The marxgroup powerbranding _sema2012

POWER BRANDING
Brand elements that will add the POW!
To your brand and the KA-POW! in your margins

Branding 101
Presented By

April 4, 2011

1

• Full service advertising
and public relations
agency
• 25+ years of aftermarket
marketing consulting,
strategy and execution
• Passenger vehicles, heavy
duty, commercial vehicles,
motorsports, accessories

© 2012 The Marx Group 2 2

It gives you wings

5

BRANDING is the art of developing an
on-going, trusting relationship between
your customer and your company


The synergy between
your BRAND and the
HIGHER
buying expectations of BRAND
your CUSTOMERS EQUITY!


PERSONALITY
POSITION PROMISE

STORY ELEMENTS


Defines your value proposition
• Creates perceptions about your company both within and among
your target audience and their influencers
• Provides consistent and clear communication about your company,
its purpose, products and brand
• Helps you stand apart from competitors


Everything you do as a
business arises from your
CORE VALUES


WHAT ARE YOUR
CORE VALUES?


The most important attributes and
principles of your brand

BRAND PILLARS are the
foundation of your brand


EXAMPLE:
• “Best price”
• “Fastest delivery”
• “Industry-best warranties”
• “The customer is king”


Your MISSION STATEMENT is a
summation of your company’s
purpose.
Arises out of brand pillars


“It is our MISSION to
provide the best customer
service on the planet!”


What about your product or service
makes you stand out from the
competition?

Your USP arises from
your mission statement


EXAMPLE
“Our dyno tested cylinder
heads produce the most
horsepower.”


Your KEY MESSAGES are what you
want people to hear and
remember about your company
• Keep them concise
• Make sure the message is
powerful and on target


EXAMPLE
• Cast for precise fit
• High flow engineered for maximum
horsepower
• Bronze alloy inserts for durability
• No porting or polishing required


Your promise to customers
and team


• What are your promises?
• Are they realistic?
• Are they desirable?
• Do you keep them?


Personality traits give life to your brand
• A set of human characteristics that are
attributed to a brand name
• Added value in addition to functional benefits


This is your VOICE!
It’s how you present yourself to the world, so
supersize your personality


Gives your company dimension and context
• Where you come from
• How you got here
• Where you're headed


Elements that make up your brand
– Name
– Logo
– URL
– Taglines
– Graphics
– Colors
– Fonts
– etc.


Elements are not static.

Evolution


Contemporary adaptation vs. heritage


Story, Personality, Elements


Revolutionized Stores and Marketing


Trustworthy – Reliability – Passion – Dedication


Smart guy next door – Approachable – Down to earth


To bring inspiration and innovation to
every athlete in the world


When it absolutely, positively has to be there overnight


15 Minutes Or Less Can Save You 15% Or More On Car Insurance


Problem Solvers


The Power You Need to Get the Job Done


The Best in Everything That Uses Brakes


100’s of New & Innovative Products introduced each year


125 year legacy, laughs and everyday pleasures of Coca-Cola


The World Leader In High-Performance Engine Tuning Products


Immediate connection to the product itself


Awareness
Authority &
Leadership


If you have successfully deployed
the five forces of branding, your
company’s name is now associated
with more than just its products
and services


You have demonstrated that
your claims are credible. It’s
all about building TRUST.


Authority &
Leadership

Because they feel they KNOW YOU and
you’ve demonstrated CREDIBILITY, your
audience turns to you for knowledge and
expertise and sees your brand
as the leader in its category


• Higher margins and/or a price
premium
• Increased consideration
Strong Brand • More opportunities for market
expansion, segmentation and brand
Equity Gives extensions
You Power… • Leverage and additional distribution
channels
• Marketing and sales efficiencies,
especially in winning new customers
• Greater customer retention/loyalty
• Quicker new product acceptance


By combining the 5 forces of branding
and increasing your positive brand equity
MAKES YOUR BRAND A SUPERHERO!


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