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How to Build, Brand, and Tell Your Story Better

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How to Build, Brand, and Tell Your Story Better

  1. 1. © 2015 Vijay Menon An action plan to Build, Brand & Tell Your Story Better VIJAY MENON Updated July 2015
  2. 2. Marketing is concerned with the four Ps – product, price, place, and promotion. Strategic Marketing Tactical Marketing - Segment - Target - Position - Product & service management - Pricing - Placement - Sales promotion - Mass communication - One-to-one communication Choose the value Deliver the value Communicate the value The big picture… Source: Marketing Management, Philip Kotler 2© 2015 Vijay Menon
  3. 3. Choose the value Deliver the value Communicate the value Lets assume that other people have dealt with product, pricing, and placement. That leaves us with the task of building the brand through positioning, branding, and communication. Strategic Marketing Tactical Marketing - Segment - Target - Position - Product & service management - Pricing - Placement - Sales promotion - Mass communication - One-to-one communication Brand building* is more than marketing… 3 *Building a brand goes well beyond marketing. It affects every touch point involving your product, service, and employees. This presentation is about how to build and tell your story -- making that story credible is about how you behave as a company day in and day out. © 2015 Vijay Menon
  4. 4. Positioning is about focusing on one - and just one - big idea The standard way to write a positioning statement is to say what you do, for whom, and why you are better at it than others. A good example of an effective positioning statement-cum-tagline is the one that SAP used to reposition itself after the mySAP confusion of the early 2000s: The Best-Run Businesses Run SAP It sought to put SAP firmly back where they liked to be—among the big boys. It was their rallying cry, their big idea. 4© 2015 Vijay Menon
  5. 5. Brand Signals Brand idea Brand personality Verbal identity Visual identity Sensory identity What it stands for The attitude it projects It’s name and how it talksWhat it looks like What it feels and sounds like Branding is about sending signals. Signals create associations. Source: Landor Associates 5© 2015 Vijay Menon
  6. 6. Company Story Customers Media AnalystsInvestors Employees Does it solve my problem? Is it cost-effective? Is this newsy? What’s different? How does this change the status quo? What’s the ROI? Is this a good place to work? Communication is about engaging with many audiences, each with different needs and wants 6© 2015 Vijay Menon
  7. 7. A typical marketing communication plan: Build, brand, and tell your story to all stakeholders. 7 a. Build the story Set marcom goals based on gap analysis. Standardize branding. Set up a content creation process. Create content for different audiences. Website revamp and SEO. b. Tell the story Search engine marketing. Advertising. PR. Direct marketing. Social media marketing. Events. Analyst relations. Investor relations. Internal communication. © 2015 Vijay Menon
  8. 8. Brand building costs money. Fund your program adequately. It costs money to build, brand, and communicate your story. You need to hire people and agencies for design, content creation, PR, advertising, website and SEO, events, and so on. For example, midsized and large IT services companies typically spend 1% of revenue on marketing. If you are a small company (revenue < $10 million), expect to spend a higher percentage to make an impact. But don’t get caught up on vague formulae like percentage of revenue. Arrive at a marketing budget by defining goals and activities and putting a number to their cost. 8© 2015 Vijay Menon
  9. 9. Need help? 9 Vijay Menon is a Bangalore based marketing and communication consultant with 30 years’ experience across technology, journalism, and marketing. He was previously vice president of marketing at Infosys BPO and QuEST. Contact vijaym at vijaymenon dot com www.vijaymenon.com © 2015 Vijay Menon

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