Brand Strategy: Creating Value through Image & Identity

Discussion Overview

Branding: What Is It?

Branding: Why Do It?

Branding: How Do I Do It?

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.

What is a Brand

The total experience associated with a company, product or service.

What is Branding?

Creating a total experience using relevant communication channels to forge an emotional connection.

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

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

Return on Investment (ROI)

Company Value

Increased Sales

Increased Lead Generation

Cost Savings

Time Savings

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

Brand Messaging

Mission & Vision Statement

Brand Positioning

Core Themes

Personality/Characteristics

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)

Offline & Online Marketing

Print

Broadcast

Space

( OFF line Creative Services ( ON line Creative Services

Web(site)

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

OFF line Marketing Print

Ads

Brochures

Newsletters

Broadcast Space

Radio

TV Commercials

Video

Office/retail experience

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

Great Brand Characteristics

Compelling

Authentic

Consistent

Comprehensive

Strategic

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).

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.

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.