Branding vs Business - ARISE ROBY


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Branding vs Business - ARISE ROBY

  2. 2. What is a brand? ARISE TRAINING & RESEARCH CENTER
  4. 4. A brand is not a logo. ARISE TRAINING & RESEARCH CENTER
  5. 5. A brand is not a product. ARISE TRAINING & RESEARCH CENTER
  6. 6. A brand is not a slogan. ARISE TRAINING & RESEARCH CENTER
  7. 7. A brand is not an ad. ARISE TRAINING & RESEARCH CENTER
  8. 8. A brand is not a company. ARISE TRAINING & RESEARCH CENTER
  9. 9. A brand is a promise. • A brand promises something to consumers. • A brand sets consumer expectations. • A brand meets those expectations in every consumer interaction and experience. ARISE TRAINING & RESEARCH CENTER
  10. 10. Brands that don’t keep their promises fail. ARISE TRAINING & RESEARCH CENTER
  11. 11. What is a brand? ARISE TRAINING & RESEARCH CENTER
  12. 12. The Elements of Branding Tangible Logo Color palette Typeface Intangible Image Messages Promise Brand PerceptionARISE TRAINING & RESEARCH CENTER
  13. 13. Tangible Brand Elements • Elements of a brand that consumers can see and touch such as logo, typefaces, and colors. AT&T uses Pantone Process Blue as the primary color and the AT&T Clearview font for its corporate identity, logo and marketing materials. ARISE TRAINING & RESEARCH CENTER
  14. 14. Intangible Brand Elements • Elements of a brand that consumers indirectly attribute to that brand and anything that bears that brand name or association such as messages, image and promise. Harley Davidson communicates messages related to freedom and has an image of camaraderie. When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent. ARISE TRAINING & RESEARCH CENTER
  15. 15. 3 Steps to Brand Building • Consistency – messages, image, and so on must be consistent or consumers become confused and turn away from the brand. • Persistence – brands are not built overnight. • Restraint – don’t be tempted to go too far.ARISE TRAINING & RESEARCH CENTER
  16. 16. Brands are built by consumers, NOT companies. • Companies put out the messages and nudge consumers in the desired direction, but consumers create brands through experiences and emotions. It is essential that building your brand is a top priority for your business! ARISE TRAINING & RESEARCH CENTER
  17. 17. Brands are built from Consumer Perceptions • Communicating consistent messages • Setting consumer expectations • Delivering on those consumer expectations every time Branding affects every part of your marketing strategy. ARISE TRAINING & RESEARCH CENTER
  18. 18. Strong brands develop over time. • The strongest brands OWN a word or phrase in consumers’ minds. • That is the brand’s position relative to other products on the market. ARISE TRAINING & RESEARCH CENTER
  19. 19. What word does your brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns ARISE TRAINING & RESEARCH CENTER
  20. 20. If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials are so successful. BRAND POSITIONING ARISE TRAINING & RESEARCH CENTER
  21. 21. Great Brand Examples ARISE TRAINING & RESEARCH CENTER
  22. 22. Take the Brand Perception Snap Shot • What 5 words do you use to describe your brand today? • What 5 words do your customers use to describe your brand today? • What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)? Find the gaps and fill them! ARISE TRAINING & RESEARCH CENTER
  23. 23. How to Build a Brand ARISE TRAINING & RESEARCH CENTER
  24. 24. A.R.M.S. 4 Steps to Brand Building Success • Awareness • Recognition • Memory • Spreading the word ARISE TRAINING & RESEARCH CENTER
  25. 25. Slow Down! 1. Strategy first 2. Tactics second What’s Twilight? Oh yeah, I’ve heard of Twilight before. It’s that vampire book. I have to read Twilight. I keep hearing about Twilight. It must be good. Have you read Twilight yet? Everyone is talking about it. You have to buy Twilight! I’m telling everyone. It’s so good! Unaware Awareness Recognition Memory Spreading the Word Spreading the Word ARISE TRAINING & RESEARCH CENTER
  26. 26. Know Your Competition • It’s not enough to know what you’re doing. • Research your competitors and know them as well as you know yourself. Exploit their weaknesses Differentiate your business from theirs ARISE TRAINING & RESEARCH CENTER
  27. 27. Develop Internal Brand Advocates • Your employees are your most powerful brand advocates. • Educate them about your brand. • Give them a reason to want to advocate your brand. If your employees believe in your brand promise, they’ll want to advocate your brand. ARISE TRAINING & RESEARCH CENTER
  28. 28. The Role of the Brand Champion and Brand Guardian What do you think of when you hear the names: • Hugh Hefner • Martha Stewart • Steve Jobs ARISE TRAINING & RESEARCH CENTER
  29. 29. The best brands have powerful brand champions and brand guardians behind them. ARISE TRAINING & RESEARCH CENTER
  30. 30. The 21st Century Brings Us … The Chief Brand Officer ARISE TRAINING & RESEARCH CENTER
  31. 31. Building Brands Externally Remember, consumers build brands, NOT companies. You must set and meet customer expectations, or people will be confused and your brand will be meaningless. ARISE TRAINING & RESEARCH CENTER
  32. 32. Building Brand Loyalty When consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. The develop confidence, trust, and security in the brand and choose it over other brands. ARISE TRAINING & RESEARCH CENTER
  33. 33. Brand loyalty can evolve into a Cult Brand. Cult brands are loved by specific groups of die-hard brand loyalists. ARISE TRAINING & RESEARCH CENTER
  34. 34. Cult Brands can grow into Relationship Brands • Relationship brands are built on experiences. • They often fill a void. • Consumers self-select how they want to interact with the brand by choosing from brand experiences. • Often those experiences are shared among groups. ARISE TRAINING & RESEARCH CENTER
  35. 35. Relationship brands are powerful. ARISE TRAINING & RESEARCH CENTER
  36. 36. People look for new ways to experience and share relationship brands. ARISE TRAINING & RESEARCH CENTER
  37. 37. People talk about the brands they love. • Word-of-mouth marketing is powerful. • Loyal brand advocates are every brand manager’s dream. • Remember that Breck Shampoo commercial, “And she told two friends, and she told two friends, and so on, and so on, and …” ARISE TRAINING & RESEARCH CENTER
  38. 38. Tools to Build a Brand • Remember the 3 steps to brand building: 1. Consistency 2. Persistence 3. Restraint ARISE TRAINING & RESEARCH CENTER
  39. 39. Brand Promotions • Sales, discounts, coupons, etc. are effective in boosting short term buzz about your brand and traffic to your business. 1. Consistency: ensure your promotions promote your brand promise rather than confusing it or undermining it. 2. Persistence: test promotional tactics to see which efforts drive the best results rather than giving up after one failed attempt. 3. Restraint: don’t let your competitors drive you to pursue promotions that run counter to your brand. ARISE TRAINING & RESEARCH CENTER
  40. 40. Marketing and Advertising Materials • Brochures, point-of-sale collateral, signage, ads, direct mail, etc. – Consistency: Make sure your copy and design match your brand promise. – Persistence: Research and know your customers and target audience before you invest. – Restraint: Timing and placement can make or break the effectiveness of advertising. Invest wisely. ARISE TRAINING & RESEARCH CENTER
  41. 41. Sponsorships • Local events, organizations, teams, schools, publicati ons, and so on. 1. Consistency: Choose organizations to sponsor that match your brand promise. 2. Persistence: Don’t invest in sponsorship and leave it at that. Extend your participation with advertising, promotions, event marketing, and more. 3. Restraint: Understand the audience related to the sponsorship to ensure it matches your target audience. Disjointed sponsorships won’t help and could hurt your brand.ARISE TRAINING & RESEARCH CENTER
  42. 42. Events, Trade Shows, Conferences • Online and offline (virtual trade shows and webinars are growing faster than traditional training, professional events and trade shows) • When the economy struggles, events, trade shows and conferences deliver highly targeted and motivated audiences. ARISE TRAINING & RESEARCH CENTER
  43. 43. Brand Identity Materials • Logo, stationery, invoices, signage, etc. • Make sure your brand promise translates into the tangible elements of your brand identity to ensure consistent and persistent communication of your brand to all audiences. ARISE TRAINING & RESEARCH CENTER
  44. 44. Publicity • Press releases, local news, radio and television interviews and appearances, speaking engagements, charitable events, and more. • Make your business newsworthy by establishing yourself as an expert in your field and making yourself available for speaking and appearances. • Get involved in your community. ARISE TRAINING & RESEARCH CENTER
  45. 45. Social media marketing offers the single largest opportunity for entrepreneurs, small businesses mid-size companies, and large corporations to build their brands and build their businesses. ARISE TRAINING & RESEARCH CENTER
  46. 46. Social Media Marketing • Social media is a term used to define the online communications tools of Web 2.0 that are rooted in conversations, engagement, and active participation. • Social media marketing is any form of direct or indirect marketing used to build awareness, recognition, recall and action of a brand, business, product, person, or other entity. ARISE TRAINING & RESEARCH CENTER
  47. 47. The Proof With a multi-million dollar budget to spend as she pleased, Cindy Gordon of Universal Orlando Resort instead told just 7 people about the Wizarding World of Harry Potter. And within just 24 hours 350 million people around the world heard the news. All by telling just 7 people. ARISE TRAINING & RESEARCH CENTER
  48. 48. Gary Vaynerchuk of Gary Vaynerchuk grew his father’s local wine store in Springfield, New Jersey to a $50 million per year business with HALF of those sales coming from the Web. How did he do it? Through the power of the social Web. Gary’s passionate and informative video blog posts on quickly drew audiences from around the world as word spread about his contagious content. Today, Gary is a sought after social media speaker, makes frequent appearances on television, and recently signed a multi- million dollar book deal where he will share his knowledge and experience of using social media tools to grow a small business. And it all started with a blog. ARISE TRAINING & RESEARCH CENTER
  49. 49. Keys to Social Media Success • Brand consistency in message and image. • Set and meet customer expectations based on the brand promise. • Let the audience take control. ARISE TRAINING & RESEARCH CENTER
  50. 50. The Marriage of Building Brands and Business through Social Media • Consumers have more options than ever thanks to the ease of finding information online. • The social web has created an online conversation that most companies still don’t know how to leverage. • Social media presents a unique opportunity for companies to engage with current and potential employees, position the brand as a brand of choice, and develop an ongoing dialogue that ultimately creates loyal brand advocates and guardians. ARISE TRAINING & RESEARCH CENTER
  51. 51. What are the popular tools of social media? • Blogs (Blogger, Wordpress, TypePad, MoveableType, etc.) • Microblogging (Twitter, Jaiku, Plurk, etc.) • Social networks (Facebook, LinkedIn, MySpace, Ning, etc.) • Social bookmarking (Digg, StumbleUpon, Delicious, etc.) • Podcasting (iTunes, BlogTalkRadio, etc.) • Photo sharing (Flickr, Picasa, etc.) • Video sharing (YouTube, Google Video, Viddler, etc.) • Online chats and telephone (Skype, Google Voice, etc.) • And many, many more ARISE TRAINING & RESEARCH CENTER
  52. 52. But where to begin? ARISE TRAINING & RESEARCH CENTER
  53. 53. Multiple departments can get a piece of the social media pie. Marketing Create Content • Blogs • Twitter • YouTube • Digg • StumbleUpon • Facebook • MySpace • You name it! Customer Service Direct Dialogue • Blogs • Twitter • YouTube Public Relations Commenting • Blogs • Twitter • YouTube • Digg • StumbleUpon • Delicious • Other social bookmarking sites • Review sites like Yelp and Epinions Executive Thought Leadership • Blogs • Twitter Human Resources Networking • Facebook • LinkedIn • MySpace • Bebo • Niche networking sites • Blogs • Twitter • YouTube ARISE TRAINING & RESEARCH CENTER
  54. 54. Step 1: Find Your Best Audience • The social web gets more crowded everyday. • Your efforts are for naught if you’re not spending time in the right places. • Take time to find the people you want to communicate with, and then join the conversation. ARISE TRAINING & RESEARCH CENTER
  55. 55. Example: Playboy • Playboy U Social Network • Twitter • Facebook • MySpace • YouTube • MetaCafe • FriendFeed • Blogs • Mobile content • And more Surround people with branded experiences.ARISE TRAINING & RESEARCH CENTER
  56. 56. Southwest Airlines • Blog and Twitter profile include non-official and entertaining conversations by real employees in their own voices. Notice a REAL person is tweeting with you! Southwest Airlines can be found all over the social web. ARISE TRAINING & RESEARCH CENTER
  57. 57. Step 2: Content is Key • What you say is the most important key to success on the social web. • Be human, be honest, be transparent, be you! Personality is important to engaging with others in social media. • Leave jargon and corporate rhetoric out! ARISE TRAINING & RESEARCH CENTER
  58. 58. Example: Walmart • Written by employees • Given flexibility • Personal voice • Readers feel like they’re “in the know” • Employees feel like they matter ARISE TRAINING & RESEARCH CENTER
  59. 59. Jet Blue • Another example of making a corporate brand more human by putting a name to the Twitter profile. The Jet Blue Twitter profile always shows who is “on duty” and tweeting! ARISE TRAINING & RESEARCH CENTER
  60. 60. Step 3: Research, Research, Research! • Check out what your competitors are doing. • Find companies that are doing great things and copy them (no sense in reinventing the wheel). • Find out what your target audience is looking for, what engages them, what keeps them coming back for more, and then give them more of it! ARISE TRAINING & RESEARCH CENTER
  61. 61. Comcast • Twitter profile, @ComcastCares, is a popular customer service site. The fact that a specific person is connected to the profile increases the “human” factor and gives the profile a personality. Look at all of this useful info! And to make Comcast more human, you can even check out Frank’s family website and blog! ARISE TRAINING & RESEARCH CENTER
  62. 62. Step 4: Give More than You Receive • Don’t just publicize company news. Give more by creating interesting, useful and valuable content that can’t be found on a traditional Web site. • Answer questions, ask questions, be engaging and real. • For every hour you spend “publicizing” through social media, spend at least 3 hours engaging with people in your network. ARISE TRAINING & RESEARCH CENTER
  63. 63. Example: Whole Foods • Most of the Whole Foods Twitter stream is @replies. • Targeted content adds value: Additional Twitter profiles for specific topics (e.g., @WFMCheese, @WFMWineGuys, @WholeRecipes), for specific metro areas, and dozens for specific store locations. • The Whole Foods blog provides recipes, industry news, green tips, and more. • Additional company blogs by the CEO, about special ingredients and food podcasts. • On Facebook • Flickr photo profile • ALL adding value and giving the Whole Foods brand a personality and direct dialogue with consumers. ARISE TRAINING & RESEARCH CENTER
  64. 64. H&R Block • Twitter profile and blogs which answer questions, particularly during tax season. ARISE TRAINING & RESEARCH CENTER
  65. 65. Step 5: Don’t Put All Your Eggs in One Basket • Diversify your social media presence to connect with a broader audience and build your network. • Just be sure to remain active in all your social media ventures. ARISE TRAINING & RESEARCH CENTER
  66. 66. Example: Dell • Dell operates several Twitter profiles targeted at specific audiences (e.g., @DellOutlet, which generated $2 million in direct revenue in the past year). • Dell runs a number of blogs targeted at specific audiences (e.g., Direct2Dell is a highly popular blog for Dell consumers). • The Dell Community is the Dell customer social network. • Dell is on Facebook and LinkedIn (a group for Dell partners). • There is even a Dell forum. ARISE TRAINING & RESEARCH CENTER
  67. 67. Google • Google has 102 company and product blogs to choose from (and growing)! • Dozens of Google employees write blogs, too! • Google owns Blogger, YouTube, Feedburner, Orkut, Jaiku, Google Docs (for document sharing), Gmail, Picasa, Knol, Google Voice, and more! Google should have a strong social media presence. ARISE TRAINING & RESEARCH CENTER
  68. 68. Social Media for Brand Building – A Two Way Street • Brands and businesses get more exposure than ever thanks to the social web. • By building a network through blogging, microblogging, social networking, and so on, your brand messages can be seen by a huge audience faster than ever before. • Social media also gives you the opportunity to learn more about prospective customers and competitors than ever before by reading their online profiles, blogs, Twitter streams, and so on. It’s an incredible market research tool! ARISE TRAINING & RESEARCH CENTER
  69. 69. How ALL Small Businesses Can Benefit from Social Media • How do you and most of the people you know find information about business, products, and services? • A key benefit to building your brand online through social media is the enormous SEO boost your business website can get. ARISE TRAINING & RESEARCH CENTER
  70. 70. 5 Ways to Build Your Online Presence, Your Brand and Your Business1. Each new blog post is a new entry point to your website. If you published 1 blog post each day for a year, that’s 356 MORE entry points to your blog than your traditional website provides. 2. Google includes blog posts and Twitter updates in its search algorithm. 3. Your great social media content could get linked to by other social Web users through blogs, Twitter, and so on, which means even MORE entry points to your blog. 4. The more time you spend creating great content and building relationships with other people on the social Web, the more people will get to know you, trust your content, and link to it or share it. 5. All of that content creation, linking, and sharing means more entry points to your blog and website, which also boosts your site’s search engine rankings. And more traffic = more opportunities to build your brand and your business! ARISE TRAINING & RESEARCH CENTER
  71. 71. For Brand Building Think Out of the Box • Start a blog written by employees for customers. Leave comments on other blogs where your target customers spend time. • Get on Twitter and be active! • Answer questions on LinkedIn. • Start a blog written by the CEO (no corporate rhetoric, please!) like Zappos. • Create groups and fan pages on Facebook, LinkedIn, etc. • Create a Facebook app. • Try vlogging (upload your videos to for instant distribution to multiple online video sites and for tracking) • Start a weekly podcast (you can set up an online radio show through in minutes). • Find online forums and social networks where your target customers spend time and join the conversation. ARISE TRAINING & RESEARCH CENTER
  72. 72. Most important! • Test various social media marketing tactics but remember, success comes from persistence and actively participating over time. • Ultimately, pursue the social media marketing tools that you actually enjoy and can stick with rather than spreading yourself too thin across multiple tools. Quality content and interaction is more important than quantity. • Recruit employees to participate to share the time investment. Just be sure to train them on your brand promise and messaging first! ARISE TRAINING & RESEARCH CENTER
  73. 73. Build Your Band of Brand Advocates across the Web • Network with your target audience and professionals with connections to your target audience across the Web for maximum exposure. • Build relationships which lead to loyalty. • Loyal followers will talk about you and your brand. They’ll advocate your brand, guard it, and promote it for you. Bottom-line to social media success – active participation, relationship building, creating amazing content and engaging other people who then become your band of brand advocates. ARISE TRAINING & RESEARCH CENTER
  74. 74. Think of it this way … • If your social media participation is 100% self-promotional, then you’ll fail. Imagine you’re in a conversation with a person and all he does is talk about himself. Imagine that he never gives you a chance to speak throughout the conversation. Is this someone you’d want to continue speaking with now or in the future? Chances are you’d want to run away as far and fast as you can. The same holds true for social media participation. ARISE TRAINING & RESEARCH CENTER
  75. 75. Whatever you do • Take control of your brand • Make it their own, • Self-select social media experiences to engage in with the brand, and • Become loyal brand advocates and brand guardians). Don’t be afraid to let consumers (and employees): ARISE TRAINING & RESEARCH CENTER
  76. 76. That’s where the power of your brand comes from. ARISE TRAINING & RESEARCH CENTER
  77. 77. Tips for Brand Building Success through Social Media • Make it easy and non-threatening for your audience to participate. • Create a 360-degree loop of information sharing. • Be accessible. • One sentence of corporate rhetoric will ruin everything! • Don’t try to “do social media on the side. It takes time and persistence. Commit or don’t bother. ARISE TRAINING & RESEARCH CENTER
  78. 78. Protect Your Brand • Trademark your brand name, logo, packaging, etc. – Contact your attorney or visit for more information. • Invest in a great logo, brand design, Web site design, blog design, marketing materials and ad design, etc. – Hire a talented freelancer through a site like,,, or • Remember Search Engine Reputation Management. – Get your brand name in your domain name, Twitter ID, Facebook profile, and so on before someone else uses it! – Monitor your brand mention online using tools like Google Alerts and Twitter Alerts. – Flood the Web with your amazing content to ensure your intended brand messages appear highest in Google search results and bury negativity. – Invest in legitimate SEO help through sites like or an SEO consultant. Twitter Alerts via TweetBeep: www.tweetbeep.comGoogle Alerts: ARISE TRAINING & RESEARCH CENTER
  79. 79. 10 Next Steps to Build Your Brand and Your Business 1. Identify your goal for your brand and its ultimate position in the minds of consumers and against the competition. 2. Determine the word or phrase your brand should own in the minds of consumers. That is the heart of your brand promise. 3. Create messages, experiences, and images that consistently communicate that brand promise. 4. Find your best audience (or audiences). 5. Communicate your brand promise through integrated marketing tactics. 6. Join the online conversation across the social Web and build your band of followers and brand advocates. 7. Allow them to take control of their brand experiences. 8. Be real, be honest, be accessible, be engaging, and be true to your brand promise. 9. Test, analyze results, and try again. 10. Be consistent and persistent while exercising restraint. ARISE TRAINING & RESEARCH CENTER
  80. 80. That’s how you a brand is created and that’s how you use the social web to build your brand and build your business! ARISE TRAINING & RESEARCH CENTER