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TRUE Marketing - GSCC Brand & Social Media Presentation

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A presentation given to the Greater Somersworth Chamber of Commerce as part of their Educational Series.

Published in: Marketing
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TRUE Marketing - GSCC Brand & Social Media Presentation

  1. 1. ©2018 The Importance of Branding Greater Somersworth Chamber of Commerce March 30, 2018
  2. 2. ©2018 What is a brand?
  3. 3. ©2018 What does this brand mean to you?
  4. 4. ©2018 What does this brand mean to you?
  5. 5. ©2018 What does this brand mean to you?
  6. 6. ©2018 What does this brand mean to you?
  7. 7. ©2018 What do these brand mean to you?
  8. 8. ©2018 What Is a Brand? - Defined A brand is a psychological construct held in the minds of all those aware of the brand. 
 A brand is more than a visual identity the name, logo, and graphic design used by an organization. Brand management is the work of managing these psychological associations. 
 - Nathalie Kylander & Christopher Stone

  9. 9. ©2018 What is a brand?
  10. 10. ©2018 Components of a brand Personality • Attitude, manner, etc. Voice • Tone, style, etc. Values Promise, mission, etc. Visual Identity • Logo, brand colors, etc.
  11. 11. ©2018 So, how do you create a brand?
  12. 12. ©2018 How to create a brand YOU CAN’T Brands are not created by organizations, they are borne of consumer perception. Whatever the consumers thinks of your brand IS your brand.
  13. 13. ©2018 Brand Perception & Perspective
  14. 14. ©2018 Every brand is created from a perspective. Often, a well crafted brand will resonate well with its creators - the people who commissioned the work - because it reflects their perspective. What about the target’s perspective formed by their needs, wants, beliefs, options, influences and perceptions? The importance of perspective
  15. 15. ©2018 This is our message to the world. Perspective: What you see
  16. 16. ©2018 Perspective: What she sees Thisisour messageto theworld.
  17. 17. ©2018 Thisisour messageto theworld. Perspective: You need to think and communicate from her perspective
  18. 18. ©2018 Why do you need a well defined brand?
  19. 19. ©2018 Benefits of a well-defined brand A well defined brand will:
 Position the product or service in the mind of the consumer
 Position the product or service in the mind of employees
 Distinguish you from the marketplace
 Help drive business decisions
 Help define creative executions
  20. 20. ©2018 Awareness Understanding Interest Trust Trial Belief Loyalty Stages of a well defined brand 1. Awareness I see you 2. Understanding I understand what you offer and how it fits into the way I see the world 3. Interest Your offer is relevant, believable and different from other options that are available to me . 4. Trust I trust you 5. Trial I’ll try you 6. Belief I believe you 7. Loyalty I want to stick with this The consumer must pass through each step in this order. The height corresponds to the effort required to get there. The effort required to get to each step grows successively smaller. Assuming consumer has options and product, price and place are in order
  21. 21. ©2018 So what does all this have to do with your business?
  22. 22. ©2018 A brand is more than meets the eye. Profile ---------------------------- + People Platform Process Support Dictates how 
 you look ---------------------------- Dictates how 
 you are perceived
  23. 23. ©2018 A brand is more than meets the eye. Profile ---------------------------- + People Platform Process Support Dictates how 
 you look ---------------------------- Dictates how 
 you are perceived
  24. 24. ©2018 The four precursors 
 People - who are trained in brand- building basics with common vocabulary, platform and process Platform - a common brand platform to build from Process - to monitor & analyze brand perception and to adapt & manage the marketing mix Support - long-term buy-in from top management
  25. 25. ©2018 What are we trying to achieve?
  26. 26. ©2018 The typical brand Before After
  27. 27. ©2018 The advantages of a clean closet The model and process serves CAP-SC
 in four ways:
 1. Reveals opportunities in the market so they can be leveraged. 2. Reveals gaps in the strategy so they can be filled. 3. Organizes all the existing information in a uniform structure that can be taught & managed. 4. Allows for routine course corrections for the brand to address changes in the market swiftly and cost-effectively.
  28. 28. ©2018 How does social media factor into branding?
  29. 29. ©2018 Social Media Gives Life to Your Brand Social Media & Branding
  30. 30. ©2018 Components of a brand Personality • Attitude, manner, etc. Voice • Tone, style, etc. Values Promise, mission, etc. Visual Identity • Logo, brand colors, etc.
  31. 31. ©2018 The Five Rules of Social Media Success 1. Make it interesting, relevant, and/or entertaining. 3. So much to do, so little time, so 2. Be consistent and authentic. FOCUS 4. Be ready to engage with your audience. 5. Measure everything.
  32. 32. ©2018 Social Media & Branding
  33. 33. ©2018 Thank you. Kevin Duffy TRUE Marketing Communications www.truemarcom.com kevin@truemarcom.com facebook.com/truemarketingcommunications/ true_marketing truemarketingco

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