Brand Strategy: Creating Value through Image & Identity

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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.

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