Speaking with a Consistent

Brand Voice

Deb McDermott

VP Marketing

The Importance of a Unified Brand MessageA brand is more than just an icon or logo, and more than just a product

Definition from BrandChannel:A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence. Value has different interpretations: from a marketing or consumer perspective it is the promise and delivery of an experience; from a business perspective it is the security of future earnings; from a legal perspective it is a separable piece of intellectual property. Brands offer customers a means to choose and enable recognition within cluttered markets.

The Importance of a Unified Brand MessageDefinition from the American Marketing Association:A Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand made by a particular company.

Why is a Brand So Important?A strong brand is the most important resource a company has; it is extremely important in any business environment.

Simply put, a brand is a promiseit delivers a pledge of satisfaction and quality.-- Walter Landor, famous industrial designer

A brand is a reason to choose.--Fred Burt, Siegel+Gale

Why is a Brand So Important?A strong brand not only helps customers identify with your product, values and benefits, it can even help create category ownership. For example:Volvo = SafetyRitz Carlton = LuxuryNike = SportsMcDonalds = Fast FoodStarbucks = CoffeeApple = InnovationAmerican Seating = Durability

Why is a Brand So Important?Strong brands provide a number of valuable functions, including:Greater loyaltyLess vulnerability to competitive marketing actions and crisesLarger marginsGreater cooperation and supportIncreased marketing communication effectivenessPossible licensing opportunitiesAdditional brand extension opportunities

The Power of a Strong BrandCoca-Cola revenue in 2010 was $35.1 billion

Brand value was estimated at $70.4 billion

Measurement: financial strength, importance in driving customer selection, likelihood of ongoing branded revenue, likeliness of future earnings. Source: Interbrand

The American Seating Brand

Experienced

Preferred

Consistent

High ROI

A Solutions Provider

An Expert Resource

Your Role in Enhancing the American Seating BrandSince a brand is the promise of an experience, each of you play a role in shaping and reinforcing the American Seating brand.How you talk about American Seating and our products must be aligned with how we promote the company

In a competitive and cluttered marketplace, we must be aligned and speak with one voice

When not aligned, we lose opportunities, create confusion among current and potential customers and our brand is weakened

Creating a strong brand name is a journey, requiring consistency and everyones active participation YOU are important in helping create a powerful brand image.

The Elevator Speech - IS

A succinct verbal overview of a brand

Designed to pique the interest of a potential customer

Should engage the listener to prompt questions which should lead to a consultative selling opportunity

Embodies speaking with one voice

The Elevator Speech IS NOT

A sales pitch

A regurgitation of facts (leave them wanting more)

Heavy on product features and functions

Advertising

Full of acronyms, jargon or technical terms

Key Elements of The Elevator Speech

FlexibleCompellingShort (60 seconds)Limited to 3 pointsCredible & SupportableConversationalTailoredPerfectedAligned

The American Seating

Elevator Speech Example

Experience

Value

Peace of Mind

Initial Prospecting Appointments

Introduce American Seating

30-60 Second Elevator Speech

- Name -- What Company Does -How American Seating Can Be A Resource

Group Exercise

The American Seating Brand

Includes:

Graphics, Graphic Standards

Consistent Language

Speaking with a Consistent

Brand Voice