An introduction to better brand marketing
Getting your message across? <ul><li>You might have … </li></ul><ul><ul><li>Brochure </li></ul></ul><ul><ul><li>Website </...
Let us make it clear! <ul><li>Is your marketing making a difference to your business? </li></ul><ul><li>Are you clearly di...
The PAW Formula: LOUD = PROUD   Listen + Observe + Understand + Distil = A strong brand <ul><li>The more you listen to som...
Getting on the brand ladder
<ul><li>To connect and remain in your public’s consciousness something special has to take shape </li></ul><ul><li>You onl...
Getting louder, but are you getting any warmer? <ul><li>You won’t get very far if you simply shout louder about that diffe...
Brand engagement <ul><li>Warmth and affinity for your brand are created by communicating relevant and appealing characteri...
Brand values <ul><li>A doctor that solely fulfils the clinical functions of service is unlikely to be spoken of favourably...
Engage > Enlighten > Elicit a call to action <ul><li>Having engaged, you need to enlighten audiences </li></ul><ul><li>Sta...
The brand & business opportunity <ul><li>Then you’ll have the means to lock your brand in to their minds </li></ul><ul><li...
Plugging in to your business and brand <ul><li>To capture the essence of your brand, we adopt a 3-point plan of action… </...
Total immersion: A deeper dive <ul><li>Through in-depth discussions, internally and externally… </li></ul><ul><ul><li>expl...
The PAW Communications Platform <ul><li>A clear route for your marketing </li></ul><ul><li>Explores & checks propositions,...
A case in point: GSM
Developing the GSM brand: Past & Present
Defining the GSM brand: Present & Future <ul><li>A  modern day classic </li></ul><ul><li>Your home for financial expertise...
Delivering the GSM brand…Corporate brochure
Delivering the brand…DM/Brochure inserts
Delivering the GSM brand…Website
Delivering the GSM brand…   Charity media campaign 2011 <ul><li>Advertising </li></ul><ul><li>Sponsorship </li></ul><ul><l...
Delivering the GSM brand…   Charity media campaign 2011
From our Client “ As a firm we are naturally modest and perhaps we don’t sell ourselves as well as we should. Having a qua...
Communications that work harder from PAW <ul><li>Robust brands </li></ul><ul><li>Strong consistent identities </li></ul><u...
Will the flap of a butterfly's wings in Elstree  create a storm in the City? Quite possibly! Bringing brands to market and...
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Articulate Your Brand

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Better Brand Marketing from PAW

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Articulate Your Brand

  1. 1. An introduction to better brand marketing
  2. 2. Getting your message across? <ul><li>You might have … </li></ul><ul><ul><li>Brochure </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Mailings (e-marketing & print) </li></ul></ul><ul><li>But are you really communicating? </li></ul>
  3. 3. Let us make it clear! <ul><li>Is your marketing making a difference to your business? </li></ul><ul><li>Are you clearly differentiated from your competitors? </li></ul><ul><li>Is your message clear? </li></ul><ul><li>Are you talking to the right people? </li></ul><ul><li>Are you communicating the right things at the right time? </li></ul><ul><li>When and where are they most receptive? </li></ul><ul><li>Do you want to take your marketing to the next level? </li></ul>
  4. 4. The PAW Formula: LOUD = PROUD Listen + Observe + Understand + Distil = A strong brand <ul><li>The more you listen to somebody </li></ul><ul><li>the more they’ll listen to you </li></ul><ul><li>To gain… </li></ul><ul><ul><li>resonance for your message </li></ul></ul><ul><ul><li>a greater connection with clients </li></ul></ul><ul><ul><li>a strong brand fit </li></ul></ul><ul><ul><li>pole position, at the top of their mind </li></ul></ul><ul><ul><li>more loyal clients </li></ul></ul>
  5. 5. Getting on the brand ladder
  6. 6. <ul><li>To connect and remain in your public’s consciousness something special has to take shape </li></ul><ul><li>You only have moments to create that first significant impression </li></ul><ul><li>You need to establish the difference that will make a difference to them </li></ul>Consciously better. Consciously different
  7. 7. Getting louder, but are you getting any warmer? <ul><li>You won’t get very far if you simply shout louder about that difference </li></ul><ul><li>To engage your current and prospective customers… </li></ul><ul><ul><li>You will need to capture hearts and minds </li></ul></ul><ul><ul><li>Balance the rational with the emotional </li></ul></ul><ul><ul><li>Meet aspirations & expectations with substance and an appropriate tone of voice </li></ul></ul>
  8. 8. Brand engagement <ul><li>Warmth and affinity for your brand are created by communicating relevant and appealing characteristics of your business </li></ul><ul><li>These are your brand values and are key to engaging with customers before any marriage takes place! </li></ul><ul><ul><li>They are a reflection of the manner by which you do business </li></ul></ul><ul><ul><li>They are the reason you gain business </li></ul></ul><ul><ul><li>And how you’ll retain it! </li></ul></ul>
  9. 9. Brand values <ul><li>A doctor that solely fulfils the clinical functions of service is unlikely to be spoken of favourably, if he has a lousy bedside manner </li></ul><ul><li>You need to make sure your brand has a good bedside manner! </li></ul>
  10. 10. Engage > Enlighten > Elicit a call to action <ul><li>Having engaged, you need to enlighten audiences </li></ul><ul><li>Stand out from the crowd </li></ul><ul><li>Elicit the all important action </li></ul>
  11. 11. The brand & business opportunity <ul><li>Then you’ll have the means to lock your brand in to their minds </li></ul><ul><li>Even if they are not ready for your products/services, from that point on, you’ll be on their beauty parade </li></ul><ul><li>‘ A recession can give brands a once in a lifetime opportunity to put real distance between them and their rivals’ </li></ul><ul><li> - Stuart Smith , Consultant editor Marketing Week  </li></ul>
  12. 12. Plugging in to your business and brand <ul><li>To capture the essence of your brand, we adopt a 3-point plan of action… </li></ul><ul><ul><li>PAW immersion </li></ul></ul><ul><ul><ul><li>Market position </li></ul></ul></ul><ul><ul><ul><li>Competitive positioning </li></ul></ul></ul><ul><ul><ul><li>SWOT analysis </li></ul></ul></ul><ul><ul><li>In-depth discussions </li></ul></ul><ul><ul><ul><li>Gauge perceptions </li></ul></ul></ul><ul><ul><ul><li>Discover heritage </li></ul></ul></ul><ul><ul><ul><li>Determine values </li></ul></ul></ul><ul><ul><ul><li>Discover personality </li></ul></ul></ul><ul><ul><li>Develop your Communications Platform </li></ul></ul><ul><ul><ul><li>Establish strong brand characteristics that best fit the target audience(s) </li></ul></ul></ul>
  13. 13. Total immersion: A deeper dive <ul><li>Through in-depth discussions, internally and externally… </li></ul><ul><ul><li>explore and check the viability of your proposition </li></ul></ul><ul><ul><li>portray your principals and principles as individual </li></ul></ul><ul><ul><li>give shape & substance to your brand & communications </li></ul></ul><ul><ul><li>elicit answers consumers and business partners want </li></ul></ul><ul><ul><li>create a greater gap between you competitors </li></ul></ul><ul><ul><ul><li>  </li></ul></ul></ul><ul><ul><li> a PAW Communications Platform © </li></ul></ul><ul><ul><li>the cornerstone of your future marketing </li></ul></ul>
  14. 14. The PAW Communications Platform <ul><li>A clear route for your marketing </li></ul><ul><li>Explores & checks propositions, refines or replaces with that which resonates most </li></ul><ul><li>Paints a pen portrait of key audiences & motivations to purchase </li></ul><ul><li>Provides strategic and creative infrastructure for brand & messages to be communicated over time, identifying priorities, to address business issues </li></ul><ul><li>Presents a personality and tone of voice commensurate with the brand to match the target audience mindset </li></ul><ul><li>Leaves audience with desired feeling </li></ul><ul><li>Prompts required calls to action </li></ul>
  15. 15. A case in point: GSM
  16. 16. Developing the GSM brand: Past & Present
  17. 17. Defining the GSM brand: Present & Future <ul><li>A modern day classic </li></ul><ul><li>Your home for financial expertise </li></ul><ul><li>Welcoming </li></ul><ul><li>Of today </li></ul><ul><li>Higher quality </li></ul><ul><li>Ethical </li></ul><ul><ul><li>‘ Doing the right thing since 1918’ </li></ul></ul><ul><li>‘ Together, we’ll build better business ’ </li></ul>
  18. 18. Delivering the GSM brand…Corporate brochure
  19. 19. Delivering the brand…DM/Brochure inserts
  20. 20. Delivering the GSM brand…Website
  21. 21. Delivering the GSM brand… Charity media campaign 2011 <ul><li>Advertising </li></ul><ul><li>Sponsorship </li></ul><ul><li>On-line and in print </li></ul>
  22. 22. Delivering the GSM brand… Charity media campaign 2011
  23. 23. From our Client “ As a firm we are naturally modest and perhaps we don’t sell ourselves as well as we should. Having a quality brochure has I’m sure helped us convert many an enquiry into a client, which would otherwise have just had us down as one on a list of a few firms. What does this mean to our bottom line? Since the beginning of August, with the help of our improved communications material in the form of a new website and high quality brochure I have: Signed up 3 new clients, worth a combined £7,600 in fees in the 1st year alone. In addition I have proposals out with 3 potential clients which I am confident of converting into clients. These 3 prospectives if converted would bring in first year fees which I conservatively estimate to be £6,600. Plus I have two referrals that I will be meeting with over the next week, which if I convert them will be worth combined fees to the firm of £3k for one year.” Quote from Richard Hill, Partner – Griffin Stone, Moscrop & Co. 15 th Sep. 2010
  24. 24. Communications that work harder from PAW <ul><li>Robust brands </li></ul><ul><li>Strong consistent identities </li></ul><ul><li>Single-minded clear communications </li></ul><ul><li>Seamless messages across media </li></ul><ul><li>Greater awareness </li></ul><ul><li>Greater resonance with customers </li></ul><ul><li>Greater motivation to ‘purchase’ from you </li></ul><ul><li>Greater brand loyalty </li></ul><ul><li>Greater return on your marketing investment with PAW </li></ul>
  25. 25. Will the flap of a butterfly's wings in Elstree create a storm in the City? Quite possibly! Bringing brands to market and business to life e: paw@brands2market.com tel: 020 8736 5877 www.brands2market.com

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