Learn how to create a brand that keeps customers talking and forces competitors to take a new approach with their marketing to catch up with your success, using these valuable tips.

1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Define Your WOW!
Factor: Creating an
Unforgettable Brand
Presented by Kimber S. Powers
Marketing Training Specialist
VerticalResponse, A Deluxe Company

2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Here’s What We’ll Cover
•What is a brand and how does the WOW factor
work?
•Brand identity tips
•Shape your brand strategy
•Understanding your market’s needs
•Consistent collateral messaging
•Resources
•Q&A

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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

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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!

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Worldwide Brands with WOW! Factor

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5 Ingredients For The WOW! Factor
• Authenticity
• Distinguished message
• Creates a customer experience
• Consistent added value
• Personalized outreach

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Developing A Strong Brand Identity
• Define your identity internally
• Understanding your target
market - Acquisition
• Who are your current
customers? - Retention
• Maintain consistency within your
industry

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

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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

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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

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Using The Brand Wheel to Shape Your
Strategy

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Find 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

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

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

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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?

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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

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

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

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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

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

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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

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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

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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

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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 – (ex: use HARO)
• Evaluate potential co-sponsorship opportunities
(often FREE!)

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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.

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Resources
• VR Marketing Blog –verticalresponse.com/blog
• USAmktg.com – branded items
• Interbrand.com – stats and brand rankings
• Smallbusinessbranding.com – podcasts
• www.helpareporter.com/ (HARO)

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Upcoming Webinars
•Feb 17 – Best Practices for SMB Advertising
•Feb 25- Does Google Love Your Business?
•Mar 2 – Build a Newsletter That Keeps Customers
Talking
•Mar 10 – Marketing Principles for NonProfits
Register on Deluxe.com/blog or VerticalResponse.com