Cultivating Your Brand with CPL Creative
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Transcript of Cultivating Your Brand with CPL Creative
Cultivating your Brand, Connecting with
PeopleCopyrighted material.
Copyright Craig Pelkey-Landes 2009
“A brand is not what YOU
[the corporation] say it is.
It’s what THEY [actual people] say it
is.” – Marty Neumeier
Since it’s all about what THEY think,LOVE is the crucial bridge.
So the question is:
Do your customers experience the LOVE?
Components of Your BrandImage: logo, web site, ads, etc.Your Actual Product/ServiceCustomer ServicePurchase ExperienceBuzz (what people are saying)Relationships (connecting with
people, not “prospects”) Relationships are foundational!
Touchpoints of contact with people
How I can help:Brand (customer experience)
StrategyMarketing PlansWord of Mouth Marketing
StrategiesGraphic Design Copywriting Corporate Communications/PRMarketing Collateral
Brand Strategy Evaluation of the various
touchpoints of customer interaction
Clarify/identify “purple cow” – that thing that makes your brand stand out
Strategies for building consistency, trustworthiness, and customer loyalty For cryin’
out loud,
keep it real!
Marketing Plans
~ Evaluation ~ Observation ~ Planning ~ Doing ~ Evaluation ~ Observation ~ Planning ~
moving
from this:
tothis:
Word of Mouth StrategiesSpecial EventsFree content/stuffRewarding your biggest
fansSocial mediaInbound (requested) content
The message
(+ or - )
travels fast!
Design
Writing/Corporate CommunicationsPresenting simple to complex
ideas in clear, compelling language.
Newsletters, web content, press releases, collateral, speeches, articles, blog posts, presentations, etc.
Collateral
Mailers, labels, brochures, posters, etc.
Music: “Hot Type” by Michael Hedges Special thanks to David Armano for use of some very clever graphics
Thanks for your time!
p: 267-221-9249w: http://cplcreative.wordpress.come: [email protected]@craigpl on Twitter