This presentation to the Hillsboro, Oregon Chamber of Commerce covered defining your audiences first in order to build an effective brand. It provides tips to uncover what your audiences are looking for and how to use their expectations to build an effective and memorable brand. It includes examples of Creative Company's work.

1. Identify Your Audiences First …
Then Build Your Brand
Presented by
Jennifer Larsen
Morrow,
Morrow,
Creative Company
Creative Company

3. Why invest in a brand? …
Confusion
There are
too many
choices
every place
we turn
Identify Your Audiences ... Then Build Your Brand 3

4. Why invest in a brand? …
Visibility
A strong
visual
brand sets
you apart
from the
crowd.
Identify Your Audiences ... Then Build Your Brand 4

5. Why invest in a brand? …
Value
“A brand means the
“A A strong
difference between brand
selling a white T-shirt means a
T-shirt
higher
for $10 and selling a
perceived
white T-shirt with a Nike
T-shirt value … and
logo on it for $20.”
$20.” a higher
Debbie Kennedy, Brand Oregon price.
Identify Your Audiences ... Then Build Your Brand 5

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Branding … what is it?
And why does
branding work?

7. What is branding?
Marketing is branding. The two concepts are so
inextricably linked that it is impossible to separate
them.
Furthermore, since everything a company does can
contribute to the brand-building process,
marketing is not a function that can be considered
in isolation.
– 22 Immutable Laws of Branding, Al Ries and Laura Ries
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8. What is a brand?
A name of a product or service
A warranty, a trusted idea/concept/essence
Instills confidence, audience knows what to
expect
A proper noun that can be used in place of a
common word
Identify Your Audiences ... Then Build Your Brand 8

9. A brand is more than a name
Branding “pre-sells” the product or service
to the user
Branding is simply a more efficient way to
sell things
A brand stands for something, a position in
the mind
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11. What makes up a brand?
Consistent use of visual vocabulary
A “brand promise” that sets the stage
Defined color palette, visual components
Common “look and feel” amongst all
communications
Cohesive and targeted messaging
Designed to appeal to the target audience(s) in
their terms
Identify Your Audiences ... Then Build Your Brand 11

12. Branding works because it …
Generates recognition through consistency
Differentiates your organization from the
others
Cuts through the clutter
Consolidates and focuses key messages
Delivers information that adds mass and
levels of information to the story
Streamlines development of communications
Identify Your Audiences ... Then Build Your Brand 12

13. What’s a brand?
“REAL Branding is personal. REAL Branding
is integrity. REAL Branding is consistency
and freshness. REAL Branding is the answer
to WHO ARE WE? WHY ARE WE HERE?”
Tom Peters, brandpower
“It takes as much time to build a brand as it takes a
person to build a reputation. The difficulty is not as
much to perfect a strategy as to be focused,
differentiated, and consistent everywhere, every time.”
The Fundamentals of Branding, Vincent Grimaldi
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Defining your title style
Begin with who you are
and who you must
communicate with

16. Define your company/position
What are you selling?
Why do people want or need it?
What makes you different/better than the
competition?
What do you want people to know about you
and your products or services?
Identify Your Audiences ... Then Build Your Brand 16

17. Describe your best customers
Do you know who you’re selling to?
Consider all audiences, their expectations
Who are they as individuals?
Step into their shoes to look at your
business from their perspective
When communicating, be clear and concise,
speaking in their language
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19. Get an understanding of your customer
What need do you fill?
What benefit does your product or service
offer?
Saves time and money?
Provides value to their lives?
Entertainment or recreation?
A cool thing that is the latest / greatest?
Identify Your Audiences ... Then Build Your Brand 19

20. Define the benefits you offer your customers
What the product/service will do for the
customer, not what it is or does
Use the “so?” test on statements
It does this … “so?” … and “why should I care?”
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25. Identify your position/USP
The USP is your Unique Selling Proposition
It provides your prospects with BOTH a
reason to buy and a way to distinguish your
brand from the competition
What are your selling “hot buttons”?
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28. Who is in the center of the bullseye?
Who will make the final purchase?
May or may not be the final user
Define this person specifically
What is their motivation? Lifestyle?
Who are they? What do they expect?
Define this person as an individual
Go beyond demographics
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29. Identify other audiences
There are always multiple audiences you
must reach
Who must you reach in order to be
successful? (it may not be the end buyer)
Describe these audiences as individuals
Get an understanding of their lifestyle as
well as demographics
Identify Your Audiences ... Then Build Your Brand 29

30. Build the levels of decision/influence
Who will impact continuous sales, vs. one
time sales?
These are the audiences worth investing in
Who MUST you reach in order to be
successful?
Who will have the most impact over the
long-term?
Identify Your Audiences ... Then Build Your Brand 30

31. Summarize your sales process
What steps or situations does a customer go
through in order to buy?
Personal sales call?
Website?
Retail environment? (Experience)
Trade show?
Proposal or presentation?
Identify all of the steps and contacts you
make, or could make, with a customer to
create a sale
Identify Your Audiences ... Then Build Your Brand 31

32. Identify the “point of choice”
When you’re leading a potential customer
through the buying process …
What is the “point of choice”?
Define the elements that will influence and
guide to the next step (call to action)
Identify the situation/environment … what
can you control/do to compel the prospect
to the next level or to make a decision?
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Building your title style
Building the visual
system and brand
components

37. What’s a brand?
More than a logo:
A visual vocabulary that defines a structure to
work within, a look and feel that connects every
communication, messaging architecture that
organizes and targets information
A total system:
Instant recognition of a mailing, sign,
literature, advertising, display, vehicle,
business card, Website
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39. Develop your brand presentation
How are you perceived?
Target the primary audience, but influence the
others in the process
Appeal to personal motivation
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40. What is your brand persona/character?
What personality do you want to be known for?
It is this “persona” that will be remembered
It’s the character/personality of your brand
communication that will create recognition
and attention
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43. The brand persona
Made up of the combination of numerous
elements
Overall style of the presentation and
communication
Details such as
colors, images
language, tone
style and overall quality
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44. Build your brand with key elements
Visual and verbal components
A consistent message, your brand promise,
core benefit
Standardized color palette
Consistent use of visual elements and styles
A strong logo that works in multiple media
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46. Build your brand presentation
Create a visual and verbal vocabulary
Define your brand character
Use specific elements repeatedly
Re-purpose elements for different
applications without investing in new images
Invest in quality production of images to
amortize initial costs over many uses
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47. Create the communication tools
What “everyday” communication opportunities
exist now?
Vehicles make great billboards
Signs can tell a bigger story
Consider longevity of message
Plan for multiple uses to gain economies of
scale
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49. Brand each contact point
You will see all the tools, your audience won’t
Consistency creates a connection, reinforces
your position in their mind
Connect all elements, from ads to mailings to
office environment to stationery to client
presentation to web site to trade show booth to
…
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50. Build your brand
Branding is the foundation of any
effective, ongoing marketing program
Marketing sets the stage for sales
Without sales, there is no business
Branding sets the strategy and defines the
success of your business
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51. Click to youMaster title style your business?
Do edit want to grow
It all starts
with branding.

52. Questions and answers
Jennifer Larsen Morrow
President
Creative Company

53. 726 NE 4th Street
McMinnville, Oregon 97128
1.866.363.4433 www.creativeco.com
Thank you!