build your brand to build your business

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  • 1.BuildYour Brand To BuildYour Business mcdougall & duval advertising | Newburyport Chamber

2. mcdougall & duval advertising | Newburyport Chamber Dan Duval, CEO/Creative Director 22 years of agency experience Past employers include: Costmopolus, Crowley & Daily, McDougall Associates Manages all concept development activities Jeff Bard, Strategic Planner 25 years of advertising and direct marketing experience Past employers include: Arnold Worldwide, Mullen, Direct Results Group Manages all strategic planning procedures as called for: Brand positioning plan Target audience segmentation Meet the Team BuildYour Brand To BuildYour Business 3. mcdougall & duval advertising | Newburyport Chamber Peter Hale, Director of Public Relations 21 years of communications experience, both as a reporter and public relations professional Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media Manages all public relations planning, messaging and outreach Carie Schelfhaudt, Director of Digital Marketing Nearly a decade of social media experience 8 years professional agency marketing experience Active user since the inception of Facebook and Twitter Past employers: Communicators International, CD&M Communications, and KG Partners Leads all agency social media marketing efforts on behalf of clients, and manages the agencys Facebook- preferred, third-party social media platform Meet the Team BuildYour Brand To BuildYour Business 4. mcdougall & duval advertising | Newburyport Chamber Overview BuildYour Brand To BuildYour Business The Branding Process BringingYour Brand to Life Its Not WhatYou Say, Its WhatThey Say Reinforcing & Protecting the Brand 5. The Branding Process mcdougall & duval advertising | Newburyport Chamber 6. mcdougall & duval advertising | Newburyport Chamber Levels of Communication The Branding Process 7. mcdougall & duval advertising | Newburyport Chamber Rational core message of what your brand represents Emotional wrapping communicating the personality of your brand (the look and feel) Is it unique, defensible, deliverable and consistent? Is it meaningful to customers, employees, prospects and partners? The Branding Process DevelopingYour Brand Focus 8. mcdougall & duval advertising | Newburyport Chamber Car Exercise The Branding Process 9. mcdougall & duval advertising | Newburyport Chamber Internal Interview staff (including creative branding exercises) at appropriate and various levels Partners Suppliers Review competitors External Interview customers Active Inactive The Branding Process Information Gathering 10. mcdougall & duval advertising | Newburyport Chamber 1. In a few sentences, how would you describe ABC? Sample Questions The Branding Process 2. What should be ABCs short-term goals? Long-term goals? (new budget test) 3. SWOT analysiswhat are ABCs primary strengths, weaknesses, opportunities and threats? 4. What makes ABC distinctive and why is that important? 5. Who is ABCs target audience?Why should the target audience care about ABC? 6. Is the low-hanging fruit upgrading/cross-selling current customers or acquiring new customers? 11. mcdougall & duval advertising | Newburyport Chamber 7. Whats the biggest misconception people have about ABC? Biggest surprise? The Branding Process Sample Questions 12. Corporate personality test (celebrity spokesperson) Now Tomorrow 8. What is the current market perception? What is the desired perception? 9. Rank your top 5 competitors.What 5 words come to mind when I say (name each competitor and our organizationwhat is your primary point of differentiation against this group? 10. Rank from 1-10 (1 the lowest and 10 the highest) your strengths in the following areas 11. (Compare #1 competitor from above) 13. Last thoughts 12. mcdougall & duval advertising | Newburyport Chamber The sum total of the thoughts, feelings, associations or expectations a consumer experiences when he or she is exposed to your name, trademarks, products, services, interactions, designs and symbols representing you. Suggested Brand Positioning The Branding Process 13. mcdougall & duval advertising | Newburyport Chamber A brand must Be singular Be customer-driven Evoke a broad emotional response Communicate a specific rational appeal A brand position defines: Target audience? Frame of reference (What) Point of difference (Why) The Branding Process Suggested Brand Positioning 14. mcdougall & duval advertising | Newburyport Chamber Format To (the target market),ABC is the (frame of reference) that (point of difference). Desirable, Sustainable,Available, Supportable Suggested Brand Positioning The Branding Process 15. mcdougall & duval advertising | Newburyport Chamber The Branding Process Making the Positioning Relevant 16. BringingYour Brand to Life mcdougall & duval advertising | Newburyport Chamber 17. mcdougall & duval advertising | Newburyport Chamber BringYour Brand to Life BringingYour Brand to Life 18. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Starbucks Coffee 19. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Nike 20. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Google 21. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Kellys Roast Beef 22. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo: Giant Glass 23. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Logo:The Salvation Army 24. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Alive Brands Singular Evoke emotional response Rational appeal 25. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Define Branding Needs Totally redefine Message change 26. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Totally Redefined Brand Logo tired & stale Evolve Shake things up internally Morale boost 27. mcdougall & duval advertising | Newburyport Chamber Example: RTN Federal Credit Union BringingYour Brand to Life 28. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example: RTN Federal Credit Union Logo Redesign 29. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Pepsi Evolution 30. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Post-Brand Positioning Plan Changing the Message Recognized logo Brand equity Need to maximize assets 31. mcdougall & duval advertising | Newburyport Chamber Logo: IC Federal Credit Union BringingYour Brand to Life 32. mcdougall & duval advertising | Newburyport Chamber Example:The Meaning IC Federal Credit Union Case Study The I The C The Attributes BringingYour Brand to Life 33. mcdougall & duval advertising | Newburyport Chamber Example:The Meaning TV Spot BringingYour Brand to Life 34. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example:The Meaning Revisited TV Spot 35. mcdougall & duval advertising | Newburyport Chamber Example:The Meaning Print BringingYour Brand to Life 36. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Example:The Meaning Billboard 37. mcdougall & duval advertising | Newburyport Chamber The Meaning Web Banner Example:The Meaning Web Banner/Social Media BringingYour Brand to Life 38. mcdougall & duval advertising | Newburyport Chamber BringingYour Brand to Life Rewards of Branding ROI: 178 percent in one year New loans: $3.5 million New deposits: $1.7 million 39. Its Not WhatYou Say, Its What They Say mcdougall & duval advertising | Newburyport Chamber 40. mcdougall & duval advertising | Newburyport Chamber A simple truth: Campaigning used to be about delivering messages Now, its about creating personal relationships with brands To todays consumer, conversations are far more important than direct messages alone Brand Ambassadors Its Not WhatYou Say, Its What They Say eConsultancy Survey showed 97% of people questioned in a survey said their buying decisions are influenced by social groups. Social media allows us to connect with these social groups. Social groups become more potent as they become public through social media. 41. mcdougall & duval advertising | Newburyport Chamber Its Not WhatYou Say, Its What They Say Brand Ambassadors 42. mcdougall & duval advertising | Newburyport Chamber Which social networking sites match your brand personality? Its Not WhatYou Say, Its What They Say 43. mcdougall & duval advertising | Newburyport Chamber Its Not WhatYou Say, Its What They Say Dont spread yourself too thin 44. mcdougall & duval advertising | Newburyport Chamber Brand Consistency Its Not WhatYou Say, Its What They Say 45. mcdougall & duval advertising | Newburyport Chamber Its Not WhatYou Say, Its What They Say Staff Roles & Responsibilities 46. mcdougall & duval advertising | Newburyport Chamber Centralized Management Platform Its Not WhatYou Say, Its What They Say 47. mcdougall & duval advertising | Newburyport Chamber Everything you do right is online Smart marketers use social media as a tool for top of mind awareness If managed properly, social media should: Its Not WhatYou Say, Its What They Say Top of Mind Awareness Be the everyday voice of your brand Establish you as a subject matter expert Make you a resource for relevant newsworthy information Allow you to generate leads 48. mcdougall & duval advertising | Newburyport Chamber Its Not WhatYou Say, Its What They Say Top of Mind Awareness 49. mcdougall &