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Oregon Telecommunications Association June 27, 2012                                     Brand?                            ...
Your audiences are deciding ifyou’re the right choice
Building a brandThey want … a surprise… quick, simple, easy …       a story … see at a        glance … WIIFM
What’s unexpected?   Surprise me!
It’s just a garbage truck
Or it’s a WOW truck!
What’s in it for me? Get to the point!                I get it!
What’s in it for me? Lookseasy, simple!
What’s different?               Tell me               a story
Before, the competition … and the “before” box
After, differentiate on the shelf, natural look, entice
After, tell a story, build a persona
Maintain consistency Who are you?
Before … old name, old logo … transformed
After … visible, consistent, recognized
After … information,communication, entertainment
Narrow your focus by branding         A brand is          focused
The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the sum of...
The Apple brandA brand builds anemotional connection …people who share thestory … expect acertain kind ofexperience
The Nordstrom brandMany products, services and locations underone idea and a brand that creates loyalty
Why brand?      Why does a      brand work?
A brand helps your audiences choose                                      CLARITY                                      Too ...
A brand creates recognition                              VISIBILITY                               Be seen and             ...
A brand makes you more competitive“A brand means thedifference between                     VALUEselling a white T-shirtfor...
A brand gives you more impact                                  SAVINGS                                Consistency means   ...
Target audiencesPerception is reality • You have a brand whether you’re   managing it or not • Your brand is what people t...
Connect with your audiencesDo you know your audiences? • Everyone you must connect with? • What do they expect from you? •...
Building a brand             each         generation         is different
Four generations to address   The Silent Generation –                              The Boomers – 1946 to 1964             ...
Four generations to reach    Reliable, formal, low-tech,     70% of nation’s wealth, time- traditional media, mentoring,  ...
Four generations of social media
It’s about value  communicate   your value    not just what you do
Your purpose and what you offerThink about why instead of what • Why do they need to connect with you? • What purpose do y...
DifferentiateIdentify how you’re different • What is expected or assumed? • What else is available to your target   audien...
t ’s y ourWhamess age?(WII FM )
Audiences and benefitsWhat benefits do you provide? • What need do you fill? (WIIFM) • What value/benefits do you offer? •...
Point of choiceYou will see all the messages andtools, your audience won’t   • Consistency reinforces your position   • Vi...
Building your brandBrand building requires focus • Focus on your audiences and the   benefits • Branding requires consiste...
Building your brandA visual vocabulary ties together • Choose a strong color palette • Select typefaces that are distincti...
Identity Guidelines
Identity Guidelines
Point of choiceWhere are the contact points?  • Where do your audiences connect with    you?  • At what level, for what pu...
The essential “point of choice”What is a “point of choice”? A point of choice is the situation wheresomeone will take acti...
Build your brandUnderstanding your audience• Makes each communication more  effective• You’ll provide what your audience n...
Build your brandBuilding your brand•   Will create better recognition•   Will focus your message on value•   Helps you sta...
Questions?             Jennifer Larsen Morrow             Creative Company
BrandingWhyBother
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BrandingWhyBother

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Why should you build a brand? Tips, insight, ideas and examples. It's worth it!

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BrandingWhyBother

  1. 1. Oregon Telecommunications Association June 27, 2012 Brand? Why bother?
  2. 2. Your audiences are deciding ifyou’re the right choice
  3. 3. Building a brandThey want … a surprise… quick, simple, easy … a story … see at a glance … WIIFM
  4. 4. What’s unexpected? Surprise me!
  5. 5. It’s just a garbage truck
  6. 6. Or it’s a WOW truck!
  7. 7. What’s in it for me? Get to the point! I get it!
  8. 8. What’s in it for me? Lookseasy, simple!
  9. 9. What’s different? Tell me a story
  10. 10. Before, the competition … and the “before” box
  11. 11. After, differentiate on the shelf, natural look, entice
  12. 12. After, tell a story, build a persona
  13. 13. Maintain consistency Who are you?
  14. 14. Before … old name, old logo … transformed
  15. 15. After … visible, consistent, recognized
  16. 16. After … information,communication, entertainment
  17. 17. Narrow your focus by branding A brand is focused
  18. 18. The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the sum of all elements
  19. 19. The Apple brandA brand builds anemotional connection …people who share thestory … expect acertain kind ofexperience
  20. 20. The Nordstrom brandMany products, services and locations underone idea and a brand that creates loyalty
  21. 21. Why brand? Why does a brand work?
  22. 22. A brand helps your audiences choose CLARITY Too many choices
  23. 23. A brand creates recognition VISIBILITY Be seen and recognized
  24. 24. A brand makes you more competitive“A brand means thedifference between VALUEselling a white T-shirtfor $10 and selling a Higherwhite T-shirt with a perceived valueNike logo on it for $20.”Debbie KennedyBrand Oregon
  25. 25. A brand gives you more impact SAVINGS Consistency means more impact
  26. 26. Target audiencesPerception is reality • You have a brand whether you’re managing it or not • Your brand is what people think it is • Communicate clearly from your audience’s point of view • Create a brand that is visually appealing and memorable
  27. 27. Connect with your audiencesDo you know your audiences? • Everyone you must connect with? • What do they expect from you? • Speak in their language; be clear and concise (no acronyms!) • Understanding the generations helps you choose the right channel
  28. 28. Building a brand each generation is different
  29. 29. Four generations to address The Silent Generation – The Boomers – 1946 to 1964 1925 to 1945 Gen X – 1965 to 1987 Gen Y – 1988 to 2000
  30. 30. Four generations to reach Reliable, formal, low-tech, 70% of nation’s wealth, time- traditional media, mentoring, starved lifestyle, must look and feeltake the time to read and visit good while aging, career-focused Self-reliant, results instead of Smart, tech-savvy, idealistic, girls process, savvy and cynical are equals, want to contribute, consumers, technology multi-taskers, want authenticity, adopters, less career-focused family-oriented
  31. 31. Four generations of social media
  32. 32. It’s about value communicate your value not just what you do
  33. 33. Your purpose and what you offerThink about why instead of what • Why do they need to connect with you? • What purpose do you serve? • Avoid just listing the “stuff” you do • Consider their perspectives – businesses or individuals, families or retirees
  34. 34. DifferentiateIdentify how you’re different • What is expected or assumed? • What else is available to your target audiences? • What are your “hot buttons”? • Where are the “wow” responses or results?
  35. 35. t ’s y ourWhamess age?(WII FM )
  36. 36. Audiences and benefitsWhat benefits do you provide? • What need do you fill? (WIIFM) • What value/benefits do you offer? • Use the “so” test to find benefits • Define, in your audience’s terms, why they should choose you
  37. 37. Point of choiceYou will see all the messages andtools, your audience won’t • Consistency reinforces your position • Visually connect all contact points, from website to mailings to office environment to stationery to displays, Emails and brochures…
  38. 38. Building your brandBrand building requires focus • Focus on your audiences and the benefits • Branding requires consistency • You will get tired of it long before your audiences do
  39. 39. Building your brandA visual vocabulary ties together • Choose a strong color palette • Select typefaces that are distinctive and use them consistently • Identify the “look and feel” that will stand out and create recognition
  40. 40. Identity Guidelines
  41. 41. Identity Guidelines
  42. 42. Point of choiceWhere are the contact points? • Where do your audiences connect with you? • At what level, for what purpose? • How are those contact points branded? • Which contacts are critical to the organization, the points of choice?
  43. 43. The essential “point of choice”What is a “point of choice”? A point of choice is the situation wheresomeone will take action, to move to thenext step in working with you. The pointof choice is focused on immediateresponse—choosing to take the next step. Call | Click | Sign-up | Inquire | Refer | Join | Request | Enroll | Visit | Share
  44. 44. Build your brandUnderstanding your audience• Makes each communication more effective• You’ll provide what your audience needs to make a choice• Each point of contact must build the message and brand
  45. 45. Build your brandBuilding your brand• Will create better recognition• Will focus your message on value• Helps you stand out• Creates bigger results from your marketing invetstment
  46. 46. Questions? Jennifer Larsen Morrow Creative Company

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