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Brand Strategy: Creating Value through Image & Identity
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Brand Strategy: Creating Value through Image & Identity

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Branding: What Is It?

Branding: What Is It?
Branding: Why Do It?
Branding: How Do I Do It?

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Brand Strategy: Creating Value through Image & Identity Presentation Transcript

  • 1. Brand Strategy projectxmedia.com | 858) 792-9685 ©2009 project x media Creating Value through Image & Identity
  • 2. Discussion Overview
    • Branding: What Is It?
    • Branding: Why Do It?
    • Branding: How Do I Do It?
  • 3. Why Market NOW?
    • A McGraw-Hill study showed that four years after a downturn, companies that had maintained or increased marketing communications during the economic slowdown typically experienced 14 times more growth than the companies that cut back.
  • 4. What is a Brand
    • The total experience associated with a company, product or service.
  • 5. What is Branding?
    • Creating a total experience using relevant communication channels to forge an emotional connection.
  • 6. What is Brand Strategy?
    • Managing the total experience
    • It’s knowing WHO you are
    • It’s WHAT you’re saying
    • It’s your POSITION in the market
  • 7. Branding: Why Do It?
    • It’s how your customers relate to your company
    • It separates you from your competition
    • It builds loyalty in customers and employees
  • 8. Return on Investment (ROI)
    • Company Value
    • Increased Sales
    • Increased Lead Generation
    • Cost Savings
    • Time Savings
  • 9. Branding: How it’s done ( ( Brand Messaging Brand Presentation
    • Vision
    • Values
    • Culture
    • Overall Aesthetics
    • Voice
    • Materials + Collateral
    YOUR BRAND is comprised of two primary components
  • 10. Brand Messaging
    • Mission & Vision Statement
    • Brand Positioning
    • Core Themes
    • Personality/Characteristics
  • 11. Brand Presentation
    • Apply Brand Messaging
    • Develop Identity Elements
    • Create unified materials in key customer touchpoints:
    Web (web-based & digital properties) Space (branded environments) Print (complete print-based solutions) Broadcast (high-impact film & video properties)
  • 12. Offline & Online Marketing
    • Print
    • Broadcast
    • Space
    ( OFF line Creative Services ( ON line Creative Services
    • Web(site)
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
  • 13. OFF line Marketing Print
    • Ads
    • Brochures
    • Newsletters
    Broadcast Space
    • Radio
    • TV Commercials
    • Video
    • Office/retail experience
  • 14. ON line Marketing Website
    • Central location of your business on the web
    SEO SEM
    • Drives traffic to your website through technical optimization
    • Advertises your website
      • E-mail marketing
      • Blogs/Forums
      • Twitter & Facebook
      • Banner ads
      • PPC
  • 15. Great Brand Characteristics
    • Compelling
    • Authentic
    • Consistent
    • Comprehensive
    • Strategic
  • 16. Case Study: Increase Company Value COMPANY Petrolsoft INDUSTRY Hi-Tech / Software CHALLENGE Prepare the company for IPO or acquisition RESULTS Petrolsoft was purchased for $30 million (US). Prior to brand implementation, the company was valued at $2.3 million (US).
  • 17. Case Study: Increase Sales COMPANY Glen Ivy INDUSTRY Lifestyle/Leisure CHALLENGE Expand an established brand RESULTS Opened three new locations, where sales exceeded initial estimates over 80% in the first year.
  • 18. Case Study: Cost Savings COMPANY STA Travel INDUSTRY Travel + Hospitality CHALLENGE Create a unique brand experience on a limited budget RESULTS Over a 10-year engagement, average annual cost savings exceeded 150k.