The document appears to be from a branding bootcamp presentation. It includes a brand awareness quiz, discussions of what makes branding work, defining brand values and personality, and a case study on branding a fitness studio called O'Day Studios. The case study walks through assessing the current situation, defining the studio's values and personality, developing positioning and messaging, and providing customer feedback to help strengthen the brand.
Seminar held on May 30 at PC hotel Karachi... Organized by Tie Karachi.... loved it so sharing it with you.
Atif Farooqui - Currently working as Manager Trade Marketing at Continental Biscuits, Atif brings with him an experience of 9 years in the field of branding and trade marketing!
Babar Khan - Worked as a National Creative Director at Manhattan Leo Burnett, Babar brings along experience of 20 years in the field of advertising and branding!
Rizwan Ahmed - Rizwan Ahmed is Brand Manager, Unilever, he has an experience of 4 years in the field of branding!
Sajid Mehmood- From Jorriya Bazaar to styling hair of high-profile personalities like Imran Khan, Shahid Khan Afridi, Atif Aslam, Iman Ali!
Salons can acquire more customers, retain their best clients, and grow their business by clearly defining and living their brand.
Branding - it’s the new currency in business. Clients now want to associate themselves with a clear brand - whether it’s Apple, Tesla, or Coach. Design plays a major role in decisions clients make about choosing a product or service and the new norm is exquisite design. Customer experience is integral to the package and is the icing on the cake.
In this information-packed seminar, you’ll learn the fundamentals of branding yourself.
What branding is and why it matters to you.
What your brand is and how to define it.
Where in your salon your brand is most important.
How to communicate your brand.
Protecting your brand and improving it over time.
Using your brand to acquire new clients, keep your favourites and offer more services.
Design - where it fits in and how it supports your brand.
Customer experience - why it’s the critical component in your brand.
Association - how to build a team that supports your brand, even when you’re on vacation.
How to make the most of salon products in your brand
Ways to maximize your distributor’s support in branding
By Greg Robins
Greg Robins is the VP of Salon Communications, publishers of Salon Magazine, Elevate Magazine and the Contessa Awards. For over 25 years, Greg’s been advocating for professional stylists and salon owners through business-building content in Salon Magazine.
With a proven track record in implementing social media strategies that work, Greg can speak to the value of salons can gain with the proper campaigns on social and digital.
Greg has worked with salons and manufacturers to gain momentum in this industry, many of them going on to enjoy major success in the industry. He’s taught at Ryerson University and the Academy of Design and has spoken at Langara College.
Seminar held on May 30 at PC hotel Karachi... Organized by Tie Karachi.... loved it so sharing it with you.
Atif Farooqui - Currently working as Manager Trade Marketing at Continental Biscuits, Atif brings with him an experience of 9 years in the field of branding and trade marketing!
Babar Khan - Worked as a National Creative Director at Manhattan Leo Burnett, Babar brings along experience of 20 years in the field of advertising and branding!
Rizwan Ahmed - Rizwan Ahmed is Brand Manager, Unilever, he has an experience of 4 years in the field of branding!
Sajid Mehmood- From Jorriya Bazaar to styling hair of high-profile personalities like Imran Khan, Shahid Khan Afridi, Atif Aslam, Iman Ali!
Salons can acquire more customers, retain their best clients, and grow their business by clearly defining and living their brand.
Branding - it’s the new currency in business. Clients now want to associate themselves with a clear brand - whether it’s Apple, Tesla, or Coach. Design plays a major role in decisions clients make about choosing a product or service and the new norm is exquisite design. Customer experience is integral to the package and is the icing on the cake.
In this information-packed seminar, you’ll learn the fundamentals of branding yourself.
What branding is and why it matters to you.
What your brand is and how to define it.
Where in your salon your brand is most important.
How to communicate your brand.
Protecting your brand and improving it over time.
Using your brand to acquire new clients, keep your favourites and offer more services.
Design - where it fits in and how it supports your brand.
Customer experience - why it’s the critical component in your brand.
Association - how to build a team that supports your brand, even when you’re on vacation.
How to make the most of salon products in your brand
Ways to maximize your distributor’s support in branding
By Greg Robins
Greg Robins is the VP of Salon Communications, publishers of Salon Magazine, Elevate Magazine and the Contessa Awards. For over 25 years, Greg’s been advocating for professional stylists and salon owners through business-building content in Salon Magazine.
With a proven track record in implementing social media strategies that work, Greg can speak to the value of salons can gain with the proper campaigns on social and digital.
Greg has worked with salons and manufacturers to gain momentum in this industry, many of them going on to enjoy major success in the industry. He’s taught at Ryerson University and the Academy of Design and has spoken at Langara College.
Lookout iOS developer Stephanie Shupe presented at the Grace Hopper Celebration of Women in Computing on October 10, 2014. She explains the processes that Lookout has used to successfully scale its mobile app.
We Are Museums 2016 workshop: Introduction to usability testingTiana Tasich
Slides from the We Are Museums 2016 workshop, Introduction to usability testing, by Tiana Tasich, digital consultant and strategist at Digitelling Agency.
Please note the blurriness of the slides is due to Slideshare not catering for direct uploads of Keynote files so the slides have been uploaded as a pdf, losing some of the quality of the presentation. For a better experience and more information see my blog post http://digitelling.agency/usability-testing-for-beginners/
Get in touch:
http://digitelling.agency
Stand out and get your dream job in marketingGuillaume Rigal
I remember how, as an MBA student, I was keen to get advice on what marketing recruiter were looking for in new recruits, and on how I could land a job in a marketing team. So, now with 10 years of experience post-graduation as a successful marketer, I felt it was my turn to share some wisdom and tips about the effective ways I found new positions and challenges. And also what to know, show and expect to become a marketer.
Standing out from other clubs, organizations, associations, and opportunities can seem
daunting. Discuss marketing strategies that promote your club and enhance Rotaract’s image to connect with volunteers, supporters, and members.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
How to Create Profit Attraction In Your Business copySherri Somers
Discover How to Create Profit Attraction In Your Signature Coaching, Public Speaking and Consulting Business.
Profit Attraction can happen in an instant and it is up to you to be prepared with the right tools and system in place. Access Now bit.ly/2S8uK18 Your free guide to software and tools to automate your business to stay organize and create your ideal freedom lifestyle. Just my way of saying thank you for reviewing my powerpoint.
Presentation for Alpha Chi Omega at Vanderbilt University about branding and developing their organization's image. Audience: over 100 18-22 year old college women
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
Lookout iOS developer Stephanie Shupe presented at the Grace Hopper Celebration of Women in Computing on October 10, 2014. She explains the processes that Lookout has used to successfully scale its mobile app.
We Are Museums 2016 workshop: Introduction to usability testingTiana Tasich
Slides from the We Are Museums 2016 workshop, Introduction to usability testing, by Tiana Tasich, digital consultant and strategist at Digitelling Agency.
Please note the blurriness of the slides is due to Slideshare not catering for direct uploads of Keynote files so the slides have been uploaded as a pdf, losing some of the quality of the presentation. For a better experience and more information see my blog post http://digitelling.agency/usability-testing-for-beginners/
Get in touch:
http://digitelling.agency
Stand out and get your dream job in marketingGuillaume Rigal
I remember how, as an MBA student, I was keen to get advice on what marketing recruiter were looking for in new recruits, and on how I could land a job in a marketing team. So, now with 10 years of experience post-graduation as a successful marketer, I felt it was my turn to share some wisdom and tips about the effective ways I found new positions and challenges. And also what to know, show and expect to become a marketer.
Standing out from other clubs, organizations, associations, and opportunities can seem
daunting. Discuss marketing strategies that promote your club and enhance Rotaract’s image to connect with volunteers, supporters, and members.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
How to Create Profit Attraction In Your Business copySherri Somers
Discover How to Create Profit Attraction In Your Signature Coaching, Public Speaking and Consulting Business.
Profit Attraction can happen in an instant and it is up to you to be prepared with the right tools and system in place. Access Now bit.ly/2S8uK18 Your free guide to software and tools to automate your business to stay organize and create your ideal freedom lifestyle. Just my way of saying thank you for reviewing my powerpoint.
Presentation for Alpha Chi Omega at Vanderbilt University about branding and developing their organization's image. Audience: over 100 18-22 year old college women
Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
Publicity: Creating Awareness for Your Staff Media Now STL
This presentation was given by Aaron Manfull and Jordyn Kiel at the JEA/NSPA National High School Journalism Convention in Orlando, Florida, in 2015. The presentation gives ways for staffs to promote their work and their program.
I delivered a talk on -Open source branding and marketing on the eve of Software Freedom Day 2k16 at Goregaon, Mumbai, on behalf of Mozilla India Community.
I designed this workshop to help nonprofits understand their brand and the opportunities for using it to fundraise and market. I explain the reasons why a tagline is more important than a logo and the ways in which a nonprofit can understand what its brand means to its donors and volunteers.
Lets Get Visual! Basic Graphic Design Training for NonprofitsStone Soup Creative
Workshop on graphic design and visual communication hosted by the Nonprofit Alliance of Monroe County and held at the Indiana University Foundation, July 8th, 2015
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Branding Bootcamp: Developing an Authentic Brand That Connects With Your Customers
1. The Combine • April 7, 2016 • Branding BootcampThe Combine • April 7, 2016
2. 2The Combine • April 7, 2016 • Branding Bootcamp
LAWSON
FOUNDATION
THE
The Lawson Foundation | Logo Design | 4-24-15 | Version 1a
Professional Care by Caring Professionals.
FOOD
ENVIRONMENT HEALTH/WELLNESS ARTS/CULTURE
COMMUNITYFOUNDATIONS EDUCATION
7. 7
Brand Awareness Quiz (2)
Have you determined
your brand values?
The Combine • April 7, 2016 • Branding Bootcamp
YES NO
8. 8
Brand Awareness Quiz (3)
Are you clear on the personality
of your brand?
The Combine • April 7, 2016 • Branding Bootcamp
YES NO
9. 9
Brand Awareness Quiz (4)
Have you ever asked your
customers about their
perception of your brand?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
10. 10
Brand Awareness Quiz (5)
Have you analyzed your
competitors' brands?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
11. 11
Brand Awareness Quiz (6)
Do you know what differentiates
your brand from the competition?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
12. 12
Brand Awareness Quiz (7)
Is your brand the leader
in its category?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
13. 13
Brand Awareness Quiz (8)
Does your company have an annual
marketing budget?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
14. 14
Brand Awareness Quiz (9)
Is your brand the first in anything?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
15. 15
Brand Awareness Quiz (10)
Are you clear on the results
your customers get from the
value you provide?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
16. 16
Brand Awareness Quiz (11)
Do you know the colors of your
competitors’ brand palette?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
17. 17
Brand Awareness Quiz (12)
Do you know the colors of your
brand palette?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
18. 18
Brand Awareness Quiz (13)
Do most of your sales come
from things other than the
lowest price?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
19. 19
Brand Awareness Quiz (14)
Are your internal
communications effective?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
20. 20
Brand Awareness Quiz (15)
Have you ever surveyed your
employees?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
21. 21
Brand Awareness Quiz (16)
Have you ever surveyed your
customers?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
22. 22
Brand Awareness Quiz (17)
Have you ever surveyed your
suppliers?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
23. 23
Brand Awareness Quiz (18)
Is your brand logo consistent
on your signs, business cards
and marketing?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
24. 24
Brand Awareness Quiz (19)
Do people rave about your company?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
25. 25
Brand Awareness Quiz (20)
Do you know who your
ideal customer is?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
26. 26
Brand Awareness Quiz (21)
Does your entire staff know your
brand story?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
27. 27
Brand Awareness Quiz (22)
Have you ever done an
internal brand audit?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
28. 28
Brand Awareness Quiz (23)
Does your company have a graphic
standards manual?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
29. 29
Brand Awareness Quiz (24)
Is your brand powerful enough
to attract a buyer of your company?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
30. 30
Brand Awareness Quiz (25)
Do your customers perceive your
brand as larger than it really is?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
31. 31
Brand Awareness Quiz
The Combine • April 7, 2016 • Branding Bootcamp
Uh, starting with a clean slate?
You're in the right place.
Not bad...
Great! You know who you are!
What are you doing in this session?
0-5
5-10
10-15
15-20
20-25
35. 35
Big brands make bigger brain waves
The Combine • April 7, 2016 • Branding Bootcamp
36. 36
What a strong brand can help you do
The Combine • April 7, 2016 • Branding Bootcamp
Stand out in the marketplace1
3
2 Create raving fans
Demand premium prices
37. 37
What is a brand?
The Combine • April 7, 2016 • Branding Bootcamp
"…in the truest sense, the
synonym for brand is ‘reputation.’
It’s the power of a blend of ideas,
a sense of identity, and it helps
consumers make decisions in a
crowded marketplace."
— Robert Friedman,
fearlessbranding.com
38. 38
Touchpoints
The Combine • April 7, 2016 • Branding Bootcamp
Logo
Exhibits
Radio Spot
Voicemail Message
Email Signature
Customer Service
Tradeshow Booth
Facility Appearance
Yard sign
Brochure
Ads
Packaging
PostersPostcard
Speeches
Blog
Social Media
Business Card
Promotional Fliers
Signage
Website
Brand
39. 39The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
40. 40The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
41. 41The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
42. 42The Combine • April 7, 2016 • Branding Bootcamp
Logos get their power from the brand
43. The Combine • April 7, 2016 • Branding Bootcamp
Brands get their power from values
BRAND
VALUESARROW 1
ARROW 2
43
47. 47
Pre-branding worksheet
The Combine • April 7, 2016 • Branding Bootcamp
Pre-Branding Worksheet
The purpose of this quiz is to gauge and document your current branding and marketing situation, and
give us a yardstick by which to measure how much we were able to move the bar after our work together is
done. This list will be very important in helping us decide your marketing and branding priorities.
Which of the points below relate to you or your organization now, at this point in time? Check the
items below that apply to you:
❏ I am under a lot of pressure to produce or perform well in the marketplace/the public eye
❏ I have a lot of things on my plate, with many products, programs or services to promote
❏ I have a limited budget with which to do it
❏ My customers/clients/other audiences may be confused about what my brand represents❏ My own staff may be confused internally about what my brand represents
❏ I'm not happy with the reputation my organization has in the public eye
❏ I have some negative aspects to my reputation in the community
❏ I have no discernable reputation in the community
❏ I'm competing on price when it isn’t appropriate for my product/program/service to bejudged on price
❏ I’ve produced marketing materials and campaigns, either internally or with a firm/designer,
that looked great but didn’t increase my bottom line or ROI (Return on Investment)
❏ My tagline or marketing message makes people’s eyes glaze over. It’s confusing and doesn’t
help my sales, profitability, or visibility.
❏ I find it difficult to verbalize what really makes my organization different from the competi-
tion, or other organizations like mine
❏ My organization's success rests on the marketing decisions I make
info@stonesoupcreative.com
tel 212-721-9764
www.stonesoupcreative.com
48. 48
You can't not brand...
The Combine • April 7, 2016 • Branding Bootcamp
Branding the organization is inevitable…
Simply by virtue of existing and interaction
with others, the organization is branding itself.
Therefore, branding is going to happen
whether the process is managed or not.
The choice is only whether to approach the
brand proactively, or ignore and deny it and
hope that the issue goes away.
—Dannielle Blumenthal, Ph.D.,
Blumenthal on Branding
51. 51
The African Food Shortage Crisis (A)
The Combine • April 7, 2016 • Branding Bootcamp
Food shortages in Malawi are affecting more than three
million children. In Zambia, severe rainfall deficits have
resulted in a 42% drop in maize production from 2000.
As a result, an estimated three million Zambians face hunger.
Four million Angolans — one-third of the population — have
been forced to flee their homes. More than 11 million people
in Ethiopia need immediate food assistance.
52. 52
The African Food Shortage Crisis (B)
The Combine • April 7, 2016 • Branding Bootcamp
Any money that you donate will go to Rokia, a seven-year-old
girl who lives in Mali in Africa. Rokia is desperately poor and
faces a threat of severe hunger, even starvation. Her life will
be changed for the better as a result of your financial gift.
With your support, and the support of other caring spon-
sors, our organization will work with Rokia's family and other
members of the community to help feed and educate her,
and provide her with basic medical care.
53. 53
Logic vs. emotion (C)
The Combine • April 7, 2016 • Branding Bootcamp
TheO'DayStudio
classes and private sessions with
Jane Gamble and Julie O'Day.
Located at 1650 Kendale Blvd., Suite 115
Opening July 1st.
-
email odaytherapy@gmail.com
or go to www.cehealing.com (517)862-2451GYROTONIC and GYROKINESIS are registered trademarks of Gyrotonic Sales Corp and are used with permission.
GYROTONIC GYROKINESIS
54. 54
Logic vs. emotion (D)
The Combine • April 7, 2016 • Branding Bootcamp
1
2
3
4
5
6
55. 55
The process
The Combine • April 7, 2016 • Branding Bootcamp
• A BRANDING TEAM is selected
• BRAND VALUES PERSONALITY determined
• IDEAL AUDIENCE defined
• Internal BRAND MESSAGE agreed upon
• BRAND POSITION crystalized
• VALIDATION RESEARCH conducted
• VISUAL MOOD developed
• COLOR ANALYSIS executed
• INTERNAL AUDIT developed
• STANDARDS MANUAL delivered
57. 57
O'Day Studios case study - the situation
The Combine • April 7, 2016 • Branding Bootcamp
Gyrotonic Training is the main tool that we use
and it’s what we “sell” to the public. It is a format
for body mechanics retraining, based in strength
and flexibility work like yoga and pilates, but with
some qualitative differences. We have roughly 35
regular students who come every week. What I
know about them is that they LOVE us. They are
an amazing, loyal, appreciative bunch that keeps
all of us trainers inspired to grow the studio
more. But getting someone TO the studio in the
first place? Touuuuuugh…
58. 58
O'Day Studios case study - the need
The Combine • April 7, 2016 • Branding Bootcamp
What I need most is help refining what
my product is so I can do a better job of
marketing it. I would like to build the repu-
tation of the studio on the outcomes of the
students rather than the tool we use to get
there. And I may not adequately understand
how my students are seeing it.
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O'Day Studios case study - the need
The Combine • April 7, 2016 • Branding Bootcamp
OH GOD YES
I find it difficult to verbalize what really
makes my organization different from
the competition
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O'Day Studios case study - Baseline Brainstorming
The Combine • April 7, 2016 • Branding Bootcamp
• What's in it for us to develop an authentic
brand for our organization?
• What's in it for me??
• Current Perceptions: How do I think the
organization is perceived, internally and
externally, at this moment?
• Desired Perceptions: How would I like the
organization to be perceived by our
people and our target audiences?
• Masterful
• Educational
• Profitable
• Authentic
• Humanistic
• Hard to find
• Expensive
• Elitist
• Confusing
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O'Day Studios case study - Values Personality
The Combine • April 7, 2016 • Branding Bootcamp
Brand Values
• INTEGRITY
• NURTURING
• MENTORING
• VITALITY
Brand Personality
• GENUINE
• WARM
• CREATIVE
• PASSIONATE
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O'Day Studios case study - Ideal Customer
The Combine • April 7, 2016 • Branding Bootcamp
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O'Day Studios case study - Brand Message
The Combine • April 7, 2016 • Branding Bootcamp
Brand Message
O'Day Studios teaches healthy movement and body awareness in
a fun, playful and safe setting using GYROTONIC and GYROKINESIS
exercises. We foster conversation with our students about
movement, posture habits, and preventative habits.
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O'Day Studios case study - Brand Positioning
The Combine • April 7, 2016 • Branding Bootcamp
“Supplying a reason to buy in
the minds of your customers”
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O'Day Studios case study - Brand Positioning
The Combine • April 7, 2016 • Branding Bootcamp
Positioning Statement
O’Day Studios’ specialty in GYROTONIC training in East Lansing
makes us the leader in helping people achieve strength, flexibility and
freedom from pain.
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O'Day Studios case study - Competitive Analysis
The Combine • April 7, 2016 • Branding Bootcamp
67. 67
O'Day Studios case study - Validation Research
The Combine • April 7, 2016 • Branding Bootcamp
“Who does what? What are all the
services? I know Julie does mas-
sage but is it under the umbrella of
ODS? I don’t know who everyone
is and what they do. Other services
aren’t being pushed on me, which
is good, but on the other hand, I’d
like to know.
“They're committed, honest, and
each of them is interested in MY
well-being, they're not just in it
for themselves. They do it
because they love it and they
care about the people they work
with.”
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O'Day Studios case study - Color Analysis
The Combine • April 7, 2016 • Branding Bootcamp
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O'Day Studios case study - Color Meaning Table
The Combine • April 7, 2016 • Branding Bootcamp
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O'Day Studios case study - Internal Audit (1)
The Combine • April 7, 2016 • Branding Bootcamp
1650 Kendale Blvd, Suite 115 l East Lansing, MI 48823
odaystudios.com l info@odaystudios.com
O’Day StudiosMove Well. Be Well.
GYROTONIC® TRAINING
Breathe deeper. Stand taller. Be stronger.
It’s pain-free living as a lifestyle.
Call today for your private introduction to
one of the most transformative exercise
programs available. To learn more, visit
our website at www.odaystudios.com.
The O’Day Studio is a dedicated GYROTONIC®
and GYROKINESIS®
training space. We
offer private and small group instruction in GYROKINESIS®
as well as private lessons and
duets in the GYROTONIC®
Pulley Tower. Our team of certified trainers is committed to
high-quality teaching with an emphasis on personalized attention.
What is GYROTONIC®
and GYROKINESIS®
Training?
It is fluid, spiraling movement synchronized with the breath. Gain balanced strength and
flexibility with this dynamic, whole-body exercise experience. It’s a gentle way to recondition
stiff, painful joints and muscles, a fun workout for the already active and healthy, and endurance
training for athletes.
Is it for you?
Yes! Especially if:
• you are healing from an injury or illness and want to be active again
• you have a history of sedentary living and need to get moving
• you have noticed a loss of range-of-motion with age
• you are an athlete whose performance is suffering from loss of joint mobility and muscle strength
• you are fit, healthy and just want to try something new!
Be A Better Golfer
We specialize in working with golfers! GYROTONIC®
training provides the stability for proper
alignment when addressing the ball as well as the strength and flexibility to maximize back-
swing, downswing and follow-through. Golf students will play more consistently, hit the ball
farther with more accuracy and avoid injury.
O’Day Studio, 1650 Kendale Blvd., Suite 115, East Lansing, MI 48823
(517) 351-3600 • odaymovement.com • info@odaymovement.com
The O’Day Studio
GYROTONIC®
and GYROKINESIS®
Training
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O'Day Studios case study - Internal Audit (2)
The Combine • April 7, 2016 • Branding Bootcamp
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O'Day Studios case study - Standards Manual
The Combine • April 7, 2016 • Branding Bootcamp
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Branding - what it takes
The Combine • April 7, 2016 • Branding Bootcamp
• A strong conviction of the organization’s products
and services
• An honest look at the organization's values
• A commitment from decision makers to get involved
• A willingness to throw out old habits and start from
scratch
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Branding - why it works
The Combine • April 7, 2016 • Branding Bootcamp
• Internally: decision-makers agree
• Externally: the brand is authentic, based on truth,
not fads or “great design”
• Your audience can connect with the values of
the brand
• The message has strength and depth, it will stand the
test of time
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To sum it all up...
The Combine • April 7, 2016 • Branding Bootcamp
• Branding isn't mysterious
• You can’t not brand
• Taking control puts you in charge
• Uncovering your values and personality
will help to develop an authentic brand