved
CORPORATE CONSUMER 
ESSENCE POWER 
©2014 . Copyright . All Rights Reserved 
PRODUCTS CULTURE 
HISTORY DEMOGRAPHIC 
CORE VA...
BRAND CORE 
PERCEPTION ESSENCE EMOTION 
©2014 . Copyright . All Rights Reserved
DISTILLATION OF ESSENCE 
©2014 . Copyright . All Rights Reserved
VISION 
• What is in conflict with your brand?! 
• What are your most important products and services?! 
• Why are you per...
PERSONALITY 
• What emotions do you want your properties, services and attractions to elicit?! 
• What kind of emotional c...
VOICE 
©2014 . Copyright . All Rights Reserved 
• Are you loud or soft? ! 
• Are you lighthearted and fun?! 
• Are you ser...
GUEST PERSPECTIVE 
©2014 . Copyright . All Rights Reserved 
• Who is your ideal guest?! 
• Who is your nightmare guest?! 
...
BRAND PERSPECTIVE 
©2014 . Copyright . All Rights Reserved 
• Is my story easy to tell?! 
• What is my story, my promise a...
VISUAL BRANDING 
©2014 . Copyright . All Rights Reserved
MODERN 
LUXURY 
COST EFFICIENT 
TIMELESS 
©2014 . Copyright . All Rights Reserved
MODERN 
Luxury 
COST EFFICIENT 
TIMELESS 
©2014 . Copyright . All Rights Reserved
MODERN 
Luxury 
COST EFFICIENT 
TIMELESS 
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved 
MODERN
©2014 . Copyright . All Rights Reserved 
Luxury
COST EFFICIENT 
©2014 . Copyright . All Rights Reserved
TIMELESS 
©2014 . Copyright . All Rights Reserved
VISUAL BRAND TOUCH-POINTS 
©2014 . Copyright . All Rights Reserved
BRAND SAMPLES 
©2014 . Copyright . All Rights Reserved
EXAMPLE 
©2014 . Copyright . All Rights Reserved
EXAMPLE: TIFFANY & CO. 
“Beautiful design makes a beautiful life” ! 
~ Charles Lewis Tiffany 
©2014 . Copyright . All Righ...
EXAMPLE 
©2014 . Copyright . All Rights Reserved
EXAMPLE: HARLEY DAVIDSON 
“I’m a total badass.” ! 
~ Thinks everyone that owns one 
©2014 . Copyright . All Rights Reserve...
EXAMPLE: THE RITZ-CARLTON 
©2014 . Copyright . All Rights Reserved
EXAMPLE: THE RITZ-CARLTON 
A philosophy ! 
that raises anticipation to an art form. 
©2014 . Copyright . All Rights Reserv...
THE NEW MEDIA LANDSCAPE 
©2014 . Copyright . All Rights Reserved
PAID: Media 
©2014 . Copyright . All Rights Reserved 
Earned: Media 
SOCIAL 
Owned: IP 
INTELLIGENCE DATA 
ADVERTISING 
On...
CHANNELS 
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
VISUAL SOCIAL ROTATION 
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
©2014 . Copyright . All Rights Reserved
BRAND PROTECTION 
©2014 . Copyright . All Rights Reserved
LISTEN! See the following free/paid tools to listen/monitor your audience and brand:! 
©2014 . Copyright . All Rights Rese...
BRANDS ON THE GROUND 
Customer 
Support Sales PM 
Social 
©2014 . Copyright . All Rights Reserved 
Management Staff 
BRAND...
BRAND LIFT 
©2014 . Copyright . All Rights Reserved
KPI 
S 
• Social Growth: increased likes, subscribers, followers, downloads, sign ups, etc.! 
• Reputation management: Thi...
TAKEAWAYS 
©2014 . Copyright . All Rights Reserved
ACTION ITEMS 
1. Remember, brand is more than just a logo, marketing directives and tag lines.! 
2. If your brand doesn’t ...
Q&A 
www.justicemitchell.com! 
©2014 . Copyright . All Rights Reserved
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Understanding & Creating Your Brand — 2014 FVRMA

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Florida Vacation Rental Managers Association

Creating the brand of your company far outreaches just designing a great logo and tag line. You need to climb into your customers mindset and experience every touch-point. We walk through this mindset from the perspective of a Vacation Rental Property vertical.

Client: https://www.facebook.com/FVRMA

FVRMA is the only FL association representing the vacation rental industry interests in Tallahassee, and provides educational, networking, and marketing opportunities for members.

Published in: Marketing
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Transcript of "Understanding & Creating Your Brand — 2014 FVRMA"

  1. 1. UNDERSTANDING & CREATING YOUR BRAND ©2014 . Copyright . All Rights Reserved
  2. 2. HI. ©2014 . Copyright . All Rights Reserved
  3. 3. WHO BELIEVES THEY HAVE A BRAND? ©2014 . Copyright . All Rights Reserved
  4. 4. ©2014 . Copyright . All Rights Reserved
  5. 5. WHAT DOES YOUR CUSTOMER SEE? ©2014 . Copyright . All Rights Reserved
  6. 6. LOGO PHOTOS & VIDEOS ©2014 . Copyright . All Rights Reserved BROCHURE OFFERS & DEALS WEBSITE ARTICLES SOCIAL MEDIA MEDIA
  7. 7. WHAT DOES YOUR CUSTOMER FEEL? ©2014 . Copyright . All Rights Reserved
  8. 8. HAPPY? SUPPORTED? MEMORABLE? FUN? COMFORTABLE? ©2014 . Copyright . All Rights Reserved RELAXED? SAFE? CONNECTED?
  9. 9. TOUCH POINTS & CORE VALUES ©2014 . Copyright . All Rights Reserved
  10. 10. THE GUEST GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST ©2014 . Copyright . All Rights Reserved
  11. 11. BRAND REFLECTION VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION ©2014 . Copyright . All Rights Reserved
  12. 12. COMPETITION ©2014 . Copyright . All Rights Reserved
  13. 13. COMPETITIVE AUDIT ©2014 . Copyright . All Rights Reserved • Who are your competitors?! • What is being done by your competitors?! • What are the doing right? Wrong? Not at all?! • Who are you being compared to?! • How effective are they?!
  14. 14. BRAND BUILDING ©2014 . Copyright . All Rights Reserved
  15. 15. CORPORATE CONSUMER ESSENCE POWER ©2014 . Copyright . All Rights Reserved PRODUCTS CULTURE HISTORY DEMOGRAPHIC CORE VALUES EVOLUTION VISUAL PRICE QUALITY STATUS VALUE RISK EMOTION PERCEPTION EMOTION
  16. 16. BRAND CORE PERCEPTION ESSENCE EMOTION ©2014 . Copyright . All Rights Reserved
  17. 17. DISTILLATION OF ESSENCE ©2014 . Copyright . All Rights Reserved
  18. 18. VISION • What is in conflict with your brand?! • What are your most important products and services?! • Why are you perceived as different within your category?! • What is unique about doing business (both from a B2B and B2C) with you?! • How do your customers describe your properties, services and brand?! • Where do you want your company to be in five years? ©2014 . Copyright . All Rights Reserved
  19. 19. PERSONALITY • What emotions do you want your properties, services and attractions to elicit?! • What kind of emotional customer feedback do you receive? Does it marry your vision?! • If your brand was a person, describe their personality traits.! • Is your brand an introvert or extrovert?! ©2014 . Copyright . All Rights Reserved • Are you believable?
  20. 20. VOICE ©2014 . Copyright . All Rights Reserved • Are you loud or soft? ! • Are you lighthearted and fun?! • Are you serious and all-business?! • Are you eco-friendly, pet friendly, LGBT friendly?! • Entering your properties should tell your guest what?
  21. 21. GUEST PERSPECTIVE ©2014 . Copyright . All Rights Reserved • Who is your ideal guest?! • Who is your nightmare guest?! • Which market segment does your property serve?! • Why should your customers care?! • What is your brand promise?
  22. 22. BRAND PERSPECTIVE ©2014 . Copyright . All Rights Reserved • Is my story easy to tell?! • What is my story, my promise and my place?! • What are the realities of the perceptions we create?! • What are the intangible by-products of those perceptions?! • What about the brand must always change?! • What about the brand will never change?
  23. 23. VISUAL BRANDING ©2014 . Copyright . All Rights Reserved
  24. 24. MODERN LUXURY COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
  25. 25. MODERN Luxury COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
  26. 26. MODERN Luxury COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
  27. 27. ©2014 . Copyright . All Rights Reserved MODERN
  28. 28. ©2014 . Copyright . All Rights Reserved Luxury
  29. 29. COST EFFICIENT ©2014 . Copyright . All Rights Reserved
  30. 30. TIMELESS ©2014 . Copyright . All Rights Reserved
  31. 31. VISUAL BRAND TOUCH-POINTS ©2014 . Copyright . All Rights Reserved
  32. 32. BRAND SAMPLES ©2014 . Copyright . All Rights Reserved
  33. 33. EXAMPLE ©2014 . Copyright . All Rights Reserved
  34. 34. EXAMPLE: TIFFANY & CO. “Beautiful design makes a beautiful life” ! ~ Charles Lewis Tiffany ©2014 . Copyright . All Rights Reserved
  35. 35. EXAMPLE ©2014 . Copyright . All Rights Reserved
  36. 36. EXAMPLE: HARLEY DAVIDSON “I’m a total badass.” ! ~ Thinks everyone that owns one ©2014 . Copyright . All Rights Reserved
  37. 37. EXAMPLE: THE RITZ-CARLTON ©2014 . Copyright . All Rights Reserved
  38. 38. EXAMPLE: THE RITZ-CARLTON A philosophy ! that raises anticipation to an art form. ©2014 . Copyright . All Rights Reserved
  39. 39. THE NEW MEDIA LANDSCAPE ©2014 . Copyright . All Rights Reserved
  40. 40. PAID: Media ©2014 . Copyright . All Rights Reserved Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online Traditional Endorsements Outreach PARTNERSHIPS Co-Branding White Labeling CONTENT UGC Created Curated Location-Based Ranks & Reviews INFLUENCER Responsive Recruitment Retention INTELLIGENCE Testing Monitoring Optimization Analysis AFFILIATES Partnerships Ambassadors PROPERTIES Content: Blogs Websites Data & Lists Mobile/Tablet Applicational Product Email COMMUNITY Subscribers Forums Groups Boards CHANNELS Facebook Twitter YouTube LinkedIn Google+ Instagram etc.
  41. 41. CHANNELS ©2014 . Copyright . All Rights Reserved
  42. 42. ©2014 . Copyright . All Rights Reserved
  43. 43. VISUAL SOCIAL ROTATION ©2014 . Copyright . All Rights Reserved
  44. 44. ©2014 . Copyright . All Rights Reserved
  45. 45. ©2014 . Copyright . All Rights Reserved
  46. 46. ©2014 . Copyright . All Rights Reserved
  47. 47. ©2014 . Copyright . All Rights Reserved
  48. 48. ©2014 . Copyright . All Rights Reserved
  49. 49. BRAND PROTECTION ©2014 . Copyright . All Rights Reserved
  50. 50. LISTEN! See the following free/paid tools to listen/monitor your audience and brand:! ©2014 . Copyright . All Rights Reserved • Hootsuite! • Twitter Search! • Social Mention! • Google Alerts! • Talk Walker Alerts
  51. 51. BRANDS ON THE GROUND Customer Support Sales PM Social ©2014 . Copyright . All Rights Reserved Management Staff BRAND TRIAGE CRISIS
  52. 52. BRAND LIFT ©2014 . Copyright . All Rights Reserved
  53. 53. KPI S • Social Growth: increased likes, subscribers, followers, downloads, sign ups, etc.! • Reputation management: This can look like a great many things, but most assuredly it will be an adherence to brand standards.! • Response management: These actions can vary from community management, response to comments within threads as well as moderation and rule adherence.! • Sentiment: An aggressive adherence to maintaining a positive perception of the brand and its actions to the audience.! • Sales: of purchasable rooms, merchandise and or associated services. ©2014 . Copyright . All Rights Reserved
  54. 54. TAKEAWAYS ©2014 . Copyright . All Rights Reserved
  55. 55. ACTION ITEMS 1. Remember, brand is more than just a logo, marketing directives and tag lines.! 2. If your brand doesn’t match the needs of your customer — your brand must evolve.! 3. Ask yourself if your brand is permeating all the touch points of your guest’s experience.! 4. Does your staff truly understand, believe and speak your brand?! 5. Make sure your brand is consistent, active and ubiquitous.! 6. Create a support process within brand.! ©2014 . Copyright . All Rights Reserved 7. Fail fast.
  56. 56. Q&A www.justicemitchell.com! ©2014 . Copyright . All Rights Reserved
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