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Define Your WOW! Factor: Creating an Unforgettable BrandPresented by Kimber S. PowersMarketing Training SpecialistVerticalResponse, A Deluxe Company

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Heres What Well CoverWhat is a brand and how does the WOW factor work?Brand identity tipsShape your brand strategyUnderstanding your markets needsConsistent collateral messagingResources Q&A

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is a Brand? A brand is:A promiseAn individuals perceptionExpectationPersonaElements

A brand is not:A trademarkA specific product or serviceCorporationsStrictly tangibleDefinitive

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is The WOW! FactorAny product, service, or experience-focused element of your business that is unique to your business

Positively catches customers off guard

Creates added value and makes them want to tell someone else

Leaves a lasting impression makes them say WOW!

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Worldwide Brands with WOW! Factor

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 5 Ingredients For The WOW! FactorAuthenticity

Distinguished message

Creates a customer experience

Consistent added value

Personalized outreach

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Developing A Strong Brand Identity Define your identity internally

Understanding your target market - Acquisition

Who are your current customers? - Retention Maintain consistency within your industry

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Determine Your Brand Identity Features versus Benefits

Defining your USP

Using the Brand Wheel in your strategy

Finding your Brand Essence

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Features Versus BenefitsFeatures describe what your product, service, or business does

Examples include quality, customer service, delivery, pricing, etc.

Easily converted into benefits

Benefits describe what the customer will receive from purchasing your product or service

Often includes an element of emotional appeal

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Define Your USPYour businesss Unique Selling Point

Helps guide customers in the decision making process

Opportunity to promote the key benefits of your brand

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Using The Brand Wheel to Shape Your Strategy

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Find Your Brand EssenceSums up your product or service in one word

How does it make customers feel?

Your brands single best intangible attribute

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Brand Essence ExamplesNike is inspirational

Disney is magical

Volvo is safe

JetBlue is people-oriented

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Understanding Your Markets NeedsReputation check-ins

Survey your audience

Using Feedback to fuel productivity

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Reputation Check-insWhat is being said about your brand?

Where are people discussing your brand?

Keep note of negative responses

Are there any themes?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SurveysAn effective way to receive a snapshot of opinions

Can target current customers and potential customers

Useful at any stage of a business

Just remember keep them engaging and short

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Feedback & Customer InsightsTargets current or recent customers

Allows you to be more direct with questions

Opportunity to include added value

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Collect FeedbackWebsite

In person directly

On-site Feedback Box

Email directly after purchase/service complete

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Establish External Brand IdentityConsistent collateral messaging

Produce engaging marketing campaigns

Maximize the capacity of social media

Consistently create added value

Become a local authority within your industry

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Consistent Collateral MessagingLogoBrand Color/StyleText StyleImagesCommunication elementsEmail marketing campaigns

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Produce Engaging MarketingRemember to highlight the benefits without shouting them

Use compelling images and punchy text

Always search for ways to reach new customers through your marketing

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Maximize The Capacity of Your Social Media ChannelsKnow where your audience thrives

Focus on quality over quantity

Automate content when possible

Use as channel to smooth business rough edges

Cast a wide net when being social on platforms

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Consistently Create Added ValueStay consistent in product/service evolution

View customers as Lifetime advocates

Personalize the experience when possible

Consider an added value standard gift

Create a Customer Loyalty Program

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Become a Local Authority Within Your IndustrySee it as FREE publicity

Volunteer for career panels/events

Establish relationships with local industry beat reporters/journalists (ex: use HARO) Evaluate potential co-sponsorship opportunities (often FREE!)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SummaryDefine your strategy

Determine your identity

Understanding your customers will help with your brand message.

Use engaging marketing campaigns and keep your collateral and messaging consistent.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. ResourcesVR Marketing Blog verticalresponse.com/blog

USAmktg.com branded items

Interbrand.com stats and brand rankings

Smallbusinessbranding.com podcasts

www.helpareporter.com/ (HARO)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming Webinars

Feb 17 Best Practices for SMB Advertising

Feb 25- Does Google Love Your Business?

Mar 2 Build a Newsletter That Keeps Customers TalkingMar 10 Marketing Principles for NonProfitsRegister on Deluxe.com/blog or VerticalResponse.com

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.