Harness the Power of your Brand


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Presentation on branding and how to connect your brand to your business / marketing plan. Delivered to Women's Enterprise Centre, Peer Mentoring Group. January 19, 2010.

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Harness the Power of your Brand

  1. 1. HARNESS THE POWER OF YOUR BRAND Presented to WEC: Peer Mentoring Group Tuesday January 19, 2010A BRAND is “the intangible sum of a products attributes: its name, packaging, and price, itshistory, its reputation, and the way its advertised.” David OgilvieA BRAND is a name used to identify and distinguish a specific product, service or business. Birkin, Michael (1994). "Assessing Brand Value," in Brand Power.BRANDING is the entire process involved in creating a unique name and image for a product(good or service) in the consumers mind, through advertising campaigns with a consistenttheme. Branding aims to establish a significant and differentiated presence in the market thatattracts and retains loyal customers. http://www.businessdictionary.com/definition/branding.htmlSO WHAT?Branding your business helps your target audience understand the value that your businessprovides and how your product / service is different from your competition.AN AUTHENTIC BRAND IS DEVELOPED FROM THE INSIDE OUT. Mission Vision Brand Essence Brand Positioning Key Messages Adapted from: “Brand Messaging Higherarchy” Neutron LLC  2010, Betsy Linnell Marketing Management
  2. 2. DEFINE YOUR BRANDPROCESS OVERVIEW: 1. Brand Review a. Your brand today. What does it stand for? How do your customers perceive your brand? b. Product / Services Overview. An honest look at your offering. c. Competitive Analysis. Who is your competition? What are their strengths and weaknesses? What are their brand characteristics? (What do they stand for? / what sets them apart?) Who are their customers? Who are they targeting? d. Your target audience. Who are your customers (right now and in the future)? What motivates them to use your product / service? What are their needs / wants. What do we know about them? e. SWOT Analysis. What are the strengths, weaknesses, opportunities and threats for your product / services. 2. Brand Development Exercise PURPOSE – Carve out a segment of the market that you can own and set yourself apart from your competition. Your Brand Character: Describe your brand as if it were a person. What are its characteristics, distinguishing qualities? Brand Essence A bare-bones description of what your brand’s core purpose. Our <INSERT PRODUCT OFFERING> is the only <INSERT PRODUCT OR SERVICE CATEGORY> that <INSERT BENEFIT>. Our _________________________________________________________ Is the only____________________________________________________ That_________________________________________________________  2010, Betsy Linnell Marketing Management
  3. 3. Brand Positioning / Unique Selling Proposition:A statement that describes what you do and how you are unique / different from yourcompetition.Your Brand Voice:Describe the tone and feel of your communication style.Key Messages:The critical messages that serve to back up / support your brand. Benefits to targetcustomers.  2010, Betsy Linnell Marketing Management
  4. 4. PUTTING YOUR BRAND INTO ACTIONYour brand is a valuable marketing tool. It represents all that you stand for, what you do andwhat your customers (current and future) think and feel about you. TREAT IT WITH CARE!Your strategically developed brand becomes the foundation for much of your marketingefforts. It is your touchstone and should be referenced and reflected in all that you do andsay. Bit by bit overtime, by consistently representing your brand, it will become stronger andstronger along with your ownership of your company position in the marketplace.CONSISTENCY IS KEYUse of your logoConsistent use of colour associated with your brandFont selectionConsistent templates for everything from forms to advertisingYour website / signage / vehiclesThe way your business interacts with customers – service promiseThe tone and voice of the way you and your staff communicateInform your staff of your brand strategy and their part of delivering on your brand experience.BRANDING AND THE MARKETING PLAN PROCESSBrand strategy is an integral component of your Marketing Plan. Information collected inyour planning process helps to inform your brand development. You then use your brandstrategically to achieve your business / marketing objectives.MARKETING PLAN OUTLINE1. EXECUTIVE SUMMARY2. SITUATION ANALYSIS 2.1. Market Analysis 2.1.1. Market Segments 2.2. Consumer Analysis 2.3. Competitive Analysis 2.3.1. Competition 2.3.2. Technology 2.3.3. Supplier 2.3.4. Economic Climate 2.3.5. Industry Factors 2.4. Products and Services Review 2.5. Past / Current Marketing Initiatives and Results 2.6. SWOT  2010, Betsy Linnell Marketing Management
  5. 5. 2.7. Key Insights and Opportunities 2.8. Strategic Priorities3. MARKETING STRATEGY 3.1. Mission, Vision, Core Values 3.2. Marketing Objectives 3.3. Financial Objectives 3.4. Target Markets 3.5. Brand Positioning / Key Messages 3.6. Key Strategies 3.6.1. Product 3.6.2. Price 3.6.3. Promotion 3.6.4. Distribution 3.7. Marketing Research4. MARKETING ACTION PLAN 4.1. Action Plan (Tactics) 4.2. Financials 4.2.1. Sales Forecast 4.2.2. Expense Forecast5. APPENDIX 5.1. Competitive Research 5.2. Tactical Plan Detail 5.3. Sales Forecast 5.4. Expense ForecastBetsy Linnell Marketing Management provides flexible, cost-effective marketing solutionsfor businesses looking to increase the effectiveness of their marketing efforts without theoverhead associated with an in-house marketing department. www.betsylinnellmarketing.com | 604.894.1177  2010, Betsy Linnell Marketing Management