Branding and strategy is an important part of every business. By defining and then communicating the brand both internally and externally, will impact directly on the capacity of a business to achieve its objectives.
A brand involves four key elements:
Vision – where the organisation is going
Values – what the organisation stands for
Personality – what the organisation is like to deal with
Positioning – what differentiates the organisation
The vision and values are internal factors, whilst personality and positioning are external factors.
Other elements of a brand include:
Services
People
Mission
Features
Attributes
Benefits
Essence
This seminar will explore the elements of a brand and why defining and communicating your brand effectively is so important.
Starting a business...a guide on what to consider, brand identity, financing, culture, marketing, plus more. Includes interactive tools for you and your team.
#Hey find out how I helped London School of Marketing with the brand and print production design for new and existing education services. More online at: www.hey.digital/my-work-examples/london-school-marketing-brand-creative
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 Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
Starting a business...a guide on what to consider, brand identity, financing, culture, marketing, plus more. Includes interactive tools for you and your team.
#Hey find out how I helped London School of Marketing with the brand and print production design for new and existing education services. More online at: www.hey.digital/my-work-examples/london-school-marketing-brand-creative
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 Strategic Designer Brand Strategy Development Workshopdbholston
This workshop takes participants through a nine phase brand development process including discovering the organizations image, the brand vision, the brand perception, brand promise, the brand audience, positioning and brand ROI, brand creative development and communicating the brand to constituents.
Refine your organizations positioning
Learn the methodology for developing a strategic branding
Link your organizations goals to its behaviors
Align stakeholders and build internal support for the brand
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
Based on current market research findings, a strategic brand development initiative addressed several brand issues, including brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning, key messaging and target media consumption habits.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
Enjoy!
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
Here is a presentation with the goal of simplifying the concept of the positioning statement. Quite often we find businesses overlook the importance of the positioning statement (otherwise known as unique selling point, value proposition, etc.) The positioning statement can be a simple guideline for the strength of your marketing activities.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
The Positioning Statement A Description Of The Lustratus Positioning Statem...Lustratus REPAMA
This document defines the positioning statement format that Lustratus REPAMA uses as part of its consulting services that help our clients to build compelling market propositions. Sections include discussions on the target audience and ideal client, their pain, need or desire, the product name, the product category or segment, the main reason to buy, the likely competitor or alternative and the unique selling proposition (USP).
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
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.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
Enjoy!
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
Every corporate entity must create a brand and an image. this is not an easy task. but here is step by step points , with case examples. please download .and say so if you like and share it
Here is a presentation with the goal of simplifying the concept of the positioning statement. Quite often we find businesses overlook the importance of the positioning statement (otherwise known as unique selling point, value proposition, etc.) The positioning statement can be a simple guideline for the strength of your marketing activities.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
The Positioning Statement A Description Of The Lustratus Positioning Statem...Lustratus REPAMA
This document defines the positioning statement format that Lustratus REPAMA uses as part of its consulting services that help our clients to build compelling market propositions. Sections include discussions on the target audience and ideal client, their pain, need or desire, the product name, the product category or segment, the main reason to buy, the likely competitor or alternative and the unique selling proposition (USP).
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
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.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Marketing in the Digital Frontier: Making Your Brand StandoutSnapwire
Building your brand presence online is one of the most important priorities for a marketing team. When going digital there are two major considerations—how to do it and how to make it stand out. The presentation will cover digital branding and digital marketing by using high-quality visual content, which will make your brand standout.
Marketing in the Digital Frontier: Making Your Brand StandoutSnapwire
Building your brand presence online is one of the most important priorities for a marketing team. When going digital there are two major considerations—how to do it and how to make it stand out. The presentation will cover digital branding and digital marketing by using high-quality visual content, which will make your brand standout.
Hootsuite Social Media Management - Vorian Agency 2016Vorian Agency
Join Matt Lynch, General Manager of Perth based marketing company Vorian Agency, demonstrating the benefits of using Hootsuite for Social Media Management. Vorian Agency offers 15 marketing topics as training courses to Perth businesses, and supports this with a download of the seminar notes with links, references, and useful guides on how to use Hootsuite.
Preparing to Manage Social Media in a Crisis
Social media has changed crisis management exponentially. It has become the primary source for news as it breaks, to maintain a connection to the crisis, and to reach out to ask questions, comment, or get support. Consumers flock to find the ‘official’ page of the business within search, and their official channels on Social Media. This presentation from Matt Lynch explores best practice across Search Engine Optimisation and Social Media for the Crisis Management Leaders Summit, Perth 2015 #gocrisis #voriantraining
EDMs (Electronic Distributed Marketing) through eNewsletters is almost as old as the internet itself and shouldn’t be discounted by marketers with so many additional options now available to connect with your customer base. This seminar looks at how to improve your eMarketing, increase deliverability, understand the different platforms, improve open rates, implement A/B testing, encourage segmentation and personalisation, and drive higher engagement and click through, whilst understanding how to integrate this strategy holistically across the Integrated Digital Marketing approach and support it with cross pollination and linking. We’ll talk about responsive designs and different ESP (Email Service Providers), and how users integrate with their emails… and what you can do to increase sharing and virality.
Things you can learn include:
The evolution of email marketing
Different eMarketing Platforms
What affects deliverability
CAN-SPAM act and Double Opt-ins
White lists, black lists and DSNBL
How to improve Open Rates
Implementing A/B testing
Segmenting your email subscribers/CRM
Personalisation and Psychology in eMarketing
Increasing click through and engagement
Tracking & Reporting on your email marketing
An Integrated Digital Marketing approach
Good design for email templates
Responsive Design for emails
Mail Chimp platform
Social Sharing, Forwarding and View Online
Do you find yourself getting frustrated with websites because you can’t find what you’re looking for?
One of the most common issues found on websites is the lack of attention to detail to the specific design elements that users engage with. CRO or Conversion Rate Optimisation has now become an extremely important factor to increase engagement and conversions.
Websites that have high traffic volume but low conversions will in most instances have design flaws in their website structure which are limiting user engagement with their website.
With so many social media channels available, business marketers are finding it hard to find the time to do everything that they ideally want and need to do with Social Media Marketing to keep the conversation going with the community that they want to build up around their brand. This seminar looks at the popular social media management tool HootSuite, to outline the benefits for busy marketers in scheduling content, monitoring keywords and conversations, tracking results from campaigns with custom URL shorteners, implementing Google Analytics campaign tagging, the reporting that can be customised and scheduled, as well as the team use of HootSuite.
Things you can learn include:
A walk through of HootSuite
Configuring accounts and channels
Adding administrators and users (Permissions)
Scheduling content and uploading
Repurposing content and using across channels
Using URL shorteners in and out of HootSuite
Implementing Google Campaign Tracking Tags
Monitoring your brand mentions and competitors
Setting up canned responses
From personal use to business use
HootSuite on the tablet and smartphones
A team approach to Social Media
Creating Custom Reports and scheduling
This seminar will explore the widely popular social media image scrapbooking website Pinterest as part of an integrated digital marketing strategy for your business to create brand awareness drive incidental traffic and create additional inbound links through to your website.
Things you can learn include:
consistent branding for account name
optimised biography and account information
Understanding Twitter Terminology
setting up boards and their descriptions
positioning the sequence of boards for optimal visibility
keyword strategy for content and file naming
filling your boards with pins
visual content marketing strategy
follower building strategy
cross pollination between your social media accounts
choosing good images to pin for viral distribution
Google’s version of Facebook and Twitter in the area of Social Media, allowing people to have personal profiles that can be used throughout all the Google products and maintain “Circles” to share their videos, pictures, websites with friends (like Facebook) or industry types (like Twitter) or the world.
Add to your social media repertoire and improve both your personal and business understanding of Twitter as a social media channel. Our seminar takes a deep dive into this very popular short message service to explain what it is all about and how you can leverage the twitterverse.
Things you can learn include:
Setting up your Twitter Account
Optimal designing for Twitter
Understanding Twitter Terminology
A consistent Social Media Style Guide
Best Practice Twitter Tips
The ideal Tweet length
Being organised and using Lists
Sourcing and Building Followers
Content Marketing with Twitter
The #Hashtag
Twitter search and location features
URL Shorteners and Campaign Marketing
Efficient Social Media Management and Apps
Trending Topics and what to post
Social Media Reporting
Vorian Agency PPC Google Adwords Seminar 2015Vorian Agency
In this seminar we’ll work through the ins and outs of Google Adwords, to explain how Pay Per Click (PPC) advertising can work for your business.
Things you can learn include:
What is PPC?
Introduction to Campaigns and Ad Groups
Creating an Advert
Editorial Guidelines
Keywords; Broad, Phrase & Exact Match
Bidding and Traffic Estimation
Account Configuration
Competitor Analysis
Negative Keywords
Ad Extensions
Integrating with Google Analytics
Conversion Tracking
Remarketing
This training session will give you insight into Facebook for business and how you can best optimise your profile, behind the scenes and settings of Facebook, recommendations on marketing, PPC and Ads Manager and more.
Get the most out of your social media channels and maximise your return on investment.
Things you can learn include:
Setting up a Facebook business page
Useful plugins and features
Content marketing strategy
Social media strategy
Pay-per-click advertising
Useful tools
Video is a great way to identify your key messages as a company and entice viewers to engage with your business. Using online video marketing effectively is key to a successful online marketing strategy. More than 48 hours of video content is being uploaded every minute into YouTube where its videos are 50 times more likely to rank at the top of Google’s first page Search Results. If you would like to learn more about how you can optimise your existing videos or gain insights and ideas for new videos to help increase user engagement then this seminar is for you.
Things you can learn include:
Video channel distribution options
Content marketing with video
SEO for video optimisation
Video production format options
Social media and videos
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
This presentation, created by Syed Faiz ul Hassan, explores the profound influence of media on public perception and behavior. It delves into the evolution of media from oral traditions to modern digital and social media platforms. Key topics include the role of media in information propagation, socialization, crisis awareness, globalization, and education. The presentation also examines media influence through agenda setting, propaganda, and manipulative techniques used by advertisers and marketers. Furthermore, it highlights the impact of surveillance enabled by media technologies on personal behavior and preferences. Through this comprehensive overview, the presentation aims to shed light on how media shapes collective consciousness and public opinion.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
2. Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing solutions
to business wrestling with how to market in today’s changing environment.
• With over 22 years Online Marketing & Information Technology experience, Matt’s primary
speciality is Search Engine Optimisation (SEO). Matt is a highly experienced senior digital
marketing specialist working both within agency and in-house roles. Matt is also a certified
Google Adwords and Bing Ads Professional.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel for over 10
years with companies such as Trafalgar Tours, The Travel Corporation brand and travel
properties, Stella Travel and Best Flights. Matt has earned a reputation as an online marketing
expert and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager
Slide: 2
3. Add Matt to your circles…
Google+: https://plus.google.com/+MattLynchAU
Facebook: https://www.facebook.com/mattrlynch
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Twitter: https://twitter.com/mattrlynch
Pinterest: http://pinterest.com/mattrlynch
About Me: http://about.me/au.mattlynch
SlideShare: http://www.slideshare.net/mattrlynch
Instagram: http://instagram.com/#mattrlynch
YouTube: https://www.youtube.com/user/aumattlynch
Vimeo: https://vimeo.com/mattrlynch
Vine: https://vine.co/mattlynch
Yelp: http://mattlynch.yelp.com.au
FourSquare: https://foursquare.com/mattrlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au
Slide: 3
5. Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency
Slide: 5
6. Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series
Slide: 6
7. Branding
• It is within our minds that brands live.
• The creation of a brand is the creation of a memory. It relies upon, it requires, the
consumer for it co-creation.
• Branding and strategy is an important part of every business. By defining and then
communicating the brand both internally and externally, will impact directly on the
capacity of a business to achieve its objectives.
Slide: 7
8. What is a Brand?• A brand it not just the following, but includes these elements:
– Business Name
– Personal Name, we are our own Brand…
– Domain Name
– Social Media Account Name
– Tagline/Slogan (Key Positioning Statement)
– Logo
– Sign
– Symbol
– Product
• In its raw sense; a brand is a name, sign or symbol that is intended to identify
goods and services of one seller from another.
• Branding is decommodification of a product.
• A brand involves four key elements:
– Vision: where the organization is going
– Values: what the organization stands for
– Personality: what the organization is like to deal with
– Positioning: what differentiates the organization
• The vision and values are internal factors, whilst personality and positioning are
external factors. Slide: 8
9. Brand Name
• A brand name provides an identity which differentiates.
• The key marketing concept of position, style, tone-of-voice, imagery are all
centered around the brand name.
Slide: 9
10. Brand Identity Prism
• A look at how brand identity interrelates between internal and external factors, from
the customer to ourselves:
Slide: 10
11. Why is Branding Necessary?
• Customers have Many Choices & Limited Time
Slide: 11
12. Building Brand Value
• What is the value of the brand? Especially brand strategy - your promise, position
and personality?
• Brand culture, the accepted truth about the products/services, can greatly enhance
brand value.
• Difference between what a consumer will pay for branded product and a physically
identical product without brand.
• Reputation value: perceived product quality.
• Relationship value: trusted as a long term partner.
• Experiential value: shape experience of product.
• Symbolic value: which expresses values and identities.
• Product Development: Optimise your product bearing in mind your customer's
needs.
• Passionate Team: Hire the best available talent to fulfill your brand's promise.
• Driving Force: Encourage people to invest time and money in your brand.
Slide: 12
13. Brand Architecture• Six (6) model types are discussed in the brand-product relationship
• The Product Brand Strategy
– It involves the assignment of a particular name to one, and only one, product as well as one exclusive
positioning.
– The result of this strategy is that each new product will have to receive its own brand name that belongs
only to it.
• The Line Brand Strategy
– This strategy involves the exploitation of successful concept by extending it but by staying very close to
the product.
• The Range Brand Strategy
– It bestows a single brand name and promotes through a single promise, a range of products belonging
to the same area of competence.
• The Umbrella Brand Strategy
– The same brand supports several products in different markets.
– Each of them has its own advertising tool and is own communications.
– The main advantage of umbrella strategy is the capitalization on one single name and economies of
scale on an international level.
• The Source Brand Strategy
– This is identical to umbrella brand strategy except for the point that they are no longer called by one
generic name.
– Two tier brand structure
– Sub-branding.
• The Endorsing Brand Strategy
– It gives approval to a wide variety of products grouped under product brands, line brands or range
brands.
– The brand endorsement can be indicated in a graphical manner by placing the emblem or in a nominal
way. Slide: 13
14. Brand Equity
• Financial - Goodwill, over a period of time.
• What is to be measured:
– Clear understanding of concept
– Consumer way of determining the brand
• What are the measures
– Critical, Continuous, Creative.
– You can manage what is under your control
• How to measure
• A Brand doesn't exist in isolation, it has to be understood in relation to category.
• The brand image consumer feels, thinks and experiences (the cognitive and
affective mixes).
Slide: 14
15. Brand Equity – BRANDZ Model
• From low to high, building the brand equity:
Slide: 15
16. Brand Consistency
• Removing the confusion for the consumer. Creating a consistent approach in your
marketing delivery and strategy.
• Before we delve into preparing to do business online… research and do the due
diligence, to determine a consistent brand approach (name and logo) to avoid
confusion and conflict to the brand.
• ASIC Connect: http://www.asic.gov.au/for-business/registering-a-business-name/support-for-business-names/
• ABN Lookup: http://www.abr.business.gov.au/Index.aspx
• AUSRegistry: http://whois.ausregistry.com.au/whois/whois_local.jsp?
• NameChk: http://namechk.com/
• Knowem: http://knowem.com/
• Google Image Search (in Chrome browser – drag and drop an image into the image search box)
Slide: 16
17. Secure Your Name
• Proverb: Failing to plan is planning to fail
• You may not use them today, but secure them for tomorrow!
Slide: 17
18. Style Guide
• Generate a brand ‘Style Guide’ for your online business
• Research your target demographic to develop your ideal ‘persona’
• Determine your ‘Tone of Voice’, type of language used and how you will come across
• Consistent naming convention for account creation
• Consistent brand approach for use of logo, hero images, fonts and colours
• Prepare consistent business descriptors for use in ‘About’ biographies
• Look to incorporate target keyword strategy throughout
Slide: 18
19. Brand Logo
• The logo is the 'face' of any brand. The very first
impression - so its design is extremely important. When
executed correctly, a logo is a powerful asset to your
brand. Creating an effective visual representation of a
brand requires more than just graphic design.
– Use other designs for inspiration only, don't copy other's work.
– Consider the selection of colour, and psychology behind the
colours.
– Research your audience, this will help you determine the best
design style.
– Make preliminary sketches to 'wire-frame' the design.
– Consider size and aspect ratio, particularly with web and social
media.
Slide: 19
20. Customer Service
• Customer Service is the series of activities designed to enhance the level of
customer satisfaction - that is, the feeling that a product or service has met
the customer expectation.
• Customer Support: Be ready to assist your customers in any possible way.
• Feedback: Listen carefully to what your customers have to say about your
product and service.
• Customer Retention: Do everything you can to retain your customers.
Slide: 20
22. Brand Hashtags #• Hashtags turn topics and phrases into clickable links in your posts on your personal
Timeline or Page. This helps people find posts about topics they’re interested in. To
make a hashtag, write # (the number sign) along with a topic or phrase (written as
one word) and add it to your post.
• Use hashtags (#) to focus posts on topical keywords, or brand name.
• Regularly post with hashtags.
• Don’t over do the amount of hashtags implemented within a post.
• Keep an eye on trending topics and particular #tags, and blend these into your posts.
• http://www.hashtags.org/
• Hashtags can be used as keyword links within Twitter, Facebook, Instagram and
Google+
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24. Reputation Reporting
• Measure and Manage your Social Reputation
• Klout - http://klout.com/home
• Kred - http://kred.com/
• Naymz - http://www.naymz.com/
• PeerIndex - http://www.peerindex.com/
• TrustCloud - https://trustcloud.com/
• Trackur - http://www.trackur.com/
• Thinkup - https://www.thinkup.com/
• TweetReach - http://tweetreach.com
• Sumall - https://sumall.com/
• Mentionmapp - http://mentionmapp.com
• Social Mention – http://www.socialmention.com/
• Xefer - http://xefer.com
• Unfollowers - https://unfollowers.com
• Record monthly your growth in followers, following, Tweets, Retweet,
engaged users and reach.
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25. Monitoring your Brand Mentions
• Monitor the Web for conversation around your Brand.
• Google Alerts are email updates of the latest relevant Google results (web, news,
etc.) based on your queries.
• Enter a search query you wish to monitor. You will see a preview of the type of results
you'll receive. Some handy uses of Google Alerts include:
– monitoring a developing news story
– keeping current on a competitor or industry
– managing your own company or personal brand reputation
– getting the latest on a celebrity or event
– keeping tabs on your favorite sports teams
http://www.google.com.au/alerts
– Another free alert solution is http://www.talkwalker.com/
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26. Monitoring Review Sites
• Is your business/brand aware of bad reviews, and are you doing anything?
• A disgruntled consumer, can at any time, post a bad review about your company. As a business
owner, you may take this very personally, as you naturally want to protect the reputation of
your business and nuture its growth. This is not the time to stick your head in the sand albeit
like an ostrich, and hope it will go away on its own accord. Now is the time to be productive
and take action - monitor, and respond.
• Review sites; where consumers can leave star ratings, comments, thumb up or down the
business, are taken seriously by other consumers looking for 'trust signals', as part of their
research process when initially interacting with your online brand and determining whether to
proceed with the purchase process. Prospective clients researching your product or services by
Googling your brand, will see both social media and review websites. Google and other search
engines are 'listening' to your brand sentiment online, and can use the results from review sites,
and sentiment analysis from social media conversation, to help paint a picture of your business
that impacts the search results.
• By responding to reviews (Review sites can include; Google+, Facebook, FourSquare, Yelp,
Truelocal, Womo, Urbanspoon, StartLocal, Dlook, LocalStore... to name but a few!) you are
showing you care about the client, and their experience with your brand, and that you want to
fix the issue and address any problems noted. By not responding, even to one bad review, you
can completely diminish the brand value that you had previously built.
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27. Brand Ambassador
• This is not the United Nations! But we do need someone in control to maintain
stability and consistency. Choose someone to fight for the cause:
Brand Ambassador, Brand Guardian, Brand Champion
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28. Walk Through Brand Guidelines
• Let’s now walk through the Brand Guidelines for Vorian Agency as a real example.
Slide: 28
30. Brand Refinement - Rebranding
• Styles evolve over time, as does your audience and their expectations. You need
to balance between recognition and staying ‘fresh’.
Slide: 30
31. Keep Connected
After today’s session, please feel free to connect with me if
you have additional questions:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Don’t forget to follow Vorian Agency on LinkedIn:
http://www.linkedin.com/company/vorian-agency
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au
Slide: 31
33. Please… invite others
We would like to thank you for your attendance
to today’s seminar on Branding.
• A link to the Presentation Slide Notes will be emailed to you
• Vorian Agency info packs are provided to showcase our key business areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.
Slide: 33
34. Please… invite others
We would like to thank you for your attendance
to today’s seminar on Branding
• A link to the Presentation Slide Notes will be emailed to you
• Vorian Agency info packs are provided to showcase our key business areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Special Offer: 10% discount on Marketing services
for a limited time to attendees of our Branding seminar
• Please provide your feedback and hand-in the supplied questionnaire
• Please leave a review for us on Facebook, Yelp or Google My Business
• Please invite others you may know to register for our free seminar series and forward
them a copy of today’s seminar email.
Slide: 34