Does your brand penetratepast the logo on the sweatshirt?             COLLEGE             #NACCAP2012  Brands That Go Deep...
#NACCAP2012         SEMINAR OBECTIVES    How to create a practical Brand Strategy    Identify Touchpoints with the Audienc...
#NACCAP2012Don’t Just Graduate Students . . .     Graduate AdvocatesA brand advocate is a loyal customer who is willingly ...
#NACCAP2012              BRAND STRATEGY               the apPROach    1.                  2.              3.       4.PRONO...
1. PRONOUNCE       Brand Discovery       1. What is your brand?           100% Perception - INFLUENCE        ■ Think of yo...
1. PRONOUNCE  Brand Discovery  2. Do Representatives understand and  represent the brand ?        Create Brand Standards  ...
1. PRONOUNCE      Brand Discovery      4. Does your Brand connect on an      emotional level?       ■ List the features an...
1. PRONOUNCE       Brand Discovery       5. Is your Brand relevant and flexible?        ■ Cultural Relevance        ■ Digit...
1. PRONOUNCE      Brand Discovery      8. Are you creating community around      the Brand?       ■ Social Media Strategy ...
TOUCHPOINTS            ANY INTERACTION THAT              OCCURS WITH THE                   BRAND                      (PLA...
TOUCHPOINTS                A Sensory Experiencethe apPROach PRACTICAL BRAND STRATEGY
my                  university                                        TOUCHPOINT                                        IN...
my                                 universitythe apPROach PRACTICAL BRAND STRATEGY
2. PROJECT      3. PROVE      4. PROTECTthe apPROach PRACTICAL BRAND STRATEGY
+ INITIATIVES    = BRAND STRATEGY               THAT INFLUENCES PERCEPTION               & CREATES BRAND ADVOCACYthe apPRO...
THANK YOU                               twitter: @reusserdesign                               slideshare.net/reusserdesign...
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Does your brand penetrate past the logo on the sweatshirt?

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Does your brand penetrate past the logo on the sweatshirt?

  1. 1. Does your brand penetratepast the logo on the sweatshirt? COLLEGE #NACCAP2012 Brands That Go Deeper Than Fabric
  2. 2. #NACCAP2012 SEMINAR OBECTIVES How to create a practical Brand Strategy Identify Touchpoints with the Audience New Ways to Influence Brand Perception Initiatives to Leverage Brand AdvocacyBrands That Go Deeper Than Fabric
  3. 3. #NACCAP2012Don’t Just Graduate Students . . . Graduate AdvocatesA brand advocate is a loyal customer who is willingly engaged intoactive promotion of a brand, a product or a company. The brandadvocate is not paid for its service. Brand advocates are usuallyable to communicate on behalf of the company and promote itsproducts or services. They do so because of their POSITIVEEXPERIENCE with the brand. Brands That Go Deeper Than Fabric
  4. 4. #NACCAP2012 BRAND STRATEGY the apPROach 1. 2. 3. 4.PRONOUNCE PROJECT PROVE PROTECT Brands That Go Deeper Than Fabric
  5. 5. 1. PRONOUNCE Brand Discovery 1. What is your brand? 100% Perception - INFLUENCE ■ Think of your brand as a person with a distinct personality. Describe him or her, then convey these traits in everything you do and create. ■ Write positioning statements and a story about your brand; use them throughout your company materials. ■ Choose colors, fonts and other visual elements that match your personality. ■ Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company.the apPROach PRACTICAL BRAND STRATEGY
  6. 6. 1. PRONOUNCE Brand Discovery 2. Do Representatives understand and represent the brand ? Create Brand Standards 3. Is the Brand used Consistently? Integrated Brand Strategythe apPROach PRACTICAL BRAND STRATEGY
  7. 7. 1. PRONOUNCE Brand Discovery 4. Does your Brand connect on an emotional level? ■ List the features and benefits of your product / service. ■ Determine which benefits are most important to each of your customer segments. ■ Identify which benefits are emotional – the most powerful brand strategies tap into emotions. ■ Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. That’s what your brand should represent.the apPROach PRACTICAL BRAND STRATEGY
  8. 8. 1. PRONOUNCE Brand Discovery 5. Is your Brand relevant and flexible? ■ Cultural Relevance ■ Digital Age Savvy - Are you keeping up? 6. Is your Brand persona aligned with your Audience? 7. Is the marketing budget aligned to maximize opportunities? ■ Avoid Status Quo Marketingthe apPROach PRACTICAL BRAND STRATEGY
  9. 9. 1. PRONOUNCE Brand Discovery 8. Are you creating community around the Brand? ■ Social Media Strategy ■ Relationship Building/Personalization 9. Are you rewarding Brand Loyalty? 10. Do you Empower Brand Advocacy?the apPROach PRACTICAL BRAND STRATEGY
  10. 10. TOUCHPOINTS ANY INTERACTION THAT OCCURS WITH THE BRAND (PLANNED & UNPLANNED)the apPROach PRACTICAL BRAND STRATEGY
  11. 11. TOUCHPOINTS A Sensory Experiencethe apPROach PRACTICAL BRAND STRATEGY
  12. 12. my university TOUCHPOINT INTERACTION DIAGRAM PRACTICEthe apPROach PRACTICAL BRAND STRATEGY
  13. 13. my universitythe apPROach PRACTICAL BRAND STRATEGY
  14. 14. 2. PROJECT 3. PROVE 4. PROTECTthe apPROach PRACTICAL BRAND STRATEGY
  15. 15. + INITIATIVES = BRAND STRATEGY THAT INFLUENCES PERCEPTION & CREATES BRAND ADVOCACYthe apPROach PRACTICAL BRAND STRATEGY
  16. 16. THANK YOU twitter: @reusserdesign slideshare.net/reusserdesignthe apPROach PRACTICAL BRAND STRATEGY

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