A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009


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Nancy Resnick and Alan Bergstrom, Brand Insights, Madison WI, presented to Fitchburg Chamber of Commerce discussing the power of a broad, overall approach to the brand. Manage the brand promise at all customer touchpoints.

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A brand is more than a logo! Fitchburg Chamber, Sept 1, 2009

  1. 1. HOW’S YOUR BRAND WORKING? UNLEASH THE POWER OF YOUR BRAND Nancy Resnick Alan Bergstrom September 1, 2009 © 2009, Brand Insights LLC
  2. 2. WELCOME  What to expect 2
  3. 3. ABOUT US  We are a brand-centered consulting agency focused on helping organizations “activate” and unleash the full power their brand to improve market success. Our goal is to provide measureable and meaningful impact on the organization’s bottom line.  We help organizations use their brand to discover opportunities and deliver them in extraordinary ways 3
  4. 4. ABOUT US Alan Bergstrom Chief Strategy Officer Alan has over 20 years of brand strategy and implementation experience, working with clients of all types and categories to enhance brand performance. He is a nationally renowned expert with deep experience in positioning, operationalizing, measuring, and guiding brands to greatness. Previously, he founded and led one of the top three brand agencies in the US. Alan is a frequent speaker and writer on brand issues and solutions. Nancy Resnick Chief Customer Officer Nancy has over 20 years of marketing and customer research experience. Much of her career was with a international financial services company where she created the direct response marketing department, established the marketing information function, and headed the qualitative research section. Nancy is passionate about the power of customer information to drive company success. 4
  5. 5. OVERVIEW  What is a brand?  Definition  Components  Examples Three keys to brand success Q&A 5
  6. 6. WHAT IS A BRAND?  Brands live in the minds of the customer HOW DO THEY GET THERE? 6
  7. 7. WHAT IS A BRAND? A brand is a combination of functional and emotional characteristics that define an image or personality which appeals to certain customer segments—it’s the core essence of a company or organization It’s something that is both tangible and intangible. It’s the sum of experiences that a customer has with your organization…good, bad, or indifferent Very simply, a brand is about making a promise and keeping that promise, day-in and day-out 7
  8. 8. WHAT IS A BRAND?—COMPONENTS  Name  Logo (visual identity)  Company/organization (what’s behind the brand)  Attributes/characteristics  Personality  Promise of some benefit(s) 8
  9. 9. WHAT IS A BRAND? o Name… o Often descriptive, invented, experiential, or evocative Abbreviated Descriptive Invented Experiential Evocative Named IBM General Google Explorer Yahoo! Ford Motors AT&T Huggies Ebay Target Nike Sony IKEA Coca-Cola Oreo Sunkist Apple Hewlett- Packard BMW Pizza Hut Velcro Starbucks Virgin Macy’s 9
  10. 10. WHAT IS A BRAND?  …yet, you’d be surprised how some companies select a brand name 10
  11. 11. WHAT IS A BRAND?  Logo... o Generally designed to reinforce the name—can be creative, symbolic, include an icon, or merely grab attention 11
  12. 12. WHAT IS A BRAND?  …or, then again, completely defy logic 12
  13. 13. WHAT IS A BRAND?  Company/organization (what’s behind the brand) 13
  14. 14. WHAT IS A BRAND?  Attributes/characteristics Functional Emotional Attributes: Attributes: “What does it “How does it do for me?” make me feel?” 14
  15. 15. WHAT IS A BRAND?  What are this brand’s attributes? 15
  16. 16. WHAT IS A BRAND?  What are this brand’s attributes? 16
  17. 17. WHAT IS A BRAND? o Personality o Those “human traits” that are often buried in our subconscious—what we think of if the brand were a person o Often used as the background, or “language” in advertising and marketing communications o But, they are real…they allow us to relate to various brands on a human level 17
  18. 18. WHAT IS A BRAND?  What is this brand’s personality?  Gender?  Age?  Life stage?  Occupation?  Dress style?  Hobbies?  Personality traits? 18
  19. 19. WHAT IS A BRAND?  What is this brand’s personality?  Gender?  Age?  Life stage?  Occupation?  Dress style?  Hobbies?  Personality traits? 19
  20. 20. WHAT IS A BRAND? o Promise o Simple, “core idea” or message that a brand tries to convey as its primary benefit to customers o Can be functional or emotional o Sometimes captured in the brand’s tagline or slogan o But, have to be believable and capable of being delivered (real) 20
  21. 21. WHAT IS A BRAND?  What is this brand’s promise? “create magical encounters and memories” 21
  22. 22. WHAT IS A BRAND?  What is this brand’s promise? “celebrate self-esteem and creativity” 22
  23. 23. KEYS TO BRAND SUCCESS—DEVELOP A UNIQUE AND COMPELLING POINT OF DIFFERENCE # 1 • Unless your brand is comparably different, you’re becoming a commodity • Uniqueness can generate higher prices and greater loyalty • Strong brands don’t attempt to be everything to everyone 23
  24. 24. KEYS TO BRAND SUCCESS—RELATIONSHIPS DEPEND ON RELEVANT BRAND PROMISES # 2 • Most customers don’t purchase merely a “product” or “service” • They buy trust, quality, reputation, and relevance • Successful brands understand their customers’ needs and maintain relevance—expressed as a promise 24
  25. 25. KEYS TO BRAND SUCCESS—DELIVER YOUR BRAND PROMISE ACROSS ALL TOUCHPOINTS # 3 • Great customer experiences are the result of intentional, coordinated internal action • All employees and organization departments contribute to deliver the promise at every customer encounter • Extraordinary customer experiences create brand evangelists who rave about their experiences to others 25
  26. 26. QUESTIONS? 26