Branding Presentation - Held at The Hub Halifax
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Transcript of Branding Presentation - Held at The Hub Halifax
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Which way did the brand go? February 2012
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Who’s this guy?
• Own a marketing and communications consultancy
– Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US
• Before that, worked at large ad agencies in Halifax and Toronto
– Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods
• Work for two of Canada’s top brands – Molson and Nikon
• Strong experience in a variety of media and engagement channels
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What is a ‘brand’?
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Is it this?
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This?
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Or this guy?
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A brand is…
An embodiment
of an idea (In Nike’s case, “Empowerment”)
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A brand is…
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A brand is…
More than a slogan…
…or an ad campaign
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A brand is…
Compelling & relevant point of
difference
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A brand is…
The bond
that gives
people a
reason to
believe
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The worlds top brands
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Who do you think are the top 5?
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Top brands in 2011
Interbrand Top 100
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Top brands in 2001
Interbrand Top 100
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What’s happening to today’s brands?
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Brand Ownership
Who really owns the brand – the company
or the people using/buying it?
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Brand Fragmentation
Inconsistency is consistency?
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Brand Loyalty
Those who like it, like it a lot
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Brand Engagement
We don’t just call or visit
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Why ‘brand’?
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Why Brand?
Reason to choose
Build loyalty
Be different
Grow business
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Why Brand?
Build a reputation
Support corp. vision
Ensure consistency
Change perceptions
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Branding Steps
1. Look around
2. Talk to your customers
3. Define who you are (i.e.
attributes and values)
4. Outline ‘why you’ (i.e.
benefits)
5. Wrap it up in something clear
and concise
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Now it’s your turn
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Try to define your brand
• Outline your top three
competitors
• Highlight three interesting
things about your customer
• Define five key attributes
and/or values (high the two
most important to you)
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Try to define your brand
• Define ‘customer’ benefits –
functional and emotional
• See if you can link the two
benefits with something bigger
• Write a ‘rallying cry’ that
includes the top two attributes,
both benefits and the ‘big link’
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Rallying Cry
Attributes
Company X is a _______ and _______
organization that offers people
______ and ______ so they can
achieve ________.
Benefits
The ‘Ultimate’
Benefit
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Thank you [email protected] www.williamsmarketing.ca @swmgroup linkedin.com/in/seanwillliams