SPOKE Communications, LLC - TRUE Branding Breakout 031119
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This branding presentation for the Iowa Society of Association Executives was given on Tuesday March 12, 2019 by Andrew B. Clark, Owner and TheBrandChef from SPOKE Communications, LLC
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SPOKE Communications, LLC - TRUE Branding Breakout 031119
- 2. Spoke Communications, LLC A full-service marketing communications company - integrating emerging technologies with proven marketing strategies. We produce the tools you use to connect.
- 5. I “LOVE” BRANDING! 1992 – Marketing Career 2004 – Author / Speaking 2010 – TRUE Workbook CreateWOW… 2013 – SEO Whitepaper(s) 2014 – SPOKE SOON – TRUE Book
- 6. I “HATE” POWERPOINT! So… please engage.
- 7. BRAND ORIGINS WTH, Kevin?!? You said there’d be tacos!
- 8. Every person has a BRAND and a reputation. Every business has a BRAND and a reputation. BRANDING BEGETS MARKETING
- 10. BRAND ESSENCE
- 11. BRAND ESSENCE
- 12. BRAND ESSENCE
- 13. • Immediately Identifiable • Defines relationship • Defines quality - Service / Product • Consistency • Professional • Differentiates • Builds Relationship with Consumer • Builds Community • Drives revenue (e.g. - MAKE MONEY!) BRANDING WHY?
- 14. Brand Builds Community Community is Unified Community is Professional Community is Focused Community Creates Resources BRANDING BUSINESS
- 15. BRANDING IS NOT A LOGO! or a tag line… or a product / service or… or… or… Thank GOD?
- 16. BRAND STABILITY
- 18. BRAND MANAGEMENT
- 19. BRAND MANAGEMENT
- 20. BRAND MANAGEMENT
- 21. BRAND MANAGEMENT
- 22. BRAND MANAGEMENT
- 23. BRAND MANAGEMENT
- 24. BRAND MANAGEMENT
- 25. BRAND MANAGEMENT
- 26. WHAT YOU’RE ABOUT TO HEAR IS COMMON SENSE.
- 28. Is Your Brand “TRUE?” TRUTHFUL - Understanding The 5-W s: Who, What, When, Where, Why, and How about your brand (YOU) RELEVANT - Understanding HOW and why you relate to your TARGET MARKET UNIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage ENGAGING - Understanding where and how to best communicate within your brand community
- 29. Is Your Brand “TRUE?” TRUTHFUL
- 30. TRUTHFUL • Who drives your brand? • What events built / sustain your brand? • When were the best / worst moments? • Where is your brand (from… at… going)? • Why (how) will your brand survive? Is Your Brand “TRUE?”
- 31. TRUTHFUL • What did TRUTH mean? • What does TRUTH mean? • What will TRUTH mean? Is Your Brand “TRUE?”
- 32. TRUTHFUL • To Yourself • To Your Customers • To Your Employees • To The Marketplace • To Your Competition Is Your Brand “TRUE?”
- 33. Is Your Brand “TRUE?” RELEVANT
- 34. RELEVANT • Is your target market “in tune?” • What is the intrinsic appeal? • How can you amplify / fortify it? • Are YOU “in tune?” • Logical channels Is Your Brand “TRUE?”
- 35. RELEVANT • What did RELEVANT mean? • What does RELEVANT mean? • What will RELEVANT mean? Is Your Brand “TRUE?”
- 36. RELEVANT • To Yourself • To Your Customers • To Your Employees • To The Marketplace • To Your Competition Is Your Brand “TRUE?”
- 37. *A-hem* Is Your Brand “TRUE?” UNIQUE
- 38. UNIQUE • Differentiation from a crowded marketplace • Focal point for marketing & communications • Not “Different JUST to be DIFFERENT” • Shocking is not UNIQUE Is Your Brand “TRUE?”
- 39. UNIQUE Unless you were 1st to market in your industry, your need to separate yourself is priority #1 Is Your Brand “TRUE?”
- 40. UNIQUE • What did UNIQUE mean? • What does UNIQUE mean? • What will UNIQUE mean? Is Your Brand “TRUE?”
- 41. UNIQUE • To Yourself • To Your Customers • To Your Employees • To The Marketplace • To Your Competition Is Your Brand “TRUE?”
- 42. Maybe a little sappy, but isn’t a good connection with a customer a little like a “love affair?” ENGAGING Is Your Brand “TRUE?”
- 43. ENGAGING • What “Touch-points” do you provide? • Push Marketing? • Pull Marketing? • Building a TRUE “BRAND COMMUNITY” Is Your Brand “TRUE?”
- 44. ENGAGING • What did ENGAGING mean? • What does ENGAGING mean? • What will ENGAGING mean? Is Your Brand “TRUE?”
- 45. ENGAGING • To Yourself • To Your Customers • To Your Employees • To The Marketplace • To Your Competition Is Your Brand “TRUE?”
- 46. It’s about communication & COMMUNITY Nielsen, Trust in Advertising Oct. 2017 TRUE Brand Community
- 48. TRUE… • What DID it mean? • What DOES it mean? • What WILL it mean? • To Yourself • To Your Customers • To Your Employees • To The Marketplace • To Your Competition 2 5 TRUE ACTION ITEMS
- 49. TRUE… Up to 40 action items to be more TRUTHFUL more RELEVANT more UNIQUE more ENGAGING TODAY & TOMORROW… TRUE ACTION ITEMS
- 50. TRUE… Example: My Company can be more “TRUTHFUL” about __________ With our customers (employees, etc.) Therefore, we will ___________ THAT will be a TRUE BRAND ACTION ITEM. TRUE ACTION ITEMS
- 51. If you do not define yourself or your brand… it WILL be defined for you. TRUE ACTION ITEMS
- 53. TRUE BRAND MARKETING Marketing Communications Strategy Marketing Plan Dev. / Execution Branding Design & Development Digital & Social Media Marketing Video & Multi-Media Production Public Relations Media Relations / Management Webinars & Training One-on-one Consultation
- 54. QUESTIONS? 5400 SE 30th Street, Des Moines, Iowa 50320 Phone: 515-257-MKTG (6584) • www.SPOKEcom.com Twitter: @TheBrandChef • Andrew@SPOKEcom.com