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Cowboys Need Branding Too

        Larry DeVincenzi
    Managing Partner & Brand Strategist
What is branding?




  Branding is the strategic foundation
      of all your communications.
Clearly define your brand BEFORE you begin outreach: Ready/Aim/Fire
                   4 PHASES TO YOUR BRANDING:
                          1.   Analysis
                          2.   Strategy
                          3.   Standards
                          4.   Marketing
Step 1: Analysis
      Start by clearly defining the current environment.

How are you currently perceived?:
• Primary & Secondary Markets
• Key Influencers
• Market Trends
• Surveys (online/personal)
Step 1: Analysis

Next, Clearly Define (In Writing) Your Current:
• Target Market
• Existing Customers
• Brand Values
• Brand Personality
• SWOT: strengths | weaknesses |opportunities | threats
Step 1: Analysis

Current Brand Audit:

• Existing Touch Points

• Brand Consistency

• Brand History/Positioning

• Portfolio Analysis (for multiple brands)
Step 2: Strategy
   Define your intended positioning and personality.

Focusing Your Brand:
• Updated Brand Image
• Refreshed Personality
• Brand Promise/History
• Repositioned Values
Step 2: Strategy
• Brand Identity / Personality

• Brand Position

• Market Position

• Value Proposition
   – Benefits
   – Psychographics / emotional drivers
   – Featured values

• Brand Architecture (if required for multiple brands)
Step 3: Standards

Brand Vocabulary
•   Name
•   Descriptor
•   Tag line
•   Domain Name(s)
•   Copy style
•   Keywords/Phrases
Step 3: Standards



Brand Visuals
• Logo
• Typeface(s)
• Layout styles
• Imagery (related graphics and photography)
Step 3: Standards


Digital Standards
• Website (inter/intranet)
• Blog (25 keywords/phrases)
• Newsletter (electronic and/or print)
• Social Media:
  Facebook, YouTube, Twitter, LinkedIn, Pinteres
  t, etc.!
• Audio signature(s)
Step 3: Standards


Business Package
• Business cards
• Letterhead & envelope
• Note card
• Presentation folder
• Proposal/report cover
• Digital media labels (CD, DVD, etc.)
Step 3: Standards

• Event Strategies & Guidelines
• Advertising Strategies & Guidelines
• Signage Guidelines
Step 4: Marketing
          With your brand’s personality clearly defined,
                integrate these key components:
• Brand Transition (if required)
• Brand Education (internal)
• Media Campaigns
  (PR, Social, Advertising, Onlin
  e)
• Prospect/Lead Generation
Just The Start!
No “one size fits all” to the brand development process.
Q+A
Thank You

  Larry DeVincenzi
  larry@smartbrand.biz
   775.771-7004
PowerYourBrand.com

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ANN Presentation, May 2012

  • 1. Cowboys Need Branding Too Larry DeVincenzi Managing Partner & Brand Strategist
  • 2. What is branding? Branding is the strategic foundation of all your communications. Clearly define your brand BEFORE you begin outreach: Ready/Aim/Fire 4 PHASES TO YOUR BRANDING: 1. Analysis 2. Strategy 3. Standards 4. Marketing
  • 3. Step 1: Analysis Start by clearly defining the current environment. How are you currently perceived?: • Primary & Secondary Markets • Key Influencers • Market Trends • Surveys (online/personal)
  • 4. Step 1: Analysis Next, Clearly Define (In Writing) Your Current: • Target Market • Existing Customers • Brand Values • Brand Personality • SWOT: strengths | weaknesses |opportunities | threats
  • 5. Step 1: Analysis Current Brand Audit: • Existing Touch Points • Brand Consistency • Brand History/Positioning • Portfolio Analysis (for multiple brands)
  • 6. Step 2: Strategy Define your intended positioning and personality. Focusing Your Brand: • Updated Brand Image • Refreshed Personality • Brand Promise/History • Repositioned Values
  • 7. Step 2: Strategy • Brand Identity / Personality • Brand Position • Market Position • Value Proposition – Benefits – Psychographics / emotional drivers – Featured values • Brand Architecture (if required for multiple brands)
  • 8. Step 3: Standards Brand Vocabulary • Name • Descriptor • Tag line • Domain Name(s) • Copy style • Keywords/Phrases
  • 9. Step 3: Standards Brand Visuals • Logo • Typeface(s) • Layout styles • Imagery (related graphics and photography)
  • 10. Step 3: Standards Digital Standards • Website (inter/intranet) • Blog (25 keywords/phrases) • Newsletter (electronic and/or print) • Social Media: Facebook, YouTube, Twitter, LinkedIn, Pinteres t, etc.! • Audio signature(s)
  • 11. Step 3: Standards Business Package • Business cards • Letterhead & envelope • Note card • Presentation folder • Proposal/report cover • Digital media labels (CD, DVD, etc.)
  • 12. Step 3: Standards • Event Strategies & Guidelines • Advertising Strategies & Guidelines • Signage Guidelines
  • 13. Step 4: Marketing With your brand’s personality clearly defined, integrate these key components: • Brand Transition (if required) • Brand Education (internal) • Media Campaigns (PR, Social, Advertising, Onlin e) • Prospect/Lead Generation
  • 14. Just The Start! No “one size fits all” to the brand development process.
  • 15. Q+A
  • 16. Thank You Larry DeVincenzi larry@smartbrand.biz 775.771-7004 PowerYourBrand.com