@JoeSerwach

Your Brand: More than a Logo

Joseph Serwach serwach.me

A true brand doesn't have to 'sell itself'

Apple’s First Logo (1976) 1978-1998 Current Logo

What do we mean by a brand? A brand is the first thought that comes to mind when someone encounters your name

What do we mean by a brand?

A brand is your Identity Once established, brands represent: - A promise - An expectation - A narrower, specific focus

LEO: Listen, Enrich, Optimize (repeat)

Brands make you want something.

Brands tell stories, inspire, move you.

Brands move you to do something.

Brands can become generic commodities with no strong bond.

Brands Commodities VS.

Activating your brand: Get out of the Friend Zone

Step 1: Positioning (Develop your brand messaging)

What makes your brand unique? Are you first at something?

The essential question of Marketing:

Why?

A Brand Positioning Quiz:

Who was the first person to cross the Atlantic?

Who was the second? (Few Remember).

Burt Hinkler! 2nd To cross the Atlantic

- 1st to fly solo acrosssouthern Atlantic.

- 1st to fly from England to Australia.

- Died in 1932 near Florence while setting another record.

– How would you position the Hinkler brand?

Who was the third person?

Amelia Earhart! The 1st woman to fly across the Atlantic solo.

How we remember her:

- Numerous records.

- Her story, the mystery of her disappearance (conflict is the essential element of a great story).

Every strong brand is either FIRST or DIFFERENT

Every good brand: 1st or different

How's your brand doing? Tests

of the buyers start their journey online

60-70%

1st online test: What are your brand’s autocomplete suggestions?

2nd online test: How would someone find you if they didn’t know you by name? SEO=Brand

3rd online test: When you search your company by name, what else comes up?

4th online test: How about Google Images? Google News?

5th online test (try this one at home): The Grandma Test

Challenges for established brands

Baskets of Brands

✤ During its bankruptcy, General Motors moved from eight brands to four brands (Chevrolet, Buick, GMC and Cadillac remain).

✤ Ford, which escaped bankruptcy, focused on its main brand (Ford), dropping weaker brands and models.

✤ Today, Chevrolet (the strongest GM brand) spends about $400 in marketing costs for each Chevy sold while Ford spends just $250 per car sold for its Ford brand.

Every unit trying to "stand out"

Fractured Brands: Going own way

Unifying "look and feel"

Brands are activated via:

• Internal communications, messaging

• Word of mouth

• Public relations/earned media

• Social media and other digital events

• Advertising/paid media

• Owned media

QUESTIONS?