Brand twistfortherefinery 10_29_14
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"3 Strategies to Build the Brand Your Business Deserves." Presentation by BrandTwist to the Refinery on 10_29_14 at the Westport Library.
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Brand twistfortherefinery 10_29_14
- 1. 3STRATEGIES BUILD THE BRAND YOUR BUSINESS DESERVES Julie Cottineau, October 29, 2014 The Refinery – Branding Workshop Twitter@jcottin Copyright all rights reserved, BrandTwist 2014
- 2. MY BACKGROUND julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 3. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 3
- 4. WHAT IS A BRAND? Name Logo Web julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 5. A BRAND IS… julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 5
- 6. Our dCeRfinEitAioTnE o Tf BArNaGndIB VLaElu VeALUE Brand value measures the current and future earnings julie@brandtwidstu.coem t |o w twhwe.B rabnrdaTwnisdt.c oams |s wewtw o.Bfra nad Scchooomlonplinae.ncoym | @jcottin
- 7. 4 KEY QUESTIONS FOR A STRONG BRAND 1.WHO? are the most important targets for the brand? 2.WHAT? is going to compel them to choose and stay loyal? 3.WHY? should these high-priority targets believe? 4.HOW? Is the brand felt in every touch point/ transaction? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 8. 3 Strategies
- 9. THE 3 STRATEGIES 1. Know your target’s needs and dreams 2. Make every moment matter 3. Add a fresh twist julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 10. 1. Know your target’s needs and dreams
- 11. DEVELOP A BULL’S EYE TARGET julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 12. • PERSONIFICATION EXERCISE julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 13. FITNESS APP – BULLS EYE TARGET Ally, single, 32, freelance writer What keeps her up at night? Her college roommate is getting married – she’s a bridesmaid! She’s got a new project, working 24/7 with lots of take-out dinners She spent a fortune on a gym membership – and has gone twice IT’S TIME TO GROW UP AND GET SERIOUS julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 14. “Finally Get your FIT Together” Finally. get your FIT together. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 15. GREAT BRANDS AIM HIGHER WHAT THIS ENABLES HOW THEY FEEL WHAATT CUUSSTTOMEERSS CAAN DO WHAT YOU OFFER julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 16. DELIVER HAPPINESS PILLAR 2 julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 17. FUNCTIONAL, CROWDED UNDIFFERENTIATED julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 17
- 19. BRAND DIFFERENTIATION WORKSHOP 19 TEEN GIRL- KAYLA
- 20. ooVoo COMMON EMOTIONAL BENEFITS 20 COMMON BENEFITS AT THE TOP OF THE PYRAMIDS CARMEN (Foreign born) CARMEN (Foreign born) (to be further explored) Dream Big: be who you want to be Live In The Moment: don’t miss a thing Keep it Real: how we live today DARRELL DARRELL (entrepreneur) (entrepreneur) KAYLA (teen girl) KAYLA (teen girl) julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 21. DO NOTHIING BETTER PILLAR 2 julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 22. REVISED WEBSITE AND MESSAGING 22
- 23. WHAT KEEPS YOUR TARGET UP AT NIGHT and WHAT DO THEY DREAM ABOUT? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 24. 2. Make every moment matter
- 25. LITTLE TOUCHES julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 26. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 27. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 28. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 29. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 30. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 31. WHAT MAGIC MOMENTS ARE YOU OVER LOOKING? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 32. 3. Add a fresh twist
- 33. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 34. ? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 35. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 36. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 37. HEYMAN PARTNERS (Before) julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 38. BRAND FAN EXERCISE julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 38
- 39. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 39
- 40. INSPIRATIONAL BRAND YOUR BRAND julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 41. WHAT BRANDS COULD YOU TWIST WITH TO INNOVATE YOUR BUSINESS? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 42. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 42
- 43. BRAND SCHOOL FACULTY 43 Julie Cottineau Creator and Dean of Brand School CEO and Founder BrandTwist Stacey Harris Social Media Strategist The Stacey Harris Jean Carucci Strategic Business Planning Carucci Consultants Alison Sheehy Photography and Photo Editing Alison Sheehy Photography Laura Winston Intellectual Property Law Kim Winston LLP Rachel Kirschner Graphic and Web Designer Let’s Talk Brand julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 44. FREE BRAND HEALTH CHECK $500 VALUE Fill out a Brand Health Form to qualify julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
- 45. THANK YOU! Julie Cottineau BrandTwist.com julie@BrandTwist.com Facebook.com/BrandTwist Twitter@Jcottin
Editor's Notes
- My background, been in marketing/branding in one form or another since 1987, been fortunate to work with some great companies on some great product, service and corporate brands. Every experience is different, not a one size all approach, but there are some common themes. Like to share today and see if these can be helpful for RSA.
- Why do we pay so much more for the coffee on the right? BRAND! Minimizing consideration of other brands Prompting requests for your brand by name Getting recommended to friends & strangers Increasing trial of new products & services Enabling you to charge a premium Helping you be forgiven when it messes up
- Like most successful strategies these are fairly obvious and hopefully many or most of you are already aware of these and practicing some or all of them. I am going to give you some examples from Virgin and other entrepreneurial brands to add some depth to the obvious and help stimulate your thinking. There’s space on your worksheets to jot down some notes on how you might further apply these principles to your own thinking. and after I speak for about 20 minutes we are going to spend the remainder of the time on an interactive exercise putting these ideas into action.
- So there you have it, 5 simple principles to THINK AND ACT like an entrepreneur. Hopefully these will help you overcome your Fear of the idea and get some new ideas out there that solve problems and add value. One idea in the marketplace is worth 100 sitting in a brainstorming folder on your desk.
- “women 25-54 Is not a target”
- Fill out the personification worksheet, create a rich character. If you multiple targets, repeat the exercise as necessary. Go through all the questions on the homework. When you have finished, don’t post the whole persona. Just post: Who are they (in one sentence)? (ex. business traveller, 42 single, software company owner) What keeps them up at night? How do they want to feel when using your Brand? What would they like to accomplish that they can’t do now? (Not just functionally, but emotionally) Comment on these Target Personas and answers of 3 of your classmates. Do you think the insights uncovered are strong? If not, how could they be stronger (deeper and more differentiated).
- “YOUR BRAND SHOULD ALWAYS BE AHEAD OF YOUR BUSINESS”
- What are the core issues in your category? Do an experience audit through your customer’s eyes What are the “givens” that need to be questioned? How can you make it easier to say yes, and re-engage?
- In upper class we found that people were taking these salt and pepper shakers home as souvenirs. Rather than fight it, we added this bit of tongue and cheek branding on the bottom: “pinched from Virgin Atlantic” A nice memento and a story to tell.
- When I created my own brand, BrandTwist, I took a look at all the brand consulting firms out there and I saw a lot of red and grey. And I wanted a brand identiy that reflected my PASSION for branding. So I chose purple. And I leverage it. In my business card and website and even the way I dress. And also in these purple buckets going around. By the way, we are going to have a drawing for a really special prize after the presentation. So if you want to be eligible drop your card in the purple bucket. Make sure the two purple buckets are circulating.
- So we’ve identified an issue we are passionate about and the gap is clear…but finding a solution can be more complicated. This is where strategy number 2 comes in. Take a fresh look.
- Here’s another personal story about fresh perspective. And it’s a true one. About 10 years ago I was in Newark airport running for a flight, heels clicking on the linoleum. And I happened to glance up and see this 747 on the tarmac with huge golden arches on the tailfin. And I remember thinking to myself that makes perfect sense. And I started to imagine what the experience on that plane must be like. I imagined it would be a good value, kid friendly, maybe flew to family destinations like Florida. And the I looked up again and I realized it didn’t exist, it was actually the reflection of the food court on the airplane parked on the tarmac. I remember it was Continental because at that time the new terminal had been built and the food court is on the inside. But in the 20 seconds that I thought it did exist I was more excited about the idea of the McDonald’s airplane then the Continental jet I was about to board. Thus I created while at Interbrand a new way of solving brand issues by going outside of the category for inspiration. And we used this methodology to create many successful new products and services for clients like Hertz, Intel, TD Ameritrade among many others. I believe so strongly in the power of lateral thinking that when I became an entrepreneur and started MY OWN BUSINESS THIS PAST SEPTEMBER, I CALLED IT BRAND TWIST IN HOMAGE TO THIS IDEA.
- How about this pairing? As we all know APPLE brings CUSTOMIZATION, CONTROL, INTUITIVE DESIGN to it’s product experience. All things that are sorely lacking with traditional airlines.
- Here’s a few examples from Virgin America, a domestic airline that launched in 2007. Virgin promises a breath of fresh airline but they don’t just say it, they prove It in the actual experience and the interiors of the cabins, with their mood lighting and leather seats support that promise visually. What’s interesting is this is not a different plane then all of the other carriers. Regular body of an Airbus, two sizes. It’s just a different approach to providing an experience one that gives the customer control and re-injects pleasure into flying. To start with…Why does it have to feel like I am getting my appendix removed when I get on a plane We changed this with mood lighting that automatically puts you at ease- stress reduction by the way is part of our sustainable living vision. These seat backs have a unique IFE system called RED. You don’t have to wait for the stewardess to come to you. You order any time during the flight when you are ready. Better customer experience- literally place where you have no control Eat when you want, no clogged aisles Cabin crew freed up Operationally better too-and PAPERLESS- better for the environment. Paperless: quicker cleaning time, not seat back stuff, no accounting cash out at end of flight Flexible, can upload new content, put diff items and new items on sale, introduce new partnersHere
- UPS stopped thinking like FedEX and took cues from other brands to own the color brown
- We are going to do an exercise working at your tables where you think back to strategy #1 and find an issue that is personally relevant to you directly or on behalf of your consumers. What gap can you identify that needs to be addressed? Then we are going to use a brand from a different category to inspire some fresh solutions.