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Setting Yourself Up for Success: Building & maintaining a strong business identity Liam Shannon, Senior Creative Director

Marketing Essentials - Brand

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Learn how to use your business’s story to set you apart from the competition. Presented by Liam Shannon, Senior Creative Director

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Page 1: Marketing Essentials - Brand

Setting Yourself Up for Success: Building & maintaining a strong business identity

Liam Shannon, Senior Creative Director

Page 2: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Once upon a time …

Page 3: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

WHAT’S YOUR BRAND / STORY?

Page 4: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Same technique nationalbrands pay millions for

Page 5: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Try it for FREE

Page 6: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

A brand is the promiseof an experience.

Page 7: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

. .”

Brands are like bird’s nests. People build them from scraps and straws that they chance upon.

Jeremy Bullmore, CBEDirector WPP

Page 8: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

New Car Search

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Company Confidential Vistaprint © 2011

Enviro Cars Sexy Cars

New Car Search

Safe Cars

Page 10: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Volvo Email

Safe Cars

Volvo Ad Saab Story Volvo Blog Dads Buick

Volvo DM Chrysler Email Volvo Dealership Experience

Volvo TV Ad Volvo story

Volvo in Movie Volvo Email Volvo Banner Uncle’s Volvo Volvo Radio

Page 11: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Enviro Cars Sexy Cars

New Car Search

Volvos

Consistent branding allows you toown a category!

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Company Confidential Vistaprint © 2011

3 KEYS TO BUILDING A BRAND:

1. What you say

- MARKETING STRATEGY

2. How you say it

- CREATIVE EXECUTION

3. Say it over and over

- CONSISTENT MESSAGING

Page 13: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

STEP 1: What you’re going to say

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Company Confidential Vistaprint © 2011

STEP 1: What you’re going to say _______________

Is the

________________________________

Whose

_______________________

_______________________

Offers

____________________

_____________________________________

COMPANY

CATEGORY

BENEFIT

BENEFIT

TARGET AUDIENCE

ULTIMATE BENEFIT

Page 15: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

STEP 1: What you’re going to say _______________

Is the

________________________________

Whose

_______________________

_______________________

Offers

____________________

_____________________________________

Joe’s Coffee & Bagels

Community focal point

Low priced great coffee

And central location

Busy commuters

A convenient source of community involvement

Page 16: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

1. Your Target Audience(s)2. Your Competitive Environment3. Your Product/Service

Features/Benefits

STEP 1: What you’re going to say

Create three lists:

Page 17: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Determine the Benefits that grow out of your Features

that will be most unique among your Competition and most compelling to your Target Audiences

STEP 1: What you’re going to say

Page 18: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

STEP 1: What you’re going to say _______________

Is the

________________________________

Whose

_______________________

_______________________

Offers

____________________

_____________________________________

COMPANY

CATEGORY

BENEFIT

BENEFIT

TARGET AUDIENCE

ULTIMATE BENEFIT

Page 19: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

STEP 2: How you’re going to say it

Page 20: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

The truth well told.

Harry McCann1912

“ ”

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Company Confidential Vistaprint © 2011

Page 22: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

• 45 minutes of playing

• 1067 people passed by

• Collected $34.10

Facts

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Company Confidential Vistaprint © 2011

Page 24: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

1. Tell the truth- but frame it well

2. Details are sticky- statistics are sticky

3. Be relevant to your audience- listen before you talk

4. Don’t use business speak- think kitchen table

STEP 2: How you’re going to say it

Page 25: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

5. “Say it” with everything you say- visuals speak volumes

6. K.I.S.S.

STEP 2: How you’re going to say it

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Company Confidential Vistaprint © 2011

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STEP 3: Saying it over and over

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Company Confidential Vistaprint © 2011

1. Develop a system- use it everywhere

2. Communicate often- frequency builds awareness

3. Stay on strategy- look for ways to deepen meaning

STEP 3: Say it over and over

Page 32: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

Page 33: Marketing Essentials - Brand

Company Confidential Vistaprint © 2011

THANK YOUAny Questions?