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Is Your Brand  Bland  or  Grand? Brand Checkup:  Examine, Diagnose, Treat Presented by Debbie Elliott Talk, Inc. www.talki...
A History Lesson <ul><li>First used in 2700 BC to distinguish whose cow belonged to whom. </li></ul><ul><li>Branding came ...
The 4 Eras of Branding <ul><li>Identifying livestock </li></ul><ul><li>Industrial revolution enabled shipping of goods; pr...
What is a Brand?
What is a Brand? <ul><li>A brand is a conversation. It is how people talk about your company when you are not in the room....
Find Your Voice <ul><li>If a brand is a conversation, it’s imperative that you take the time to define your brand language...
Promise + Experience <ul><li>Marketers use their voice to make a  promise  about what consumers can expect from their bran...
There’s More. . . <ul><li>As well as being a  promise , a successful brand has  </li></ul><ul><ul><ul><li>a unique persona...
What Makes a Brand Successful? <ul><li>A strong  Brand Platform  comprised of five pillars. </li></ul>
Brand Platform <ul><li>Mission </li></ul><ul><li>Vision </li></ul><ul><li>Values </li></ul><ul><li>Personality </li></ul><...
Mission Statement <ul><li>A mission statement describes a company’s fundamental purpose.  </li></ul><ul><li>Why do we exis...
Mission Statement <ul><li>The 5 whys method </li></ul><ul><li>Start with:  We educate students. </li></ul><ul><li>Then ask...
Vision Statement <ul><li>A vision statement describes a company’s dreams and hopes for the future.  </li></ul><ul><li>Wher...
Vision Statement <ul><li>BHAG -- Big Hairy Audacious Goal to achieve in 2 to 10 years </li></ul><ul><ul><li>Clear, compell...
Core Values <ul><li>Core values are principles that guide employees’ conduct with internal and external audiences. </li></...
Core Values <ul><li>Determine core values independent of the current environment, competition, or management fads. </li></...
Brand Personality <ul><li>What human personality traits define your brand’s core attributes? </li></ul><ul><li>. </li></ul...
Brand Personality <ul><li>Personification of the brand </li></ul><ul><li>Builds brand equity </li></ul><ul><li>Sets the br...
Brand Positioning <ul><li>A positioning statement is a succinct description of how your brand meets your customers’ needs ...
Brand Positioning <ul><li>Focuses your marketing strategy by acting as a barometer for marketing decisions. </li></ul><ul>...
Brand Positioning <ul><li>The four elements of a positioning state- </li></ul><ul><li>ment include: </li></ul><ul><li>Targ...
Brand Positioning <ul><li>Template for a positioning statement: </li></ul><ul><li>For ( target audience ), Medical Practic...
Brand Positioning <ul><li>Sample positioning statement: </li></ul><ul><li>For ( businesses in the Carolinas ), Talk is a (...
The Conversation Has Changed <ul><li>Increased globalization </li></ul><ul><li>Ubiquity of the Internet </li></ul><ul><li>...
Brand Experience <ul><ul><li>A positive brand experience is the #1 criteria for sustainable business success. </li></ul></...
Where Do We Go From Here? <ul><ul><li>Host a brand workshop with leadership to create a brand platform </li></ul></ul><ul>...
Talk, Inc. <ul><ul><li>www.talkinc.com </li></ul></ul><ul><ul><li>910-371-9770 </li></ul></ul><ul><ul><li>Cell: 910-471-31...
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Building a Brand Platform

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Building a Brand Platform

  1. 1. Is Your Brand Bland or Grand? Brand Checkup: Examine, Diagnose, Treat Presented by Debbie Elliott Talk, Inc. www.talkinc.com
  2. 2. A History Lesson <ul><li>First used in 2700 BC to distinguish whose cow belonged to whom. </li></ul><ul><li>Branding came to the New World in 1541 when Cortez imported Spanish cattle stamped with his trademark brand of 3 crosses. </li></ul><ul><li>Livestock brands have a distinct, readable language. The ability to read them is known as “callin’ the brand.” </li></ul>
  3. 3. The 4 Eras of Branding <ul><li>Identifying livestock </li></ul><ul><li>Industrial revolution enabled shipping of goods; products branded to prevent pirating. </li></ul><ul><li>In post-war 1950’s, an overabundance of goods required branding to differentiate products; modern marketing was born. </li></ul><ul><li>Experience Economy Consumers seek positive experiences via the products they buy. </li></ul>
  4. 4. What is a Brand?
  5. 5. What is a Brand? <ul><li>A brand is a conversation. It is how people talk about your company when you are not in the room. </li></ul>
  6. 6. Find Your Voice <ul><li>If a brand is a conversation, it’s imperative that you take the time to define your brand language - Find Your Voice . </li></ul>
  7. 7. Promise + Experience <ul><li>Marketers use their voice to make a promise about what consumers can expect from their brand. Delivering on that promise creates a brand experience. </li></ul>
  8. 8. There’s More. . . <ul><li>As well as being a promise , a successful brand has </li></ul><ul><ul><ul><li>a unique personality </li></ul></ul></ul><ul><ul><ul><li>competitive advantage in the marketplace. </li></ul></ul></ul><ul><li>A brand is established by delivering on this promise via </li></ul><ul><ul><ul><li>a unique personality </li></ul></ul></ul><ul><ul><ul><li>well-developed positioning </li></ul></ul></ul><ul><ul><ul><li>relevant consumer experience. </li></ul></ul></ul><ul><li>Consistent delivery of this promise and experience reinforces the brand and builds brand strength and reach. </li></ul><ul><li>Managing Your Brand, 7 Steps to Creating Your Most Successful Self. </li></ul>
  9. 9. What Makes a Brand Successful? <ul><li>A strong Brand Platform comprised of five pillars. </li></ul>
  10. 10. Brand Platform <ul><li>Mission </li></ul><ul><li>Vision </li></ul><ul><li>Values </li></ul><ul><li>Personality </li></ul><ul><li>Positioning </li></ul>
  11. 11. Mission Statement <ul><li>A mission statement describes a company’s fundamental purpose. </li></ul><ul><li>Why do we exist? </li></ul>
  12. 12. Mission Statement <ul><li>The 5 whys method </li></ul><ul><li>Start with: We educate students. </li></ul><ul><li>Then ask: Why is this important? five times to get down to the fundamental purpose of your organization. </li></ul>
  13. 13. Vision Statement <ul><li>A vision statement describes a company’s dreams and hopes for the future. </li></ul><ul><li>Where do we want to go? </li></ul>
  14. 14. Vision Statement <ul><li>BHAG -- Big Hairy Audacious Goal to achieve in 2 to 10 years </li></ul><ul><ul><li>Clear, compelling, catalyst </li></ul></ul><ul><li>Vivid Description of what it would be like to achieve that goal </li></ul><ul><ul><li>Translating the vision from words to pictures and images. </li></ul></ul>
  15. 15. Core Values <ul><li>Core values are principles that guide employees’ conduct with internal and external audiences. </li></ul><ul><li>What do we stand for? </li></ul>
  16. 16. Core Values <ul><li>Determine core values independent of the current environment, competition, or management fads. </li></ul><ul><ul><li>Intrinsic value to those inside the organization </li></ul></ul><ul><ul><li>3 to 5 is plenty </li></ul></ul><ul><ul><li>Values don’t need to be likable or humanistic </li></ul></ul><ul><ul><li>A company should not change its core values to meet market conditions. It should change markets to align with core values. </li></ul></ul>
  17. 17. Brand Personality <ul><li>What human personality traits define your brand’s core attributes? </li></ul><ul><li>. </li></ul><ul><li>What are we like? </li></ul>
  18. 18. Brand Personality <ul><li>Personification of the brand </li></ul><ul><li>Builds brand equity </li></ul><ul><li>Sets the brand attitude </li></ul><ul><li>Informs look and feel of marketing </li></ul><ul><li>Demographics - age, gender, race </li></ul><ul><li>If your brand was a celebrity, who would it be? </li></ul>
  19. 19. Brand Positioning <ul><li>A positioning statement is a succinct description of how your brand meets your customers’ needs in a way that provides real value and is not easily replicated by competitors . </li></ul>
  20. 20. Brand Positioning <ul><li>Focuses your marketing strategy by acting as a barometer for marketing decisions. </li></ul><ul><li>Guides decisions on how to promote the brand -- how well does it support the positioning? </li></ul>
  21. 21. Brand Positioning <ul><li>The four elements of a positioning state- </li></ul><ul><li>ment include: </li></ul><ul><li>Target audience </li></ul><ul><li>Business description </li></ul><ul><li>Points of differentiation </li></ul><ul><li>Credibility - reason to believe </li></ul>
  22. 22. Brand Positioning <ul><li>Template for a positioning statement: </li></ul><ul><li>For ( target audience ), Medical Practice is the ( business description ) that delivers ( points of differentiation ) because only medical practice ( reason to believe ). </li></ul>
  23. 23. Brand Positioning <ul><li>Sample positioning statement: </li></ul><ul><li>For ( businesses in the Carolinas ), Talk is a ( communications agency that helps companies grow and mitigate threats ) by ( identifying each company’s unique voice and carrying it into the marketplace ) because only Talk ( has a proven and proprietary 4-step process ). </li></ul>
  24. 24. The Conversation Has Changed <ul><li>Increased globalization </li></ul><ul><li>Ubiquity of the Internet </li></ul><ul><li>Advancing technologies have changed how people receive and perceive information </li></ul><ul><li>The sales process has moved from mass appeal to one-on-one experience </li></ul><ul><li>Companies now have direct conversations with consumers via Internet, podcasts, webinars, etc. </li></ul>
  25. 25. Brand Experience <ul><ul><li>A positive brand experience is the #1 criteria for sustainable business success. </li></ul></ul><ul><ul><li>As the conversation has become more intimate, people expect a more intimate experience with your organization. </li></ul></ul><ul><ul><li>To deliver a consistent, positive brand experience, the brand must speak in a consistent voice that truly reflects your organization. </li></ul></ul>
  26. 26. Where Do We Go From Here? <ul><ul><li>Host a brand workshop with leadership to create a brand platform </li></ul></ul><ul><ul><li>Communicate that platform throughout your organization </li></ul></ul><ul><ul><li>Make sure the platform permeates the organization </li></ul></ul><ul><ul><li>Use the platform to guide your marketing </li></ul></ul><ul><ul><li>Find your voice and start Talking! </li></ul></ul>
  27. 27. Talk, Inc. <ul><ul><li>www.talkinc.com </li></ul></ul><ul><ul><li>910-371-9770 </li></ul></ul><ul><ul><li>Cell: 910-471-3181 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>

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