Building Strong BrandsBernard Gauthier, MA

CEODelta Media Inc.

June 24, 2011

www.deltamedia.ca

4 Brand Myths

1. Brandingissomethingnew.2. Brandscanbefoundon

letterhead,cargrillsandrunningshoes.

3. Brandscanbemanaged.4. Ifyouwanttobuildastronger

brand,designastrongerlogo.

Brand Reality Check #1

Brandingisanancientpractice

thatisconstantlyevolving.

BrandsPart1:Ownership

BrandsPart2:ROIfornationaladvertising

C.1850

C.1930

BrandsPart3:Recognition&Awareness

BrandsPart4:Lowinformationrationality

Totems

Companiesyoukeep

Brand Reality Check #2

Brandsdonotlivehere.

Brand Reality Check #2

Brandslivehere.

Building the Brand: 4 elements

Marketing Communications

Word of mouth, media

coverage

Brand Identity(logo, name, slogan)

Experience OUR BRAND

Building the Brand: 4 elements

Marketing Communications

Word of mouth, media

coverage

Brand Identity(logo, name, slogan)

Experience OUR BRAND

Building the Brand: 4 elements

Marketing Communications

Word of mouth, media

coverage

Brand Identity(logo, name, slogan)

Experience OUR BRAND

Building the Brand: 4 elements

Marketing Communications

Word of mouth, media

coverage

Brand Identity(logo, name, slogan)

Experience OUR BRAND

Building the Brand: 4 elements

Marketing Communications

Word of mouth, media

coverage

Brand Identity(logo, name, slogan)

Experience OUR BRAND

Brand Reality Check #3

Brandscannotbemanaged.

Theycanbeinfluenced.

Managing Your Brand

Experience canbemanaged. Marketingcommunicationscan

bemanaged. Brandidentitycanbemanaged. Wordofmouthandmedia

coverage canbeinfluenced.

Experience

Experience

MarketingCommunications

Brandidentity

Wordofmouth&

media

Brand Reality Check #4

Tobuildastrongerbrand,startwithexperience,marketingcommunicationsandpublicrelations.

Thenconsideryourbrandidentity.

Manage experience

Every touch point: Every visit Every call Every email Every invoice Every meeting Every report

Manage experience Audit your touch points Consider all 5 senses Be a mystery shopper Ask your clients and customers Ask your front line people

Manage marketing communications

Congruity USP, Values, Credibility

Consistency Continuity

Manage marketing communications

Audit your communications Test with your audiences Integrate all channels

Print, online, social media, events

Manage public relations

Media coverage Social media conversations Influentials

Manage public relations

Monitor Respond when necessary Initiate when the opportunity

arises Awards, hires, completed projects,

innovations

Manage brand identity

Logo Name Tagline

When the time is right

Manage brand identity

Remember

Over to you

QuestionsCommentsStories

BernardGauthierCEO

DeltaMediaInc.www.deltamedia.ca

@bgauthierpr

Over to you

Thankyou

BernardGauthierCEO

DeltaMediaInc.www.deltamedia.ca

@bgauthierpr