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’SMORE
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 - lovemarksKevin Roberts, CEO – Saatchi & Saatchi
powered by emotionHuman beings are
WHAT IS A BRAND?
WHAT IS A BRAND? WHAT IS A BRAND?
Customer Experience + Brand Promise
BRANDLOVE
=
YOUKNOWBRANDS
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
YourAUDIENCEKnowing
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
65at 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?
YOURBRANDBUILDING
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 REMARKABLEBUILDING YOUR BRAND
BUILDING YOUR BRAND
WE NOTICE
WHAT IS A BRAND? – Position Statement Model
• Attributes- Characteristics of the brand
YOURBRAND
• 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 peoplewant most
What your competitors struggle at
What you do best
SWEETSPOT
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 BenefitsWhat Your (Brand)
provides your customers/constituents
Emotional BenefitsHow 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
PR /
Social
Public Affairs
Sponsorship &
Event Marketing
Strategic
Alliances
Collateral
Community
Outreach
Digital / OnlineYOUR
BRAND
Advertising
Direct
PR /
Social
Public Affairs
Sponsorship &
Event Marketing
Strategic
Alliances
Market
ResearchCollateral
Community
Outreach
Digital / OnlineYOUR
BRAND
Wrap Up &
Questions
Thank You!
For more information about this and other marketing, branding and industry trend presentations, contact:Katie CoatesKatie Coates [email protected]
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