Cultivating your Brand, Connecting with

PeopleCopyrighted material.

Copyright Craig Pelkey-Landes 2009

“A brand is not what YOU

[the corporation] say it is.

It’s what THEY [actual people] say it

is.” – Marty Neumeier

Since it’s all about what THEY think,LOVE is the crucial bridge.

So the question is:

Do your customers experience the LOVE?

Components of Your BrandImage: logo, web site, ads, etc.Your Actual Product/ServiceCustomer ServicePurchase ExperienceBuzz (what people are saying)Relationships (connecting with

people, not “prospects”) Relationships are foundational!

Touchpoints of contact with people

How I can help:Brand (customer experience)

StrategyMarketing PlansWord of Mouth Marketing

StrategiesGraphic Design Copywriting Corporate Communications/PRMarketing Collateral

Brand Strategy Evaluation of the various

touchpoints of customer interaction

Clarify/identify “purple cow” – that thing that makes your brand stand out

Strategies for building consistency, trustworthiness, and customer loyalty For cryin’

out loud,

keep it real!

Marketing Plans

~ Evaluation ~ Observation ~ Planning ~ Doing ~ Evaluation ~ Observation ~ Planning ~

moving

from this:

tothis:

Word of Mouth StrategiesSpecial EventsFree content/stuffRewarding your biggest

fansSocial mediaInbound (requested) content

The message

(+ or - )

travels fast!

Design

Writing/Corporate CommunicationsPresenting simple to complex

ideas in clear, compelling language.

Newsletters, web content, press releases, collateral, speeches, articles, blog posts, presentations, etc.

Collateral

Mailers, labels, brochures, posters, etc.

Music: “Hot Type” by Michael Hedges Special thanks to David Armano for use of some very clever graphics

Thanks for your time!

p: 267-221-9249w: http://cplcreative.wordpress.come: cplcreative@yahoo.com@craigpl on Twitter