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Expert advice on how to maximise the value of your brand, and how LCM can help you develop a brand which matches your culture and supports your ongoing success.
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28 April 2010
How to build a brand & protect it
Passionate. Professional. Visionary.
Who are LCM?
• Founded in 1989• Investors in People accredited• Well-respected in the region and in their sectors
IT/Technology/ManufacturingPublic/Third sectors & not-for-profitProfessional services (accountancy & legal)Southern based fast-growth companies
• Strategic marketing partner with professional processes and genius creativity
• Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc.
• Today’s speakers: Lizz Clarke and Carl Lamerton
Clients we work with
What would you like to get out
of today?
What is brand?
Or maybe the question is… what isn’t brand?
Brand is not a logoBrand is not a slogan
Brand is a way of behaving and a way of being within a company or organisation.
Brand is about integrity and being who you truly are and who you stand for in your business and brand truly only exists when there is an alignment between all people in that organisation.
Brand is finding a group of promises and behaviours that a company can stand behind with absolute integrity. They believe in their promises and they are willing to honour their word about.
Where branding fits in marketing
Product A
Resellers
Direct Marketing
Segment 1
Reputation
PRODUCTS ,BRANDS,VALUE PROPOSITION
INTERNAL PARTNERS &CHANNEL
CUSTOMERS & SEGMENTS
USAGE, LOYALTY, REFERRALS& CASE STUDY
COMMUNICATIONS
Product B
Product C
Product X
Alliances
Distributors
Segment 2
Segment 3
Segment X
Web
PR
Networks & Communities
Pricing
Key steps to a successful brand
The visual design phase/branding process
The proposition/collateral/content process
• Develop the words that sell your brand and products
• Develop the tactical tools
• Develop the routes to market
Key steps to a successful brand cont…
• Present, discuss and evaluate• Testing phase• Hitting the ‘go’ button• Staying in control of your visual brand
• Protect your marketing assets
When to assess your brand & proposition collateral
When starting up or merging
New strategy
New product/product re-brand
Takeover
Commercial benefits of having a strong brand
• Build trust• Attract profitable business• Employ the right people• Inform & guide people’s behaviour• Create something desirable (e.g. for business
sale)• Attract media interest
What is your brand worth?
Marketing Peek blog.lcm.co.uk
Thank you & stay in touch
Passionate. Professional. Visionary.
LCM_UK
www.lcm.co.uk 0845 345 6969 [email protected]