Brand?Why bother?

Brand?Why bother?

Oregon Telecommunications Association June 27, 2012Oregon Telecommunications Association June 27, 2012

Your audiences are deciding if you’re the right choice

They want … a surprise … quick, simple, easy

… a story … see at a glance … WIIFM

They want … a surprise … quick, simple, easy

… a story … see at a glance … WIIFM

Building a brand

What’s unexpected?

Surprise me!Surprise me!

It’s just a garbage truck

Or it’s a WOW truck!

What’s in it for me? Get to the point!

I get it!I get it!

What’s in it for me? Looks easy, simple!

What’s different?

Tell me a storyTell me a story

Before, the competition … and the “before” box

After, differentiate on the shelf, natural look, entice

After, tell a story, build a persona

Maintain consistency

Who are you?Who are you?

Before … old name, old logo … transformed

After … visible, consistent, recognized

After … information, communication, entertainment

Narrow your focus by branding

A brand is focused

A brand is focused

The Starbucks brandA brand becomes more than a cup of coffee … “let’s get a Starbucks”

It’s about the experience, the sum of all elements

The Apple brandA brand builds an emotional connection … people who share the story … expect a certain kind of experience

The Nordstrom brandMany products, services and locations under one idea and a brand that creates loyalty

Why brand?

Why does a brand work?Why does a brand work?

CLARITYCLARITYToo many Too many choiceschoices

A brand helps your audiences choose

VISIBILITYVISIBILITYBe seen and recognized

A brand creates recognition

VALUEVALUEHigher

perceived value

A brand makes you more competitive

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for $20.”Nike logo on it for $20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for $20.”Nike logo on it for $20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

SAVINGSSAVINGSConsistency means

more impact

A brand gives you more impact

Perception is reality• You have a brand whether you’re

managing it or not

• Your brand is what people think it is

• Communicate clearly from your audience’s point of view

• Create a brand that is visually appealing and memorable

Target audiences

Do you know your audiences?• Everyone you must connect with?

• What do they expect from you?

• Speak in their language; be clear and concise (no acronyms!)

• Understanding the generations helps you choose the right channel

Connect with your audiences

each generation is different

each generation is different

Building a brand

Four generations to address

The Silent Generation – 1925 to 1945 The Boomers – 1946 to 1964

Gen X – 1965 to 1987 Gen Y – 1988 to 2000

Four generations to reach

Reliable, formal, low-tech, traditional media, mentoring,

take the time to read and visit

70% of nation’s wealth, time-starved lifestyle, must look and feel good while aging, career-focused

Self-reliant, results instead of process, savvy and cynical

consumers, technology adopters, less career-focused

Smart, tech-savvy, idealistic, girls are equals, want to contribute, multi-taskers, want authenticity, family-oriented

Four generations of social media

communicate your value

not just what you do

communicate your value

not just what you do

It’s about value

Think about why instead of what• Why do they need to connect with you?

• What purpose do you serve?

• Avoid just listing the “stuff” you do

• Consider their perspectives – businesses or individuals, families or retirees

Your purpose and what you offer

Identify how you’re different• What is expected or assumed?

• What else is available to your target audiences?

• What are your “hot buttons”?

• Where are the “wow” responses or results?

Differentiate

What’s your

message?

(WIIFM)

What’s your

message?

(WIIFM)

What benefits do you provide?• What need do you fill? (WIIFM)

• What value/benefits do you offer?

• Use the “so” test to find benefits

• Define, in your audience’s terms, why they should choose you

Audiences and benefits

You will see all the messages and tools, your audience won’t

• Consistency reinforces your position• Visually connect all contact points,

from website to mailings to office environment to stationery to displays, Emails and brochures…

Point of choice

Brand building requires focus• Focus on your audiences and the

benefits

• Branding requires consistency

• You will get tired of it long before your audiences do

Building your brand

A visual vocabulary ties together• Choose a strong color palette

• Select typefaces that are distinctive and use them consistently

• Identify the “look and feel” that will stand out and create recognition

Building your brand

Identity Guidelines

Identity Guidelines

Where are the contact points?• Where do your audiences connect with

you?

• At what level, for what purpose?

• How are those contact points branded?

• Which contacts are critical to the organization, the points of choice?

Point of choice

The essential “point of choice”

What is a “point of choice”? A point of choice is the situation where someone will take action, to move to the next step in working with you. The point of choice is focused on immediate response—choosing to take the next step.

Call | Click | Sign-up | Inquire | Refer | Join | Request | Enroll | Visit | Share

Understanding your audience• Makes each communication more

effective• You’ll provide what your audience needs

to make a choice• Each point of contact must build the

message and brand

Build your brand

Building your brand • Will create better recognition • Will focus your message on value• Helps you stand out • Creates bigger results from your

marketing invetstment

Build your brand

Questions?Questions?

Jennifer Larsen MorrowJennifer Larsen MorrowCreative CompanyCreative CompanyJennifer Larsen MorrowJennifer Larsen MorrowCreative CompanyCreative Company