Practitioners Symposium and    TECH+ ConferenceSession 38: “Brand is Not a Logo: How to Communicate                   Your...
Melissa Harrison is founder and CEO of Allée, a strategicmarketing, PR and branding firm in the Twin Cities. She hasmore t...
The Importance of Branding Do you consider a logo to be the main focus of a company brand?  • 37% of small to medium sized...
Brand is MUCH more than a logo We’re a visual society We’re also critical and apprehensive about “shiny objects” Think str...
Remember: It’s What’s Inside that Counts                              The Association for Accounting Marketing
Project-Based Branding Wastes Time, Moneyand Resources Challenges:  •   One-off design  •   Design before strategy  •   De...
Developing Brand Strategy                   The Association for Accounting Marketing
Develop the Answers to the Following: Culture People Service Value Proposition                 **Know when it’s truly time...
Examples           The Association for Accounting Marketing
Examples           The Association for Accounting Marketing
Establishing Your Brand Who are you today? What is your value? What is your mission? Who are your customers?Activity:Brand...
Brand Voice and Brand Statements                       The Association for Accounting Marketing
What is a Brand Statement or Brand Voice? Tone Personality Confidence Trust Value                 “Identity, persona, esse...
Example          The Association for Accounting Marketing
Creating Your MessageConsistencyClient needsSolution toproblem                          The Association for Accounting Mar...
Mini Case Study Example                  The Association for Accounting Marketing
Activity: What is your brand voice? Think: Tone and Personality                               The Association for Accounti...
Tools        The Association for Accounting Marketing
Using a Full Integration of Tools toCommunicate Your Brand  Offline                 Online  •   Brand ambassadors    •   B...
Brand Measurement               The Association for Accounting Marketing
Tools for Measurement and Consistency Google Alerts Google Analytics Third-Party Monitoring Services    SproutSocial    So...
Content Calendars               The Association for Accounting Marketing
Mini Case Study Example                  The Association for Accounting Marketing
Protecting Your Reputation Monitor Respond Personalize                             The Association for Accounting Marketing
The Future of Branding User Interface User Experience Analytics Relevancy Differentiation It’s Anyone’s Game              ...
Consider the Following: Does your company’s branding fit with your overall marketing strategies?  • Are you stuck behind a...
Resources            The Association for Accounting Marketing
Questions and Discussion                   The Association for Accounting Marketing
Thank You!   Connect with me:   melissa@alleecreative.com   www.alleecreative.com   (612) 964-7144   facebook.com/alleecre...
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Brand is Not a Logo: How to Communicate Your True Brand

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You spend lots of time and energy (and dollars) on creating the perfect look for your organization. Now what? Just because you have a fancy logo doesn’t mean others are listening!

Your organization’s brand must be a package deal – looks, communication and measurement. Learn the importance of identifying your brand voice and engaging others in your conversation. Learn the dos and dont's of brand strategy and how to answer the “what next?” question after your look is set. Get everyone in your organization on board with what you stand for as a
company, as a brand. Get real strategies, real examples, real tips to implement in your own organization.

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  • Branding is about promise.It’s about connections.It’s about establishing a relationship with the customers around you; not just showing them your flashy logo and enticing them to buy your services.Your brand is more than a logo; it’s your personality, your value and the human aspect you bring to your organization.And it’s about excitement: People will talk about brands who are extraordinary and do memorable things. What are you doing to ensure your clients are talking about YOU? (I’d venture a guess that many of you receive business from referrals of some sort, whether online, friends, family, happy clients….your brand message and consistency is going to drive business. If you create a brand that is memorable and resonates, you’ll drive business…referrals will come).
  • “Exciting Things Are Happening At Burger King” http://youtu.be/0f8qz2Ssr6cUsing well-known celebs (David Beckham, Jay Leno, Steven Tyler)Shift from unhealthy to healthy (less about “the king”)
  • Explain who you are, what you do, and what you're best known forProfessional, off-the-cuff, silly, humorousCool? Hip? Smart?Liken your brand to a personality or “character” everyone can visualize (don’t pick Popeye if you’re staff is filled with GenYs)
  • Example: Secure360 branding process; message
  • Must have full brand integration—in all spacesActivity:What do you struggling with when it comes to your brand?What communication channels do you currently use?What channels do you wish you knew more about/had time for?
  • Show a basic Google Alerts set up
  • What do you struggling with when it comes to your brand?What communication channels do you currently use?What channels do you wish you knew more about/had time for?
  • Brand is Not a Logo: How to Communicate Your True Brand

    1. 1. Practitioners Symposium and TECH+ ConferenceSession 38: “Brand is Not a Logo: How to Communicate Your True Brand” Monday, June 11, 3:45 p.m. – 5:25 p.m. Melissa Harrison, CEO, Allée
    2. 2. Melissa Harrison is founder and CEO of Allée, a strategicmarketing, PR and branding firm in the Twin Cities. She hasmore than a decade of experience delivering strategic marketingsolutions to small and mid-sized businesses, member-basedorganizations and nonprofits. Melissa’s areas of expertiseinclude content management and strategy, branding, graphicdesign, PR and social media. She has a passion for drivingresults and creating meaningful messages.Melissa’s recent eBook,Stop Selling: A Content MarketingGuidewas published in 2011 as a starter guide for organizationsto kick-off their content marketing strategies and promote theirbrands through engagement and conversation. Melissa is aformer Board member for Minnesota Women in Marketing andCommunications, the community manager forLinkedMinnesota’s B2B Subgroup on LinkedIn and a guestbrand and marketing blogger for Patch.com. Follow Melissa onTwitter @alleecreative.
    3. 3. The Importance of Branding Do you consider a logo to be the main focus of a company brand? • 37% of small to medium sized businesses answered “yes” • 32% see branding as only relevant to large businesses 37% Source: Tomorrow People, LinkedIn survey The Association for Accounting Marketing
    4. 4. Brand is MUCH more than a logo We’re a visual society We’re also critical and apprehensive about “shiny objects” Think strategy first, design second • Link your brand and design to overall value proposition • Always remember your business strategy and goals The Association for Accounting Marketing
    5. 5. Remember: It’s What’s Inside that Counts The Association for Accounting Marketing
    6. 6. Project-Based Branding Wastes Time, Moneyand Resources Challenges: • One-off design • Design before strategy • Design before content • Missed consistency • Confusion to clients and customers The Association for Accounting Marketing
    7. 7. Developing Brand Strategy The Association for Accounting Marketing
    8. 8. Develop the Answers to the Following: Culture People Service Value Proposition **Know when it’s truly time for a change vs. being too close to the “inside” to acknowledge when things are/are not working. The Association for Accounting Marketing
    9. 9. Examples The Association for Accounting Marketing
    10. 10. Examples The Association for Accounting Marketing
    11. 11. Establishing Your Brand Who are you today? What is your value? What is your mission? Who are your customers?Activity:Branding Questionnaire The Association for Accounting Marketing
    12. 12. Brand Voice and Brand Statements The Association for Accounting Marketing
    13. 13. What is a Brand Statement or Brand Voice? Tone Personality Confidence Trust Value “Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.” - Brian Solis The Association for Accounting Marketing
    14. 14. Example The Association for Accounting Marketing
    15. 15. Creating Your MessageConsistencyClient needsSolution toproblem The Association for Accounting Marketing
    16. 16. Mini Case Study Example The Association for Accounting Marketing
    17. 17. Activity: What is your brand voice? Think: Tone and Personality The Association for Accounting Marketing
    18. 18. Tools The Association for Accounting Marketing
    19. 19. Using a Full Integration of Tools toCommunicate Your Brand Offline Online • Brand ambassadors • Brand ambassadors • Newsletters • Social media • Events • Website • Networking • Blogs • Customer Service • Video • E-newsletters • Surveys • AppsActivity:Tools Wish List The Association for Accounting Marketing
    20. 20. Brand Measurement The Association for Accounting Marketing
    21. 21. Tools for Measurement and Consistency Google Alerts Google Analytics Third-Party Monitoring Services SproutSocial SocialMention Radian6 Organic Search Content Calendars The Association for Accounting Marketing
    22. 22. Content Calendars The Association for Accounting Marketing
    23. 23. Mini Case Study Example The Association for Accounting Marketing
    24. 24. Protecting Your Reputation Monitor Respond Personalize The Association for Accounting Marketing
    25. 25. The Future of Branding User Interface User Experience Analytics Relevancy Differentiation It’s Anyone’s Game The Association for Accounting Marketing
    26. 26. Consider the Following: Does your company’s branding fit with your overall marketing strategies? • Are you stuck behind a so-so logo, website or other visual materials that aren’t reaching the right audience? Do you have a set value proposition and brand voice? If asked, could you talk about your brand statement and goals? Is your current visual brand identity (logo, website, social media sites) created for ROI? • Your visual branding should be appealing to your customer base; it shouldn’t be designed for you. Evaluate your brand’s look and assess if it’s “speaking” for you and attracting the right clients. What can you do (or do you want to do) to gain more from your company’s current brand? • Your brand should be working for you to bring in new business and foster current relationships. The Association for Accounting Marketing
    27. 27. Resources The Association for Accounting Marketing
    28. 28. Questions and Discussion The Association for Accounting Marketing
    29. 29. Thank You! Connect with me: melissa@alleecreative.com www.alleecreative.com (612) 964-7144 facebook.com/alleecreative twitter.com/alleecreative alleecreative.com/blog The Association for Accounting Marketing

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