Nc4 smashability talk

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Short Talk given to New Castle County Chamber on March 27, 2012.

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Nc4 smashability talk

  1. 1. Branding & Why it Matters to you.Tuesday, March 27, 12
  2. 2. Here’s the agenda. Stop blending in. Who am I. Why are you here? What is a brand and why should you care? Smashing & Blending Brands. Business Card Ninjas & How to Avoid them. Crafting your story. (Strategy) Defining your image. (Visual appeal) Identifying your audience. (Hook) Roadmap. Questions.Tuesday, March 27, 12
  3. 3. This is where my story starts.Tuesday, March 27, 12
  4. 4. Actually lets back up. Born & Raised in Wilmington. Started drawing before I could talk. Or so it seemed. Spent my youth building models and drawing houses. Found a passion for design. Couldn’t hack it at Pre-Calculus. Scrapped a career in Architecture. Went to school at night, landed a my first big gig at 17 with AOL Time Warner. Proud Graduate of Brandywine High School. Went to College. Worked in Printing for $11/hr. Left for Advertising. Started teaching. Adopted some dogs. Bought a House. Sold my soul to direct mail. Lost my job. Started a Company. Love every minute of it.Tuesday, March 27, 12
  5. 5. Why are you here? • You want to stand out from everyone else. • You want to be a rockstar. • Your company feels like an old Christmas Sweater from Goodwill. • Or, you’re just curious about why branding should matter to you.Tuesday, March 27, 12
  6. 6. What is a brand? A brand is not a logo, not an identity, not a product. A brand is a person’s gut feeling about a product, service, or organization.Tuesday, March 27, 12
  7. 7. • http://youtu.be/nnsSUqgkDwUTuesday, March 27, 12
  8. 8. • http://youtu.be/H1ni1lQBEXgTuesday, March 27, 12
  9. 9. • http://youtu.be/e0mXHph1-gcTuesday, March 27, 12
  10. 10. • http://youtu.be/AzTqvDEGg6sTuesday, March 27, 12
  11. 11. • http://youtu.be/G40g9RTxurwTuesday, March 27, 12
  12. 12. Tuesday, March 27, 12
  13. 13. Tuesday, March 27, 12
  14. 14. Is your brand “smashable”?Tuesday, March 27, 12
  15. 15. “smashable” The term "smashable" dates back to 1915, when the Coca-Cola company asked a designer in Terre Haute, Indiana, to design a bottle that consumers could still recognize as a Coke bottle, even if someone flung it against a brick wall and it shattered into a hundred pieces. Coke is a smashable brand. So are Guinness, Ferrari, Harley- Davidson and, of course, Apple (take a sledgehammer to an iPad and youll know what I mean). Which suggests that the logo as we once knew and loved it--from Citibanks Scowling Umbrella (I dont know what else to call it), to Nikes Swoosh, to Starbuckss Whoever- The-Heck-She-Is--needs to be re-considered if its going to play any role in future brand-building. - Martin Lindstrom via @FastCompanyTuesday, March 27, 12
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  19. 19. • http://youtu.be/lAl28d6tbkoTuesday, March 27, 12
  20. 20. Tuesday, March 27, 12
  21. 21. Shred your marketing. All of it. Throw out your business cards, sales decks, tweets, emails and other communication channels. And look at what’s left?Tuesday, March 27, 12
  22. 22. Starting from scratch, List what remains. So after you’ve tossed the tired ads, 140 character messages, bold sales copy and red starbursts look at the heart of your message. Is it intact?Tuesday, March 27, 12
  23. 23. Business Card Ninjas. They stalk every chamber event, come to events with their business cards rubber banded, and love a good speed networking session.Tuesday, March 27, 12
  24. 24. Top 5 Reasons to Avoid Being a Business Card Ninja. 01 | You’re more than a flimsy business card can convey. 02 | You value your time. 03 | You value my time. (Important!) 04 | You understand value is in the relationship. 05 | And Finally, you don’t have enough hand sanitizer to shake that many hands.Tuesday, March 27, 12
  25. 25. Small Company, Big Brand. Insurance Broker - Piece of mind. Wedding Photographer - Memories. General Contractor - Vision. Chamber of Commerce - Community.Tuesday, March 27, 12
  26. 26. Small Company, Big Brand. Heating & Air Conditioning - Comfort. Real Estate - Lifestyle. Financial Planner - Security.Tuesday, March 27, 12
  27. 27. Bold & Bland Filter. There’s a natural habit to make the logo bigger, bold the copy, add a starburst or use your existing material. To compete small business must be prepared to think like a Fortune 500, but with the budget of a lemonade stand.Tuesday, March 27, 12
  28. 28. Crafting your story. (Strategy)Tuesday, March 27, 12
  29. 29. A great brand tells a story. And luckily we all make great stories. Marina Willer of Wolff Olins London declared, “It’s not about consistency, it’s about creating stories that make sense.” Stories are the way we connect with people and create relationships. If we think of brands as people or personalities, they need to be magical storytellers. As humans, we thrive on all of the emotional connections we have. We get passionate about them. It’s the stories we tell and hear that trigger those connections.Tuesday, March 27, 12
  30. 30. • http://youtu.be/R55e-uHQna0Tuesday, March 27, 12
  31. 31. So, who are you? Senior Vice President, Principal, Junior Lackey, Intern, Gofer, Sales Representative, Customer Service Specialist, Graphic Designer, General Contractor, Nurse Practitioner, Consultant, HR Genius, Director of Something Awesome, President, Dishwasher, Bartender...Tuesday, March 27, 12
  32. 32. Luckily, you’re none of them. A title gives little meaning to who you actually are, or what you do well. Sure it looks nice on a resume or business card, but why should I care? I used to be a Graphic Designer, an Art Director, a Creative Director, a Barista, and a Lawn Care Specialist.Tuesday, March 27, 12
  33. 33. What makes you tick? Are you an organizer? Do you like to lead groups? Walk Dogs? Play Sports? Write? Kill time on the internet? Think of 5 things you do really well, and write them down. I’m an artist, a dog walker, a coffee enthusiast, a community activist and a traveler.Tuesday, March 27, 12
  34. 34. So what does that mean? It turns out all the things I like to do, and do well correspond to a few core principles that guide both my personal and professional life. When I talk to people I relate the things I love to how I do them well. They are: Problem Solving, Collaboration, Project Management, a Constant Desire to Learn, and to see the World through Various Lenses.Tuesday, March 27, 12
  35. 35. Be Real & Don’t Lie. Step OneTuesday, March 27, 12
  36. 36. Lesson’s Learned. Step TwoTuesday, March 27, 12
  37. 37. List 5 things you Love. Step ThreeTuesday, March 27, 12
  38. 38. Clear & Concise Step FourTuesday, March 27, 12
  39. 39. Leave out the sales copy. Step FiveTuesday, March 27, 12
  40. 40. We want emotion. I’m not talking about an episode of The Wire, but you’ve got to draw in your audience bit by bit. You’re not a robot, or list of titles, you have great strengths, so highlight them.Tuesday, March 27, 12
  41. 41. • http://youtu.be/p916yeFa2XkTuesday, March 27, 12
  42. 42. • http://youtu.be/vr3x_RRJdd4Tuesday, March 27, 12
  43. 43. Defining your image. (Visual Appeal)Tuesday, March 27, 12
  44. 44. When you know your story, you have to start to compile visual elements that tie to it. This can be everything from clothing, shoes, cars, skateboards, to music. These are the elements that define your personal style.Tuesday, March 27, 12
  45. 45. Think about the significance of these items, why do they describe you and your brand?Tuesday, March 27, 12
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  49. 49. What common or shared attributes do they have? (Color, Type, Texture, etc.)Tuesday, March 27, 12
  50. 50. How can you articulate their value in a verbal and written way? Clean san-serifs, elegant scripts, bold colors, refined negative spaces and crisp imagery.Tuesday, March 27, 12
  51. 51. Audience? (Hook) Who are you talking to. B2B / B2C, Peers, etc.Tuesday, March 27, 12
  52. 52. Your brand is built by experience. This experience starts with your personal appearance, attitude and manner. To build a successful brand you have to start at the core of who you are, how you interact with others and work outward to your physical and digital footprint.Tuesday, March 27, 12
  53. 53. How am I perceived by my audience?Tuesday, March 27, 12
  54. 54. What differences in experience do segments of my audience have? (B2B vs. B2C, Peers, Clients, Managers,etc.)Tuesday, March 27, 12
  55. 55. Is their perception accurate to my brand?Tuesday, March 27, 12
  56. 56. • http://youtu.be/G5lTTaPeglgTuesday, March 27, 12
  57. 57. • http://youtu.be/7skPnJOZYdATuesday, March 27, 12
  58. 58. • http://youtu.be/Y4MnpzG5SqcTuesday, March 27, 12
  59. 59. Tuesday, March 27, 12
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  63. 63. Roadmap.Tuesday, March 27, 12
  64. 64. Build a survey & Ask Questions.Tuesday, March 27, 12
  65. 65. What to ask? 1. How do you explain your brand to new customers? 2. What do your current customers think of your brand? And Why? 3. How do your employees describe your brand? What keywords or attributes are important when they talk about the brand? 4. What are the differences in your brand through a customers perspective and an employees? And Why?Tuesday, March 27, 12
  66. 66. SWOT 5. List your Strengths and why. 6. List your Weaknesses and why. 7. What are your Opportunities? 8. What do you consider your Threats?Tuesday, March 27, 12
  67. 67. Read your responses and take an honest look under the hood. Do you consider your brand to be a business asset or an afterthought?Tuesday, March 27, 12
  68. 68. Put your experience into writing. Refine.Tuesday, March 27, 12
  69. 69. Define your brand umbrella. Visual, copy, strategy, channel development, etc.Tuesday, March 27, 12
  70. 70. Take it for a test drive. Ask for feedback.Tuesday, March 27, 12
  71. 71. Smash it. What do you have now?Tuesday, March 27, 12
  72. 72. Invest in Your brand. Remember brands take work, now and then you have to do some maintenance, take a class, buy some new clothes, travel, etc. Don’t let what defines you be what you do at work. Work is very small part of your brand.Tuesday, March 27, 12
  73. 73. Question & AnswerTuesday, March 27, 12
  74. 74. Thanks. Bradford Wason brad@23rd5th.com @bradwasonTuesday, March 27, 12

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