the truth about branding
DESCRIPTION
Liz Mercogliano tells a story about branding from the inside and why the consumer is the only one who gets branding.TRANSCRIPT
The Truth About Branding A Liz Mercogliano Presentation
The Truth About Branding
Branding today is the most over-used yet mis-understood word.
The Truth About Branding
SO LETS SET THE STORY STRAIGHT
Who gets Branding?
The Consumer
The Consumer gets Branding simply because they buy into it.
The Truth About Branding
Consumers are loyal to brands because:
• they enjoy the customer experience
• they trust the brand and what it stands for
• they can engage with the brand on all levels and know they will have the same consistent conversation.
• they buy into the lifestyle and associations the brand offers
The Truth About Branding
More importantly, they believe in the brand from an emotional level
The consumer is making their own choice
through instinct, and because it feels right.
Not because we tell them it’s right.
The Hard Sell is dead
The Truth About Branding
Today the world is BUSY and over-communicated.
We as consumers see over 5000 advertising messages per day
The Truth About Branding
So how do you standout?
Brand First. Product Second
The Truth About BrandingThe Truth About Branding
The Truth About Branding
Brand unites and focuses your product with your customer.
Engagement + Trust = $$$
The Truth About Branding
Brand requires long term commitment.
Yet provides long term customer and staff loyalty.
It’s not a quick fix.And it’s not a reaction.It’s a considered approach.
Understand the love of brand.Branding is Engagement At Every Level.
It’s the Experience, the Feeling and The Gut Instinct we get when we come into contact with a brand -
This is not a new concept
Some brands have
been telling this story with their audience for years.
The Truth About Branding
These brands can launch a new product and know their customers will love it.
These brands are leaders in their category, loyal to their customers.
We the communicators are losing control over the conversation with the consumer.
We are no longer in control of what is said and how quickly the message is distributed.
What Needs to Change?
Our understanding of what Brand represents in todays world
The Truth About Branding
It’s time to listen
1. Build your brand from your business• Align your business objectives with your brand strategy• Don’t make brand decisions in isolation. It is not a marketing activity• Incorporate branding in every engagement decision
2. Use your brand to facilitate converstaions
• Encourage two way dialogue with your brand and your customers
• Build a tribe within your marketplace
• Inspire a company culture which is a community not a hierarchy.
3. Build your brand from the inside outHealthy brands must feel good on the inside to look good on the outside
The Truth About Branding
BRANDING FROM THE INSIDE OUT
BRAND REALISATION
RESULTSOrganic Growth
Competitive Advantage
Engaged and Aligned Team
Satisfied and Loyal Customers/Candidates
CUSTOMERSEMpLOYEES
LOYALTY
pREfERENCE
CONSIDERATION
AWARENESSHEARIN
G IT
BELIEvIN
G
ITLIv
ING IT
The Truth About Branding
Happy Staff = Happy Customers
The Truth About Branding
So what makes up a brand?
1. The foundation• Vision and values• Personality• Essence and story• Architecture
The Truth About Branding
2. The Environment• USP • Differientation• Positioning• Community• Perception
The Truth About Branding
v
3. The Experience• Messaging• Spirit• Association • Tone and Language• Engagement and dialogue
And always remember...
The Truth About Branding
Its all about brand.The Truth About Branding
The end.The Truth About Branding By Liz Mercogliano
[email protected]+61 417 557 212
Melbourne, Australia