The Business of Building a Brand

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This was my keynote presentation at The Inbounder in Valencia, Spain. I cover why we should invest in brand and present a plethora of frameworks and models to help us do this efficiently within our organizations. You'll learn how to build brand, how to measure brand marketing, and how to position it as a revenue driver at your company.

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The Business of Building a Brand

  1. 1. Joanna Lord Chief Marketing Officer @joannalord
  2. 2. Image and perception help drive value; without an image there is no perception.
  3. 3. but first: let’s pause.
  4. 4. What does it mean to build a brand? Building a brand is a disciplined process where you commit to investing in awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give our teams the best tools to reach customers.
  5. 5. what is a brand?
  6. 6. A BRAND IS NOT: A trademark. A mission statement. A logo or slogan. A product or service. An advertisement.
  7. 7. A BRAND IS: A point of view. A customer value. A competitive advantage. Engineered. Alive. Logic and emotion.
  8. 8. “An intangible asset that resides in people’s hearts and minds.” what is a brand?
  9. 9. “An intangible asset that resides in people’s hearts and minds.” what is a brand? A revenue driver and a business advantage.
  10. 10. We all know these brands…
  11. 11. and these.
  12. 12. These brands have been around for 72 years on average
  13. 13. These brands have been around for 72 years on average These brands have been around for 4 years on average
  14. 14. 4 years* * feel free to freak out at this.
  15. 15. so how did they do it? in such a short time.
  16. 16. The Business of Building a Brand
  17. 17. “54% of people don’t trust brands.” —HBR
  18. 18. 01:create 02:define 03:diligence 04:share 05:integrate 06:invest 07:measure
  19. 19. 01:create
  20. 20. When do you start this process? NEW COMPANY/ PRODUCT NAME CHANGE CREATE AN INTEGRATED SYSTEM REVITALIZE A BRAND REVITALIZE A BRAND IDENTITY WHEN COMPANIES MERGE
  21. 21. Clarify vision, strategies, goals and values. CONDUCTING RESEARCH Customer insights Market research Usability testing Marketing audit Competitive audit Language audit Readout CLARIFYING STRATEGY Narrowing the focus Positioning Brand brief Naming Renaming DESIGNING IDENTITY Logotype & signature Look and feel Color Typography Sound Animation Trial applications Presentation CREATING TOUCHPOINTS Website Vehicles Collateral Signage Product design Packaging Advertising Environments MANAGING ASSETS Building brand champions Brand books Standards and guidelines Standards content Online branding tools Reproduction files Resourcing Measuring and reporting 1 2 3 4 5 Process for Creating a Brand Synthesize learnings, develop a POV, create a brief. Visualize the future, brainstorm big ideas, and align. Finalize identity, design programs, apply architecture. Share broadly, launch, manage and nurture.
  22. 22. The Character of Porch
  23. 23. The Character of Porch
  24. 24. The Character of Porch
  25. 25. “64% of people cite shared values as the main reason they purchase from a brand.” —AdWeek
  26. 26. 02:define
  27. 27. A brand becomes stronger when you narrow the focus. - Al Ries, The 22 Immutable Laws of Branding
  28. 28. BRAND IDEALS: Vision Meaning Authenticity Coherence Flexibility Commitment Value Differentiation Sustainability BRAND ELEMENTS: Brandmarks Wordmarks Letterform marks Pictorial marks Abstract marks Emblems Dynamic marks Packaging Characters BRAND DYNAMICS: Social media Mobile Apps Touch Video Private labeling Brand licensing Crisis communications Personal branding A lot goes into defining a brand…
  29. 29. Your brand is more than a logo… but logos tell you a lot about a brand.
  30. 30. Your brand is more than a logo… but logos tell you a lot about a brand.
  31. 31. “Color increases brand recognition by up to 80%” -ColorCom
  32. 32. 03:diligence
  33. 33. What is branding due diligence? It’s a deep analysis of legal, industry, competitive, operational and product brand risks that will affect your ability to build a successful brand set it up for advantageous differentiation.
  34. 34. legal: Read more: http://joannalord.com/what-is-branding-due-diligence-why-should-you-care/ Have you sat down with legal and talked through the legal risks, concerns, opportunities? This can include trademarks of slogans, imagery, verbiage, etc. Is everything registered that needs to be? industry: competitive: operational: product: Have you sat down with your product and business development teams to understand industry trends, concerns, opportunities? Have you sat down and truly understood your competitor brands, do you understand what arena they have won, are playing in, are entering? Have you sat down and mapped out how this brand will be managed, what internal risks, concerns, opportunities exist? Have you sat down and documented the proprietary product and feature arenas you want to own? Understood the risks and opportunities that exist?
  35. 35. 04:share
  36. 36. It’s not just values, it’s the extensive sharing of them that make a difference.
  37. 37. Who are your stakeholders?
  38. 38. Who are your stakeholders?
  39. 39. It’s not just values, it’s the extensive sharing of them that make a difference.
  40. 40. 05:integrate
  41. 41. Combined reach 26M readers Combined following 80M community Combined Instagram 57M followers Combined blogger badge 55k links
  42. 42. 06:invest
  43. 43. Reasins to invest brand: 1. Make it easy for the customer to buy 2. Make it easy for the sales force to sell 3. Make it easy to build brand equity
  44. 44. assets vehicles distribution management What does it mean to invest in brand?
  45. 45. What does it mean to invest in brand? assets 20% vehicles 20% distribution 50% management 10% assets 25% vehicles 25% distribution 25% management 25% assets 20% vehicles 35% distribution 35% management 10% assets 30% vehicles 30% distribution 30% management 10% startup/early mid-stage/growth enterprise personal
  46. 46. 07:measure
  47. 47. wait a hot minute here… you mean you can measure brand?
  48. 48. Awareness Strength Loyalty Sentiment Influence Voice Engagement How do you measure brand?
  49. 49. Awareness Strength Loyalty Sentiment Influence Share Engagement How do you measure brand? New prospects Impressions Traffic Links User data Usage data CTRs Revenue lift Increased intent Average order size Visitor recency Customer recency Depth of visit Return rates NPS Social sentiment RAF lift IAF lift Ambassador program signups Partner inquiries Share of search Press mentions Social signals Community size On-site actions
  50. 50. let’s wrap this party up.
  51. 51. 01:create 02:define 03:diligence 04:share 05:integrate 06:invest 07:measure
  52. 52. 01:create 02:define 03:diligence 04:share 05:integrate 06:invest 07:measure
  53. 53. A brand-driven business is not easy to build.
  54. 54. and that’s why most companies don’t build great brands.
  55. 55. they don’t define it. they don’t do their diligence. they don’t integrate it. they don’t invest. they don’t measure. which builds skeptics… and kills innovation.
  56. 56. they don’t define it. they don’t do their diligence. they don’t integrate it. they don’t invest. they don’t measure. which builds skeptics… and kills innovation.
  57. 57. thats where we come in.
  58. 58. To plan for one year, grow sales. To plan for three years, grow channels. To plan for decades, grow a brand.

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