ANN Presentation, May 2012

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ANN Presentation, May 2012

  1. 1. Cowboys Need Branding Too Larry DeVincenzi Managing Partner & Brand Strategist
  2. 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. 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. 4. Step 1: AnalysisNext, Clearly Define (In Writing) Your Current:• Target Market• Existing Customers• Brand Values• Brand Personality• SWOT: strengths | weaknesses |opportunities | threats
  5. 5. Step 1: AnalysisCurrent Brand Audit:• Existing Touch Points• Brand Consistency• Brand History/Positioning• Portfolio Analysis (for multiple brands)
  6. 6. Step 2: Strategy Define your intended positioning and personality.Focusing Your Brand:• Updated Brand Image• Refreshed Personality• Brand Promise/History• Repositioned Values
  7. 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. 8. Step 3: StandardsBrand Vocabulary• Name• Descriptor• Tag line• Domain Name(s)• Copy style• Keywords/Phrases
  9. 9. Step 3: StandardsBrand Visuals• Logo• Typeface(s)• Layout styles• Imagery (related graphics and photography)
  10. 10. Step 3: StandardsDigital 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. 11. Step 3: StandardsBusiness Package• Business cards• Letterhead & envelope• Note card• Presentation folder• Proposal/report cover• Digital media labels (CD, DVD, etc.)
  12. 12. Step 3: Standards• Event Strategies & Guidelines• Advertising Strategies & Guidelines• Signage Guidelines
  13. 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. 14. Just The Start!No “one size fits all” to the brand development process.
  15. 15. Q+A
  16. 16. Thank You Larry DeVincenzi larry@smartbrand.biz 775.771-7004PowerYourBrand.com

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