Is Your Brand Bland or Grand?

Brand Checkup: Examine, Diagnose, Treat

Presented by Debbie ElliottTalk, Inc.

www.talkinc.com

A History Lesson• First used in 2700 BC to

distinguish whose cow belonged to whom.

• Branding came to the New World in 1541 when Cortez imported Spanish cattle stamped with his trademark brand of 3 crosses.

• Livestock brands have a distinct, readable language. The ability to read them is known as “callin’ the brand.”

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The 4 Eras of Branding1. Identifying livestock2. Industrial revolution enabled

shipping of goods; products branded to prevent pirating.

3. In post-war 1950’s, an overabundance of goods required branding to differentiate products; modern marketing was born.

4. Experience Economy Consumers seek positive experiences via the products they buy.

What is a Brand?

What is a Brand?

• A brand is a conversation. It is how people talk about your company when you are not in the room.

Find Your Voice

• If a brand is a conversation, it’s imperative that you take the time to define your brand language - Find Your Voice.

Promise + Experience

Marketers use their voice to make a promise about what consumers can expect from their brand. Delivering on that promise creates a brand experience.

There’s More. . .

• As well as being a promise, a successful brand has 1. a unique personality 2. competitive advantage in the marketplace.

• A brand is established by delivering on this promise via1. a unique personality2. well-developed positioning 3. relevant consumer experience.

• Consistent delivery of this promise and experience reinforces the brand and builds brand strength and reach.

Managing Your Brand, 7 Steps to Creating Your Most Successful Self.

What Makes a Brand Successful?

A strong Brand Platform comprised of five pillars.

Brand Platform

• Mission• Vision• Values• Personality• Positioning

Mission StatementA mission statement describes a company’s fundamental purpose.

Why do we exist?

Mission StatementThe 5 whys method

Start with: We educate students.

Then ask: Why is this important? five times to get down to the fundamental purpose of your organization.

Vision StatementA vision statement describes a company’s dreams and hopes for the future. Where do we want to go?

Vision Statement

1. BHAG -- Big Hairy Audacious Goal to achieve in 2 to 10 years

– Clear, compelling, catalyst2. Vivid Description of what it would be like

to achieve that goal– Translating the vision from words to pictures and

images.

Core Values

Core values are principles that guide employees’ conduct with internal and external audiences.What do we stand for?

Core ValuesDetermine core values independent of the current environment, competition, or management fads.– Intrinsic value to those inside the organization– 3 to 5 is plenty– Values don’t need to be likable or humanistic– A company should not change its core values to meet

market conditions. It should change markets to align with core values.

Brand Personality

What human personality traits define your brand’s core attributes?

.What are we like?

Brand Personality• Personification of the brand• Builds brand equity• Sets the brand attitude• Informs look and feel of marketing• Demographics - age, gender, race• If your brand was a celebrity, who would

it be?

Brand Positioning

A positioning statement is a succinct description of how your brand meets your customers’ needs in a way that provides real value and is not easily replicated by competitors.

Brand Positioning• Focuses your marketing strategy by

acting as a barometer for marketing decisions.

• Guides decisions on how to promote the brand -- how well does it support the positioning?

Brand Positioning

The four elements of a positioning state-ment include:

1. Target audience2. Business description3. Points of differentiation4. Credibility - reason to believe

Brand Positioning

Template for a positioning statement:

For (target audience), Medical Practice is the (business description) that delivers (points

of differentiation) because only medical practice (reason to believe).

Brand Positioning

Sample positioning statement:

For (businesses in the Carolinas), Talk is a (communications agency that helps companies grow and mitigate threats) by (identifying each company’s unique voice and carrying it into the

marketplace) because only Talk (has a proven and proprietary 4-step process).

The Conversation Has Changed

•

Increased globalization

• Ubiquity of the Internet• Advancing technologies have changed how people

receive and perceive information• The sales process has moved from mass appeal to

one-on-one experience• Companies now have direct conversations with

consumers via Internet, podcasts, webinars, etc.

Brand Experience– A positive brand experience is the #1 criteria for

sustainable business success.– As the conversation has become more intimate,

people expect a more intimate experience with your organization.

– To deliver a consistent, positive brand experience, the brand must speak in a consistent voice that truly reflects your organization.

Where Do We Go From Here?

1. Host a brand workshop with leadership to create a brand platform

2. Communicate that platform throughout your organization

3. Make sure the platform permeates the organization

4. Use the platform to guide your marketing

5. Find your voice and start Talking!

Talk, Inc.www.talkinc.com

910-371-9770

Cell: 910-471-3181

debbie@talkinc.com