BRANDING YOURORGANIZATION       National Baptist       Communicators Conference       April 18, 2013
WHAT IS A BRAND?        And who decides what it is?                    2                 @stoneward
ASK YOURSELFWhere do you FIT in the marketing chaos?What do you STAND FOR in the MINDS of yourcustomers and prospects?How ...
WHAT IS A BRAND?   A brand is a set of mental associations,   held by the consumer, which add to the   perceived value of ...
THE LITMUS TEST   A Brand Is:         a promise of value         relevant to the times         true to the target         ...
A PROMISE OF VALUE      It is the values that we share that        attract and bind all meaningful             relationshi...
Competence     Do they live up to and deliver on what they say?     Consistency                                     Are th...
RELEVANT TO THE TIMES   Brands need to be where the people are            spending their time.    You can’t build somethin...
TRUE TO THE TARGET    Brands help satisfy a need to belong to       something larger than ourselves.    At the same time, ...
DIFFERENTIATED     A brand differentiates a product or       service from similar offerings.   But a strong brand won’t ma...
A POSITION         Your brand needs to         stand for something.                  11            @stoneward
BRAND POSITION EXAMPLES   Harley-Davidson        Liberating               3M         Innovation              Visa        E...
WHAT IS YOUR STORY?             key benefit             personality          reasons to believe           target audience  ...
FILL IN THE BLANKS  To                       (target audience)  My organization offers     (key benefit)  Because          ...
WHAT IS YOUR STORY?               To real women of all ages.My business offers health and beauty products developed with  ...
A BRAND POSITION ISDETERMINED BY MANY THINGS                       Content is king.          Content on all channels adds ...
A BRAND POSITION ISDETERMINED BY MANY THINGS   Visual content like video can make the biggest impact. When someone watches...
A BRAND POSITION IS    DETERMINED BY MANY THINGS Engagement and                                                  Infograph...
LIVING YOUR BRAND       Showing, not just telling.                    19              @stoneward
OREO   Oreo is officially a 100-year old brand.   They set out to prove that they could               still have fun.      ...
OREO       @stoneward
OREO       22   @stoneward
OREO       @stoneward
OREO       24   @stoneward
OREO       25   @stoneward
OREO       26   @stoneward
QUESTIONS?       National Baptist       Communicators Conference       April 18, 2013
THANK YOU.                                National Baptist                                Communicators Conference        ...
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Stone Ward Branding Presentation with Millie Ward

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Millie Ward presented to the National Baptist Communicators Conference on April 19, 2013. The presentation was about branding an organization and then communicating that brand consistently through content across all channels.

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Stone Ward Branding Presentation with Millie Ward

  1. 1. BRANDING YOURORGANIZATION National Baptist Communicators Conference April 18, 2013
  2. 2. WHAT IS A BRAND? And who decides what it is? 2 @stoneward
  3. 3. ASK YOURSELFWhere do you FIT in the marketing chaos?What do you STAND FOR in the MINDS of yourcustomers and prospects?How is WHAT YOU DO or HOW YOU DO ITdifferent?Are you managing your ORGANIZATION’S BRAND toits FULL POTENTIAL? 3
  4. 4. WHAT IS A BRAND? A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service. It is a collection of thoughts and feelings about experiences with it. 4 @stoneward
  5. 5. THE LITMUS TEST A Brand Is: a promise of value relevant to the times true to the target differentiated from the rest a position in your consumer’s mind 5
  6. 6. A PROMISE OF VALUE It is the values that we share that attract and bind all meaningful relationships together. 6 @stoneward
  7. 7. Competence Do they live up to and deliver on what they say? Consistency Are they reliable,can I depend on them?Connection How deep is our relationship? Are they honest and up front? Candor Concern How do I know they care about me? @stoneward
  8. 8. RELEVANT TO THE TIMES Brands need to be where the people are spending their time. You can’t build something and expect them to come. Understand your audiences’ behaviors and be relevant to them where and when they need you. 8 @stoneward
  9. 9. TRUE TO THE TARGET Brands help satisfy a need to belong to something larger than ourselves. At the same time, they help us express our individuality. Be. Do. Say. 9 @stoneward
  10. 10. DIFFERENTIATED A brand differentiates a product or service from similar offerings. But a strong brand won’t make up for a bad product or service. So start there. 10 @stoneward
  11. 11. A POSITION Your brand needs to stand for something. 11 @stoneward
  12. 12. BRAND POSITION EXAMPLES Harley-Davidson Liberating 3M Innovation Visa Everywhere Jeep Adventurous 12 @stoneward
  13. 13. WHAT IS YOUR STORY? key benefit personality reasons to believe target audience 13
  14. 14. FILL IN THE BLANKS To (target audience) My organization offers (key benefit) Because (support for the benefit) The face my brand presents to the world is (personality) 14
  15. 15. WHAT IS YOUR STORY? To real women of all ages.My business offers health and beauty products developed with women in mind. Because Dove knows that today’s women are tired of beauty being defined for us not by us and have the knowledge and resources to produce products that are practical, proven and designed to enhance a woman’s own true beauty. The face my brand presents to the world is authentic, empathetic, respectful, elegant. 15
  16. 16. A BRAND POSITION ISDETERMINED BY MANY THINGS Content is king. Content on all channels adds context and strengthens a brand’s reputation.Many brands are now becoming publishers, curators and central sources of information related to their industries. Content comes in all forms: text, photos, videos. Created and curated.Your audience is hungry for information. The more visual the content can be, the better engagement you will see. 16 @stoneward
  17. 17. A BRAND POSITION ISDETERMINED BY MANY THINGS Visual content like video can make the biggest impact. When someone watches video reviews they’re 120.5% more likely to buy, spend 157.2% longer on the site and spend 9.1% more per order. Nearly one out of every two people on the Internet visits YouTube. YouTube monthly viewership is the equivalent of roughly ten Super Bowl audiences. 17 @stoneward
  18. 18. A BRAND POSITION IS DETERMINED BY MANY THINGS Engagement and Infographics conversation is Blog Posts Videos the goal. T RA F FI C Created Brand Content TRAFFIC Community/Brand Channel SiteThese things build Webinarsrelationships thatcan stand the testof time and create SE O C O NTE NT loyalty. CONTENT MARKETING HUB (website) Facebook Google Pinterest Twitter Search Engine Marketing Outposts IC T Results Pages & Influencer Sites R FF A FF A R IC Partner Sites T Yahoo Bing Influencer Blogs T R AF FI C News Sites 18 @stoneward
  19. 19. LIVING YOUR BRAND Showing, not just telling. 19 @stoneward
  20. 20. OREO Oreo is officially a 100-year old brand. They set out to prove that they could still have fun. 20 @stoneward
  21. 21. OREO @stoneward
  22. 22. OREO 22 @stoneward
  23. 23. OREO @stoneward
  24. 24. OREO 24 @stoneward
  25. 25. OREO 25 @stoneward
  26. 26. OREO 26 @stoneward
  27. 27. QUESTIONS? National Baptist Communicators Conference April 18, 2013
  28. 28. THANK YOU. National Baptist Communicators Conference April 18, 2013Millie WardPresident, Stone Wardwww.stoneward.comwww.waitingfortheelevator.com@stoneward

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