I did this presentation in May 2014 at the CCSBE conference in Antigonish, NS - http://ceed.ca/ccsbe2014/about-ccsbe-2014/. It was a fun presentation with a very interactive group of business owners, educators, and others that support the entrepreneurial spirit.

1. The Importance of Branding
May 15, 2014

2. Who’s this guy?
• Own a marketing and communications
consultancy
– Work with a variety of companies located in Atlantic
Canada, Central/Western Canada and the US
• Before that, worked at large ad agencies in
Halifax and Toronto
– Clients were NSLC, ALC, Toyota, Canon, CIBC,
Kraft, Rogers and Dare Foods
• Work for two of Canada’s top brands – Molson
and Nikon
• Strong experience in a variety of media and
engagement channels

3. The World is a Busy Place

4. The NEW world we live in
http://youtu.be/YV-3ZgLRnAc

5. So… how does a brand survive?

6. Companies need to keep their
eye on the ball (or brand)

7. Top brands in 2003
Interbrand Top 100

8. Top brands in 2013
Interbrand Top 100

9. Lets confirm the definition
of a Brand

10. Is it this?

11. This?

12. This?

13. Or this guy?

14. My view is…

15. A brand is…
An
embodiment
of an ‘idea’

16. A brand is…
More than
a slogan…
…or an ad
campaign

17. A brand is…

18. A brand is…
Compelling point of
difference

19. A brand is…
The bond
that gives
people a
reason to
believe

20. A brand is...
NOT Perfect

21. Finally… a brand is…
Relevant and Reinventing

22. What’s happening with
today’s brands?

23. People are ‘owning’ brands
Who really owns the brand?
The organization or the people
connected to it?

24. Communities and ‘villages’ are thriving

25. Loyalty has evolved to evangelism
Those who like it, like it a lot

26. Flexibility and fragmentation is ok

27. Brands are icons, hashtags, urls and avatars

28. There’s always a new engagement channel
People don’t just show up

29. What can we learn from
others?

30. Fun and Caring Brand

31. Happy time of year

32. Offer customers a Christmas ‘miracle’

33. Pushed out and picked up

34. Results

35. Brand with Equity and History

36. The Super Bowl… Lights Out

37. Relevant and Topical Brand Message

38. Pushed out through social channels

39. Results

40. Here is ‘why’ companies
need to brand

41. Importance of Branding
To be different
Give people a reason to
choose
Grow the business
Build a reputation

42. Importance of Branding
Build loyalty
Support corp. vision
Evolve the offering
Change perceptions

43. Importance of Branding
Ensure Alignment and Focus

44. So, how can you help those
looking to ‘brand’

45. Step#1 – LOOK AROUND

46. Step #2 – TALK TO CUSTOMER/USERS

47. Step #3 – DEFINE WHO YOU ARE

48. Step #4 – OUTLINE ‘WHY YOU’

49. Step #5 – DEFINE THE POSITIONING

50. Question?
sean@williamsmarketing.ca
williamsmarketing.ca
@swmgroup