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Little business bureau

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Presentation deck for Little Business Bureau

Presentation deck for Little Business Bureau

Published in: Business

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  • 1. The Art of Branding & Communication.
  • 2. ou ce would y Whose fa r? remembe
  • 3. Am I MORE to the veil t masks my id hat entity?
  • 4. Points for Consideration Your Brand is the only real competitive advantage you have in today’s business environment. Your Brand defines your personality and identity. Your Brand is what makes you unique instead of becoming just another face in the crowd.
  • 5. What is a brand? Surprisingly, not many organizations understand what branding really is about. A brand is about identity differentiates you from the competition mirrors how others see you communicates your vision, goals, culture and credibility is a powerful competitive advantage
  • 6. How PR Build Brands BRAND EXPLAIN AND COMMUNICATE COMMUNICATE Experiential Functional THE YOUR FUNCTIONAL PERSONALITY, ASPECTS OF PULLING THE THE BRAND TECHNOLOGY HEART- EMOTIONS INNOVATION WITH PERCEPTIONS CREDIBILITY & STRINGS AND PROCESSES AFFINITY ALTERING EXPERTISE AND KNOW HOW COMPETENCE SATISFACTION PERCEPTIONS IDENTITY EMPHASISING AND OPINIONS THE SUBSTANCE THAT BACKS YOUR BRAND
  • 7. Communication Stakeholders Consumers & Other Publics PR & Branding Mix Partners, Management Vendors & & Staff Suppliers
  • 8. Value of PR Scenario 6 months direct campaign in dailies & trade publications Publicity sustaining programme for a single product Spheres ADVERTISING PUBLIC RELATIONS Average cost Total $250, 000 or Total $30,000 or $41,000 per month $5,000 per month Result Visibility achieved Visibility achieved Differentiation Content is controlled Content is influenced Factor Self -proclaimed Endorsed by third party Audience Skepticism / cynicism Acceptance / trust reaction Disbelief or doubts Credibility is achieved remain
  • 9. PR & Branding PR creates stories, opportunities and publicity that close the gap between what you want to be, and what the consumer thinks you are. Remember always that a brand is what the consumer says it is – so we must undertake activities to either enhance or change the perception of the consumer. A brand is further enhanced by adding sustained experiences across multiple touch-points in various situations.
  • 10. ings I CA N make th Trust me, er. work bett
  • 11. Who We Are • Little Business Bureau is a hive of creativity and ideas that seeks to address branding and communication needs of clients targeted at enhancing brand positioning and identity, build brand equity and customer loyalty, and manage overall corporate image. • LBB is backed by the Little Group’s digital and print capabilities to offer effective and practical solutions in the areas of strategic management, brand management, marketing communications and public relations, and image management.
  • 12. Our Mission Our mission is clear: To facilitate and enhance communications for clients aligned to their overall brand strategy.
  • 13. Our Philosophy Good Public Relations is a story well told Brings out the personality and identity of the brand Builds brand equity and consumer loyalty Compels consumers to want to share the brand with others Dynamic strategies devised and adapted to various stages of the brand’s growth
  • 14. Our Approach What Makes Us Different Approach of most consultancies: Our approach is holistic: Identity Business Etc. Stakeholders Operations Management & Strategy = PR Etc. Management Brand Equity & Strategy “PR campaigns and activities are about glitz and glamour” Business Credibility PR hence the attention and Operations focus tends to be isolated, singular, and separated from management and operations of the organization Visibility Loyalty Opinions CRM & Mindsets Values & Perceptions
  • 15. Project Processes Typical Project Client Overview Development Implementation Management PR Campaign Execute campaign, Strategies monitor impact and Alignment effectiveness of Operations campaign; refine and hone PR blueprint People Intelligence Culture Situation Positioning Analysis Statement PR Blueprint
  • 16. LBB Solutions Retainer Services Ad-Hoc Projects Comprehensive suite comprising Add-on services: Media Relations Perception audit Stakeholder Engagement Media audit Internal Communications Mystery shopper programme Industry / Regulatory Engagement Business plan / grant writing Customer Relationship Building Crisis management Market Intelligence Event Conceptualisation & Management Proposal Preparation Awards Management We incorporate a range of digital and traditional media channels and technologies to bring about optimal and effective solutions to meet clients’ needs and requirements.
  • 17. Brand Blocks Corporate Brand Product / Services Brand Corporate Creative Product Romancing & Influencers Communications/ & Services Loyalty Mapping Branding Profiling Programmes Positioning / Re-Positioning • important to target audience • based on real strengths • reflect some form of competitive advantage • capable of being communicated simply
  • 18. Publicity Process 1. BRAND PROMISE 2. ADVOCACY Essence of the Brand 3rd party endorsement • Positioning in the marketplace Visibility • Marketing form Placements YOUR BRAND 4. RELATIONSHIP 3. EXPERIENCE • Benefits & accessibility Outreach, viral bulletins, • Different tastes Inform, Educate, Promote
  • 19. Integrated Communications Brand Promise Internal Fixed Mission Vision Values Positioning Goals Strategy Delivery External Acceptance Variable Employees Marketing/ Public Campaigns & Partners Corporate Comms & Promotions
  • 20. Our People Darryn Johnston | Director Bachelor’s Degree, University of Canterbury • Marketing & Branding • Media Relations • Events & Project Management • Customer Relationship Management Roy Phang | Director MBA, University of Hull Bachelor’s Degree, National University of Singapore • Branding • Crisis Communications • Media Relations • Market Intelligence
  • 21. Strange h ow someth can make ing LITTL a large im E pression