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it’s worth MORE than you think!
1
your
BRAND
Eric Jessen
2
Credit: Much of the content in this presentation
was developed in A VISUAL PRESENTATION BY
MARTY NEUMEIER of NEUTRON LLC...
WHAT IS A BRAND?
3
LET’S BEGIN BY DISPELLING SOME MYTHS.
4
TO START, WE SHOULD UNDERSTAND WHAT IT
ISN’T.
5
FIRST
your brand is not a logo.
6
BRAND ≠
7
SECOND
your brand is not an identity.
8
BRAND ≠
9
THIRD
your brand is not a company.
10
BRAND ≠
11
FINALLY
your brand is not a product.
12
BRAND ≠
13
OK, WHAT EXACTLY IS A BRAND?
14
BRAND =
Your brand is a
person’s gut feeling
about your product,
service or organization.
15
It’s a person’s GUT FEELING
because brands are defined
by individuals, not companies,
markets or the public.
It’s a GUT FE...
…in other words…
17
IT’S NOT WHAT YOU SAY IT IS.
18
IT’S WHAT THEY SAY IT IS.
19
However, you can influence
what “they say it is.”
20
Whether intentional or otherwise,
you influence your brand every day
through every message and behavior;
Everything you do...
It is therefore critical to align
the experiences people have
with your brand to be the best
possible every time...
22
Branding, as a discipline,
cannot be separated from
other business activities.
MISCONCEPTION: Building your brand is the
r...
TELEPHONE
PUBLIC RELATIONS
CUSTOMER
INTERACTION
WEB SALES
EVENTS
DESIGN
PROMOTIONS
ADVERTISING
Your brand
is the consisten...
Branding is entirely tactical.
It’s all about what
you say and do.
25
Even everyday writing –
emails, memos, letters and
presentations – is important.
26
The enemy is jargon. Jargon says:
A) I belong, and
B) If you don’t get it, you don’t belong.
Big words and more syllables ...
ASC
acronyms slow
communication
28
What’s the bottom line?
29
“Branding is not about getting your
prospects to choose you over your
competitors, it’s about getting your
customers to se...
Your objective is to get more people
to buy more product for more years
at a higher price.
THIS IS YOUR
BUSINESS
OBJECTIVE...
But does “brand” have
an actual dollar value?
ABSOLUTELY!
32
Possibly the best example of
a company’s brand value is
Coca-Cola, which in 2007
had a 46% brand equity as
a percentage of...
=
34
While the valuation of brand can be more
of an art than a science, your
brand could be valued in the
tens of millions...
CHALLENGES
1. People have too many choices
and too little time
2. Most offerings have similar
quality and features
35
36
37
TRUST
T=r+dTRUST RELIABILITY DELIGHT
Trust comes from meeting
and beating customer expectations.
38
We tend
to base
our
buying
c...
When you maximize trust,
you can build a dynamic brand.
39
a DYNAMIC BRAND is any product,
service or organization for which
people believe there’s no substitute.
40
{ }
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
GOOGLE
HANES
41
QUIZ:
Which...
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
GOOGLE
HANES
42
QUIZ:
Which...
Any brand can be dynamic.
43
EVEN
YOURS
44
What are the three most important
words to remember when building
a dynamic brand?
DIFFERENTIATE
DIFFERENTIATE
DIFFERENTIA...
We’re hardwired to focus only on what’s different.
46
The most important word
in differentiating your brand
message is FOCUS.
47
The most common reason for loss of focus is
ILL-CONSIDERED BRAND EXTENSIONS.
48
Focused
Loss of focus.
Loss of differentiation.
= Sports Car + SUVs
→ Porsche = Sports Car
Unfocused
49
→ Porsche
BAD BRAND EXTENSIONS
are those that chase short-term
profits at the expense of long-term
brand value.
GOOD BRAND EXTENSION...
Example:
51
THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND
EXTENSION.
Question:
How do you know
when your brand is
focused, innovative
and differentiates?
52
Answer:
When it scares the HELL out of everybody.
53
54
It takes guts to stick
your head up and
differentiate.
55
Why?
56
Because we all know
what can happen when
you stick your head up.
Once upon a brand:
A gutsy brand story
57
mericanA
of Columbus, Georgia
Famil
y
Life Assurance ompanyC
The American Family Life Assurance Company
was already a large, established and respected
insurance company in the southea...
In 2000, Dan Amos, CEO and chairman, recognized
consumers couldn’t recall the company’s name.
Nothing was working. So Amos...
While brainstorming, the creative team tried turning the
company name into an acronym. After pronouncing it
repeatedly, so...
Now, picture this: A
company boardroom
full of stuffy suits and
the brand presentation
begins…
61
mericanA
of Columbus, Ge...
“…um…sirs…we
believe that when
you pronounce an
acronym of your
company name….”
62
mericanA
of Columbus, Georgia
Famil
y
L...
“…it sounds like a
duck’s quack!”
63
64
The Aflac brand was born.
It was a chance. It took GUTS. But it paid off!
65
In addition to print collateral and brand story training, a
duck pond was constructed at corporate headquarters.
Four P...
66
Amos made a gutsy call. The Aflac duck has been voted
one of America’s favorite icons, beating out veteran
icons such a...
67
what do you do?
OK, you got that. Now…
68
yourself.
Gutsy and dynamic
branding is not possible
unless you first know
who are you?
69
brand
vision
mission
purpose
Your brand must be
an outgrowth of
your core purpose.
70
your values.
Gutsy and dynamic
branding is not possible
unless you first know
what do you stand for?
71
Your values are the way you want people to perceive you.
Failure to project your values = failure of your brand.
open
hono...
Communicate honestly, proactively, openly
and consistently.
open
honorable
trustworthy
innovative
73
Embrace change and strive for continuous
improvement in all that you do.
open
honorable
trustworthy
innovative
74
Honor your commitments and agreements and
expect the same.
open
honorable
trustworthy
innovative
75
Treat your business relationships with respect,
professionalism, trust, dignity, courtesy and
sensitivity.
open
honorable
...
It’s up to everyone to ensure that your messages
and behavior live up to your values.
open
honorable
trustworthy
innovativ...
your personality.
understanding the VALPAK BRAND
Gutsy and dynamic
branding is not possible
unless you first know
what are...
Your brand
should feel:
You’re caring…not cold. You’re helpful
and engaged. Your customers trust you
and you work very har...
Your brand
should feel:
Knowledge-
able
You’re knowledgeable…not unaware.
Everything you do is steeped in robust
experienc...
Your brand
should feel:
Knowledge-
able
Committed
You’re committed…not fly-by-night.
You serve the needs of your customers...
Your brand
should feel: Solution-
Oriented
Valuable
Committed
Straight-
forward
You’re straightforward…not
complicated. Yo...
83
You can know yourself,
your values and your
personality…
…but to have a gutsy and
dynamic brand you MUST also…
be real
84
IF YOUR BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG,
85
PEOPLE WILL DISTRUST IT.
Brands are very much like people.
86
If people can change their clothes
without changing their character…
87
Why can’t brands?
88
A living brand is a
pattern of behavior,
not a stylistic veneer.
89
Will the real Geico brand please stand up?
90
ANSWER: THEY’RE ALL THE REAL GEICO BRAND.
EVIDENCE:
LOGO DOES
NOT EQUAL
BRAND
old paradigm:
91
Control the
LOOK AND FEEL
of a brand.
new paradigm:
92
Influence the
CHARACTER
of a brand.
prediction:
93
BRAND will become the
most strategic tool since
the spreadsheet.
1. know yourself
2. be real
3. differentiate
4. focus
5. be gutsy
6. grasp that everything matters
7. build trust
94
brand = process
Your brand is a process, not an entity…
95
…it’s a pattern of behavior, not a stylistic veneer.
95
Quiz Time
96
Some brands have such a strong presence in the
public psyche that they can be easily identified
even without ...
Answer: Nike.
97
Answer: Adidas.
98
Answer: McDonalds.
99
Answer: Apple.
100
Answer: Starbucks.
101
Answer: Audi.
102
Answer: Disney.
103
Answer: Google.
104
more
challenging?
105
Cryptic clue:
A smorgasbord of shelving.
Visual hint:
Answer: Ikea.
106
Cryptic clue: Easy Riders.
Visual hint:
Answer: Harley-Davidson.
107
Cryptic clue: Compensation.
Visual hint:
Answer: PayPal.
108
What’s your next move?
109109
110110
you build
With TDAgency, consistent brand messages and behavior…
111111
a sustainable
competitive advantage.
112112
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Brand Presentation

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Brand Presentation

  1. 1. it’s worth MORE than you think! 1 your BRAND Eric Jessen
  2. 2. 2 Credit: Much of the content in this presentation was developed in A VISUAL PRESENTATION BY MARTY NEUMEIER of NEUTRON LLC, a leading innovator in branding and brand education. How to build a sustainable and successful within the marketplace. brand
  3. 3. WHAT IS A BRAND? 3
  4. 4. LET’S BEGIN BY DISPELLING SOME MYTHS. 4
  5. 5. TO START, WE SHOULD UNDERSTAND WHAT IT ISN’T. 5
  6. 6. FIRST your brand is not a logo. 6
  7. 7. BRAND ≠ 7
  8. 8. SECOND your brand is not an identity. 8
  9. 9. BRAND ≠ 9
  10. 10. THIRD your brand is not a company. 10
  11. 11. BRAND ≠ 11
  12. 12. FINALLY your brand is not a product. 12
  13. 13. BRAND ≠ 13
  14. 14. OK, WHAT EXACTLY IS A BRAND? 14
  15. 15. BRAND = Your brand is a person’s gut feeling about your product, service or organization. 15
  16. 16. It’s a person’s GUT FEELING because brands are defined by individuals, not companies, markets or the public. It’s a GUT FEELING because people are emotional, intuitive beings. 16
  17. 17. …in other words… 17
  18. 18. IT’S NOT WHAT YOU SAY IT IS. 18
  19. 19. IT’S WHAT THEY SAY IT IS. 19
  20. 20. However, you can influence what “they say it is.” 20
  21. 21. Whether intentional or otherwise, you influence your brand every day through every message and behavior; Everything you do has a direct impact on “what they say” about your brand. everything matters. 21
  22. 22. It is therefore critical to align the experiences people have with your brand to be the best possible every time... 22
  23. 23. Branding, as a discipline, cannot be separated from other business activities. MISCONCEPTION: Building your brand is the responsibility of the marketing department. 23
  24. 24. TELEPHONE PUBLIC RELATIONS CUSTOMER INTERACTION WEB SALES EVENTS DESIGN PROMOTIONS ADVERTISING Your brand is the consistent alignment of what people see, hear, read, experience and think about your products and services. 24 BRAND
  25. 25. Branding is entirely tactical. It’s all about what you say and do. 25
  26. 26. Even everyday writing – emails, memos, letters and presentations – is important. 26
  27. 27. The enemy is jargon. Jargon says: A) I belong, and B) If you don’t get it, you don’t belong. Big words and more syllables make one appear intelligent…but, they are all… unclear. 27
  28. 28. ASC acronyms slow communication 28
  29. 29. What’s the bottom line? 29
  30. 30. “Branding is not about getting your prospects to choose you over your competitors, it’s about getting your customers to see you as the only solution to their problem.” – Robert Frankel THIS IS THE BOTTOM LINE. Called “the best branding expert on the planet,” by Fortune 1000 companies and media like CNN, CBS News, FOX News, NBC Nightly News, ABC News, CNBC, the Wall Street Journal, London Financial Times, Los Angeles Times, Bloomberg News Media, the Washington Post, INC magazine and others. 30
  31. 31. Your objective is to get more people to buy more product for more years at a higher price. THIS IS YOUR BUSINESS OBJECTIVE 31
  32. 32. But does “brand” have an actual dollar value? ABSOLUTELY! 32
  33. 33. Possibly the best example of a company’s brand value is Coca-Cola, which in 2007 had a 46% brand equity as a percentage of market capital. In dollar value, this amounted to $65-billion.* COKE’S VALUE WITHOUT BRAND VALUE COKE’S BRAND VALUE *BrandChannel.com: A How-To Guide to Assessing Brand Value, by Catherine Tremblay, May 19, 2008 issue – Interbrand valued the Coca-Cola brand at an estimated $65.3 billion in 1997, assigning it the number one rank among brands worldwide.” 33
  34. 34. = 34 While the valuation of brand can be more of an art than a science, your brand could be valued in the tens of millions of dollars.
  35. 35. CHALLENGES 1. People have too many choices and too little time 2. Most offerings have similar quality and features 35
  36. 36. 36
  37. 37. 37 TRUST
  38. 38. T=r+dTRUST RELIABILITY DELIGHT Trust comes from meeting and beating customer expectations. 38 We tend to base our buying choices on
  39. 39. When you maximize trust, you can build a dynamic brand. 39
  40. 40. a DYNAMIC BRAND is any product, service or organization for which people believe there’s no substitute. 40 { }
  41. 41. AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES 41 QUIZ: Which of these brands are dynamic? HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
  42. 42. AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES 42 QUIZ: Which of these brands are dynamic? HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
  43. 43. Any brand can be dynamic. 43
  44. 44. EVEN YOURS 44
  45. 45. What are the three most important words to remember when building a dynamic brand? DIFFERENTIATE DIFFERENTIATE DIFFERENTIATE 45
  46. 46. We’re hardwired to focus only on what’s different. 46
  47. 47. The most important word in differentiating your brand message is FOCUS. 47
  48. 48. The most common reason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS. 48
  49. 49. Focused Loss of focus. Loss of differentiation. = Sports Car + SUVs → Porsche = Sports Car Unfocused 49 → Porsche
  50. 50. BAD BRAND EXTENSIONS are those that chase short-term profits at the expense of long-term brand value. GOOD BRAND EXTENSIONS grow the value of the brand by reinforcing its focus. 50
  51. 51. Example: 51 THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
  52. 52. Question: How do you know when your brand is focused, innovative and differentiates? 52
  53. 53. Answer: When it scares the HELL out of everybody. 53
  54. 54. 54 It takes guts to stick your head up and differentiate.
  55. 55. 55 Why?
  56. 56. 56 Because we all know what can happen when you stick your head up.
  57. 57. Once upon a brand: A gutsy brand story 57 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  58. 58. The American Family Life Assurance Company was already a large, established and respected insurance company in the southeast…but there was a problem with its brand… 58 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  59. 59. In 2000, Dan Amos, CEO and chairman, recognized consumers couldn’t recall the company’s name. Nothing was working. So Amos contacted the Kaplan Thaler Group to help improve brand awareness… 59 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  60. 60. While brainstorming, the creative team tried turning the company name into an acronym. After pronouncing it repeatedly, someone realized that it had a very unique and recognizable sound… 60 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  61. 61. Now, picture this: A company boardroom full of stuffy suits and the brand presentation begins… 61 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  62. 62. “…um…sirs…we believe that when you pronounce an acronym of your company name….” 62 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
  63. 63. “…it sounds like a duck’s quack!” 63
  64. 64. 64 The Aflac brand was born. It was a chance. It took GUTS. But it paid off!
  65. 65. 65 In addition to print collateral and brand story training, a duck pond was constructed at corporate headquarters. Four Peking ducks live in the one-third-acre pond. Besides being a memorable and likeable brand icon, the Aflac duck reflects a buying market, people struggling to be heard and frustrated with other products.
  66. 66. 66 Amos made a gutsy call. The Aflac duck has been voted one of America’s favorite icons, beating out veteran icons such as Ronald McDonald and the Energizer Bunny.
  67. 67. 67
  68. 68. what do you do? OK, you got that. Now… 68
  69. 69. yourself. Gutsy and dynamic branding is not possible unless you first know who are you? 69
  70. 70. brand vision mission purpose Your brand must be an outgrowth of your core purpose. 70
  71. 71. your values. Gutsy and dynamic branding is not possible unless you first know what do you stand for? 71
  72. 72. Your values are the way you want people to perceive you. Failure to project your values = failure of your brand. open honorable trustworthy innovative 72
  73. 73. Communicate honestly, proactively, openly and consistently. open honorable trustworthy innovative 73
  74. 74. Embrace change and strive for continuous improvement in all that you do. open honorable trustworthy innovative 74
  75. 75. Honor your commitments and agreements and expect the same. open honorable trustworthy innovative 75
  76. 76. Treat your business relationships with respect, professionalism, trust, dignity, courtesy and sensitivity. open honorable trustworthy innovative 76
  77. 77. It’s up to everyone to ensure that your messages and behavior live up to your values. open honorable trustworthy innovative Your brand is here. 77
  78. 78. your personality. understanding the VALPAK BRAND Gutsy and dynamic branding is not possible unless you first know what are your traits? 78
  79. 79. Your brand should feel: You’re caring…not cold. You’re helpful and engaged. Your customers trust you and you work very hard to meet their value expectations. 79 BRAND Solution- Oriented
  80. 80. Your brand should feel: Knowledge- able You’re knowledgeable…not unaware. Everything you do is steeped in robust experience and deep research. You strive to know yourself and your customers. 80 BRAND Solution- Oriented
  81. 81. Your brand should feel: Knowledge- able Committed You’re committed…not fly-by-night. You serve the needs of your customers and your community. You’re in it for the long haul. 81 BRAND Solution- Oriented
  82. 82. Your brand should feel: Solution- Oriented Valuable Committed Straight- forward You’re straightforward…not complicated. Your brand, your products, your people and your business are simple, honest and direct. 82 BRAND
  83. 83. 83 You can know yourself, your values and your personality… …but to have a gutsy and dynamic brand you MUST also…
  84. 84. be real 84
  85. 85. IF YOUR BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, 85 PEOPLE WILL DISTRUST IT.
  86. 86. Brands are very much like people. 86
  87. 87. If people can change their clothes without changing their character… 87
  88. 88. Why can’t brands? 88
  89. 89. A living brand is a pattern of behavior, not a stylistic veneer. 89
  90. 90. Will the real Geico brand please stand up? 90 ANSWER: THEY’RE ALL THE REAL GEICO BRAND. EVIDENCE: LOGO DOES NOT EQUAL BRAND
  91. 91. old paradigm: 91 Control the LOOK AND FEEL of a brand.
  92. 92. new paradigm: 92 Influence the CHARACTER of a brand.
  93. 93. prediction: 93 BRAND will become the most strategic tool since the spreadsheet.
  94. 94. 1. know yourself 2. be real 3. differentiate 4. focus 5. be gutsy 6. grasp that everything matters 7. build trust 94
  95. 95. brand = process Your brand is a process, not an entity… 95 …it’s a pattern of behavior, not a stylistic veneer. 95
  96. 96. Quiz Time 96 Some brands have such a strong presence in the public psyche that they can be easily identified even without seeing the entire trademark.
  97. 97. Answer: Nike. 97
  98. 98. Answer: Adidas. 98
  99. 99. Answer: McDonalds. 99
  100. 100. Answer: Apple. 100
  101. 101. Answer: Starbucks. 101
  102. 102. Answer: Audi. 102
  103. 103. Answer: Disney. 103
  104. 104. Answer: Google. 104
  105. 105. more challenging? 105
  106. 106. Cryptic clue: A smorgasbord of shelving. Visual hint: Answer: Ikea. 106
  107. 107. Cryptic clue: Easy Riders. Visual hint: Answer: Harley-Davidson. 107
  108. 108. Cryptic clue: Compensation. Visual hint: Answer: PayPal. 108
  109. 109. What’s your next move? 109109
  110. 110. 110110
  111. 111. you build With TDAgency, consistent brand messages and behavior… 111111
  112. 112. a sustainable competitive advantage. 112112

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