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A brand helps your audiences choose CLARITY Too many choices
A brand creates recognition VISIBILITY Be seen and recognized
A brand makes you more competitive“A brand means thedifference between VALUEselling a white T-shirtfor $10 and selling a Higherwhite T-shirt with a perceived valueNike logo on it for $20.”Debbie KennedyBrand Oregon
A brand gives you more impact SAVINGS Consistency means more impact
Target audiencesPerception is reality • You have a brand whether you’re managing it or not • Your brand is what people think it is • Communicate clearly from your audience’s point of view • Create a brand that is visually appealing and memorable
Connect with your audiencesDo you know your audiences? • Everyone you must connect with? • What do they expect from you? • Speak in their language; be clear and concise (no acronyms!) • Understanding the generations helps you choose the right channel
Four generations to address The Silent Generation – The Boomers – 1946 to 1964 1925 to 1945 Gen X – 1965 to 1987 Gen Y – 1988 to 2000
Four generations to reach Reliable, formal, low-tech, 70% of nation’s wealth, time- traditional media, mentoring, starved lifestyle, must look and feeltake the time to read and visit good while aging, career-focused Self-reliant, results instead of Smart, tech-savvy, idealistic, girls process, savvy and cynical are equals, want to contribute, consumers, technology multi-taskers, want authenticity, adopters, less career-focused family-oriented
It’s about value communicate your value not just what you do
Your purpose and what you offerThink about why instead of what • Why do they need to connect with you? • What purpose do you serve? • Avoid just listing the “stuff” you do • Consider their perspectives – businesses or individuals, families or retirees
DifferentiateIdentify how you’re different • What is expected or assumed? • What else is available to your target audiences? • What are your “hot buttons”? • Where are the “wow” responses or results?
Audiences and benefitsWhat benefits do you provide? • What need do you fill? (WIIFM) • What value/benefits do you offer? • Use the “so” test to find benefits • Define, in your audience’s terms, why they should choose you
Point of choiceYou will see all the messages andtools, your audience won’t • Consistency reinforces your position • Visually connect all contact points, from website to mailings to office environment to stationery to displays, Emails and brochures…
Building your brandBrand building requires focus • Focus on your audiences and the benefits • Branding requires consistency • You will get tired of it long before your audiences do
Building your brandA visual vocabulary ties together • Choose a strong color palette • Select typefaces that are distinctive and use them consistently • Identify the “look and feel” that will stand out and create recognition
Point of choiceWhere are the contact points? • Where do your audiences connect with you? • At what level, for what purpose? • How are those contact points branded? • Which contacts are critical to the organization, the points of choice?
The essential “point of choice”What is a “point of choice”? A point of choice is the situation wheresomeone will take action, to move to thenext step in working with you. The pointof choice is focused on immediateresponse—choosing to take the next step. Call | Click | Sign-up | Inquire | Refer | Join | Request | Enroll | Visit | Share
Build your brandUnderstanding your audience• Makes each communication more effective• You’ll provide what your audience needs to make a choice• Each point of contact must build the message and brand
Build your brandBuilding your brand• Will create better recognition• Will focus your message on value• Helps you stand out• Creates bigger results from your marketing invetstment
Questions? Jennifer Larsen Morrow Creative Company