Branding Beyond the Business Card

BRANDING BEYOND THE BUSINESS CARD

PRESENTER:REGGIE HOLMES

ENTHUSE CREATIVE


Goals for Today •  Facilitate a great discussion

•  Develop a more complete view of your Brand (language/story/systems)

•  Take away a few key practical steps to build your brand


About Me•  Birth name is Reginald•  Richmond, VA native•  Grew up with love for design*•  University of Miami Grad (2004)– BFA, Graphic Design

•  Been in DC Metro Area since 2010•  Interests: Music, Sports, Writing, Food


About Enthuse Creative•  Began in 2013•  Specialize in work with Small Biz•  Brand Strategy and Design (Conceptual

and Creative)•  Work in Identity, Print, Web, Display– Strategist vs. Stylist– Engage Envision Enthuse = Process


A Few of My Important Brands


Process vs. Product•  As a Brand Producer, emphasize Process•  Benefits: Brand Identity, Brand Integrity,•  Brand Insight


What is Branding?•  The development of visual and verbal

language, symbols and systems to represent the identity and/or interests of a given entity, ex) a business

•  Brand* – the sum of these components relative to how the entity is perceived in the marketplace

•  *Your organization’s most valuable asset


What is Branding?•  Intersection b/w What They See and

What You Say•  Identity: DNA and Driver’s License•  “Organizations, people and projects need

to build greater alignment and integration between who they are, what they say, and what they do.” – Michael Hogan, Principal, Brandology


Beyond the Business Card

•  Image vs. Impression– Research has shown it takes an average of 7X

brand impressions to be remembered. – First impressions vs. lasting impressions– Your brand is either built up or beaten down

by all the other elements that support your brand (brand extensions)

– Success requires thought, strategy, insight (data), anticipation and creativity

7X


Beyond the Business Card

•  Branding has changed– Highly competitive– How you want to be perceived vs. how you

are received– Not dictation but discussion– Brands grow in value over time


Promoting Your Brand•  To clients (what you offer)•  To competition (how you differ)•  Internally (why we do what we do)

Protecting Your Brand•  From devalue (neglect)•  From obscurity (laziness)•  From trying to do too much (lack of focus)


PROMOTING YOUR BRAND


1. Optimized, media-appropriate branding and graphics•  Know how/when to use them•  Know how to get them-•  Resources– Canva.com– Kraken.io– Domo.com– Free/cheap Stock Photos and graphics

•  Print/Web/Display/Social

Visual.lyInfogr.am


2. Engage the Interested, Empower the Invested•  Leverage Power of Testimonials– Relentlessly re-use and re-purpose this

content•  Awards/Recognition – Gamification: Reward Loyalty/Incentivize

Promotion/Involve Customers in Brand Development (ex, Doritos)•  Focus Groups•  Contests


Jared Fogle, Subway•  Largest fast-‐food chain in the world.

•  Subway a8ributes one third to one half of its growth in sales—more than tripling from 1998 to 2011—to Fogle.


1. Style Guide/Brand Book•  Purpose? Importance?– Consistency– Clarity– Control– Legitimacy–  Integrity– Familiarity

•  Bridges gap between Promoting and Protecting


PROTECTING YOUR BRAND


4. IP Protection•  Trademark/Brand Name– Tagline?– Packaging?– Product or Service?– Domain Name?

•  Solid Working Agreements/•  Work with your Industry Trade Association

™®


5. Reputation Management•  Increasingly Important aspect of brand

management•  Embrace/encourage feedback•  People talk, know who’s talking about you•  Engage customers on/offline– Find out how they found it– Follow up with negative impression swiftly

and personally


Final Considerations•  Factor Branding into your overall Biz

strategy– Do you need a re-do or just a re-alignment?

•  Establish before you extend– Scratch the itch carefully– Public will not be favorable to–  too many changes too quickly


Final Considerations•  Hire the right professional •  Identity: How much $$ do we spend of

the aspect of our lives that we can control and influence?


Final Considerations•  Communicate brand insights to your

community (internal) •  Staff/ Sellers/ Stakeholders •  Personal Brand, Personal Touch •  Brands are made by and for people.

Where possible, create an experience


Sources/Resources•  www.underconsideration.com/brand new •  Start With Why, Sinek, Simon •  USPTO.gov/trademark - TESS System •  Social Media image sizes:

http://louisem.com/2852/social-media-cheat-sheet-sizes

•  Reputation Management: http://www.forbes.com/sites/cherylsnappconner/2014/03/04/top-online-reputation-management-tips-for-brand-marketers/

•  World’s Most Valuable Brands: http://www.forbes.com/powerful-brands/list/


@ [email protected]

Slides will be posted on slideshare.net

Branding Beyond the Business Card

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