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Hillsboroaudiences

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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.

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Hillsboroaudiences

  1. 1. Identify Your Audiences First …Then Build Your Brand Presented by Jennifer Larsen Morrow, Morrow, Creative Company Creative Company
  2. 2. Why invest in a brand? … Confusion There are too many choices every place we turnIdentify Your Audiences ... Then Build Your Brand 3
  3. 3. Why invest in a brand? … Visibility A strong visual brand sets you apart from the crowd.Identify Your Audiences ... Then Build Your Brand 4
  4. 4. 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
  5. 5. Click to edit Master title style Branding … what is it? And why does branding work?
  6. 6. 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 RiesIdentify Your Audiences ... Then Build Your Brand 7
  7. 7. 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 wordIdentify Your Audiences ... Then Build Your Brand 8
  8. 8. 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 mindIdentify Your Audiences ... Then Build Your Brand 9
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  10. 10. 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 termsIdentify Your Audiences ... Then Build Your Brand 11
  11. 11. 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 communicationsIdentify Your Audiences ... Then Build Your Brand 12
  12. 12. 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 GrimaldiIdentify Your Audiences ... Then Build Your Brand 13
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  14. 14. Click to edit Masterbrand Defining your title style Begin with who you are and who you must communicate with
  15. 15. 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
  16. 16. 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 languageIdentify Your Audiences ... Then Build Your Brand 17
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  18. 18. 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
  19. 19. 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?”Identify Your Audiences ... Then Build Your Brand 20
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  24. 24. 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”?Identify Your Audiences ... Then Build Your Brand 25
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  27. 27. 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 demographicsIdentify Your Audiences ... Then Build Your Brand 28
  28. 28. 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 demographicsIdentify Your Audiences ... Then Build Your Brand 29
  29. 29. 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
  30. 30. 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 saleIdentify Your Audiences ... Then Build Your Brand 31
  31. 31. 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?Identify Your Audiences ... Then Build Your Brand 32
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  35. 35. Click to edit Masterbrand Building your title style Building the visual system and brand components
  36. 36. 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, WebsiteIdentify Your Audiences ... Then Build Your Brand 37
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  38. 38. Develop your brand presentation How are you perceived? Target the primary audience, but influence the others in the process Appeal to personal motivationIdentify Your Audiences ... Then Build Your Brand 39
  39. 39. 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 attentionIdentify Your Audiences ... Then Build Your Brand 40
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  42. 42. The brand personaMade up of the combination of numerous elements Overall style of the presentation and communication Details such as colors, images language, tone style and overall qualityIdentify Your Audiences ... Then Build Your Brand 43
  43. 43. Build your brand with key elementsVisual 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 mediaIdentify Your Audiences ... Then Build Your Brand 44
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  45. 45. 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 usesIdentify Your Audiences ... Then Build Your Brand 46
  46. 46. 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 scaleIdentify Your Audiences ... Then Build Your Brand 47
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  48. 48. 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 …Identify Your Audiences ... Then Build Your Brand 49
  49. 49. Build your brandBranding is the foundation of any effective, ongoing marketing program Marketing sets the stage for sales Without sales, there is no businessBranding sets the strategy and defines the success of your businessIdentify Your Audiences ... Then Build Your Brand 50
  50. 50. Click to youMaster title style your business? Do edit want to grow It all starts with branding.
  51. 51. Questions and answers Jennifer Larsen Morrow President Creative Company
  52. 52. 726 NE 4th StreetMcMinnville, Oregon 971281.866.363.4433 www.creativeco.com Thank you!

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