Developing a Winning Brand Strategy Chris Houchens www.ShotgunConcepts.com

Case Study: Brand Kentucky State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns Governor proposed an unified state brand Goal: Provide an unified message for tourism & economic development Citizens voted for logo at welcome centers & online

State was spending $2.5 million annually for separate & overlapping ad agencies and marketing campaigns

Governor proposed an unified state brand

Goal: Provide an unified message for tourism & economic development

Citizens voted for logo at welcome centers & online

Case Study: Brand Kentucky = As viewed from the other 49 states, Brands are created by the consumer, not the marketer! Logo ≠ Brand

BRAND Any organization’s most valuable asset

What is a Brand? A promise that past performance will indicate future results Your customer’s experience with you It’s shorthand that stands for something Faces vs. personalities You have a brand even if you don’t have a brand strategy .

A promise that past performance will indicate future results

Your customer’s experience with you

It’s shorthand that stands for something

Faces vs. personalities

Conditional Response

Branding is a conditional response

Brands in a word (or two) McDonalds Fast Food Google Online Search FedEx Overnight Idaho potatoes Nike Tennis Shoes The DMV Bureaucracy Walmart Low Prices Target Fashionable low prices The Rolling Stones Rock & Roll CNN News

McDonalds

Fast Food

Google

Online Search

FedEx

Overnight

Idaho

potatoes

Nike

Tennis Shoes

The DMV

Bureaucracy

Walmart

Low Prices

Target

Fashionable low prices

The Rolling Stones

Rock & Roll

CNN

News

Measuring Brand Equity Financial Sale value Product Marketplace All things being equal With Customers Awareness Attraction Recognition Recall

Financial

Sale value

Product Marketplace

All things being equal

With Customers

Awareness

Attraction

Recognition

Recall

Brands can’t be created. They can be influenced.

Developing a Brand Strategy Self Definition Who are we? Target Market Who are they? Brand Objectives What’s the long term goal? Identity What do I look and act like?

Self Definition

Who are we?

Target Market

Who are they?

Brand Objectives

What’s the long term goal?

Identity

What do I look and act like?

A successful brand strategy shows distinct differences from your competition

Brand strategy should influence every marketing initiative

Successful branding makes other aspects of marketing easier and cheaper.

Growing the Brand Positive Customer Experiences Internally – everyone should know the brand Follow though on the brand promise Don’t be complacent Listen to consumers Brands can adapt Beware the Brand Extension Maintain Brand Consistency

Positive Customer Experiences

Internally – everyone should know the brand

Follow though on the brand promise

Don’t be complacent

Listen to consumers

Brands can adapt

Beware the Brand Extension

Maintain Brand Consistency

Brand Consistency Touchpoints All interactions with the customer Messaging Slogans / Taglines Advertising Design Logo / Identity Packaging Colors / Fonts Pricing

Touchpoints

All interactions with the customer

Messaging

Slogans / Taglines

Advertising

Design

Logo / Identity

Packaging

Colors / Fonts

Pricing

Brand Barriers Public Perception Financial Issues Timing Lack of Interest / Demand Competitive Influence Negative Customer Experiences

Public Perception

Financial Issues

Timing

Lack of Interest / Demand

Competitive Influence

Negative Customer Experiences

Which one will my wife eat at?

Perception IS reality.

Tracking / Effectiveness "I know that half my advertising works. I just don't know which half." John Wanamaker (1838- 1922) If you can say the same thing, STOP advertising (marketing).

Measuring Branding ROI With Customers Awareness Attraction Recognition Recall Against Competitors Customer Loyalty Price Premium Brand Sale Value Cash Register

With Customers

Awareness

Attraction

Recognition

Recall

Against Competitors

Customer Loyalty

Price Premium

Brand Sale Value

Cash Register

Case Study: Starbucks

Branding Success Microwave vs. Slow Cooker

Winning Brand Strategies Chris Houchens Blog: ShotgunConcepts.com Web: ChrisHouchens.com Questions? Comments? Problems? Rants? Raves? These slides are available online at: www.slideshare.net/shotgunconcepts Thank You