Post on 21-Jan-2018
The Power of #Branding
November 2017
Who’s this guy?
• Own a ‘marketing collaborative’
– Clients in Canada and US
– Work in higher ed, tech/IT, tourism, retail, etc.
• 20+ years of experience
– Ad agencies in Halifax and Toronto
– Marketing and sales roles
• Heavily invested in helping startup space
– Mentor and advisor roles
The world we live in
Do you know when clients need help?
“I need to be on snapchat”
Marketing vs. Branding
Marketing is the set of processes and tools promoting your business
(advertising, SEO, social media, PPC, local search, mobile, etc.)
Branding is the culture itself, the message that permeates and
rules all the process of your business
blog.kissmetrics.com 2014
It all starts with…
Why is branding so
important?
Now you see them…
Interbrand Top 100 - 2007
Now you don’t
Interbrand Top 100 - 2017
What’s the definition
of “brand”
Is it this?
This?
This?
This guy?
Or this guy?
Or even this?
It’s all of that and more…
Branding is…
An embodiment of an ‘idea’
Compelling point of difference
A promise that gives people a reason to
believe
…more than…
NOT Perfect
ALWAYS Relevant
yet Reinventing
#15 Worldwide - #2 business after IG
So… why do companies
need to define their brand?
#1 - BE DIFFERENT
#2 - ENSURE ALIGNMENT & FOCUS
#3 - GIVE REASON TO CHOOSE
What now?!?!
8 steps to success
Step #1 – TALK TO ‘CUSTOMERS’
Step #2 – LOOK AROUND
Step #3 – DEFINE WHO THEY ARE
Step #4 – OUTLINE BRAND PROMISE
Deliverable?
Step #5 – CRAFT POSITIONING
Step #6 – CREATE BRAND STORY
Step #7 – DEVELOP A PLAN
Step #8 – SET KPIs… REWORK… REPEAT
So… how does branding
lead to effective
marketing?
It’s the Starting Point
Engagement Never Ends
People want to buy Brands
Final Thought
QUESTIONS?
sean@williamsmarketing.ca
@swmgroup
To sum up…
1. Consumers have A LOT of choices
2. Brand before you market
3. Speak to your customers
4. Spend time on a marketing plan
5. Look to experts