The document outlines strategies for building a brand in a down economy, emphasizing the importance of understanding audience needs and clear communication. It discusses how a strong brand creates recognition, loyalty, and competitive advantage, while addressing the uniqueness of different generational audiences. Key points include the need for differentiation, clarity in messaging, and consistently engaging with audiences across various contact points.

1. Governor’s Conference
February 24, 2011
Down
economy?
Focus
on your
audiences

2. What do they want from you?

3. Building a brand
a surprise … quick,
simple, easy …
a story … see at a
glance … talk to me
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 their “before” box

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

12. After, tell a story, build character

13. Be relevant to the audience
Engage me

14. Before … long text, formal layout, small pictures

15. After … bright, engaging, visual, consistent

16. Sense of place, big pictures

17. Maintain consistency
Who are you?

18. Before … old name, old logo … transformed

19. After … visible, consistent, recognized

20. After … information,
communication, entertainment

21. Narrow your focus by branding
A brand is
focused

22. 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

23. The Apple brand
A brand builds an
emotional connection
…
people who share the
story … an expectation
of a specific interaction
and experience

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

25. Why brand?
Why does a
brand work?

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

27. A brand creates recognition
VISIBILITY
Be seen and
recognized

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

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

30. 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

31. 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 media

32. Building a brand
each
generation
is different

33. Four generations to address
The Silent Generation –
The Boomers – 1946 to 1964
1925 to 1945
Gen X – 1965 to 1977 Gen Y – 1978 to 2000

34. Four generations to address
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

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

36. 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

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

38. 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, your
value

39. Contact points
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…

45. 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

46. Build your brand
Building your brand
• Will create better recognition
• Will focus your message on value
• Helps you stand out
• Creates bigger results for all of your
marketing

47. Questions?
Jennifer Larsen
Morrow
President
Creative Company