Brand Strategy: Creating Value through Image & Identity


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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

  1. 1. Brand Strategy | 858) 792-9685 ©2009 project x media Creating Value through Image & Identity
  2. 2. Discussion Overview <ul><li>Branding: What Is It? </li></ul><ul><li>Branding: Why Do It? </li></ul><ul><li>Branding: How Do I Do It? </li></ul>
  3. 3. Why Market NOW? <ul><li>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. </li></ul>
  4. 4. What is a Brand <ul><li>The total experience associated with a company, product or service. </li></ul>
  5. 5. What is Branding? <ul><li>Creating a total experience using relevant communication channels to forge an emotional connection. </li></ul>
  6. 6. What is Brand Strategy? <ul><li>Managing the total experience </li></ul><ul><li>It’s knowing WHO you are </li></ul><ul><li>It’s WHAT you’re saying </li></ul><ul><li>It’s your POSITION in the market </li></ul>
  7. 7. Branding: Why Do It? <ul><li>It’s how your customers relate to your company </li></ul><ul><li>It separates you from your competition </li></ul><ul><li>It builds loyalty in customers and employees </li></ul>
  8. 8. Return on Investment (ROI) <ul><li>Company Value </li></ul><ul><li>Increased Sales </li></ul><ul><li>Increased Lead Generation </li></ul><ul><li>Cost Savings </li></ul><ul><li>Time Savings </li></ul>
  9. 9. Branding: How it’s done ( ( Brand Messaging Brand Presentation <ul><li>Vision </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Overall Aesthetics </li></ul><ul><li>Voice </li></ul><ul><li>Materials + Collateral </li></ul>YOUR BRAND is comprised of two primary components
  10. 10. Brand Messaging <ul><li>Mission & Vision Statement </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Core Themes </li></ul><ul><li>Personality/Characteristics </li></ul>
  11. 11. Brand Presentation <ul><li>Apply Brand Messaging </li></ul><ul><li>Develop Identity Elements </li></ul><ul><li>Create unified materials in key customer touchpoints: </li></ul>Web (web-based & digital properties) Space (branded environments) Print (complete print-based solutions) Broadcast (high-impact film & video properties)
  12. 12. Offline & Online Marketing <ul><li>Print </li></ul><ul><li>Broadcast </li></ul><ul><li>Space </li></ul>( OFF line Creative Services ( ON line Creative Services <ul><li>Web(site) </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul>
  13. 13. OFF line Marketing Print <ul><li>Ads </li></ul><ul><li>Brochures </li></ul><ul><li>Newsletters </li></ul>Broadcast Space <ul><li>Radio </li></ul><ul><li>TV Commercials </li></ul><ul><li>Video </li></ul><ul><li>Office/retail experience </li></ul>
  14. 14. ON line Marketing Website <ul><li>Central location of your business on the web </li></ul>SEO SEM <ul><li>Drives traffic to your website through technical optimization </li></ul><ul><li>Advertises your website </li></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Blogs/Forums </li></ul></ul><ul><ul><li>Twitter & Facebook </li></ul></ul><ul><ul><li>Banner ads </li></ul></ul><ul><ul><li>PPC </li></ul></ul>
  15. 15. Great Brand Characteristics <ul><li>Compelling </li></ul><ul><li>Authentic </li></ul><ul><li>Consistent </li></ul><ul><li>Comprehensive </li></ul><ul><li>Strategic </li></ul>
  16. 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. 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. 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.