Brand-Building BOOT CAMP BUILDING YOUR BRAND. BUILDING YOUR BRAND WE NOTICE. WHAT IS A BRAND?...

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Transcript of Brand-Building BOOT CAMP BUILDING 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’S MORE

    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  -­ lovemarks Kevin  Roberts,  CEO  – Saatchi  &  Saatchi

    powered by emotion Human beings are

    WHAT IS A BRAND?

  • WHAT IS A BRAND? WHAT IS A BRAND?

    Customer Experience + Brand Promise

    BRAND LOVE

    =

  • YOUKNOW BRANDS

  • 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

  • Your AUDIENCEKnowing

    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

    65 at 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?

  • YOURBRAND BUILDING

  • 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 REMARKABLE BUILDING YOUR BRAND

  • BUILDING YOUR BRAND

    WE NOTICE

  • WHAT IS A BRAND? – Position Statement Model

    • Attributes - Characteristics of the brand

    YOUR BRAND

    • 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 people want most

    What your competitors struggle at

    What you do best

    SWEET SPOT

  • 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 Benefits What Your (Brand)

    provides your customers/constituents

    Emotional Benefits How 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 / Online YOUR

    BRAND

    Advertising

    Direct

    Mail

    PR /

    Social

    Public Affairs

    Sponsorship &

    Event Marketing

    Strategic

    Alliances

    Market

    Research Collateral

    Community

    Outreach

    Digital / Online YOUR

    BRAND