<ul><li>What is a brand? </li></ul><ul><li>What makes a great brand? </li></ul><ul><li>451 brand building & strengthening tips </li></ul><ul><li>Differentiating your brand </li></ul><ul><li>The best ways to promote your brand </li></ul><ul><li>Discussion </li></ul>Today’s agenda
What is a brand? <ul><li>American Heritage Dictionary: </li></ul><ul><li>A trademark or distinctive name identifying a product or a manufacturer </li></ul><ul><li>A product line so identified: a popular brand of soap </li></ul><ul><li>A mark indicating identity or ownership </li></ul><ul><li>A mark of disgrace or notoriety; a stigma. A branding iron </li></ul>IS THIS CORRECT?
SAFE What is a brand? LUXURY EXPENSIVE OVERNIGHT DELIVERY
What is a brand? Really a brand is… An idea or concept that you own in the mind of your customer or prospect.
What do great brands all have? <ul><li>Three principal attributes: </li></ul><ul><li>A compelling idea that captures a customer’s attention by filling an unmet or unsatisfied need (USP) </li></ul><ul><li>A resolute core purpose and supporting values, that never change even though business strategy may have too </li></ul><ul><li>A central organizational principle – whereas the brand position, purpose and values are employed to guide decision making for management </li></ul>
What else do they have? <ul><li>An ability to stay relevant – leading brands constantly maintain their relevance to a targeted set of customers, ensuring ownership of clear points of difference compared with their competition </li></ul>
Make sure your Unique Selling Point (USP) is clear, be different. Avoid expanding your product and/or service lines Narrow and keep your focus Don’t focus on the short term sales, think long term When introducing “Sibling Brands” within your line make sure they are each unique and do not overlap Define your brand, talk to your staff, talk to your customers. Make sure this information is always current 451 tips to strengthen your existing brand
Our 451 Brand Definition Exercise <ul><li>Ask Yourself the Following: </li></ul><ul><li>What products and/or services do you offer? Define the qualities of these services and/or products </li></ul><ul><li>What are the core values of your products and services? What are the core values of your company? </li></ul><ul><li>What do your customers/prospects say about you? </li></ul><ul><li>What is the mission of your company? </li></ul><ul><li>What does your company specialize in? </li></ul><ul><li>Who is your target market? Who do your products and/or services attract? </li></ul><ul><li>What is the tagline of your company? What message does it send? </li></ul>
Pick a name that is simple, is clever and has a meaning that is relative to your industry/USP (Blockbuster Video, Staples, Budget). No generics! Develop a strong USP, mission, and brand promise Use a horizontal logotype. Roughly two and one-fourths units wide and one unit high are optimum Use colors that are opposite to your major competitors Try to be the first in your category! If you are, try to “own” a word for your brand (Q-tip, Kleenex, Saran Wrap) Define your targets/audience, where are they? Pay attention to the color pallet you choose and how it will affect your brand Tips on how we launch a new brand
Tips on colors for your brand <ul><li>Over the years colors have become identified with various attributes. For example: </li></ul><ul><li>Red is the color of energy and excitement, aggressive </li></ul><ul><li>Blue is tranquil, peaceful, established, leadership </li></ul><ul><li>White is the color of purity </li></ul><ul><li>Black is the color of luxury </li></ul><ul><li>Purple is the color of royalty </li></ul><ul><li>Green is the color of the environment and health </li></ul>
Rebrand from the “inside out”. Engage your staff and any key stakeholders Consider your existing brand equity, have a strategy in place to make sure you don’t lose equity or customers Talk to your customers and prospects about what the brand means to them before you begin the process Let people know what’s coming before you “flip the switch” Make sure your staff is fully aware of your new brand and feel comfortable explaining the Brand mission/purpose to customers and prospects Tips on how to rebrand
Why is it so important to be different? <ul><li>People are overwhelmed with choices </li></ul><ul><li>They are constantly bombarded with communications </li></ul><ul><li>Veterans of the quality and customer service wars of the 90’s </li></ul><ul><li>More savvy than consumers of the past, due to their exposure </li></ul>
Roughly 1 Million SKU’s in America (standard stocking units) 87 different types of soda (not even counting energy drinks) 70+ types of Levi’s 1,212 vehicle styles 12,458 radio stations February 2007, an internet survey found 108,810,358 distinct websites for people to get information from More proof…
Use your USP in your tagline Be the first in your brand category. If you are first let people know! If not, try to augment your brand with an attribute that creates your own category. (Corona is beer served with limes, Toothbrush with fading bristles to let you know when to change, etc.) Social proofing, preference Heritage Price, Price + Attribute Next generation Hot (usually short lived) Ways to differentiate your brand
How do you build and promote your brand? Grow, Grow, Grow Your Brand…
First, let’s take a look at the market <ul><li>The economy is taking a hit, people have less to spend on advertising and marketing </li></ul><ul><li>The way people get (and give) their information is rapidly changing, enter “search”, Blogs, video sharing, news tagging, social networking, etc. </li></ul><ul><li>There are so many different types of media outlets, and filters for traditional media </li></ul><ul><li>Traditional media is dying, 70,000 lost jobs in the last two years </li></ul><ul><li>People are desensitized to much of the traditional communications. What do you do when you see ads? </li></ul>
First, let’s take a look at the market <ul><li>Last month the New York Times had roughly 1,000,000 subscribers while Google News had over 10,000,000 searches and Yahoo News had over 33,000,000. </li></ul><ul><li>According to Blog tracking website Technorati there are over 112.8 million blogs, a number which obviously does not include all the 72.82 million Chinese blogs as counted by the China Internet Network Information Center. </li></ul>
So what does this mean for us? <ul><li>Advertising, although necessary in many cases, has become very expensive when you consider the amount you need to spend to reach your customers through the many different channels </li></ul><ul><li>Considering the way people get their information and how they are desensitized, you have a better chance engaging your customers with your brand through third party endorsements (public relations, and PR 2.0) </li></ul><ul><li>In today’s marketplace, people want to feel like they have discovered something different (difference being finding something on their own that they can share) </li></ul><ul><li>Information about how your customers/prospects perceive your brand is more readily available </li></ul>
So what does this mean for us? <ul><li>To help you get noticed, you need to constantly keep in front of the curve as far as the changing mediums, how you can use them to your advantage, and what impact they will have on your brand. Think ahead of the curve, think PR 2.0, SEO, mobile marketing, think SEO/PR. </li></ul>
What is PR 2.0? PR 2.0 = Public Relations through “social media” Components of PR 2.0 include: Blogs: A valuable resource for tracking industry trends and hot-button topics Multimedia: Online video sharing represents one of the fastest-growing media sectors (250 million video clips watched daily, YouTube has twice the reach of MTV) Social Media News Releases: News Releases that combine text with a host of social and multimedia elements, including photos and video, links to blogs, digital tags, RSS Feeds and SEO (See SEO/PR) Bookmarking and News Sharing: Elevating the readership of news releases by tagging the release on sites such as Digg and Del.icio.us Social Networking Sites: Influencing through social networking sites
What is SEO/PR? <ul><li>SEO/PR = Innovative approach that our agency practices that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases and e-zine newsletters. </li></ul><ul><li>Additional Benefits Include: </li></ul><ul><ul><li>Your Website’s Rankings </li></ul></ul><ul><ul><li>The number of Referrals from Search Engines </li></ul></ul><ul><ul><li>Increased Qualified Prospects/Customers </li></ul></ul>
The importance of SEO/PR Where do most reporters get their news?? 98% Go Online Daily 92% Specifically for Article Research 73% Specifically to find Additional Press Releases Reporters have changed their behavior. Today, PR works best when it is search-optimized!
Recap about today’s discussion <ul><ul><li>A brand is an idea or concept that you own in the mind of your customer or prospect </li></ul></ul><ul><ul><li>Strengthen your brand by making sure your USP is clear, keeping and/or narrowing your focus, talking to your customers and defining your brand using our 451 Branding Exercise </li></ul></ul><ul><ul><li>Differentiate your brand to ensure success </li></ul></ul><ul><ul><li>The best way to build your brand is to engage your customers/prospects through new mediums, and to be committed to being ahead of the curve with your marketing and communication practices </li></ul></ul>