Uploaded on

CreateWOWmarketing, LLC and The Brand Chef (Andrew B. Clark) developed a brand evaluation process based on the acronym T.R.U.E. Branding (Truth, Relevance, Unique and Engaging). This presentation …

CreateWOWmarketing, LLC and The Brand Chef (Andrew B. Clark) developed a brand evaluation process based on the acronym T.R.U.E. Branding (Truth, Relevance, Unique and Engaging). This presentation gives a general overview of the value of marketing, TRUE Branding and developing a marketing plan for your business.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
765
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
25
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. T.R.U.E. Branding Integrated Marketing IS your brand TRUE? March 2011
  • 2. CreateWOWmarketing, LLC
    • Where did the WOW come from?
    • CreateWOWmedia
      • 2006
      • Doug Mitchell, Serial Entrepreneur
      • Social Media
        • Blogging, FaceBook, Twitter, YouTube
      • Organic SEO & “Finability”
      • August, 2011
      • BirdDogJobs
      • “ The MultiThread Marketer”
  • 3. CreateWOWmarketing, LLC
    • Where did the WOW come from?
    • CreateWOWmarketing, LLC
      • Andrew B. Clark, The Brand Chef
        • Graphic Design
        • Photography
        • Marketing
        • Broadcast Video (Training / Communications)
        • Social Media Brand Building
        • Collaboration w/ CWM & Doug Mitchell
          • Branding, Marketing Strategy, Execution
        • August 2010
  • 4. CreateWOWmarketing, LLC Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.
  • 5. Business & Entrepreneurship
    • The Good and Bad of Business & Entrepreneurship
      • Motivation & Passion
      • Nimble
      • Focus
      • Risk Averse
      • Resourceful (Boot-strapping)
      • Relationship / Networking
      • Learn From Mistakes
      • Adapt to Change
      • BUDGET
      • BRAND MARKETING!
  • 6. Business & Entrepreneurship
    • The Top 10 Marketing Mistakes
      • Financial Overload
      • “ If You Build It…”
      • Reinventing The Wheel
      • Planning Without Action
      • Boredom
      • Shallow Network (dependence)
      • “ But They Do It That Way!”
      • Missing The Target
      • Overvaluation
    Not planning by your T.R.U.E. BRAND
  • 7. Every person has a BRAND and a reputation. Every business has a BRAND and a reputation. Branding Begets Marketing
  • 8.
    • Branding in the marketplace is very similar to branding on the ranch.
    • In the old West, the brand was the identity of a ranch.
    • A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.
    How Branding Got Its Name
  • 9.
    • Every time you see, hear or think of a brand , you think of your experience with it.
    • It’s all about relationships and experiences . (engagement)
    • WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”
    The Essence of Branding
  • 10.
    • If you do not define yourself or your brand, it will be defined for you .
    • Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”
    • Branding doesn’t have to be costly - it just takes planning and consistency to carry out.
    Brand Management
  • 11. BRAND IS NOT YOUR LOGO!
  • 12. 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
  • 13. Is Your Brand A “T.R.U.E. Brand?”
    • T RUTHFUL
    • Who drives your brand?
    • What events built / sustain your brand?
    • When have been the best / worst moments?
    • Where is your brand (from… at … going)?
    • How will your brand survive moving forward?
  • 14. Is Your Brand A “T.R.U.E. Brand?”
    • R ELEVANT
    • Is your target market “in tune?”
    • What is the intrinsic appeal to your brand?
    • How do you amplify / fortify that?
    • Are you “in tune” with your target market?
  • 15. Is Your Brand A “T.R.U.E. Brand?”
    • U NIQUE
    • Should be 1st, but wouldn’t spell TRUE.
    • Differentiation from a crowded marketplace
    • Focal point for marketing & communications
    • Is it 1st in your mind?
  • 16. Is Your Brand A “T.R.U.E. Brand?”
    • E NGAGING
    • What “touch-points” do you give?
    • Push marketing?
    • Pull marketing?
    • Social media - networking?
    • Building a “BRAND COMMUNITY”
  • 17. It’s about communication & COMMUNITY. BRAND COMMUNITY? Neilsen, “Trust in Advertising” Oct. 2007
  • 18. 8 TRUE Examples of Great Branding *
  • 19.
    • Declined partnering with a coffee liqueur.
    • Build on and support core competencies .
    • Built community that ENGAGES and IDENTIFIES with the brand.
    A TRUE brand knows the TRUTH.
  • 20.
    • Have it YOUR way
    • Yet, still focusing their Targeting…
    A TRUE brand is RELAVANT.
  • 21.
    • Known for innovation .
    • Tape. Adhesives. Post-It Notes. Anything that sticks.
    • More than 25% of annual sales come from products less than eight years old.
    A TRUE brand must be UNIQUE.
  • 22.
    • Animated shorts -> Movies -> Fun, family entertainment.
    • Brand becomes synonymous with experience.
    A TRUE brand invents or redefines an entire category.
  • 23.
    • They’re not selling greeting cards.
    • They’re selling VERY personal MOMENTS.
    A TRUE brand ENGAGES emotions.
  • 24.
    • Employs over 300 people internally (just) in design department.
    • Clothes, hangtags, movies, etc.
    • The Swoosh!
    A TRUE brand is CONSISTANT.
  • 25.
    • Been around since the turn of the century
    • Same familiar style
    • Same solid rivets
    • Same proud company
    • Always evolving .
    • Always connecting with people.
    • Always building on those connections.
    A TRUE brand’s story is NEVER done.
  • 26.
    • A TRUE brand is in it for the long haul.
  • 27. *No Magic 8-Ball was used by any of these companies to achieve the brands they currently have!
  • 28. Personal Brand Success Stories?
  • 29. Developing a TRUE Integrated Marketing Plan
  • 30.
    • Plans are flexible , fluid documents that are always evolving .
    • Plans should be completed thoroughly at the onset.
    • Plans should be reviewed and revised at least annually.
    • Revisions or changes in the plan should be at six month intervals in the calendar year.
    Development of a Plan
  • 31.
    • Every person/business owner should have a mentor .
    • Personal goals should be realistic, yet challenging .
    • Personal goals should be developed based on an individual’s personal style, interests and comfort level . (TRUTH)
    • All aspects of the plan template do not need to be included in a marketing plan.
    • i.e. - "Quality over Quantity"
    Development of Plan, cont.
  • 32.
    • To focus marketing efforts so they are results-driven but not administratively burdensome (personal)
    • To build greater exposure within the community through active involvement (personal)
    • To be actively involved in the growth and success of your employer (company)
    • To enhance overall marketing efforts by integrating a “grassroots” initiative that will have a long-term impact on growth (company)
    TRUE Goals (remembering 5W’s?)
  • 33.
    • Business Marketing Plans (Necessary Steps)
    • Overview of Situation
    • Goal Setting (SWOT)
    • Audiences
    • Objectives
    • Message Platform
    • Strategies
    • Tactics and Implementation
    • Responsibilities/Timeline
    • Budget
    • Personal Marketing Planning
    • Tracking and Evaluation
  • 34. Integrated Marketing Outline
  • 35.
    • Serve on Board, Committee
    • Lend expertise to special events, materials, etc.
    • Serve as speaker
    • Assist with programming
    • Articles for newsletters
    • Mentoring other professionals
    Personal Involvement
  • 36.
    • How we answer the phone
    • Office decor and presentation
    • How we greet clients / prospects at the office, out of the office
    • How we work with suppliers, vendors
    • How we handle ourselves in social settings
    Protocol / Etiquette
  • 37.
    • Understanding client’s business
    • Continual creative, out-of-the-box thinking
    • Exceeding client expectations; not just meeting deadlines
    • Cross selling services
    • Referral/word-of-mouth
    Client Service
  • 38.
    • Expand contact base for long-term relationship building
    • Potential client contact
    • Influencers for referrals
    • Trade industry meetings to enhance knowledge of a client’s industry
    • Personal advisory network
    Networking
  • 39.
    • Education is a lifelong process
    • Certifications
    • Enhance existing skills
    • Learn new skills
    Professional Development
  • 40.
    • Civic groups
    • Service clubs
    • Charitable organizations
    • Trade associations
    • Professional organizations
    Community / Professional Involvement
  • 41.
    • Industry-specific, trends
    • Topic-specific
    • Personal interests
    Presentations & Speaking Opportunities
  • 42.
    • It's important to help others grow in their career as others have helped you.
    • Internships
    • Job shadow programs
    Mentoring
  • 43.
    • Finding the community that best fits your target market
    • Where do you find you customers?
    • Where do your Customers find you?
    • Blog
    • LinkedIn
    • FaceBook
    • Twitter
    • Ever evolving
    • Trackable
    Social Media Marketing
  • 44.
    • Based on contacts made via networking and personal marketing
    • Industry-specific
    • Topic-specific
    • Service-specific
    Targeted Marketing
  • 45.
    • Targeting companies you would like to work with based on:
    • - Reputation
    • - Industry
    • - Size of company
    • - Budget for marketing
    • - Opportunity to expand existing services
    Direct Marketing (Traditional)
  • 46. TRUE, integrated brand marketing success takes time and patience and is not achieved overnight.
  • 47.
    • Identify your personal goals
    • Relate it to your company’s marketing efforts
    • Develop Marketing Plan
    • Put it down on paper
    • Tracking and accountability
    Next Steps
  • 48.
    • # of hours for marketing - week, month, year
    • Times best for your schedule?
    • Develop your personal “sales pitch”
    • Referral base networking? Who, when?
    • Projected # of outside activities
    • New client goals
    • Industry goals
    • Others
    Defining Goals
  • 49.
    • Every goal should have an outcome and timetable established.
    • Strive for results-driven goals, not theoretical goals.
    • Goals should be measured and tracked.
    • Encourage brainstorming sessions for all mentors / individuals to learn from each other (successes, non-successes, etc.)
    Setting Personal Goals
  • 50. “ 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