This is a comprehensive guide to TRUE branding for personal or business communications. It was presented to the Iowa Fruit & Vegetable Growers Association of Iowa on January 26th, 2017. More about TRUE Branding can be seen at www.thebrandchef.com or www.spokecom.com

4. Spoke Communications, LLC
A full-service marketing
communications company -
integrating emerging technologies
with proven marketing strategies.

5. I“LOVE”BRANDING!
1992 – MarComm Career
2004 – Blog / Speaking
2010 – TRUE Workbook
CreateWOW…
2013 – SEO Whitepaper
2014 – SPOKE
2016/17 – TRUE Book?
www.TheBrandChef.com

6. I “HATE”
POWERPOINT!

7. Every person has a BRAND and a reputation.
Every business has a BRAND and a reputation.
Branding Begets Marketing

8. Branding = Business…

9.  Branding in the marketplace is
very similar to branding on the
ranch.
 In the old West, the brand was
the identity of a ranch.
 A UNIQUE mark on “your
cattle” differentiating it from “all
the other cattle on the range,”
even if they all look pretty
much alike.
How Branding Got Its Name

10.  Every time you see, hear or think of
a brand, you think of your
experience with it.
 It’s all about relationships and
experiences. (engagement)
 WHAT WILL CUSTOMERS SAY
ABOUT YOUR COMPANY’S
“BRAND EXPERIENCE?”
The Essence of Branding

11.  If you do not define yourself or
your brand, it will be defined
for you.
 Brand management is a
process - not a project you
decide to do because it’s the
next, big “in thing.”
 Branding doesn’t have to be
costly - it just takes planning
and consistency to carry out.
Brand Management

12. BRANDS ARE FOR BUSINESSES?
Why do businesses use brand?
•Immediately Identifiable
•Define relationship
•Define quality - Service / Product
•Consistency
•Professional
•Differentiate
•Build Relationship with Consumer
•Drive revenue (e.g. - MAKE MONEY!)

13. WHY BRAND A BUSINESS?
Brand Creates Community
Community is Unified
Community is Professional
Community is Focused

14. WHAT YOU’RE
ABOUT TO
HEAR IS
COMMON SENSE…

15. BRAND IS NOT
YOUR LOGO!
Thank GOD.

16. Brand Process

17. Truth
Relevant
Unique
Engaging

18. 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

19. Is Your Brand “TRUE?”

20. 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?”

21. TRUTHFUL
• What did TRUTH mean?
• What does TRUTH mean?
• What will TRUTH mean?
Is Your Brand “TRUE?”

22. TRUTHFUL
• To Yourself
• To Your Customers
• To Your Employees
• To The Marketplace
• To Your Competition
Is Your Brand “TRUE?”

23. Is Your Brand “TRUE?”

24. 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?”

25. RELEVANT
• What did RELEVANT mean?
• What does RELEVANT mean?
• What will RELEVANT mean?
Is Your Brand “TRUE?”

26. RELEVANT
• To Yourself
• To Your Customers
• To Your Employees
• To The Marketplace
• To Your Competition
Is Your Brand “TRUE?”

27. Is Your Brand “TRUE?”
*A-hem*

28. 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?”

29. UNIQUE
Unless you were 1st
to
market in your industry,
your need to separate
yourself is priority #1
Is Your Brand “TRUE?”

30. UNIQUE
• What did UNIQUE mean?
• What does UNIQUE mean?
• What will UNIQUE mean?
Is Your Brand “TRUE?”

31. UNIQUE
• To Yourself
• To Your Customers
• To Your Employees
• To The Marketplace
• To Your Competition
Is Your Brand “TRUE?”

32. Is Your Brand “TRUE?”
Maybe a little sappy, but isn’t a good
connection with a customer a little like a
“love affair?”

33. ENGAGING
• What “Touch-points”
do you provide?
• Push Marketing?
• Pull Marketing?
• Building a TRUE
“BRAND COMMUNITY”
Is Your Brand “TRUE?”

34. ENGAGING
• What did ENGAGING mean?
• What does ENGAGING mean?
• What will ENGAGING mean?
Is Your Brand “TRUE?”

35. ENGAGING
• To Yourself
• To Your Customers
• To Your Employees
• To The Marketplace
• To Your Competition
Is Your Brand “TRUE?”

36. It’s about communication
& COMMUNITY
BRAND COMMUNITY
Nielsen, “Trust in Advertising” Oct. 2016

37. 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 BRAND ACTION ITEMS

38. TRUE…
Up to 40 action items to be
more TRUTHFUL
more RELEVANT
more UNIQUE
more ENGAGING
TODAY & TOMORROW…
TRUE BRAND ACTION ITEMS

39. TRUE BRAND ACTION ITEMS
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.

40. TAKE ACTION TODAY
If you do not define yourself or
your brand…
it WILL be defined
for you.

41. www.TheBrandChef.com
FREE
WORKBOOK

42. TRUE BRANDING CLIENTS

43. 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

44. QUESTIONS?
100 Court Avenue, STE 218, Des Moines, Iowa 50309
Phone: 515-257-MKTG (6584) • www.SPOKEcom.com
Twitter: @TheBrandChef • Andrew@SPOKEcom.com
www.TheBrandChef.com

45. “Tell me and I'll forget; show me
and I may remember; involve me
and I'll understand.”
– Chinese Proverb
100 Court Avenue, STE 218, Des Moines, Iowa 50309
Phone: 515-257-MKTG (6584) • www.SPOKEcom.com
Twitter: @TheBrandChef • Andrew@SPOKEcom.com
www.TheBrandChef.com