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
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