spoke - true branding ifvga seminar - action items
TRANSCRIPT
Spoke Communications, LLC
A full-service marketing communications company - integrating emerging technologies with proven marketing strategies.
I“LOVE”BRANDING!
1992 – MarComm Career2004 – Blog / Speaking2010 – TRUE Workbook
CreateWOW…2013 – SEO Whitepaper2014 – SPOKE2016/17 – TRUE Book?
www.TheBrandChef.com
I “HATE” POWERPOINT!
Every person has a BRAND and a reputation.
Every business has a BRAND and a reputation.
Branding Begets Marketing
Branding = Business…
Branding in the marketplace is very similar to branding on the ranch.
In the old West, the brand was the identity of a ranch.
A UNIQUE mark on “your cattle” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.
How Branding Got Its Name
Every time you see, hear or think of a brand, you think of your experience with it.
It’s all about relationships and experiences. (engagement)
WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”
The Essence of Branding
If you do not define yourself or your brand, it will be defined for you.
Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”
Branding doesn’t have to be costly - it just takes planning and consistency to carry out.
Brand Management
BRANDS ARE FOR BUSINESSES?
Why do businesses use brand?•Immediately Identifiable•Define relationship•Define quality - Service / Product•Consistency•Professional•Differentiate•Build Relationship with Consumer•Drive revenue (e.g. - MAKE MONEY!)
WHY BRAND A BUSINESS?Brand Creates Community
Community is UnifiedCommunity is ProfessionalCommunity is Focused
WHAT YOU’RE ABOUT TO
HEAR IS COMMON SENSE…
BRAND IS NOTYOUR LOGO!
Thank GOD.
Brand Process
TruthRelevantUniqueEngaging
Is Your Brand “TRUE?”TRUTHFUL - Understanding The 5-W’s: Who, What When Where Why and How about your brand (YOU)
RELEVANT - Understanding HOW and why you relate to your TARGET MARKET
UNIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage
ENGAGING - Understanding where and how to best communicate within your brand community
Is Your Brand “TRUE?”
TRUTHFUL• Who drives your brand?
• What events built / sustain
your brand?
• When were the best / worst
moments?
• Where is your brand
(from… at… going)?
• Why (how) will your brand survive?
Is Your Brand “TRUE?”
TRUTHFUL• What did TRUTH mean?
• What does TRUTH mean?
• What will TRUTH mean?
Is Your Brand “TRUE?”
TRUTHFUL• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition
Is Your Brand “TRUE?”
Is Your Brand “TRUE?”
RELEVANT• Is your target market “in tune?”• What is the intrinsic appeal?• How can you amplify / fortify it?• Are YOU “in tune?”• Logical channels
Is Your Brand “TRUE?”
RELEVANT• What did RELEVANT mean?
• What does RELEVANT mean?
• What will RELEVANT mean?
Is Your Brand “TRUE?”
RELEVANT• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition
Is Your Brand “TRUE?”
Is Your Brand “TRUE?”
*A-hem*
UNIQUE• Differentiation from a
crowded marketplace
• Focal point for marketing &
communications
• Not “Different JUST to be DIFFERENT”
• Shocking is not UNIQUE
Is Your Brand “TRUE?”
UNIQUE
Unless you were 1st to market in your industry, your need to separate yourself is priority #1
Is Your Brand “TRUE?”
UNIQUE• What did UNIQUE mean?
• What does UNIQUE mean?
• What will UNIQUE mean?
Is Your Brand “TRUE?”
UNIQUE• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition
Is Your Brand “TRUE?”
Is Your Brand “TRUE?”
Maybe a little sappy, but isn’t a good connection with a customer a little like a “love affair?”
ENGAGING• What “Touch-points”
do you provide?
• Push Marketing?
• Pull Marketing?
• Building a TRUE
“BRAND COMMUNITY”
Is Your Brand “TRUE?”
ENGAGING• What did ENGAGING mean?
• What does ENGAGING mean?
• What will ENGAGING mean?
Is Your Brand “TRUE?”
ENGAGING• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition
Is Your Brand “TRUE?”
It’s about communication & COMMUNITY
BRAND COMMUNITY
Nielsen, “Trust in Advertising” Oct. 2016
TRUE…• What DID it mean?• What DOES it mean?
• What WILL it mean?
• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition
2
5
TRUE BRAND ACTION ITEMS
TRUE…Up to 40 action items to be
more TRUTHFUL
more RELEVANT
more UNIQUE
more ENGAGING
TODAY & TOMORROW…
TRUE BRAND ACTION ITEMS
TRUE BRAND ACTION ITEMS
TRUE…Example:
My Company can be more “TRUTHFUL” about __________With our customers (employees, etc.)
Therefore, we will ___________
THAT will be a TRUE BRANDaction item.
TAKE ACTION TODAY
If you do not define yourself or your brand…
it WILL be defined for you.
www.TheBrandChef.com
FREE WORKBOOK
TRUE BRANDING CLIENTS
TRUE BRAND MARKETINGMarketing Communications StrategyMarketing Plan Dev. / ExecutionBranding Design & Development Digital & Social Media MarketingVideo & Multi-Media ProductionPublic RelationsMedia Relations / ManagementWebinars & TrainingOne-on-one consultation
QUESTIONS?
100 Court Avenue, STE 218, Des Moines, Iowa 50309Phone: 515-257-MKTG (6584) • www.SPOKEcom.comTwitter: @TheBrandChef • [email protected]
www.TheBrandChef.com
“Tell me and I'll forget; show me and I may remember; involve me
and I'll understand.”– Chinese Proverb
100 Court Avenue, STE 218, Des Moines, Iowa 50309Phone: 515-257-MKTG (6584) • www.SPOKEcom.comTwitter: @TheBrandChef • [email protected]
www.TheBrandChef.com