Building brand through communications
Transcript of Building brand through communications
Building Your Brand Through Communications
Tips for Winning and Keeping Customers
Agenda
Telling Your Company Story
Finding Your Brand Voice
Identifying Customer Touch Points
Creating an Emotional Connection to Your Brand
Enlisting Brand Ambassadors
Wrap-Up
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Telling Your Company Story
Advanced Skincare Med Center is a leading-edge dermatology
and cosmetics medical practice with an accredited surgery
center that has been keeping skin healthy and looking
great for men, women and children in North Orange County for
over 30 years
Revitalizing Skin Health
Dr. David J. Sire, MD
What’s Your Company Story?
What does your company do?
What distinguishes your company from your competitors?
Why should I want to be your customer?
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Brand Voice
Personality
Friendly
Loving
Competent
Results-Driven
Precise
Happy
Environment
Open
Uplifting
Warm
Soothing
Inviting
Professional
The practice brand reflects the personality of Dr. Sire.
Identifying Customer Touch Points
Direct or Indirect Contact with Your Business
o Awareness
o Interaction
Opportunity to create a connection with your customer
o Impress
o Build loyalty
A place to consistently use your brand voice
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Customer Touch Points
How many places can you use your brand voice?
Awareness
AdvertisingWebsiteSignage
BrochuresTwitterFacebook
Interaction
MerchandisingStaff GreetingEntry to Your Location
ReceiptsOrder FormsProduct Packaging
CouponsMonthly Billing Statements
AromasWaiting Area On Hold Message/Music
Cash Register
Creating an Emotional Brand Connection
Respected
Comfortable Loved
Confident
Supported
Happy
Enlisting Brand Ambassadors
Equip them to help tell your story
Give them a customer experience
Inspire them to act
Ask them explicitly to play this role
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Tips for Winning and Keeping Customers
Tip #1
Fresh, clear, interesting, descriptive language is key to a successful brand.
Tip #2
Make sure to communicate what’s unique about your brand.
Tip #3
Find your brand voice and use it in everything you say and write.
Tip #4
When you speak in your brand voice consistently, your message is stronger and more memorable.
Tip# 5
Leverage key touch points to make sure your brand voice is consistent.
Tip #6
Create memorable, branded experiences that draw your customers back for more.
Tip #7
Enlist employees, friends, family to help you build your brand and win customers.
Tip #8
Leverage social media as a place for brand ambassadors to help tell your story.10
Appendix
Brand Components
Elements:
Logo
Tagline
Photographic style
Illustrative style
Typographic style
Color palette
Copy tonality (voice)
These elements must:
Serve a function
Reflect the brand positioning and personality
Complement each other
Be used consistently across all communications
Building Toward a Positioning
These four questions are a good starting point for getting clarity around the positioning for your business.
1. What unique purpose does your company serve?
2. What differentiates your company from other, similar businesses?
3. What is your company’s strategy?
4. To what does your company aspire – what is the vision that inspires you to do what you do?
As you answer these questions think about the profile of your typical customer and how you want them to think about your company.
AMY DAMIANAKES925- 937-4561
www.damianakes.com