This document discusses building an effective brand through understanding target audiences and their needs. It emphasizes focusing the brand message on the benefits and value provided to audiences. Consistency across contact points is important for brand recognition. Target audiences include four generations that require different communication approaches. The key is identifying the "point of choice" where an audience will take action and move to the next step. An effective brand creates clarity for audiences, increases visibility, boosts competitiveness and perceived value, and allows for cost savings through consistency.

1. Oregon Telecommunications Association June 27, 2012
Brand?
Why
bother?

2. Your audiences are deciding if
you’re the right choice

3. Building a brand
They want … a surprise
… quick, simple, easy …
a story … see at a
glance … WIIFM

4. What’s unexpected?
Surprise me!

5. It’s just a garbage truck

6. Or it’s a WOW truck!

7. What’s in it for me? Get to the point!
I get it!

8. What’s in it for me? Looks
easy, simple!

9. What’s different?
Tell me
a story

10. Before, the competition … and the “before” box

11. After, differentiate on the shelf, natural look, entice

12. After, tell a story, build a persona

13. Maintain consistency
Who are you?

14. Before … old name, old logo … transformed

15. After … visible, consistent, recognized

16. After … information,
communication, entertainment

17. Narrow your focus by branding
A brand is
focused

18. The Starbucks brand
A brand becomes more than a cup of coffee …
“let’s get a Starbucks”
It’s about the experience, the sum of all elements

19. The Apple brand
A brand builds an
emotional connection …
people who share the
story … expect a
certain kind of
experience

20. The Nordstrom brand
Many products, services and locations under
one idea and a brand that creates loyalty

21. Why brand?
Why does a
brand work?

22. A brand helps your audiences choose
CLARITY
Too many
choices

23. A brand creates recognition
VISIBILITY
Be seen and
recognized

24. A brand makes you more competitive
“A brand means the
difference between VALUE
selling a white T-shirt
for $10 and selling a Higher
white T-shirt with a perceived value
Nike logo on it for $20.”
Debbie Kennedy
Brand Oregon

25. A brand gives you more impact
SAVINGS
Consistency means
more impact

26. Target audiences
Perception is reality
• You have a brand whether you’re
managing it or not
• Your brand is what people think it is
• Communicate clearly from your
audience’s point of view
• Create a brand that is visually appealing
and memorable

27. Connect with your audiences
Do you know your audiences?
• Everyone you must connect with?
• What do they expect from you?
• Speak in their language; be clear and
concise (no acronyms!)
• Understanding the generations helps
you choose the right channel

28. Building a brand
each
generation
is different

29. Four generations to address
The Silent Generation –
The Boomers – 1946 to 1964
1925 to 1945
Gen X – 1965 to 1987 Gen Y – 1988 to 2000

30. Four generations to reach
Reliable, formal, low-tech, 70% of nation’s wealth, time-
traditional media, mentoring, starved lifestyle, must look and feel
take the time to read and visit good while aging, career-focused
Self-reliant, results instead of Smart, tech-savvy, idealistic, girls
process, savvy and cynical are equals, want to contribute,
consumers, technology multi-taskers, want authenticity,
adopters, less career-focused family-oriented

31. Four generations of social media

32. It’s about value
communicate
your value
not just what you do

33. Your purpose and what you offer
Think about why instead of what
• Why do they need to connect with you?
• What purpose do you serve?
• Avoid just listing the “stuff” you do
• Consider their perspectives –
businesses or individuals, families or
retirees

34. Differentiate
Identify how you’re different
• What is expected or assumed?
• What else is available to your target
audiences?
• What are your “hot buttons”?
• Where are the “wow” responses or
results?

35. t ’s y our
Wha
mess age?
(WII FM )

36. Audiences and benefits
What benefits do you provide?
• What need do you fill? (WIIFM)
• What value/benefits do you offer?
• Use the “so” test to find benefits
• Define, in your audience’s terms, why
they should choose you

37. Point of choice
You will see all the messages and
tools, your audience won’t
• Consistency reinforces your position
• Visually connect all contact points,
from website to mailings to office
environment to stationery to displays,
Emails and brochures…

43. Building your brand
Brand building requires focus
• Focus on your audiences and the
benefits
• Branding requires consistency
• You will get tired of it long before your
audiences do

44. Building your brand
A visual vocabulary ties together
• Choose a strong color palette
• Select typefaces that are distinctive and
use them consistently
• Identify the “look and feel” that will
stand out and create recognition

45. Identity Guidelines

46. Identity Guidelines

47. Point of choice
Where are the contact points?
• Where do your audiences connect with
you?
• At what level, for what purpose?
• How are those contact points branded?
• Which contacts are critical to the
organization, the points of choice?

48. The essential “point of choice”
What is a “point of choice”?
A point of choice is the situation where
someone will take action, to move to the
next step in working with you. The point
of choice is focused on immediate
response—choosing to take the next step.
Call | Click | Sign-up | Inquire | Refer | Join |
Request | Enroll | Visit | Share

49. Build your brand
Understanding your audience
• Makes each communication more
effective
• You’ll provide what your audience needs
to make a choice
• Each point of contact must build the
message and brand

50. Build your brand
Building your brand
• Will create better recognition
• Will focus your message on value
• Helps you stand out
• Creates bigger results from your
marketing invetstment

51. Questions?
Jennifer Larsen Morrow
Creative Company