A strong identity helps make your business memorable for customers and prospects and stand out amongst other competitors. But branding is more than just shiny logos and punchy mottos. It’s about developing an essence and helping customers see themselves as ‘belonging to’ your brand. Learn how to refresh your brand and how to keep it consistent across different sites. This webinar will cover several different key elements of strong branding, including: -The Brand Wheel -Integrated messaging across platforms -Creating solid logo identity

2. Define Your WOW Factor:
Creating an unforgettable brand
Kimber S. Powers
Marketing Training Specialist

3. Here’s what we’ll cover
• What is a brand and how does the
WOW factor work?
• Brand identity and strategy tips
• Understanding your market’s needs
• Consistent collateral messaging
• Resources and Q&A

4. What is a brand?
A brand is:
• A promise
• An individual’s
perception
• Expectation
• Persona
• Elements
A brand is not:
• A trademark
• A specific product or
service
• Corporations
• Strictly tangible
• Definitive

5. What is the ‘WOW’ factor?
• Any product, service, or experience-focused element
of your business that is unique to your business
• Positively catches customers off guard
• Creates added value and makes them want to tell
someone else
• Leaves a lasting impression – makes them say WOW!

6. Worldwide Brands with WOW factor

7. Developing Strong Brand Identity
• Define your identity
internally
• Understanding your
target market -
Acquisition
• Who are your current
customers? -
Retention

8. Determine your Brand Identity
• Features versus Benefits
• Defining your USP
• Using the Brand Wheel in your strategy
• Finding your Brand Essence

9. Features versus Benefits
• Features describe what
your product, service,
or business does
• Examples include
quality, customer
service, delivery,
pricing, etc.
• Easily converted into
benefits
• Benefits describe what
the customer will
receive from purchasing
your product or service
• Often includes an
element of emotional
appeal

10. Define your USP
• Your business’s Unique Selling Point
• Helps guide customers in the decision making
process
• Opportunity to promote the key benefits of
your brand

11. Using the Brand Wheel to Shape Your
Strategy

12. Finding Your Brand Essence
• Sums up your product or service in one
word
• How does it make customers feel?
• Your brand’s single best intangible
attribute

13. Brand Essence Examples
Nike is inspirational
Disney is magical
Volvo is safe
JetBlue is people-oriented

14. Understanding Your Market’s Needs
1. Reputation check-ins
2. Survey your audience
3. Using Feedback to fuel productivity

15.  Reputation Check-ins
What is being said about your brand?
Where are people discussing your brand?
Keep note of negative responses
Are there any themes?

16. Surveys
An effective way to receive a snapshot of
opinions
Can target current customers and potential
customers
Useful at any stage of a business
Just remember – keep them engaging and
short

17. Feedback/Customer Insights
Targets current or recent customers
Allows you to be more direct with
questions
Opportunity to include added value

18. Collect Feedback
• Website
• In person – directly
• On-site Feedback Box
• Email directly after purchase/service
complete

19. Establish External Brand Identity
• Consistent collateral messaging
• Produce engaging marketing campaigns
• Maximize the capacity of social media
• Consistently create added value
• Become a local authority within your industry

20. Consistent Collateral Messaging
• Logo
• Brand Color/Style
• Text Style
• Images
• Communication elements
• Email marketing campaigns

21. Produce Engaging Marketing
• Remember to highlight the benefits – without
shouting them
• Use compelling images and punchy text
• Always search for ways to reach new
customers through your marketing

22. Maximize the Capacity of Your Social
Media Channels
• Know where your audience thrives
• Focus on quality over quantity
• Automate content when possible
• Use as channel to smooth business ‘rough edges’
• Cast a wide net when ‘being social’ on platforms

23. Consistently Create Added Value
• Stay consistent in product/service evolution
• View customers as ‘Lifetime advocates’
• Personalize the experience when possible
• Consider an ‘added value’ standard gift
• Create a Customer Loyalty Program

24. Become a Local Authority within Your
Industry
• See it as FREE publicity
• Volunteer for career panels/events
• Establish relationships with local ‘industry
beat’ reporters/journalists
• Evaluate potential co-sponsorship
opportunities (often FREE!)

25. Summary
• Define your strategy
• Determine your identity
• Understanding your customers will help
with your brand message
• Use engaging marketing campaigns and
keep your collateral and messaging
consistent.

26. Resources
• VR Marketing Blog –
verticalresponse.com/blog
• USAmktg.com – branded items
• Interbrand.com – stats and brand rankings
• Smallbusinessbranding.com - podcasts