marketing essentials - brand
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Setting Yourself Up for Success: Building & maintaining a strong business identity
Liam Shannon, Senior Creative Director
Company Confidential Vistaprint © 2011
Once upon a time …
Company Confidential Vistaprint © 2011
WHAT’S YOUR BRAND / STORY?
Company Confidential Vistaprint © 2011
Same technique nationalbrands pay millions for
Company Confidential Vistaprint © 2011
Try it for FREE
Company Confidential Vistaprint © 2011
A brand is the promiseof an experience.
Company Confidential Vistaprint © 2011
“
. .”
Brands are like bird’s nests. People build them from scraps and straws that they chance upon.
Jeremy Bullmore, CBEDirector WPP
Company Confidential Vistaprint © 2011
New Car Search
Company Confidential Vistaprint © 2011
Enviro Cars Sexy Cars
New Car Search
Safe Cars
Company Confidential Vistaprint © 2011
Volvo Email
Safe Cars
Volvo Ad Saab Story Volvo Blog Dads Buick
Volvo DM Chrysler Email Volvo Dealership Experience
Volvo TV Ad Volvo story
Volvo in Movie Volvo Email Volvo Banner Uncle’s Volvo Volvo Radio
Company Confidential Vistaprint © 2011
Enviro Cars Sexy Cars
New Car Search
Volvos
Consistent branding allows you toown a category!
Company Confidential Vistaprint © 2011
3 KEYS TO BUILDING A BRAND:
1. What you say
- MARKETING STRATEGY
2. How you say it
- CREATIVE EXECUTION
3. Say it over and over
- CONSISTENT MESSAGING
Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say _______________
Is the
________________________________
Whose
_______________________
_______________________
Offers
____________________
_____________________________________
COMPANY
CATEGORY
BENEFIT
BENEFIT
TARGET AUDIENCE
ULTIMATE BENEFIT
Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say _______________
Is the
________________________________
Whose
_______________________
_______________________
Offers
____________________
_____________________________________
Joe’s Coffee & Bagels
Community focal point
Low priced great coffee
And central location
Busy commuters
A convenient source of community involvement
Company Confidential Vistaprint © 2011
1. Your Target Audience(s)2. Your Competitive Environment3. Your Product/Service
Features/Benefits
STEP 1: What you’re going to say
Create three lists:
Company Confidential Vistaprint © 2011
Determine the Benefits that grow out of your Features
that will be most unique among your Competition and most compelling to your Target Audiences
STEP 1: What you’re going to say
Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say _______________
Is the
________________________________
Whose
_______________________
_______________________
Offers
____________________
_____________________________________
COMPANY
CATEGORY
BENEFIT
BENEFIT
TARGET AUDIENCE
ULTIMATE BENEFIT
Company Confidential Vistaprint © 2011
STEP 2: How you’re going to say it
Company Confidential Vistaprint © 2011
The truth well told.
Harry McCann1912
“ ”
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
• 45 minutes of playing
• 1067 people passed by
• Collected $34.10
Facts
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
1. Tell the truth- but frame it well
2. Details are sticky- statistics are sticky
3. Be relevant to your audience- listen before you talk
4. Don’t use business speak- think kitchen table
STEP 2: How you’re going to say it
Company Confidential Vistaprint © 2011
5. “Say it” with everything you say- visuals speak volumes
6. K.I.S.S.
STEP 2: How you’re going to say it
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
STEP 3: Saying it over and over
Company Confidential Vistaprint © 2011
1. Develop a system- use it everywhere
2. Communicate often- frequency builds awareness
3. Stay on strategy- look for ways to deepen meaning
STEP 3: Say it over and over
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
THANK YOUAny Questions?
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