Build your brand to build your business

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Transcript of Build your brand to build your business

Build Your Brand To Build Your Business

mcdougall & duval advertising | Newburyport Chamber

mcdougall & duval advertising | Newburyport Chamber

Dan Duval, CEO/Creative Director

• 22 years of agency experience

• Past employers include: Costmopolus, Crowley & Daily, McDougall Associates

• Manages all concept development activities

Jeff Bard, Strategic Planner

• 25 years of advertising and direct marketing experience

• Past employers include: Arnold Worldwide, Mullen, Direct Results Group

• Manages all strategic planning procedures as called for:

• Brand positioning plan

• Target audience segmentation

Meet the Team

Build Your Brand To Build Your Business

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Peter Hale, Director of Public Relations

• 21 years of communications experience, both as a reporter and public relations professional

• Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media

• Manages all public relations planning, messaging and outreach

Carie Schelfhaudt, Director of Digital Marketing

• Nearly a decade of social media experience

• 8 years professional agency marketing experience

• Active user since the inception of Facebook and Twitter

• Past employers: Communicators International, CD&M Communications, and KG Partners

• Leads all agency social media marketing efforts on behalf of clients, and manages the agency’s Facebook- preferred, third-party social media platform

Meet the Team

Build Your Brand To Build Your Business

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Overview

Build Your Brand To Build Your Business

• The Branding Process

• Bringing Your Brand to Life

• It’s Not What You Say, It’s What They Say

• Reinforcing & Protecting the Brand

The Branding Process

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mcdougall & duval advertising | Newburyport Chamber

Levels of Communication

The Branding Process

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• Rational core message of what your brand represents

• Emotional wrapping communicating the personality of your brand (the look and feel)

• Is it unique, defensible, deliverable and consistent?

• Is it meaningful to customers, employees, prospects and partners?

The Branding Process

Developing Your Brand Focus

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Car Exercise

The Branding Process

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Internal

• Interview staff (including creative branding exercises) at appropriate and various levels

• Partners

• Suppliers

• Review competitors

External

• Interview customers

• Active

• Inactive

The Branding Process

Information Gathering

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1. In a few sentences, how would you describe ABC?

Sample Questions

The Branding Process

2. What should be ABC’s short-term goals? Long-term goals?

(new budget test)

3. SWOT analysis…what are ABC’s primary strengths, weaknesses,

opportunities and threats?

4. What makes ABC distinctive and why is that important?

5. Who is ABC’s target audience? Why should the target audience care

about ABC?

6. Is the “low-hanging fruit” upgrading/cross-selling current customers or

acquiring new customers?

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7. What’s the biggest misconception people have about ABC? Biggest

surprise?

The Branding Process

Sample Questions

12. Corporate personality test (celebrity spokesperson)

• Now

• Tomorrow

8. What is the current market perception? What is the desired perception?

9. Rank your top 5 competitors. What 5 words come to mind when I say

(name each competitor and our organization…what is your primary point

of differentiation against this group?

10. Rank from 1-10 (1 the lowest and 10 the highest) your strengths in the

following areas

11. (Compare #1 competitor from above)

13. Last thoughts

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The sum total of the thoughts, feelings,

associations or expectations a consumer

experiences when he or she is exposed to

your name, trademarks, products, services,

interactions, designs and symbols

representing you.

Suggested Brand Positioning

The Branding Process

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A brand must

• Be singular

• Be customer-driven

• Evoke a broad emotional response

• Communicate a specific rational appeal

A brand position defines:

• Target audience?

• Frame of reference (What)

• Point of difference (Why)

The Branding Process

Suggested Brand Positioning

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Format

• To (the target market), ABC is the (frame of reference) that (point of difference).

• Desirable, Sustainable, Available, Supportable

Suggested Brand Positioning

The Branding Process

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The Branding Process

Making the Positioning Relevant

Bringing Your Brand to Life

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mcdougall & duval advertising | Newburyport Chamber

Bring Your Brand to Life

Bringing Your Brand to Life

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Bringing Your Brand to Life

Logo: Starbucks Coffee

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Bringing Your Brand to Life

Logo: Nike

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Bringing Your Brand to Life

Logo: Google

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Bringing Your Brand to Life

Logo: Kelly’s Roast Beef

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Bringing Your Brand to Life

Logo: Giant Glass

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Bringing Your Brand to Life

Logo: The Salvation Army

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Bringing Your Brand to Life

Alive Brands

• Singular

• Evoke emotional response

• Rational appeal

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Bringing Your Brand to Life

Post-Brand Positioning Plan

Define Branding Needs

• Totally redefine

• Message change

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Bringing Your Brand to Life

Post-Brand Positioning Plan

Totally Redefined Brand

• Logo tired & stale

• Evolve

• Shake things up internally

• Morale boost

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Example: RTN Federal Credit Union

Bringing Your Brand to Life

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Bringing Your Brand to Life

Example: RTN Federal Credit Union – Logo Redesign

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Bringing Your Brand to Life

Pepsi Evolution

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Bringing Your Brand to Life

Post-Brand Positioning Plan

Changing the Message

• Recognized logo

• Brand equity

• Need to maximize assets

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Logo: IC Federal Credit Union

Bringing Your Brand to Life

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Example: “The Meaning” IC Federal Credit Union Case Study

The “I”

The “C”

The Attributes

Bringing Your Brand to Life

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Example: “The Meaning” TV Spot

Bringing Your Brand to Life

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Bringing Your Brand to Life

Example: “The Meaning Revisited” TV Spot

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Example: “The Meaning” Print

Bringing Your Brand to Life

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Bringing Your Brand to Life

Example: “The Meaning” Billboard

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“The Meaning” Web Banner

Example: “The Meaning” Web Banner/Social Media

Bringing Your Brand to Life

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Bringing Your Brand to Life

Rewards of Branding

ROI: 178 percent in one year

• New loans: $3.5 million

• New deposits: $1.7 million

It’s Not What You Say, It’s What They Say

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mcdougall & duval advertising | Newburyport Chamber

• A simple truth: Campaigning used to be about delivering messages

• Now, it’s about creating personal relationships with brands

• To today’s consumer, conversations are far more important than direct messages alone

Brand Ambassadors

It’s Not What You Say, It’s What They Say

• eConsultancy Survey showed 97% of people questioned in a survey said their buying decisions

are influenced by social groups. Social media allows us to connect with these social groups.

Social groups become more potent as they become public through social media.

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It’s Not What You Say, It’s What They Say

Brand Ambassadors

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Which social networking sites match your brand personality?

It’s Not What You Say, It’s What They Say

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It’s Not What You Say, It’s What They Say

Don’t spread yourself too thin

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Brand Consistency

It’s Not What You Say, It’s What They Say

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It’s Not What You Say, It’s What They Say

Staff Roles & Responsibilities

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Centralized Management Platform

It’s Not What You Say, It’s What They Say

mcdougall & duval advertising | Newburyport Chamber

Everything you do right is online

• Smart marketers use social media as a tool for top of mind awareness

• If managed properly, social media should:

It’s Not What You Say, It’s What They Say

Top of Mind Awareness

• Be the everyday voice of your brand

• Establish you as a subject matter expert

• Make you a resource for relevant newsworthy information

• Allow you to generate leads

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It’s Not What You Say, It’s What They Say

Top of Mind Awareness

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Reputation Management

It’s Not What You Say, It’s What They Say

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Reputation Management

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Everything you do that is perceived to be wrong is online

It’s Not What You Say, It’s What They Say

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

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It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

mcdougall & duval advertising | Newburyport Chamber

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

mcdougall & duval advertising | Newburyport Chamber

Facebook Likes

• Average # of likes for Banks is 1 like for every $2 million in assets.

• 500 would be considered average for South Shore Bank

• South Shore Bank has 1,663 likes

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

Twitter Followers

• 213 Twitter Followers

• Twitter benchmarks not available for banking industry

• 8% - 26% of Facebook fans appears average when comparing to area banks

• We have 13% of our number of Facebook fans

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Measurable Results

• We were able to measure engagement to see how many people clicked on any of our posts.

• Engagement and retweets were highest on days when we post about the Bank.

• In February, we reached 95,000 users via social media

• Promoted posts really help increase the reach

• Next up? LinkedIn!

It’s Not What You Say, It’s What They Say

Case Study: South Shore Bank

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chmaber

mcdougall & duval advertising | Newburyport Chamber

Where Are We Headed?

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Looking for Ideas

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Reinforcing & Protecting the Brand

The Offer You Can Make

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Like Campaigns

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Like Campaigns

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Brand Compatibility

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Brand Compatibility

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Brand Compatibility

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Protecting Your Brand

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Protecting Your Brand

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Protecting Your Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Protecting Your Brand

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PR/media coverage,

Reinforcing Your Brand

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Reinforcing Your Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing Your Brand

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Brand Ambassadors

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Brand Ambassadors

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Brand Ambassadors

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Focus, Fun & Frequency

Reinforcing & Protecting the Brand

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Focus, Fun & Frequency

mcdougall & duval advertising | Newburyport Chamber

Reinforcing & Protecting the Brand

Focus, Fun & Frequency

Q & A

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Thank You!

mcdougall & duval advertising | Newburyport Chamber