BGWA PRESENTS:

Marketing 101The Value of Knowing Your Brand

CONTENT

What is a Brand?01.

02.

03.

04.

05.

Consumer Behaviour and Emotional Connections

What is a Unique Value Proposition?

Target Market + Segmentation

Communicating your Brand through Social Media

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WHAT IS A BRAND

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A brand is a relationship, sometimes emotional (positive or not), and hopefully a rational relationship (that is a need) that delivers on a promise, with minimal disappointment.

Your brand is..

A holistic sum of all YOUR parts

Must communicate who YOU are across all interactions and mediums

Must articulate YOUR personality

You may SHARE commonalities with your competitors

But you need to draw out what makes your common traits UNIQUE

BRAND

Logo

Letterhead

Business cards

Product

Packaging

Social Media

Customer ServiceEDM’s

Website

WOM

Why Bother Focusing on

Brand?

Motivates people to buyIt’s about impressions

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Creates loyaltyRelationship that is about endorsement

Builds credibilityConsistency in delivering on your promise

ForgivenessFor mistakes or understanding in a crisis

Forming a Brand Relationship

Visible Available

Sincere

Relevant

sinc

erity

relevance

high

resp

ect

high lovelow love

low

resp

ect

BELIEF✓

RELEVANT✓

You are fundamental to meR

BELIEF✗

RELEVANT✗

You have no role in my lifeR

BELIEF✓

RELEVANT✗

Why should I care?R

BELIEF✗

RELEVANT✓

Choose when there is no other choice

R

2 1

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BRANDING & CONSUMER BEHAVIOUR

Classic view of consumer behavior…

Rational vs emotive decision making

70-80% are emotionally led

Emotions drive decision making

Rational makes me feel good about my emotional purchase

RationalSafetyDurability EmotionalRelatable

Love

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Building Emotional Responses

https://www.youtube.com/watch?v=ku6_fw6m8FY

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Building Emotional Responses

https://www.youtube.com/watch?v=g7_slK24lXU

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Building Emotional Responses

Know your …

WHAT: products + services 1

why

Typical CommunicationOutside In

HOW: you do things 2

WHY: ignored ?

Successful CommunicationInside Out

1WHY: your purpose for being, your cause, your belief – it is the very reason you exist

Simon Sinek – The Golden Circle

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UNIQUE VALUE PROPOSITION

Unique Value Proposition Definition

1. SOLVE A PROBLEM

2. WHAT BENEFITS DO YOU BRING

3. WHY BUY FROM YOU

It is not a slogan

Awesome UVP’s

UBER

Proposition: Uber convenience

MY PROBLEM: Taxi’s suck

MY BENEFIT: Ease

WHY: Fast, efficient, no cash

What your proposition isnot……

Old VineGenerationalFamily OwnedBoutique

Barossa Rare & Distinguished

BAROSSA WINE SCHOOL L e v e l t w o

TARGET MARKET?

NEOs – The Premium Consumer

Tesla + Traditionalist

Values + experience based target audience

Are traditional demographics dead?

Values vs DemographicSegmentation

TargetGroups

HARMONIZER OPEN MINDED

HEDONIST ADVENTURER PERFORMER

DISCIPLINEDTRADITIONALIST

Summary1. Define your brand

2. Articulate your UVP

3. Understand your Target Audience

- Your brand is all your “bits” - It’s your personality- A brand is a relationship- Articulate your “Why “ - Then live it , breathe it, tell it

- What problem are you solving?- What are the benefits?- Why choose you?

- Understand their values + lifestyle- Behaviour and values drive purchase

decisions- Connect via emotive messaging- Think personality first, product last

S C R O L L D O W N

BRANDING + SOCIAL MEDIA

Know your key brand themes

Keep your UVP clear

Stand out amongst the homogenous ‘wine’ content

Attract your target market

Add richness and purpose to your content

Makes planning easier!

How do you use your key themes in social media?

Each theme = chapter in your story

Touch on each theme at least once

every fortnight

Keep each post clear and simple!

Mix up the way you present each theme

with different post types

Resources

Love Brand https://www.brand-trust.de/en/glossary/love-brand.php

https://rosshoneywill.com/neos/Dr Ross Honeywill - NEO’s

https://www.youtube.com/watch?v=ku6_fw6m8FYAudi Commercials - Performers

https://www.youtube.com/watch?v=g7_slK24lXUAudi Commercials - Adventurers

Emotional Boosting By Hans-Georg Hausel, buy on Google Play

Resources

Harvard Business Review

Examples:Top 10 High ImpactEmotional Motivators

https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction

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FAREWELL

BAROSSA WINE SCHOOL L e v e l o n e