This document discusses branding and how to effectively communicate an organization's brand. It covers why branding is important in today's overwhelmed culture with too many choices. A brand provides clarity, visibility, recognition and value. The brand is based on audience perception so it's important to understand different audiences and their generational perspectives. Contact points like websites and newsletters are opportunities to reinforce a brand through consistent visuals and messaging. Developing a brand persona with authentic assets helps audiences recognize an organization.
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!"
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.
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
The document discusses better marketing strategies that can lead to increased sales. It emphasizes understanding your target audiences and their needs and preferences for communication. Marketing should clearly communicate the benefits of products and services from the customer's perspective using a consistent brand identity across all channels. An effective brand tells a story that provides value for potential customers as they do more research online before making purchasing decisions. The presentation encourages businesses to focus on helping customers through relevant content across online and offline platforms to build trust and make customers for life.
For social change organizations, it's time to think beyond transactional websites and the limits of UX design. Because when the goal is as ambitious as addressing pressing issues like climate change, social justice, or inter-generational poverty, if the lens through which we communicate about them is a website, then the solutions we design are almost certainly going to be website-specific.
In this Webinar led by Matthew Schwartz, Founder and Director of Strategy at social change brand strategy and experience design firm, Constructive, you’ll learn:
• How brand strategy improves the website design and development process
• What the four core strategies are to every website and the roles they play
• How to increase collaboration and shared learning across long-term website projects
• How to translate organizational strategy into effective online brand experiences
This document provides an overview of practical branding for small businesses. It discusses that a brand is formed from a business's core beliefs and decisions. Branding aims to create a business that people love and that serves a purpose. It recommends starting branding by examining a business's purpose and touchpoints with customers to deliver a consistent message and stand out from competitors. Maintaining consistency, uniqueness, and living up to promises helps strengthen a brand over time.
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!"
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.
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
The document discusses better marketing strategies that can lead to increased sales. It emphasizes understanding your target audiences and their needs and preferences for communication. Marketing should clearly communicate the benefits of products and services from the customer's perspective using a consistent brand identity across all channels. An effective brand tells a story that provides value for potential customers as they do more research online before making purchasing decisions. The presentation encourages businesses to focus on helping customers through relevant content across online and offline platforms to build trust and make customers for life.
For social change organizations, it's time to think beyond transactional websites and the limits of UX design. Because when the goal is as ambitious as addressing pressing issues like climate change, social justice, or inter-generational poverty, if the lens through which we communicate about them is a website, then the solutions we design are almost certainly going to be website-specific.
In this Webinar led by Matthew Schwartz, Founder and Director of Strategy at social change brand strategy and experience design firm, Constructive, you’ll learn:
• How brand strategy improves the website design and development process
• What the four core strategies are to every website and the roles they play
• How to increase collaboration and shared learning across long-term website projects
• How to translate organizational strategy into effective online brand experiences
This document provides an overview of practical branding for small businesses. It discusses that a brand is formed from a business's core beliefs and decisions. Branding aims to create a business that people love and that serves a purpose. It recommends starting branding by examining a business's purpose and touchpoints with customers to deliver a consistent message and stand out from competitors. Maintaining consistency, uniqueness, and living up to promises helps strengthen a brand over time.
The document provides an overview of graphic design and outlines a company's graphic design process. It discusses how graphic design represents an organization through branding, logos, websites and other visual materials. It also describes establishing branding guidelines to ensure consistent messaging and outlines the company's design process from initial consultation to providing final design assets.
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.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand:
- What it means to brand an organization
- How to identify what’s at the core of your organization’s brand
- How to build simple messaging frameworks that allow consistent communications of that brand
- How to help your organization “walk the walk” and deliver on the promise of your brand
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.
The document discusses new ways of thinking about catalogs and engaging customers. It argues that catalogs should be seen not just as transactional tools but also ways to engage customers and build relationships. It provides examples of how to make catalogs more engaging, such as including digital calls-to-action, surprising customers to generate excitement, and supporting online activities. It also stresses the importance of doing something different with catalogs to stand out and capturing attention with covers, imagery, copy, and themes.
The document discusses social media marketing and provides an overview of key concepts. It defines social media as online tools like blogs, social networking sites and microblogs that allow users to connect and share content. The benefits of social media marketing for businesses include audience reach, interactivity and flexibility. The document then covers topics like setting up social media accounts, creating a social media calendar, using tools like Facebook, Twitter and LinkedIn for marketing, and integrating social media into an overall marketing plan.
By matching the message to the audience, students will learn to create an effective way to communicate their value in any networking setting. The result will be a focused statement that presents your value to that audience.
UX as a core competence - TYPO3 conference Asia 2012samng
User experience (UX) design is about understanding how people feel when interacting with something that has been built. The document discusses UX and provides examples of companies like Zappos and Apple that are focused on designing positive user experiences. It recommends that to be in demand, one should get good at designing experiences across interactions and channels using UX design tools and methods like field studies, persona development, and usability testing.
Lisa Young, VP of Zing Consulting Group, gave a presentation on successfully selling and marketing a business. The presentation covered key aspects of value-added selling such as focusing on customer benefits rather than price and differentiating your product or service from competitors. It also provided tips on preparing for and handling sales objections, staying motivated through goal-setting and accountability, and leveraging word-of-mouth marketing through referrals and reviews online.
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.
The document discusses brand positioning and product development. It provides definitions of branding concepts like brand attributes and brand identity. It also discusses assessing competitors and establishing aspirational brand perceptions. Key aspects of the Brooks Stevens brand identified include being playful, smart, user-centric, and passionate experts. The document outlines strategic brand dimensions to develop like being energetic, smart, user-centric, and passionate experts.
This document provides an overview of graphic design, including definitions, objectives, specialized areas, applications, and employment opportunities. It defines graphic design as a visual language used to convey messages through the creation and organization of visual elements. The document outlines several major specialized areas of graphic design such as advertising, branding, identity design, and environmental design. It also discusses applications within these areas and potential employment in design studios, agencies, and corporate design departments.
This document discusses branding and marketing strategies for organizations. It defines branding as going beyond just a name or logo to represent a consistent set of visuals, language, and messaging. The document outlines steps to develop an organizational brand such as identifying target audiences, their needs and hot buttons. It also discusses communicating the brand through appealing to different learning styles, considering competitors, generating referrals, and justifying purchases. Overall, the document provides guidance on understanding audiences and building a brand identity through consistent messaging.
Keone Productions is a 100% black-owned South African media production company. They offer services in design, branding, television, music, marketing, eventing, and provide complete pre-production and post-production services for the motion picture industry. Keone Productions has worked with television broadcasters, government departments, non-profits, academics, and corporate clients on various projects.
The document discusses various aspects of the communication process, including factors related to the source, message, and channel. It covers topics such as source credibility, the use of celebrities in endorsements, fear appeals in messages, and the use of humor. It also discusses how messages are encoded, interpreted, retained, and recalled by receivers of the communication.
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
This document discusses building an effective brand through understanding target audiences and their needs. It emphasizes focusing the brand message on the benefits and value provided to audiences. Consistency across contact points is important for brand recognition. Target audiences include four generations that require different communication approaches. The key is identifying the "point of choice" where an audience will take action and move to the next step. An effective brand creates clarity for audiences, increases visibility, boosts competitiveness and perceived value, and allows for cost savings through consistency.
The document provides an overview of graphic design and outlines a company's graphic design process. It discusses how graphic design represents an organization through branding, logos, websites and other visual materials. It also describes establishing branding guidelines to ensure consistent messaging and outlines the company's design process from initial consultation to providing final design assets.
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.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand:
- What it means to brand an organization
- How to identify what’s at the core of your organization’s brand
- How to build simple messaging frameworks that allow consistent communications of that brand
- How to help your organization “walk the walk” and deliver on the promise of your brand
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.
The document discusses new ways of thinking about catalogs and engaging customers. It argues that catalogs should be seen not just as transactional tools but also ways to engage customers and build relationships. It provides examples of how to make catalogs more engaging, such as including digital calls-to-action, surprising customers to generate excitement, and supporting online activities. It also stresses the importance of doing something different with catalogs to stand out and capturing attention with covers, imagery, copy, and themes.
The document discusses social media marketing and provides an overview of key concepts. It defines social media as online tools like blogs, social networking sites and microblogs that allow users to connect and share content. The benefits of social media marketing for businesses include audience reach, interactivity and flexibility. The document then covers topics like setting up social media accounts, creating a social media calendar, using tools like Facebook, Twitter and LinkedIn for marketing, and integrating social media into an overall marketing plan.
By matching the message to the audience, students will learn to create an effective way to communicate their value in any networking setting. The result will be a focused statement that presents your value to that audience.
UX as a core competence - TYPO3 conference Asia 2012samng
User experience (UX) design is about understanding how people feel when interacting with something that has been built. The document discusses UX and provides examples of companies like Zappos and Apple that are focused on designing positive user experiences. It recommends that to be in demand, one should get good at designing experiences across interactions and channels using UX design tools and methods like field studies, persona development, and usability testing.
Lisa Young, VP of Zing Consulting Group, gave a presentation on successfully selling and marketing a business. The presentation covered key aspects of value-added selling such as focusing on customer benefits rather than price and differentiating your product or service from competitors. It also provided tips on preparing for and handling sales objections, staying motivated through goal-setting and accountability, and leveraging word-of-mouth marketing through referrals and reviews online.
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.
The document discusses brand positioning and product development. It provides definitions of branding concepts like brand attributes and brand identity. It also discusses assessing competitors and establishing aspirational brand perceptions. Key aspects of the Brooks Stevens brand identified include being playful, smart, user-centric, and passionate experts. The document outlines strategic brand dimensions to develop like being energetic, smart, user-centric, and passionate experts.
This document provides an overview of graphic design, including definitions, objectives, specialized areas, applications, and employment opportunities. It defines graphic design as a visual language used to convey messages through the creation and organization of visual elements. The document outlines several major specialized areas of graphic design such as advertising, branding, identity design, and environmental design. It also discusses applications within these areas and potential employment in design studios, agencies, and corporate design departments.
This document discusses branding and marketing strategies for organizations. It defines branding as going beyond just a name or logo to represent a consistent set of visuals, language, and messaging. The document outlines steps to develop an organizational brand such as identifying target audiences, their needs and hot buttons. It also discusses communicating the brand through appealing to different learning styles, considering competitors, generating referrals, and justifying purchases. Overall, the document provides guidance on understanding audiences and building a brand identity through consistent messaging.
Keone Productions is a 100% black-owned South African media production company. They offer services in design, branding, television, music, marketing, eventing, and provide complete pre-production and post-production services for the motion picture industry. Keone Productions has worked with television broadcasters, government departments, non-profits, academics, and corporate clients on various projects.
The document discusses various aspects of the communication process, including factors related to the source, message, and channel. It covers topics such as source credibility, the use of celebrities in endorsements, fear appeals in messages, and the use of humor. It also discusses how messages are encoded, interpreted, retained, and recalled by receivers of the communication.
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
This document discusses building an effective brand through understanding target audiences and their needs. It emphasizes focusing the brand message on the benefits and value provided to audiences. Consistency across contact points is important for brand recognition. Target audiences include four generations that require different communication approaches. The key is identifying the "point of choice" where an audience will take action and move to the next step. An effective brand creates clarity for audiences, increases visibility, boosts competitiveness and perceived value, and allows for cost savings through consistency.
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!
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.
This document discusses how to raise your brand profile through effective branding and marketing strategies. It defines what a brand is - the emotional connection people feel with an organization based on their interactions and impressions. It emphasizes that brands are defined by individuals, not companies alone. It also highlights why branding is important to manage the impressions people have and ensure they are positive. The document then provides tips on how to raise a brand profile, such as creating a clear proposition, understanding unique selling points, defining target audiences, choosing appropriate communication tools, developing partnerships, and increasing brand awareness over time.
Developing and building a great nonprofit brandGreenlights
This document discusses developing and building a strong nonprofit brand. It explains that branding is important for nonprofits to drive internal alignment and build external trust. A strong nonprofit brand has a clear identity, tells good stories, and ensures stakeholders have tools to consistently deliver on the brand. The document provides tips on defining a nonprofit brand, assessing it through audits and research, and expressing it through a core purpose, name, messaging and aligned experiences.
The document discusses branding and provides tips for establishing a clear brand identity. It advises creating a unique image and maintaining consistency across all marketing materials. It also recommends developing a mission statement, defining the target audience and desired qualities to associate with the brand. Finally, it stresses integrating the brand across all aspects of the business and fostering loyalty through quality service.
This document discusses the power of branding and what constitutes an authentic brand. It defines a brand as a living entity enriched over time through consistent messaging and actions. An authentic brand makes a distinctive promise, drives a compelling image consistent with that promise, and encourages competencies to deliver on the promise now and into the future. Key aspects of an authentic brand are that it is intentional, reflective of mission and values, organic, self-reinforcing, dynamic, and engaging for employees. The document provides steps for organizations to explore their brand, develop a communication strategy, and ensure alignment between their culture and brand.
This “brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand
The document provides guidance on building a standout brand for business success. It discusses that a brand is more than just a name and logo - it is the gut feeling and associations people have with a product, service or company. It emphasizes the importance of considering all brand touchpoints that customers interact with. The document outlines key elements to focus on when developing a brand strategy such as defining brand personality, values, essence, positioning and creating a customer journey map. It stresses that an effective brand strategy differentiates a business from competitors and creates lasting value for customers.
This document provides an overview of a presentation on business advice and strategies for entrepreneurs and small business owners. The presentation covers topics like concept development, target marketing, branding, and sales promotion. It discusses how to develop a business concept by defining the product/service, target market, and promotional plan. It also explains how to conduct target market and competitive analyses. Branding strategies like developing a consistent brand message across all customer touchpoints are presented. The document aims to provide actionable advice entrepreneurs can apply to various aspects of developing and growing their business.
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
Arsenal - Vet to Vet Presentation Personal BrandingAshley Benjamin
The document discusses personal branding for veteran entrepreneurs. It notes that while civilians respect veterans for their service, they may not understand their unique strengths and challenges. Developing a personal brand can help veterans tell their story and distinguish themselves. The document provides tips for defining a personal brand, auditing online presence, distinguishing yourself authentically, and how effective personal branding can help with business growth and thought leadership.
Branding is about creating a unique identity for a product, service, or company that distinguishes it from competitors. It involves developing a brand name, logo, and other visual elements, as well as conveying a consistent message and promise through marketing. Key elements of branding include brand identity, personality, associations with colors and images, and delivering on the brand promise. Effective branding helps increase sales and market share by developing brand equity and preference among customers.
This document discusses how brands are formed based on the perceptions and emotions people associate with a product, service, or person. It emphasizes that brands are about building trust and relationships with customers, not just selling a product. A personal brand, like any brand, must be strategically developed by identifying one's values and strengths, communicating them consistently through various channels, and delivering on the brand promise in all interactions. Maintaining visibility online is also important for personal branding, as people now often search for individuals they want to do business with.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
A logo represents a brand and therefore careful thought should be devoted to how it is constructed. It should visually represent the essence of a brand. Be cautious not to replicate well known designs as a logo represents the uniqueness of what your business or brand has to offer.
Membership Development - Regional Chamber MeetingKyle Sexton
This document provides information on branding and organizational branding. It discusses defining a brand character, developing a brand, communicating a brand to different audiences, and choosing branding strategies. It emphasizes that branding requires consistency in messaging, visual identity, and communications. It also notes that branding is about creating emotional connections with customers and audiences. The document provides tips on targeting audiences, developing brand messages, and using testimonials and referrals to strengthen a brand.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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. 📊
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
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
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.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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.
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.
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).
5. 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?
8. 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
9. The Starbucks brand
A brand becomes more than a cup of coffee …
“let’s get a Starbucks”
It’s about the experience, the sum of all elements
10. 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
11. NACo | What is a 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
12. NACo | What is a brand?
What builds brands?
• Brands are being built with or without
management
• Publicity build brands
• Blogs, social media, marketing and
websites build brands
• Environments build brands
• Each contact with the organization
builds the brand
13. Why invest in a brand?
Why should you
build a brand?
14. NACo | Too many choices
CLARITY
There are too
many choices
for everyone. A
strong brand
helps you stand
out and connect
with those you
seek to reach
15. NACo | Create visibility and recognition
VISIBILITY
A strong brand
system sets you
apart and creates
recognition
16. NACo | Add value to all communications
“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
17. NACo | Simplify and streamline
SAVINGS
A strong brand
provides structure
and ties
communications
together so you’re
more effective
18. Perception is reality
• Your brand is based on what people
think about your organization
…and it’s
• Communicate clearly from the
audience’s point of view
about people
• Provide value to those you serve
and communication
19. Audiences
Perception is reality
• Your brand is based on what people
think about your organization, products
and services
• You must communicate clearly from
your audience’s point of view
• Create a brand that is visually appealing
and communicates
20. 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!)
21. 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
23. 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?
25. 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. 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. 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. NACo | 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. Generations
Gen X – 1965 to 1984
• 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. Generations
Gen Y – Born 1985 to 2010
• 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
32. Reaching your audiences and
generating response is the goal
Building or
rebuilding
your brand
33. Building your brand
Brand building requires focus
• Focus on your audiences and the
benefits
• Branding requires consistency
• You will get tired of it long before your
audiences do
34. 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
39. Contacts
You will see all the messages and
tools, your audience won’t
• Consistency creates a connection
• Visually connect all elements, from
website to mailings to office
environment to stationery to displays,
Emails and brochures…
40. Contacts
What value do you provide?
• Go beyond the “stuff”
• Identify ideas, messages that address
“why should I care?” or
• “What’s in it for me?”
46. Point of choice
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?
47. 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. Contact points
Essential contact points
• Printed materials—folders,
brochures, handouts
• Your website … a primary point of
choice
• Newsletters, magazines and Emails
• Internal contacts from the
handbook to employee newsletters
49. NACo | Contact points
Don’t get lost in the clutter
“It is critical for me that we are always
putting our best face forward. Our
message hasn’t changed, but it is more
valuable because it no longer gets lost in
the clutter.” Mark F. LaVigne, Deputy Director of NYSAC
50. Contact points
hat 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.
52. 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
53. 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?
54. 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
58. 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
59. 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
60. 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
61. Questions?
Jennifer Larsen
Morrow
President
Creative Company
Editor's Notes
Creative Company BrandACT® 09 Creative Company BrandACT® 09