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Advokate Branding Presentation

<< I apologize for the minor formatting funkiness that happened when this uploaded. >> This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions: 1. What is Branding? 2. Why Branding is Relevant to Your Business 3. What Elements Comprise a Successful Brand 4. How Often a Brand Should be Updated 5. Where to Start This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center. Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand! Kate Austin-Avon www.advokate.net (518) 353-2121 kate@advokate.net

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BRANDING
A presentation by Kate Austin-Avon
What is Branding?
“A Brand is a name, term, sign, symbol or
design, or a combination of them, intended
to identify the goods and services of one
seller or group of sellers and to differentiate
them from those of other sellers.”
— The American Marketing Association
What is Branding?
Your Brand is a promise.
It represents your quality, performance and
other dimensions of value that set you
apart from your competitors
in the minds of your customers.
It's a discipline for how you communicate.
It's the experience your customers have.
What is Branding?
Beyond just your graphics, logo and
marketing, your Brand is also reflected in
your staff, your story, your location, your
online presence, your pricing, your
professionalism, customer service & more.
Every time the public interacts with your
Brand, their experience defines what that
Brand represents.
What is Branding?
You have a Brand already.
The questions are:
Do you know what your Brand is?
&
Are you in control of it?
What is Branding?
What are you known for?
What makes you unique?
Why should any consumer choose you
over your competitors?
How do folks know that you're YOU?

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Advokate Branding Presentation

  • 1. BRANDING A presentation by Kate Austin-Avon
  • 2. What is Branding? “A Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” — The American Marketing Association
  • 3. What is Branding? Your Brand is a promise. It represents your quality, performance and other dimensions of value that set you apart from your competitors in the minds of your customers. It's a discipline for how you communicate. It's the experience your customers have.
  • 4. What is Branding? Beyond just your graphics, logo and marketing, your Brand is also reflected in your staff, your story, your location, your online presence, your pricing, your professionalism, customer service & more. Every time the public interacts with your Brand, their experience defines what that Brand represents.
  • 5. What is Branding? You have a Brand already. The questions are: Do you know what your Brand is? & Are you in control of it?
  • 6. What is Branding? What are you known for? What makes you unique? Why should any consumer choose you over your competitors? How do folks know that you're YOU?
  • 7. What is Branding? Origins of the term go back to brands on cattle — a symbol burned into the animal's skin with a hot iron stamp. When you looked at a cow, you instantly knew whose farm it belonged to. It should be the same with your business.
  • 8. What is Branding? WHY should someone choose you? How do YOU stand out against your competitors in a crowded marketplace? Start with what makes you different.
  • 9. What is Branding? Take a look at these logos and pay attention to the feeling you get about each one of them. • Are they familiar? • Do you trust them? • Do you spend your money with them? • Beyond just the logo, what other things are called to mind when you think about these companies? Think about price, quality, customer service, charitable efforts, innovation. The colors and cleanliness of their locations, the uniforms their employees wear, the friendliness of their staff, their ads, etc. • What is their Brand message? • Who are the people who patronize these businesses? • Do you want to be associated with those people?
  • 26. What is Branding? Here are some local examples. Ask yourself the same questions: • Are they familiar? • Do you trust them? • Do you spend your money with them? • Beyond just the logo, what other things are called to mind when you think about these companies? Think about price, quality, customer service, charitable efforts, innovation. The colors and cleanliness of their locations, the uniforms their employees wear, the friendliness of their staff, their ads, etc. • What is their Brand message? • Who are the people who patronize these businesses? • Do you want to be associated with those people?
  • 45. Why is Branding Important? Branding = Trust
  • 46. Why is Branding Important? With so many competing businesses with similar products or services, consumers need to know which way to go. Brands add emotion to these products and services, which creates a relationship between Brands and consumers, ensuring Brand loyalty.
  • 47. Why is Branding Important? Brands create aspirational lifestyles based on these consumer relationships. Association with a Brand transfers those lifestyles onto consumers. The combo of emotions, relationships and lifestyles allows brand owners to charge a price premium for their products and services — which are otherwise barely distinguishable from “generics”.
  • 48. Why is Branding Important? If your brand is clear and effective, Brand advocates talk favorably about you and pass on positive word-of-mouth. In a world that is increasingly influenced by social recommendation over advertising, this is positively essential.
  • 49. Why is Branding Important? Word of mouth marketing is FREE. It's the MOST CREDIBLE form of advertising. According to Nielsen, a leading global information company, 92 percent of people trust recommendations from friends and family more than all other forms of marketing. The same study found that less than half of all customers consider traditional paid advertising to be credible.
  • 50. Why is Branding Important? Think about it. Don't you pay more for brand name?
  • 51. Why is Branding Important? Why?
  • 52. Why is Branding Important? Branding is what makes your business valuable. Isn't the dollar bill just a piece of paper? What matters is what people think. What's familiar is what's trusted.
  • 53. An effective Brand:  Delivers a clear message  Confirms your credibility  Connects to your targets emotionally  Motivates the target to act  Creates loyalty
  • 54. An effective Brand:  Delivers a clear message  Confirms your credibility  Connects to your targets emotionally  Motivates the target to act  Creates loyalty
  • 55. An effective Brand Think about these examples. What is the message? How do they connect emotionally?
  • 56. An effective Brand The biggest thing is to engage in every activity with Brand Intention. What are you trying to say? Who are you trying to attract? What is your personality & voice? Look at every activity through that lens.
  • 57. Keep your Brand updated Follow cues from your customers as to whether it's time to refresh your Brand. If anything in your business has recently changed, it might be time for a new look.
  • 58. Keep your Brand updated Some questions to ask yourself: • Are your Brand materials reflective of the business's current state? • Have your target market or core values shifted? • Can your Brand easily be identified from your competitors?
  • 59. Keep your Brand updated Indicators that your design needs a facelift: 1. It doesn't adapt well to modern media. 2. It doesn't represent your current business. 3. It was a DIY project. 4. Your competition's logo is better. 5. It's too complicated.
  • 60. Where to start Ask yourself these questions: 1. What is the company's back story? 2. What are the features & benefits that my business offers? 3. Who are my competitors? 4. What makes me different? 5. Who is my target audience? 6. What are they looking for? 7. How can I connect with them emotionally?
  • 61. Keep your Brand updated
  • 62. Where to start A professional graphic designer or marketing agency can help to translate your answers into images. You are your biggest brand agent. Be in control of your brand. Know what it is, and consciously incorporate it into everything that your company does.
  • 63. Your Brand's marketing checklist  Colors  Fonts  Voice/Tone  Logo  Tag line  Website  Tag line  Imagery (photos, graphics, etc.)  Printed Materials (Business cards, brochures, posters, etc.)  Advertising  Social Networking  Signage  Promotional Items  Email marketing  Vehicle graphics  & more Consistency is key! Pick your elements and stick with them. Appeal to your target audience. Your brand should be more about who you are now & where you want to be than where you've been.
  • 64. Branding is not just visual Don't forget to ensure Brand consistency in: Tag Lines • Photos • Social Media • Staff Uniforms • Location Design & Style • Price Cleanliness • Customer Service • Website Advertisements • Jingles • Location • Brand Standards for all Designs • Digital Marketing … EVERYWHERE!
  • 65. Branding is not just visual The public's experience is what brings the Brand to life. The quality of a Brand is determined by the promises made and promises kept. Do you promise to be fun? To help people? To preserve the environment? What are your promises and how do you deliver them?
  • 66. Branding is not just visual Once you know what your Brand is, let that inform every experience that a customer has with you. Consistency is crucial to trust-building. Consumer trust and loyalty is what every business needs to succeed.
  • 68. Thank you. Web & Graphic Design, Marketing, Publicity, Small Business Consultation & More Kate Austin-Avon www.advokate.net (518) 353-2121 kate@advokate.net