A presentation to leaders of county associations, presenting why a brand is valuable, what it is, how to build it. Focus on the audiences and communicating clearly.
This presentation to leaders of county associations emphasizes the power of basic brand principles for clear communication to multiple audiences. Government associations must communicate value.
A one-day workshop presentation on marketing tactics to support a higher return on sales efforts, presented in Salem, Oregon by Job Growers and Chemeketa Center for Business and Industry. Presented by Jennifer Larsen Morrow of Creative Company.
Learn about:
What audiences are looking for
How to frame an audience persona
How to communicate more effectively
The difference between features and benefits
Why to focus on "What's in it for me?"
How to find your "wow!"
A half hour marketing presentation to the Chehalem Valley Chamber of Commerce, highlighting what audiences are looking for, the different communication perspectives of the four generations and how a brand brings focus to marketing. A business has a brand whether they’re managing it or not. Lots of tips and insight to help any business market more effectively. Created by marketing speaker Jennifer Larsen Morrow.
Social Business Manifest that describes how Social Media and Social Networking is changing business rapidly. Change & Transition Management. Reset and rethink business. How to embrace the social revolution.
Customer Experience Management: The Key to Continued Business Growth and Succ...VIPdesk
Presented by: Joel Warady, Principal Joel Warady Group
Hosted by: VIPdesk
-The importance of a customer‐centric organization
-The influence of the customer experience on consumer wallet and market share
-How to create greater loyalty within your customer base
-Knowing all of your customer touch points, and their effect on customer value
-The role of influencers, advocates, and connectors in Web 2.0 world
-The difference between customer experience and customer relationship marketing, and the pitfalls of both
-The 10 Commandments of Creating Customers for Life
This presentation to leaders of county associations emphasizes the power of basic brand principles for clear communication to multiple audiences. Government associations must communicate value.
A one-day workshop presentation on marketing tactics to support a higher return on sales efforts, presented in Salem, Oregon by Job Growers and Chemeketa Center for Business and Industry. Presented by Jennifer Larsen Morrow of Creative Company.
Learn about:
What audiences are looking for
How to frame an audience persona
How to communicate more effectively
The difference between features and benefits
Why to focus on "What's in it for me?"
How to find your "wow!"
A half hour marketing presentation to the Chehalem Valley Chamber of Commerce, highlighting what audiences are looking for, the different communication perspectives of the four generations and how a brand brings focus to marketing. A business has a brand whether they’re managing it or not. Lots of tips and insight to help any business market more effectively. Created by marketing speaker Jennifer Larsen Morrow.
Social Business Manifest that describes how Social Media and Social Networking is changing business rapidly. Change & Transition Management. Reset and rethink business. How to embrace the social revolution.
Customer Experience Management: The Key to Continued Business Growth and Succ...VIPdesk
Presented by: Joel Warady, Principal Joel Warady Group
Hosted by: VIPdesk
-The importance of a customer‐centric organization
-The influence of the customer experience on consumer wallet and market share
-How to create greater loyalty within your customer base
-Knowing all of your customer touch points, and their effect on customer value
-The role of influencers, advocates, and connectors in Web 2.0 world
-The difference between customer experience and customer relationship marketing, and the pitfalls of both
-The 10 Commandments of Creating Customers for Life
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.mStoner, Inc.
This free webinar will define a practical approach to brand strategy that connects with the many audiences who matter.
What You Will Learn:
• What are the elements of a solid brand framework?
• How can market research identify the needs and motivations of each audience?
• How do you translate a brand into a compelling, audience-specific message map?
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging
• Managers, directors, and VPs of enrollment management, admission, alumni relations, and development who need to translate the institutional brand into compelling, audience-specific messages.
Learn how corporate culture drives success for companies like Zappos, who generated over $1 billion dollars in gross merchandise sales last year. Built on the foundation by Hewlett Packard, who were the original innovators of recognizing culture as a critical piece of profits.
More Information:
https://flevy.com/browse/flevypro/customer-centric-culture-3831
The use of Internet and other online tools have turned consumers to be more empowered and are now shopping differently. Customers are becoming more demanding and accustomed to getting what they want. With greater access to reviews and online rating, customers are better equipped to switch to new products and services. Consumers now want to buy products and services when, where, and however they like. They expect companies to interact with them seamlessly, in an easy, integrated fashion with very little friction across channels.
As customer expectation continue to evolve – accelerated by the amplifying forces of interconnectivity and technology – markets are becoming increasingly fragmented with demand for greater product variety, more price points, and numerous purchasing and distribution channels.
Companies should be able to adapt to these increasingly disparate demands quickly and at scale. Staying close to the customer experience across an increasingly diverse customer base changing over time is no longer a matter of choice. It is a business imperative and a matter of corporate survival.
The Age of the Customer now calls for companies to be a customer-centric company. Successful ones have discovered that building a customer-centric company depends, first and foremost, on building a Customer-centric Culture.
This framework focuses on the building a Customer-centric Culture utilizing the Corporate Culture Framework. The Corporate Culture Framework is anchored on 4 Primary Cultural Attributes and 4 Secondary Cultural Attributes.
The 4 primary Cultural Attributes are critical in building a Customer-centric Culture.
1. Collective Focus
2. External Orientation
3. Change and Innovation
4. Shared Beliefs
Customer-centric organizations also project 4 secondary Cultural Attributes.
1. Risk and Governance
2. Courage
3. Commitment
4. Inclusion
Companies with a Customer-centric Culture can drive superior financial results and a rich source of competitive advantage.
This deck also includes slide templates for you to use in your own business presentations.
Got a question about the product? Email us at flevypro@flevy.com.
Presented Mar 2019 at Insurance Operations Bootcamp 2019 at Las Vegas, Four Seasons Hotel (Resource Pro)
- Theme of the workshop was "How to think Like an Insurtech".
- Attendees included agencies, brokers, MGAs, operations and sales executives.
Sinds september 2011 ontvangen de leden van de Eerste Kamer alle agenda’s en stukken voor vergaderingen die op dinsdag plaatsvinden via de Eerste Kamer-app voor papierloos vergaderen. De besparingen op papier-, print- en verzendkosten zorgde ervoor dat de investering binnen een jaar is terugverdiend. In deze sessie krijgt u een digitale wandeling door de Eerste Kamer.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
Brand Strategy for the Real World. Making Your Brand Relevant to Key Audiences.mStoner, Inc.
This free webinar will define a practical approach to brand strategy that connects with the many audiences who matter.
What You Will Learn:
• What are the elements of a solid brand framework?
• How can market research identify the needs and motivations of each audience?
• How do you translate a brand into a compelling, audience-specific message map?
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging
• Managers, directors, and VPs of enrollment management, admission, alumni relations, and development who need to translate the institutional brand into compelling, audience-specific messages.
Learn how corporate culture drives success for companies like Zappos, who generated over $1 billion dollars in gross merchandise sales last year. Built on the foundation by Hewlett Packard, who were the original innovators of recognizing culture as a critical piece of profits.
More Information:
https://flevy.com/browse/flevypro/customer-centric-culture-3831
The use of Internet and other online tools have turned consumers to be more empowered and are now shopping differently. Customers are becoming more demanding and accustomed to getting what they want. With greater access to reviews and online rating, customers are better equipped to switch to new products and services. Consumers now want to buy products and services when, where, and however they like. They expect companies to interact with them seamlessly, in an easy, integrated fashion with very little friction across channels.
As customer expectation continue to evolve – accelerated by the amplifying forces of interconnectivity and technology – markets are becoming increasingly fragmented with demand for greater product variety, more price points, and numerous purchasing and distribution channels.
Companies should be able to adapt to these increasingly disparate demands quickly and at scale. Staying close to the customer experience across an increasingly diverse customer base changing over time is no longer a matter of choice. It is a business imperative and a matter of corporate survival.
The Age of the Customer now calls for companies to be a customer-centric company. Successful ones have discovered that building a customer-centric company depends, first and foremost, on building a Customer-centric Culture.
This framework focuses on the building a Customer-centric Culture utilizing the Corporate Culture Framework. The Corporate Culture Framework is anchored on 4 Primary Cultural Attributes and 4 Secondary Cultural Attributes.
The 4 primary Cultural Attributes are critical in building a Customer-centric Culture.
1. Collective Focus
2. External Orientation
3. Change and Innovation
4. Shared Beliefs
Customer-centric organizations also project 4 secondary Cultural Attributes.
1. Risk and Governance
2. Courage
3. Commitment
4. Inclusion
Companies with a Customer-centric Culture can drive superior financial results and a rich source of competitive advantage.
This deck also includes slide templates for you to use in your own business presentations.
Got a question about the product? Email us at flevypro@flevy.com.
Presented Mar 2019 at Insurance Operations Bootcamp 2019 at Las Vegas, Four Seasons Hotel (Resource Pro)
- Theme of the workshop was "How to think Like an Insurtech".
- Attendees included agencies, brokers, MGAs, operations and sales executives.
Sinds september 2011 ontvangen de leden van de Eerste Kamer alle agenda’s en stukken voor vergaderingen die op dinsdag plaatsvinden via de Eerste Kamer-app voor papierloos vergaderen. De besparingen op papier-, print- en verzendkosten zorgde ervoor dat de investering binnen een jaar is terugverdiend. In deze sessie krijgt u een digitale wandeling door de Eerste Kamer.
A one-day workshop for business owners and managers to help them be more effective in sales. Addressing marketing and target audiences, communication channels and tactics, content marketing and the four generations in the workplace. Held in Salem, Oregon, sponsored by Job Growers Inc.
Included:
Surprise your audiences to stand out
Speak in their language and from their point of view
Know your audiences and their expectations
Understand the different generations
Use benefits instead of features
Make it simple and easy for people to understand and respond
Brand positioning isn't just a logo. It's researching your target audience, understanding the value of what you do, and then articulating that both verbally and visually.
Consider the questions offered, find answers, and then act!
This presentation was designed for the leadership in associations of counties. Presented at the national conference of NACo (National Association of Counties), is also shows some of the brand work completed for the New York Association of Counties and the Association of Oregon Counties. Since the group had already seen one presentation on branding, this presentation focused more on the 7 tactics to build a brand that connects with the target audiences.
Presentation from February 2011 Governor's Conference in Salem, Oregon. Marketing tactics to get results in a tough economy. Topics addressed: what business are you in? Who are your customers and what do they think about you? Who are the customers you want to reach? What sets you apart from your competition?
When you have a clear picture of what you have to offer (in terms of what your audiences want and need) and who your audiences are, you’ll be more effective at choosing the right method, tactics and media to reach those audiences.
Includes examples of successful campaigns designed from the “point of choice” … where the target audience takes action to respond.
Presentation from February 2011 Governor's Marketplace in Salem, Oregon. Marketing tactics to get results in a tough economy. Addresses the following topics: what business are you in? Who are your customers and what do they think about you? Who are the customers you want to reach? What sets you apart from your competition?
When you have a clear picture of what you have to offer (in terms of what your audiences want and need) and who your audiences are, you’ll be more effective at choosing the right method, tactics and media to reach those audiences.
Includes examples of successful campaigns designed from the “point of choice” … where the target audience takes action to respond.
How to Create Exponential Growth For Your Brand/Company on Social MediaEvan Boser
This powerpoint was made for a presentation given by Paris Marketing to Meridian Intl Center at Seven Hills Foundation.
Paris Marketing
Instagram.com/ParisMarketing
Facebook.com/ParisSocialMedia
Twitter.com/ParisGetsSocial
The convergence of content or how to tell a consistent cross-channel storyLEWIS
A brief guide on how to tell appealing and consistent stories in an omni channel marketing strategy. Do's and don'ts and a couple of examples of how it should be done as presented at LEWIS Kuala Lumpur's quarterly Lunch 'n Learn.
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
1. National Council of County
Association Executives
October 22, 2010
Branding for
effective
communications
2. What we’ll cover
• Branding is more than a logo—why
should you care?
• Your target audiences—perception is
reality
• Generational perspectives and their
impact on communications
• What do you need to communicate?
Going beyond the “stuff”
• What are the actions you want to
inspire in your audiences?
3. What we’ll cover
• How do you define your purpose, goals
and intentions to your audiences?
• Measuring your communications against
WIFM—“What’s in it for me?”
• What is the critical “point of choice” for
your communications?
• Strategies to build your brand
5. NCCAE | What is a brand?
What is a brand?
• The name of a product or service
• A warranty, trusted concept or essence
• A preference in the mind of your
audience
• An expectation of a certain level of
service
• Confidence in knowing what to expect
• Value in the mind of the audience
6. The Starbucks brand
A brand becomes more than a cup of coffee …
“let’s get a Starbucks”
It’s about the experience, the total of all
elements
7. The Appl e
br a nd
A brand builds an
emotional connection …
people who share the
story … an expectation
of a specific kind of
interaction and
experience
8. The Nordstrom brand
Many products, services and locations under
one idea and brand that creates loyalty
9. NCCAE | Why brand?
A brand is more than a logo
A brand requires a visual and verbal
vocabulary
• A distinctive “look and feel”
• A common voice, tone and style
• A system of colors and typography
• A series of images that build a cohesive
whole
10. NCCAE | Why brand?
What builds brands?
• Brands are being built with or without
management
• Publicity build brands
• Blogs, social media and marketing
builds brands
• Environments build brands
• Each contact with the organization
builds the brand
11. NCCAE | Why brand?
Why should you
build a brand?
12. NCCAE | Why brand?
CLARITY
There are too
many choices
for everyone. A
strong brand
helps you stand
out and connect
with those you
seek to reach
13. NCCAE | Why brand?
VISIBILITY
A strong brand
system sets you
apart and creates
recognition
14. NCCAE | Why brand?
“A brand means the
difference between VALUE
selling a white T-shirt
for $10 and selling a A strong brand
white T-shirt with a means a higher
Nike logo on it for perceived value…
$20.” for whatever you
Debbie Kennedy
have
Brand Oregon to offer
15. NCCAE | Why brand?
SAVINGS
A strong brand
provides structure
and ties
communications
together so you’re
more effective
16. NCCAE | Building a brand
but we’re
government
…we’re not selling
products or services
17. Perception is reality
• Your brand is based on what people
think about your organization
…it’s still
• Communicate clearly from the
audience’s point of view
about people
• Provide value to those you serve
and communication
18. NCCAE | Audiences
Perception is reality
• Your brand is based on what people
think about your organization
• To be effective you must communicate
clearly from your audience’s point of
view
• You must create a brand that is visually
appealing and communicates the
essentials
19. NCCAE | Audiences
Do you know your audiences?
• Do you know everyone you need to
communicate with?
• Do you know what they expect from
you?
• Speak in the their language; be clear
and concise (no acronyms!)
20. NCCAE | Audiences
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
21. NCCAE | Building a brand
communicate
your value
not just what you do
22. NCCAE | Audiences
What is needed and wanted by
your audience(s)?
• What’s the primary reason each
audience wants/needs/uses your
products or services?
• What do you provide immediately, and
over the long-term?
• Are their expectations the same for
their other choices?
23. NCCAE | Differentiate
Identify your points of
differentiation
• What is expected or assumed?
• What else is available to your
audiences?
• What are your “hot buttons”?
• Where are the “wow” responses or
results?
24. NCCAE | Audiences
What benefits do you provide?
• What need do you fill? (WIFM)
• What value/benefits do you offer?
• Use the “so” test to find benefits
• Define, in your audience’s terms, your
value
25. NCCAE | Audiences
Who do you need to reach?
• See them as people, lifestyles,
individuals
• How do they take in information?
• What do they respond to, or not?
• What is their age and generation
affiliation?
27. NCCAE | Generations
Consider generational
perspectives
For the first time in history there are four
different generations in the workplace,
each with different values, perspectives,
expectations and communication
preferences
28. NCCAE | Generations
The Silent Generation – 1925 to 1945
• 2005 Census – 63 million, now aged 65 to 85
• Have always done “the right thing”
• Reliable and show up for work on time
• Looking for a “great adventure”
• Second middle age …“now or never”
• 45% of age 70 to 74 use the
internet
• 56% of age 65 to 69 use
the internet
29. NCCAE | Generations
The Boomers – 1946 to 1964
• 2005 Census – 78 million, now aged 46 to 64
• The “Me Generation”
• Boomers are driving the marketplace
• Control 70% of the nations wealth
• Want to stay healthy, keep youthful appearance
• In the midst of intense
transitions
• Address lifestyle
preferences and life stages
• Online and connected
30. NCCAE | Generations
Gen X – 1965 to 1977
• 2005 census – 48 million, now aged 33 to 45
• First generation of latch-key children, learned to
rely on themselves
• More results-oriented, less process-oriented
• Will change jobs more frequently
• Savvy and cynical consumers
• No brand loyalty, earn confidence
every time
• Want direct communication
31. NCCAE | Generations
Gen Y – Born 1978 to 2000
• 2005 Census – 76 million, now aged 10 to 32
• Have honed a “sixth sense” in seeking what’s
authentic, don’t want to be “sold”
• Always looking for the next “cool” thing
• “One of smartest, tech savvy and idealistic
generations of our time”
• Girls grew up participating in
sports, more self-assurance
• Multi-tasking is natural
• 93% of 12 to 17 use the internet,
89% of 18 to 24
33. NCCAE | Building your brand
Brand building requires focus
• A narrow focus on your audiences and
the benefits you provide to them
• Branding requires consistency in
managing message and images
• Once established, limit “creativity” in
application of your message and brand
• You will get tired of it long before your
audiences do
34. NCCAE | 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
• Messages and a visual system designed
to appeal to the target audiences …
“wow!”
38. NCCAE | Contacts
You will see all the messages and
tools, your audience won’t
• Consistency creates a connection,
reinforces your position in their mind
• Visually connect all elements, from
website to mailings to office
environment to stationery to displays,
Emails and brochures…
45. NCCAE | Contacts
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?
46. NCCAE | Contact points
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—taking action.
47. NCCAE | Contact points
Small contacts influence perceptions
• Reception, how the phone is answered
• Personal presentation
• Voice mail message
• Letter format
• Fax cover sheet
• Quality of literature
• Environment
48. NCCAE | Contact points
Online contacts are essential
• More than 80 million HH have broadband
• Nearly 70% have an HDTV
• Almost 40% have a digital video recorder
• We all use the internet to manage our lives daily
... Business research, hotel reservations,
grocery lists, car shopping
From 2004 to 2009
TV viewing time is the same, internet use
increased 117%, listening to the radio is down
18%, reading the newspaper is down 17%
49. NCCAE | Contact points
Email communication still preferred by 25+
50. NCCAE | Contact points
Essential contact points
External and internal communications
• Printed materials—folders, brochures,
handouts
• Your website … a primary point of choice
• Banners and trade show displays
• Newsletters, magazines and Emails
• Internal contacts from the handbook to
employee newsletters
51. NCCAE | Brand persona
What is your brand persona?
• What personality or brand character best
represents your organization/product/service?
• It is this “persona” that will be remembered
• It’s the personality of your brand
communication that will create recognition and
attention long after your identity is unveiled
58. NCCAE | Brand persona
The brand persona
• A collection of authentic visual and
verbal assets, actions and beliefs
• Your audience recognizes your persona
through:
• Colors and images
• Language and tone
• Look and feel
• Quality of interactions
59. NCCAE | Brand persona
What brand persona is right for
your audience?
• Is your image what your audience wants,
expects, will respond to?
• What’s the “playing field”? What’s expected?
• How can you go beyond the expected to
generate recognition and loyalty?
64. NCCAE | Brand persona
Defining your brand persona
• Supports the strategy and tactics used to
implement branding
• Will help you define the communication tools
you use
• Reduces the number of options by focusing on
your audiences and brand
• Makes each communication more effective
• You’ll provide what your audience needs to
connect with you
65. Ca nby Te l c o m| Identity and Fleet Graphics
68. NCCAE | Build your brand
Understanding your audience’s
expectations
• Makes each communication more effective
• You’ll provide what your audience needs to
make a decision
• Each point of contact must build on the others
• Each tool and every tactic must build the
experience
69. NCCAE | Build your brand
Defining your brand persona
• Directs the visual vocabulary of your brand
• Supports the strategy and tactics you choose
• Will help you select media and define the best
tools to get results
• Reduces the number of options by focusing on
your audience, the best contact point and most
effective medium/tool to communicate your key
messages
70. NCCAE | Build your brand
Building your brand
• Will create clarity with internal and external
audiences
• Builds perceived value
• Generates increased recognition at a lower cost
• Establishes a stronger presence and clearer
communications with all audiences
71. Questions?
Jennifer Larsen
Morrow
President
Creative Company