T.R.U.E.  Branding IS your brand TRUE?   July 2011
CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmedia </li></ul><ul><ul><li>2006 <...
CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmarketing, LLC </li></ul><ul><ul><...
CreateWOWmarketing, LLC analytic creative
CreateWOWmarketing, LLC Providing a viable marketing and communications resource for SMB -  integrating emerging technolog...
Practical Farmers of Iowa <ul><li>Put a Face on Your Farm </li></ul><ul><li>Snowy Morning </li></ul><ul><li>Travel </li></...
Practical Farmers of Iowa <ul><li>Put a Face on Your Farm </li></ul><ul><li>Organic </li></ul><ul><li>Local Sustainability...
Business & Entrepreneurship <ul><li>The Good and Bad of Business & Entrepreneurship </li></ul><ul><ul><li>Motivation & Pas...
Business & Entrepreneurship <ul><li>The Top 10 Marketing Mistakes </li></ul><ul><ul><li>Financial Overload </li></ul></ul>...
I  “HATE”   POWERPOINT!
Every  person  has a BRAND and a reputation. Every  business  has a BRAND and a reputation. Branding Begets Marketing
<ul><li>Branding in the marketplace is very similar to branding on the ranch. </li></ul><ul><li>In the old West, the brand...
<ul><li>Every time you see, hear or think of a  brand , you think of your  experience  with it. </li></ul><ul><li>It ’s al...
<ul><li>If you do not define yourself or your brand,  it will be defined for you . </li></ul><ul><li>Brand management is a...
WHAT YOU ’RE ABOUT TO  HEAR IS  COMMON SENSE… …  can common sense fit in the social media world?
BRAND IS  NOT YOUR LOGO! Thank GOD.
 
Is Your Brand A  “T.R.U.E. Brand?” T RUTHFUL -  Understanding The 5-W ’s:  Who, What When Where Why and How about your bra...
Is Your Brand A  “T.R.U.E. Brand?”
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>T RUTHFUL </li></ul><ul><li>Who  drives your brand? </li></ul><ul><li>What  eve...
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>T RUTHFUL </li></ul><ul><li>“ Transparency”  = glib and meaningless. </li></ul>...
Is Your Brand A  “T.R.U.E. Brand?”
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>R ELEVANT </li></ul><ul><li>Is your target market  “in tune”  with you? </li></...
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>R ELEVANT </li></ul><ul><li>Twitter &  Suggested  Follows? </li></ul><ul><li>“ ...
Is Your Brand A  “T.R.U.E. Brand?” *A-hem*
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>U NIQUE </li></ul><ul><li>Differentiation  from a crowded marketplace </li></ul...
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>U NIQUE </li></ul><ul><li>TGIFridays v. Applebee ’s  - unique enough? </li></ul...
Is Your Brand A  “T.R.U.E. Brand?”
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>E NGAGING  </li></ul><ul><li>What  “touch-points”  do you provide? </li></ul><u...
Is Your Brand A  “T.R.U.E. Brand?” <ul><li>E NGAGING  </li></ul><ul><li>Social  media + networking + marketing = ? </li></...
It ’s about communication & COMMUNITY. BRAND COMMUNITY? Neilsen,  “Trust in Advertising” Oct. 2007
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>John & Jane Wesselius </li></ul></ul><ul>...
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Alicia Diehl – Organic Greens </li></ul><...
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Kathy Hohl – Kathy's Pumpkin Patch </li><...
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Melissa Dunham – Grinnell Heritage Farms ...
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Emily Babin – Early Morning Harvest </li>...
Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Carol Prescott – Iowa Color </li></ul></ul>
“ Tell me and I'll forget; show me and I may remember; involve me and I'll  understand .” –  Chinese Proverb 2445 Fleur Dr...
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Wow true brand_farminar071211

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This is the Deck for the Webinar hosted by Practical Farmers of Iowa on July 12, 2011. more can be found on our Website.

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Wow true brand_farminar071211

  1. 1. T.R.U.E. Branding IS your brand TRUE? July 2011
  2. 2. CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmedia </li></ul><ul><ul><li>2006 </li></ul></ul><ul><ul><li>Doug Mitchell, Serial Entrepreneur </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Blogging, FaceBook, Twitter, YouTube </li></ul></ul></ul><ul><ul><li>Organic SEO & “Finability” </li></ul></ul><ul><ul><li>August, 2010 </li></ul></ul><ul><ul><li>BirdDogJobs </li></ul></ul><ul><ul><li>“ The MultiThread Marketer” </li></ul></ul>
  3. 3. CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmarketing, LLC </li></ul><ul><ul><li>Andrew B. Clark, The Brand Chef </li></ul></ul><ul><ul><ul><li>Graphic Design </li></ul></ul></ul><ul><ul><ul><li>Photography </li></ul></ul></ul><ul><ul><ul><li>Marketing </li></ul></ul></ul><ul><ul><ul><li>Broadcast Video (Training / Communications) </li></ul></ul></ul><ul><ul><ul><li>Social Media Brand Building </li></ul></ul></ul><ul><ul><ul><li>Collaboration w/ CWM & Doug Mitchell </li></ul></ul></ul><ul><ul><ul><ul><li>Branding, Marketing Strategy, Execution </li></ul></ul></ul></ul><ul><ul><ul><li>August 2010 </li></ul></ul></ul>
  4. 4. CreateWOWmarketing, LLC analytic creative
  5. 5. CreateWOWmarketing, LLC Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.
  6. 6. Practical Farmers of Iowa <ul><li>Put a Face on Your Farm </li></ul><ul><li>Snowy Morning </li></ul><ul><li>Travel </li></ul><ul><li>Food </li></ul><ul><li>Workshop </li></ul><ul><li>What can “Branding” do for me? </li></ul><ul><li>Scratching the surface </li></ul>
  7. 7. Practical Farmers of Iowa <ul><li>Put a Face on Your Farm </li></ul><ul><li>Organic </li></ul><ul><li>Local Sustainability </li></ul><ul><li>Vegetables / Fruit </li></ul><ul><li>Farmers Markets </li></ul><ul><li>Family </li></ul><ul><li>Entrepreneurs </li></ul>
  8. 8. Business & Entrepreneurship <ul><li>The Good and Bad of Business & Entrepreneurship </li></ul><ul><ul><li>Motivation & Passion </li></ul></ul><ul><ul><li>Nimble </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Risk Averse </li></ul></ul><ul><ul><li>Resourceful (Boot-strapping) </li></ul></ul><ul><ul><li>Relationship / Networking </li></ul></ul><ul><ul><li>Learn From Mistakes </li></ul></ul><ul><ul><li>Adapt to Change </li></ul></ul><ul><ul><li>BUDGET </li></ul></ul><ul><ul><li>BRAND MARKETING! </li></ul></ul>
  9. 9. Business & Entrepreneurship <ul><li>The Top 10 Marketing Mistakes </li></ul><ul><ul><li>Financial Overload </li></ul></ul><ul><ul><li>“ If You Build It…” </li></ul></ul><ul><ul><li>Reinventing The Wheel </li></ul></ul><ul><ul><li>Planning Without Action </li></ul></ul><ul><ul><li>Boredom </li></ul></ul><ul><ul><li>Shallow Network (dependence) </li></ul></ul><ul><ul><li>“ But They Do It That Way!” </li></ul></ul><ul><ul><li>Missing The Target </li></ul></ul><ul><ul><li>Overvaluation </li></ul></ul>Not planning by your T.R.U.E. BRAND
  10. 10. I “HATE” POWERPOINT!
  11. 11. Every person has a BRAND and a reputation. Every business has a BRAND and a reputation. Branding Begets Marketing
  12. 12. <ul><li>Branding in the marketplace is very similar to branding on the ranch. </li></ul><ul><li>In the old West, the brand was the identity of a ranch. </li></ul><ul><li>A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike. </li></ul>How Branding Got Its Name
  13. 13. <ul><li>Every time you see, hear or think of a brand , you think of your experience with it. </li></ul><ul><li>It ’s all about relationships and experiences . (engagement) </li></ul><ul><li>WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY ’S “BRAND EXPERIENCE?” </li></ul>The Essence of Branding
  14. 14. <ul><li>If you do not define yourself or your brand, it will be defined for you . </li></ul><ul><li>Brand management is a process - not a project you decide to do because it ’s the next, big “in thing.” </li></ul><ul><li>Branding doesn ’t have to be costly - it just takes planning and consistency to carry out. </li></ul>Brand Management
  15. 15. WHAT YOU ’RE ABOUT TO HEAR IS COMMON SENSE… … can common sense fit in the social media world?
  16. 16. BRAND IS NOT YOUR LOGO! Thank GOD.
  17. 18. Is Your Brand A “T.R.U.E. Brand?” T RUTHFUL - Understanding The 5-W ’s: Who, What When Where Why and How about your brand (YOU) R ELEVANT - Understanding HOW and why you relate to your TARGET MARKET U NIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage E NGAGING - Understanding where and how to best communicate within your brand community
  18. 19. Is Your Brand A “T.R.U.E. Brand?”
  19. 20. Is Your Brand A “T.R.U.E. Brand?” <ul><li>T RUTHFUL </li></ul><ul><li>Who drives your brand? </li></ul><ul><li>What events built / sustain your brand? </li></ul><ul><li>When have been the best / worst moments? </li></ul><ul><li>Where is your brand (from… at … going)? </li></ul><ul><li>How will your brand survive moving forward? </li></ul>
  20. 21. Is Your Brand A “T.R.U.E. Brand?” <ul><li>T RUTHFUL </li></ul><ul><li>“ Transparency” = glib and meaningless. </li></ul><ul><li>You WANT to DEFINE your brand (before someone else does it for you) </li></ul><ul><li>Can ’t hide behind a manufactured façade. </li></ul><ul><li>Personalities are amplified </li></ul><ul><li>I ’m just here to tell you how cool I am… </li></ul>
  21. 22. Is Your Brand A “T.R.U.E. Brand?”
  22. 23. Is Your Brand A “T.R.U.E. Brand?” <ul><li>R ELEVANT </li></ul><ul><li>Is your target market “in tune” with you? </li></ul><ul><li>What is the intrinsic appeal to your brand? </li></ul><ul><li>How do you amplify / fortify that? </li></ul><ul><li>Are you “in tune” with your target market? </li></ul><ul><li>Logical channels </li></ul>
  23. 24. Is Your Brand A “T.R.U.E. Brand?” <ul><li>R ELEVANT </li></ul><ul><li>Twitter & Suggested Follows? </li></ul><ul><li>“ Popular” = slightly different than RELEVANT </li></ul><ul><li>Follow me because X… Y… Z… </li></ul><ul><li>Is there VALUE to your brand ? </li></ul><ul><li>Opposite of VALUE? </li></ul>
  24. 25. Is Your Brand A “T.R.U.E. Brand?” *A-hem*
  25. 26. Is Your Brand A “T.R.U.E. Brand?” <ul><li>U NIQUE </li></ul><ul><li>Differentiation from a crowded marketplace </li></ul><ul><li>Focal point for marketing & communications </li></ul><ul><li>Not “Different for Deferent's sake” </li></ul><ul><li>Shocking is not UNIQUE in social media </li></ul>
  26. 27. Is Your Brand A “T.R.U.E. Brand?” <ul><li>U NIQUE </li></ul><ul><li>TGIFridays v. Applebee ’s - unique enough? </li></ul><ul><li>Bill Cosby v. Daniel Tosh - both comedians </li></ul><ul><li>Goth is not unique it ’s a joke. </li></ul><ul><li>TRUE Unique qualities are undeniable. Every Person / Business has them you just need to discover them. </li></ul>
  27. 28. Is Your Brand A “T.R.U.E. Brand?”
  28. 29. Is Your Brand A “T.R.U.E. Brand?” <ul><li>E NGAGING </li></ul><ul><li>What “touch-points” do you provide? </li></ul><ul><li>Push marketing? </li></ul><ul><li>Pull marketing? </li></ul><ul><li>Building a “BRAND COMMUNITY” </li></ul>
  29. 30. Is Your Brand A “T.R.U.E. Brand?” <ul><li>E NGAGING </li></ul><ul><li>Social media + networking + marketing = ? </li></ul><ul><li>SOCIALMEDWORKING? </li></ul><ul><li>Ever-present v. weekend parents? </li></ul><ul><li>Support is a 2-way street </li></ul><ul><li>Building a “BRAND COMMUNITY” </li></ul>
  30. 31. It ’s about communication & COMMUNITY. BRAND COMMUNITY? Neilsen, “Trust in Advertising” Oct. 2007
  31. 32. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>John & Jane Wesselius </li></ul></ul><ul><ul><li>Kim & Tim Blair – Bloom n Bark Dog Bakery </li></ul></ul><ul><ul><li>Jennie Smith – Butcher Crick </li></ul></ul><ul><ul><li>Eric & Ann Franzenburg – Pheasant Run Farm </li></ul></ul><ul><ul><li>Rossmann Family Farm – Pin Oak Place + </li></ul></ul><ul><ul><li>Alicia Diehl – Organic Greens </li></ul></ul><ul><ul><li>Kathy Hohl – Kathy's Pumpkin Patch </li></ul></ul><ul><ul><li>Melissa Dunham – Grinnell Heritage Farms </li></ul></ul><ul><ul><li>Emily Babin – Early Morning Harvest </li></ul></ul><ul><ul><li>Carol Prescott – Iowa Color </li></ul></ul>
  32. 33. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Alicia Diehl – Organic Greens </li></ul></ul>
  33. 34. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Kathy Hohl – Kathy's Pumpkin Patch </li></ul></ul>
  34. 35. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Melissa Dunham – Grinnell Heritage Farms </li></ul></ul>
  35. 36. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Emily Babin – Early Morning Harvest </li></ul></ul>
  36. 37. Practical Farmers of Iowa <ul><li>$1,000 Grant Recipients: </li></ul><ul><ul><li>Carol Prescott – Iowa Color </li></ul></ul>
  37. 38. “ Tell me and I'll forget; show me and I may remember; involve me and I'll understand .” – Chinese Proverb 2445 Fleur Drive, #148, Des Moines, Iowa 50321 Phone: 515-257-MKTG (6584) • www.createWOWmarketing.com Twitter: @TheBrandChef • Andrew@createWOWmarketing.com www.TheBrandChef.com

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