Mark Gillespie UR Boot Camp presentation€¦ · Boot Camp. About me 20 years experience in media...
Transcript of Mark Gillespie UR Boot Camp presentation€¦ · Boot Camp. About me 20 years experience in media...
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Brand Basics
MARK GILLESPIE
University of Rochester Small Business Owner
Boot Camp
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About me● 20 years experience in media management
(radio, newspapers, magazines)
● 10 years experience in higher educationmarketing communications
● 13 year resident of Livingston County
● Traveler and observer
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About you
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Brand Basics1. What is branding?
2. How to begin thinking about it
3. Creative platform
4. Workshop
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What is a brand?We’ve been surrounded by brands all our lives. We have a gut-level understanding of how they work.
Do we really know what they are?
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What a brand is notA brand is not what you see and hear in the world around you
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What a brand is not● A logo
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What a brand is not● A logo
● A slogan
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What a brand is not● A logo
● A slogan
● A catchy jingle
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What a brand is not● A logo
● A slogan
● A catchy jingle
● A familiar smell
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What a brand is not● A logo
● A slogan
● A catchy jingle
● A familiar smell
● A comfortable fit
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A brand is the memory you leave behind of your promise
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Just brand itDo you rememberyour first pairof Nikes?
Brands can belifetime relationships
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Brands meandifferent thingsto differentpeople
Your beliefs and biasesinfluence how yourespond to marketing
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What can we learnfrom the big guys?
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Branding is all aboutassociationThe Apple ‘Think Different’campaign still resonatesin the “Genius Bar” andthe focus on creativity
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How do youleveragelocation?Hammondsporthas a strongerlocal brand thanFillmore or Batavia.
Why?
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How do youleverageaffiliation?If a local businesshas better brand identity than you, why not team up?
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How do youleveragetradition?Your product or service might have a strong history outside of your community
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How do youleverageneeds?We all need haircuts or car repairs. How does your business make it a great experience?
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The creative platform
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everythingas a needWe might be able to do without your product, but we can’t do without what your product can add to our lives
I want a frisbee
I need exercise, fresh air, fun, nostalgia, summer
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Understand what yourcustomers needIf you could use some help, pull out a psychology textbook
Maslow’s Hierarchy of Needs
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Identify your uniqueselling points
What do youand only you have to offer?
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Attributesand benefitsmodel
How the customer’s needs and your organization’s productcome together
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Attributesand benefitsmodel
The customertends to processproducts inpredictable ways
Pennsylvania State University
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Brandmessagemap
Let’s make some educated, structuredguesses aboutyour customer’sexperience
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Brandmessagemap
The RIT Collegeof ScienceOpen Housepresentation
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How this process creates brand identity
Use the message map to create signage,presentations, interior design, advertising, and employee training
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Brandmessagemap
Now it’s time for you to just do it