Published on

CreateWOWmarketing, LLC and The Brand Chef (Andrew B. Clark) developed a brand evaluation process based on the acronym T.R.U.E. Branding (Truth, Relevance, Unique and Engaging). This presentation gives a general overview of the value of marketing, TRUE Branding and developing a marketing plan for your business.

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. T.R.U.E. Branding Integrated Marketing IS your brand TRUE? March 2011
  2. 2. CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmedia </li></ul><ul><ul><li>2006 </li></ul></ul><ul><ul><li>Doug Mitchell, Serial Entrepreneur </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><ul><li>Blogging, FaceBook, Twitter, YouTube </li></ul></ul></ul><ul><ul><li>Organic SEO & “Finability” </li></ul></ul><ul><ul><li>August, 2011 </li></ul></ul><ul><ul><li>BirdDogJobs </li></ul></ul><ul><ul><li>“ The MultiThread Marketer” </li></ul></ul>
  3. 3. CreateWOWmarketing, LLC <ul><li>Where did the WOW come from? </li></ul><ul><li>CreateWOWmarketing, LLC </li></ul><ul><ul><li>Andrew B. Clark, The Brand Chef </li></ul></ul><ul><ul><ul><li>Graphic Design </li></ul></ul></ul><ul><ul><ul><li>Photography </li></ul></ul></ul><ul><ul><ul><li>Marketing </li></ul></ul></ul><ul><ul><ul><li>Broadcast Video (Training / Communications) </li></ul></ul></ul><ul><ul><ul><li>Social Media Brand Building </li></ul></ul></ul><ul><ul><ul><li>Collaboration w/ CWM & Doug Mitchell </li></ul></ul></ul><ul><ul><ul><ul><li>Branding, Marketing Strategy, Execution </li></ul></ul></ul></ul><ul><ul><ul><li>August 2010 </li></ul></ul></ul>
  4. 4. CreateWOWmarketing, LLC Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.
  5. 5. Business & Entrepreneurship <ul><li>The Good and Bad of Business & Entrepreneurship </li></ul><ul><ul><li>Motivation & Passion </li></ul></ul><ul><ul><li>Nimble </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Risk Averse </li></ul></ul><ul><ul><li>Resourceful (Boot-strapping) </li></ul></ul><ul><ul><li>Relationship / Networking </li></ul></ul><ul><ul><li>Learn From Mistakes </li></ul></ul><ul><ul><li>Adapt to Change </li></ul></ul><ul><ul><li>BUDGET </li></ul></ul><ul><ul><li>BRAND MARKETING! </li></ul></ul>
  6. 6. Business & Entrepreneurship <ul><li>The Top 10 Marketing Mistakes </li></ul><ul><ul><li>Financial Overload </li></ul></ul><ul><ul><li>“ If You Build It…” </li></ul></ul><ul><ul><li>Reinventing The Wheel </li></ul></ul><ul><ul><li>Planning Without Action </li></ul></ul><ul><ul><li>Boredom </li></ul></ul><ul><ul><li>Shallow Network (dependence) </li></ul></ul><ul><ul><li>“ But They Do It That Way!” </li></ul></ul><ul><ul><li>Missing The Target </li></ul></ul><ul><ul><li>Overvaluation </li></ul></ul>Not planning by your T.R.U.E. BRAND
  7. 7. Every person has a BRAND and a reputation. Every business has a BRAND and a reputation. Branding Begets Marketing
  8. 8. <ul><li>Branding in the marketplace is very similar to branding on the ranch. </li></ul><ul><li>In the old West, the brand was the identity of a ranch. </li></ul><ul><li>A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike. </li></ul>How Branding Got Its Name
  9. 9. <ul><li>Every time you see, hear or think of a brand , you think of your experience with it. </li></ul><ul><li>It’s all about relationships and experiences . (engagement) </li></ul><ul><li>WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?” </li></ul>The Essence of Branding
  10. 10. <ul><li>If you do not define yourself or your brand, it will be defined for you . </li></ul><ul><li>Brand management is a process - not a project you decide to do because it’s the next, big “in thing.” </li></ul><ul><li>Branding doesn’t have to be costly - it just takes planning and consistency to carry out. </li></ul>Brand Management
  12. 12. Is Your Brand A “T.R.U.E. Brand?” T RUTHFUL - Understanding The 5-W’s: Who, What When Where Why and How about your brand (YOU) R ELEVANT - Understanding HOW and why you relate to your TARGET MARKET U NIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage E NGAGING - Understanding where and how to best communicate within your brand community
  13. 13. Is Your Brand A “T.R.U.E. Brand?” <ul><li>T RUTHFUL </li></ul><ul><li>Who drives your brand? </li></ul><ul><li>What events built / sustain your brand? </li></ul><ul><li>When have been the best / worst moments? </li></ul><ul><li>Where is your brand (from… at … going)? </li></ul><ul><li>How will your brand survive moving forward? </li></ul>
  14. 14. Is Your Brand A “T.R.U.E. Brand?” <ul><li>R ELEVANT </li></ul><ul><li>Is your target market “in tune?” </li></ul><ul><li>What is the intrinsic appeal to your brand? </li></ul><ul><li>How do you amplify / fortify that? </li></ul><ul><li>Are you “in tune” with your target market? </li></ul>
  15. 15. Is Your Brand A “T.R.U.E. Brand?” <ul><li>U NIQUE </li></ul><ul><li>Should be 1st, but wouldn’t spell TRUE. </li></ul><ul><li>Differentiation from a crowded marketplace </li></ul><ul><li>Focal point for marketing & communications </li></ul><ul><li>Is it 1st in your mind? </li></ul>
  16. 16. Is Your Brand A “T.R.U.E. Brand?” <ul><li>E NGAGING </li></ul><ul><li>What “touch-points” do you give? </li></ul><ul><li>Push marketing? </li></ul><ul><li>Pull marketing? </li></ul><ul><li>Social media - networking? </li></ul><ul><li>Building a “BRAND COMMUNITY” </li></ul>
  17. 17. It’s about communication & COMMUNITY. BRAND COMMUNITY? Neilsen, “Trust in Advertising” Oct. 2007
  18. 18. 8 TRUE Examples of Great Branding *
  19. 19. <ul><li>Declined partnering with a coffee liqueur. </li></ul><ul><li>Build on and support core competencies . </li></ul><ul><li>Built community that ENGAGES and IDENTIFIES with the brand. </li></ul>A TRUE brand knows the TRUTH.
  20. 20. <ul><li>Have it YOUR way </li></ul><ul><li>Yet, still focusing their Targeting… </li></ul>A TRUE brand is RELAVANT.
  21. 21. <ul><li>Known for innovation . </li></ul><ul><li>Tape. Adhesives. Post-It Notes. Anything that sticks. </li></ul><ul><li>More than 25% of annual sales come from products less than eight years old. </li></ul>A TRUE brand must be UNIQUE.
  22. 22. <ul><li>Animated shorts -> Movies -> Fun, family entertainment. </li></ul><ul><li>Brand becomes synonymous with experience. </li></ul>A TRUE brand invents or redefines an entire category.
  23. 23. <ul><li>They’re not selling greeting cards. </li></ul><ul><li>They’re selling VERY personal MOMENTS. </li></ul>A TRUE brand ENGAGES emotions.
  24. 24. <ul><li>Employs over 300 people internally (just) in design department. </li></ul><ul><li>Clothes, hangtags, movies, etc. </li></ul><ul><li>The Swoosh! </li></ul>A TRUE brand is CONSISTANT.
  25. 25. <ul><li>Been around since the turn of the century </li></ul><ul><li>Same familiar style </li></ul><ul><li>Same solid rivets </li></ul><ul><li>Same proud company </li></ul><ul><li>Always evolving . </li></ul><ul><li>Always connecting with people. </li></ul><ul><li>Always building on those connections. </li></ul>A TRUE brand’s story is NEVER done.
  26. 26. <ul><li>A TRUE brand is in it for the long haul. </li></ul>
  27. 27. *No Magic 8-Ball was used by any of these companies to achieve the brands they currently have!
  28. 28. Personal Brand Success Stories?
  29. 29. Developing a TRUE Integrated Marketing Plan
  30. 30. <ul><li>Plans are flexible , fluid documents that are always evolving . </li></ul><ul><li>Plans should be completed thoroughly at the onset. </li></ul><ul><li>Plans should be reviewed and revised at least annually. </li></ul><ul><li>Revisions or changes in the plan should be at six month intervals in the calendar year. </li></ul>Development of a Plan
  31. 31. <ul><li>Every person/business owner should have a mentor . </li></ul><ul><li>Personal goals should be realistic, yet challenging . </li></ul><ul><li>Personal goals should be developed based on an individual’s personal style, interests and comfort level . (TRUTH) </li></ul><ul><li>All aspects of the plan template do not need to be included in a marketing plan. </li></ul><ul><li>i.e. - &quot;Quality over Quantity&quot; </li></ul>Development of Plan, cont.
  32. 32. <ul><li>To focus marketing efforts so they are results-driven but not administratively burdensome (personal) </li></ul><ul><li>To build greater exposure within the community through active involvement (personal) </li></ul><ul><li>To be actively involved in the growth and success of your employer (company) </li></ul><ul><li>To enhance overall marketing efforts by integrating a “grassroots” initiative that will have a long-term impact on growth (company) </li></ul>TRUE Goals (remembering 5W’s?)
  33. 33. <ul><li>Business Marketing Plans (Necessary Steps) </li></ul><ul><li>Overview of Situation </li></ul><ul><li>Goal Setting (SWOT) </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Message Platform </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics and Implementation </li></ul><ul><li>Responsibilities/Timeline </li></ul><ul><li>Budget </li></ul><ul><li>Personal Marketing Planning </li></ul><ul><li>Tracking and Evaluation </li></ul>
  34. 34. Integrated Marketing Outline
  35. 35. <ul><li>Serve on Board, Committee </li></ul><ul><li>Lend expertise to special events, materials, etc. </li></ul><ul><li>Serve as speaker </li></ul><ul><li>Assist with programming </li></ul><ul><li>Articles for newsletters </li></ul><ul><li>Mentoring other professionals </li></ul>Personal Involvement
  36. 36. <ul><li>How we answer the phone </li></ul><ul><li>Office decor and presentation </li></ul><ul><li>How we greet clients / prospects at the office, out of the office </li></ul><ul><li>How we work with suppliers, vendors </li></ul><ul><li>How we handle ourselves in social settings </li></ul>Protocol / Etiquette
  37. 37. <ul><li>Understanding client’s business </li></ul><ul><li>Continual creative, out-of-the-box thinking </li></ul><ul><li>Exceeding client expectations; not just meeting deadlines </li></ul><ul><li>Cross selling services </li></ul><ul><li>Referral/word-of-mouth </li></ul>Client Service
  38. 38. <ul><li>Expand contact base for long-term relationship building </li></ul><ul><li>Potential client contact </li></ul><ul><li>Influencers for referrals </li></ul><ul><li>Trade industry meetings to enhance knowledge of a client’s industry </li></ul><ul><li>Personal advisory network </li></ul>Networking
  39. 39. <ul><li>Education is a lifelong process </li></ul><ul><li>Certifications </li></ul><ul><li>Enhance existing skills </li></ul><ul><li>Learn new skills </li></ul>Professional Development
  40. 40. <ul><li>Civic groups </li></ul><ul><li>Service clubs </li></ul><ul><li>Charitable organizations </li></ul><ul><li>Trade associations </li></ul><ul><li>Professional organizations </li></ul>Community / Professional Involvement
  41. 41. <ul><li>Industry-specific, trends </li></ul><ul><li>Topic-specific </li></ul><ul><li>Personal interests </li></ul>Presentations & Speaking Opportunities
  42. 42. <ul><li>It's important to help others grow in their career as others have helped you. </li></ul><ul><li>Internships </li></ul><ul><li>Job shadow programs </li></ul>Mentoring
  43. 43. <ul><li>Finding the community that best fits your target market </li></ul><ul><li>Where do you find you customers? </li></ul><ul><li>Where do your Customers find you? </li></ul><ul><li>Blog </li></ul><ul><li>LinkedIn </li></ul><ul><li>FaceBook </li></ul><ul><li>Twitter </li></ul><ul><li>Ever evolving </li></ul><ul><li>Trackable </li></ul>Social Media Marketing
  44. 44. <ul><li>Based on contacts made via networking and personal marketing </li></ul><ul><li>Industry-specific </li></ul><ul><li>Topic-specific </li></ul><ul><li>Service-specific </li></ul>Targeted Marketing
  45. 45. <ul><li>Targeting companies you would like to work with based on: </li></ul><ul><li>- Reputation </li></ul><ul><li>- Industry </li></ul><ul><li>- Size of company </li></ul><ul><li>- Budget for marketing </li></ul><ul><li>- Opportunity to expand existing services </li></ul>Direct Marketing (Traditional)
  46. 46. TRUE, integrated brand marketing success takes time and patience and is not achieved overnight.
  47. 47. <ul><li>Identify your personal goals </li></ul><ul><li>Relate it to your company’s marketing efforts </li></ul><ul><li>Develop Marketing Plan </li></ul><ul><li>Put it down on paper </li></ul><ul><li>Tracking and accountability </li></ul>Next Steps
  48. 48. <ul><li># of hours for marketing - week, month, year </li></ul><ul><li>Times best for your schedule? </li></ul><ul><li>Develop your personal “sales pitch” </li></ul><ul><li>Referral base networking? Who, when? </li></ul><ul><li>Projected # of outside activities </li></ul><ul><li>New client goals </li></ul><ul><li>Industry goals </li></ul><ul><li>Others </li></ul>Defining Goals
  49. 49. <ul><li>Every goal should have an outcome and timetable established. </li></ul><ul><li>Strive for results-driven goals, not theoretical goals. </li></ul><ul><li>Goals should be measured and tracked. </li></ul><ul><li>Encourage brainstorming sessions for all mentors / individuals to learn from each other (successes, non-successes, etc.) </li></ul>Setting Personal Goals
  50. 50. “ Tell me and I'll forget; show me and I may remember; involve me and I'll understand .” – Chinese Proverb 2445 Fleur Drive, #148, Des Moines, Iowa 50321 Phone: 515-257-MKTG (6584) • Twitter: @TheBrandChef •