If you asked a customer what they think about your business, how would they respond? Would they recognize your logo or be able to recite your slogan? Would they talk about the quality of your product? Maybe they'd talk about how much they love working with your employees. These perceptions – both positive and negative – are what form your brand, your company image. A memorable brand will define your business, separate you from the pack, and create loyal customers. So how you do you build a effective brand? This presentation will help you: 1. UNDERSTAND YOUR BRAND. We’ll learn what comprises your brand and how you already have one... whether you knew it or not! 2. BUILD YOUR BRAND. Your brand is far more than just your logo. We’ll discuss how to discover your brand and make a “brand promise.” 3. STICK WITH IT. The biggest branding challenge is getting enough exposure. You’ll learn why consistency – and patience – are key.

1. “Never half-ass two things. Whole-ass one thing.”
Ron Swanson, Parks & Recreation
WELCOME

2. Building an effective brand requires unwavering
commitment and unyielding consistency.
WELCOME

3. BRANDING BASICS
Anthony May
Design & Strategy, IdeaBank Marketing
@anthonymay

4. OVERVIEW
I’ll be covering three things:
Defining a brand.
Every business has a brand,
whether they know it or not,
and it’s made up of four things.
Building a brand.
Your brand is far more than just
your logo – it’s a promise to
your customers.
Being Consistent.
Beating ‘brand boredom’ and
presenting a persistent message
is the key to effectiveness.

5. So, what is a brand?
DEFINING ‘BRAND’
An individual’s perception of a business (or organization),
based on the sum of their interactions with that business.
It’s what people think of your business.

6. DEFINING ‘BRAND’
…which means every business has a brand, whether
they’re actively engaging in branding, or not.

7. DEFINING ‘BRAND’
It’s not just my logo? NOPE.
Brand
Perceived corporate
images, as a whole.
Identity
Visual aspects that
reflect your brand.
Logo
The simplest form of
your identity.

8. DEFINING ‘BRAND’
Marketing
Messaging that defines your brand, including
logos, slogans, design elements, and copy.
Public Relations
Non-advertising methods of enhancing perception,
including sponsorships, events and news coverage.
Customer Experience
Interactions customers have with your business –
with your employees and using your product.
Word-of-Mouth
Non-advertising methods of enhancing perception,
including sponsorships, events and news coverage.

9. BUILDING A BRAND
How do I build my brand?
1. Discover
Find out “who you are.”
Review your mission statement,
interview your leadership, talk
with your long-time customers.
2. Define
Put it on paper.
Develop copy and design
elements that represent your
business and reflect your brand.
3. Deliver
Execute a plan that builds your
new brand. Your brand is a
promise to customers; make
sure you make good.

10. BUILDING A BRAND
Delivering on a brand promise.
Your brand serves as a promise you make to customers – from how they’ll be treated to the
quality of product they can expect. This promise is made through marketing and public
relations and kept through direct, individual experiences.
When customer experiences match perceptions, you achieve a synergy;
your business is “as good as advertised.” Fulfilling this brand promise leads
to engaged, brand-loyal customers and positive word-of-mouth.

11. Get everyone on board.
BUILDING A BRAND
When you set out to define your brand, be sure everyone has bought in.
Branding extends to every aspect of your business – how you answer your
phones, what you or your sales people wear, your e-mail signature, everything.
You’ll need everyone – from leadership to employees – to make sure your brand
is carried out beyond the marketing and public relations you develop.

13. How do I stay consistent?
BEING CONSISTENT
Consistency is the key to building a strong brand. The best brands in the world are
recognizable simply by their logos or slogans, because they’ve spent years delivering
their message with unwavering commitment and unyielding consistency.

14. BEING CONSISTENT
You’re going to get bored.
Your Brand Impressions
Customer Brand Impressions

15. BEING CONSISTENT
Mixing it up, while staying consistent.
Initiate Campaigns
Campaigns are a great way to
renew your brand in a different
way or for a different audience.
Refresh Templates
If you’re using ad formats or
website templates, give them a
fresh coat of paint.
Work with Others
Scratch the creative itch by
working with non-profit groups
or on other hobby projects.

16. How can an agency help?
Brand Discovery
From audits and interviews, to
audience analysis and
competitor profiles, an agency
can be your guide as you
discover your brand.
Design & Copy
An agency can help you craft a
positioning statement, a logo
and a visual identity that will
make your brand both
consistent and memorable.
Brand Management
Whether they’re building ad
templates, writing graphics
standards or crafting copy, an
agency can make sure your
message is consistent.
BEING CONSISTENT

17. @anthonymay
anthony@ideabankmarketing.com
WRAPPING UP
That’s it. Any questions?