Total branding

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  • Cirque mission:
    To entertain, elavate and enlighten audiences worldwise.
  • Total branding

    1. 1. Lesley Blumberg, Girl Scout, Hanover, Mass. “I’ve been selling Girl Scout cookies since first grade. My customers are so loyal and supportive. If you make a personal connection, you can sell to just about anyone. That connection starts with how you tell your story. My story is that I’m a busy teen…I’ve stuck with the Girl Scouts for many years because I believe in what we do. >
    2. 2. Lesley Blumberg, Girl Scout, Hanover, Mass. One lesson I’ve learned is how important it is to make the customer feel involved in the sale. I make them feel as if they’re buying more than just a box of cookies. They’re buying a taste of the Girl Scout experience.”
    3. 3. BRAND is the consumer’s perception of you. > You already have one. > It’s always happening, even now.
    4. 4. In general: > Branding is about the company. Marketing is about the product. > Advertising is what you say. Branding is what you do. > Competitors can copy the product, but not the brand. > Branding is an experience. The product is just one part of that experience.
    5. 5. Branding is about: > Differentiation > Experience > Trust > Connections The EXPERIENCE MUST BE DIFFERENT, TRUE AND CONSISTENT.
    6. 6. Why are brands so valuable?
    7. 7. Brands add value… > > > < < < people are willing to pay for.
    8. 8. Brands touch emotions… that develop loyalty. > > > < < <
    9. 9. Brands create converts… not mere customers. > > > < < <
    10. 10. Brands create… an unbeatable competitive advantage. > > > < < <
    11. 11. Brands understand… their TRUE business. > > > < < <
    12. 12. How brands are built.
    13. 13. > With an articulated brand strategy > With consistent, recognizable visual communications > With a workforce who understands the promise of the brand > With advertising and marketing that manages the expectations of what the brand will deliver
    14. 14. Expectancy theory We experience what we believe we will experience.
    15. 15. Bottom line: > Brands are built by living up to your promise on a daily basis.
    16. 16. > Every time a customer interacts with any part of your organization, they become more or less committed to doing more with you in the future.
    17. 17. What you need to know and agree on.
    18. 18. Your audience > Demographics > Rational/emotional needs
    19. 19. Your competition > Their product offering > Their positioning > Their marketplace brand
    20. 20. Your brand > The truth of your organization > What’s valued by your market > What’s unique about you > What your company delivers other than profit > Your current brand position in the marketplace > Where you want to be in the minds of your customer > How you will get there
    21. 21. Research tells you: > What people think of you now > What you’d like them to think of you > What you already have that supports that > What more you need to do
    22. 22. How to communicate and manage a brand.
    23. 23. Deliver communications consistent with your strategy > INTERNAL > EXTERNAL
    24. 24. Make sure managers and employees live the brand ENVIRONMENTAL Office layout/design Team based identity programs Brand focused environmental signage Desktop specialty items Branded clothing INFORMATIONAL Brand videos Brand guidelines Orientation modules Intranets Learning centers Web cast Toolkits Recruiting materials INTERACTIVE Incentive programs, Mentoring programs/ opportunities, Customer interaction sessions, Storytelling, Brand events/ sponsorships, Brand-building contests, Awards, Employee discussion circles, Role playing
    25. 25. Develop long-term programs that keep the strategies alive.
    26. 26. 3rd Quarter 4th Quarter
    27. 27. Measure and modify your strategy > Benchmark > Audit > Survey > Adapt
    28. 28. BRAND archeologists / strategists / cheerleaders www.brandbooster.com 954.920.2512

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