brand-building boot campbuilding your brand. building your brand we notice. what is a brand? –...

Katie Coates Consulting

Connect. Engage. Grow.

Brand-Building BOOT CAMP National Conference of State Legislatures

October 18, 2015

Agenda

• Brand Fundamentals Refresh

• Individual vs. Legislator vs. Legislature vs. Caucus

• What is BRAND and Why Does it Matter?

• Audience: Demographic Shifts, Segments & Targeting

• BREAK

• Brand Building: Getting you Started

• Wrap Up & Questions

Building a Brand

•Discovery•Architecture•Definition•Positioning

BRAND…

WHAT IS A BRAND?

• is the why• clarifies your message• is long-term• is macro• defines trajectory• drives reputation• builds loyalty• creates value• is the being

IT’SMORE

THAN JUST YOUR NAME

THAN JUST A LOGO

IDENTIFIES YOU

REPRESENTS EVERYTHING+ & -

WHAT IS A BRAND?

• The personality of an organization

• Defined by both functional and emotional benefits

• The promise we make to our customers

• The foundation for all marketing activities

• Who you are and your place in the market

WHAT IS A BRAND?

WHAT IS A BRAND?

A brand is a person's gut feeling about a product, service or organization...

or PERSON.

not by reason.

The  Future  Beyond  Brands  -­ lovemarksKevin  Roberts,  CEO  – Saatchi  &  Saatchi

powered by emotionHuman beings are

WHAT IS A BRAND?

WHAT IS A BRAND? WHAT IS A BRAND?

Customer Experience + Brand Promise

BRANDLOVE

=

YOUKNOWBRANDS

BRAND: POSITIONING, PROMISE, PERSONALITY

BRAND: POSITIONING, PROMISE, PERSONALITY

BRAND: POSITIONING, PROMISE, PERSONALITY

BRAND: POSITIONING, PROMISE, PERSONALITY

BRAND: POSITIONING, PROMISE, PERSONALITY

BRAND: POSITIONING, PROMISE, PERSONALITY Taglines

Can You Hear Me Now? Good.

Zoom-Zoom.

Like a good neighbor.

You’re in good hands.

Just do it.

Save money. Live Better.

Think different.

The ultimate driving machine.

BRAND: POSITIONING, PROMISE, PERSONALITY

YourAUDIENCEKnowing

COMPETITION&

SHIFTING DEMOS – Who’s Your Target

Define target audiences:

• Demographic

• Psychographic

• Geographic

• What do they want from you?

SHIFTING DEMOS – Who’s Your Target

The Largest U.S. Generation…

Source: Pew Research Center/U.S. Census

and growing.

SHIFTING DEMOS – Who’s Your Target

Source: Pew Research Center/U.S. Census

For the next 18 years, Baby Boomers will be turning

65at a rate of about 8000/day.

SHIFTING DEMOS – Who’s Your Target

Source: Pew Research Center

51% Facebook vs. 46% Local TV

And Gen X:

SHIFTING DEMOS – Who’s Your Target

• Purchasing  power  of  $170-­200  billion

• $1.4  trillion  in  spending  power  in  the  US  by  2020

• 55% watch  videos  several  times  a  day  

on  different  devices

• Brands  play  important  role  in  their  lives

Millennials

Sources: AdWeek; Moosylvania 2015 Millennial Ranking Report; Yahoo/DigitasLBi/Razorfish/Tumblr, “Content Marketing Best Practices Among Millennials,” 2014; Havas, “Hashtag Nation,”

SHIFTING DEMOS – Who’s Your Target

• By  2020  Millennials  will  account  for  30% of  the  adult  population• 75% of  global  workforce  by  2030• Earn  almost  HALF the  income  in  the  US  by  2025• MOST educated,  most  culturally  diverse• Lowest  PERCENT in  history:  marriage  &  home  ownership

Millennials

SHIFTING DEMOS – Who’s Your Target

SHIFTING DEMOS – Who’s Your Target

SHIFTING DEMOS – Who’s Your Target

The average American’s attention span in 2013 was about 8 seconds, a decline of more than 4 seconds since 2000.

The average attention span of a goldfish is 9 seconds.

Marketing Messages: Yesterday vs. Today

MARKETING MESSAGE

CONSUMERS

SO.WHAT DO

WE NEED TO DO?

YOURBRANDBUILDING

Cows, after you’ve seen one or two or ten, are boring.

A Purple Cow, though… now that would be something.

--Seth Godin, Purple Cow

BE REMARKABLEBUILDING YOUR BRAND

BUILDING YOUR BRAND

WE NOTICE

WHAT IS A BRAND? – Position Statement Model

• Attributes- Characteristics of the brand

YOURBRAND

• Functional Benefits- What the brand provides

• Emotional Benefits- How the brand makes

• Personality/Voice- Tone of the brand

WHAT IS A BRAND? – Position Statement Model

• Meaningful Difference

Brand’s Meaningful

Difference & Positioning

• Positioning– Brand Lover– Category Frame of Reference– Brand Benefit

WHAT IS A BRAND? – Position Statement Model

MEANINGFUL DIFFERENCE:

Why Consumers (will) Choose YOU Over The Competition

What peoplewant most

What your competitors struggle at

What you do best

SWEETSPOT

WHAT IS A BRAND? – Position Statement Model

Especially for ____________,

“Brand” ________________________

provides ___________________

so that ________________.

{Brand Lovers}

{Category Frame of Reference}

{Meaningful Difference}

{Brand Benefit}

• Is it memorable, motivating and focused to the core prospect?• Does it provide a clear, distinctive and meaningful picture of the brand that

differentiates it from the competition?• Can the brand own it?• Is it credible and believable?• Does it enable growth?• Does it serve as a filter for brand decision making?

WHAT IS A BRAND? – Position Statement Model

Hotel 718 is the quintessential

Brooklyn neighborhood hotel,{Category Frame of

Reference}a living celebration of the city’s distinct

character and a home away from home{Meaningful Difference}

for urban adventurers {Brand Lovers}

seeking to create their own Brooklyn

story.{Brand Benefit}.

Hotel 718

WHAT IS A BRAND? – Position Statement Model

For individuals and small businesses looking for

better and more affordable healthcare coverage

options

Meritus is a new kind of health insurance

company

{Meaningful Difference}governed by the very members it serves

and dedicated to improving healthcare

so all Arizonans have the opportunity to live

healthier, happier and more prosperous lives.{Brand Benefit}

Meritus

{Category Frame of Reference}

{Brand Lovers}

WHAT IS A BRAND? – Brand Positioning

Brand building begins with three questions (not as easy as you think!):

1.Who are you?

2.What do you do?

3.Why does it matter?

WHAT IS A BRAND? WHAT IS A BRAND? – Attributes

What are your (company, organization,

product, service) personality attributes?

(current/aspirational)

WHAT IS A BRAND? WHAT IS A BRAND? – Attributes

If Your (Brand/Organization) was:

… an animal, which would it be and why?

… a car, which brand would it be and why?

… a famous personality, who would it be and why?

WHAT IS A BRAND? – Benefits

Functional BenefitsWhat Your (Brand)

provides your customers/constituents

Emotional BenefitsHow Your (Brand) makes

consumers/constituents feel

WHAT IS A BRAND? – Tone/Voice

What is the tone of Your Brand?

WHAT IS A BRAND? – Colors

WHAT IS A BRAND? – Image Collage

Moving Forward: Marketing

NEXT STEPS:

• Positioning Statement

• Key Messages

• Unique Selling Proposition

• Brand Creative Elements

• Tagline/Slogan

• Brand Pillars

Tying It All Together

Advertising

Direct

Mail

PR /

Social

Public Affairs

Sponsorship &

Event Marketing

Strategic

Alliances

Collateral

Community

Outreach

Digital / OnlineYOUR

BRAND

Advertising

Direct

Mail

PR /

Social

Public Affairs

Sponsorship &

Event Marketing

Strategic

Alliances

Market

ResearchCollateral

Community

Outreach

Digital / OnlineYOUR

BRAND

Wrap Up &

Questions

Thank You!

For more information about this and other marketing, branding and industry trend presentations, contact:Katie CoatesKatie Coates Consulting303.517.4984ktcoates@mac.com