spoke - true branding ifvga seminar - action items

Spoke Communications, LLC

A full-service marketing communications company - integrating emerging technologies with proven marketing strategies.

I“LOVE”BRANDING!

1992 – MarComm Career2004 – Blog / Speaking2010 – TRUE Workbook

CreateWOW…2013 – SEO Whitepaper2014 – SPOKE2016/17 – TRUE Book?

www.TheBrandChef.com

I “HATE” POWERPOINT!

Every person has a BRAND and a reputation.

Every business has a BRAND and a reputation.

Branding Begets Marketing

Branding = Business…

Branding in the marketplace is very similar to branding on the ranch.

In the old West, the brand was the identity of a ranch.

A UNIQUE mark on “your cattle” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.

How Branding Got Its Name

Every time you see, hear or think of a brand, you think of your experience with it.

It’s all about relationships and experiences. (engagement)

WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”

The Essence of Branding

If you do not define yourself or your brand, it will be defined for you.

Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”

Branding doesn’t have to be costly - it just takes planning and consistency to carry out.

Brand Management

BRANDS ARE FOR BUSINESSES?

Why do businesses use brand?•Immediately Identifiable•Define relationship•Define quality - Service / Product•Consistency•Professional•Differentiate•Build Relationship with Consumer•Drive revenue (e.g. - MAKE MONEY!)

WHY BRAND A BUSINESS?Brand Creates Community

Community is UnifiedCommunity is ProfessionalCommunity is Focused

WHAT YOU’RE ABOUT TO

HEAR IS COMMON SENSE…

BRAND IS NOTYOUR LOGO!

Thank GOD.

Brand Process

TruthRelevantUniqueEngaging

Is Your Brand “TRUE?”TRUTHFUL - Understanding The 5-W’s: Who, What When Where Why and How about your brand (YOU)

RELEVANT - Understanding HOW and why you relate to your TARGET MARKET

UNIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage

ENGAGING - Understanding where and how to best communicate within your brand community

Is Your Brand “TRUE?”

TRUTHFUL• Who drives your brand?

• What events built / sustain

your brand?

• When were the best / worst

moments?

• Where is your brand

(from… at… going)?

• Why (how) will your brand survive?

Is Your Brand “TRUE?”

TRUTHFUL• What did TRUTH mean?

• What does TRUTH mean?

• What will TRUTH mean?

Is Your Brand “TRUE?”

TRUTHFUL• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition

Is Your Brand “TRUE?”

Is Your Brand “TRUE?”

RELEVANT• Is your target market “in tune?”• What is the intrinsic appeal?• How can you amplify / fortify it?• Are YOU “in tune?”• Logical channels

Is Your Brand “TRUE?”

RELEVANT• What did RELEVANT mean?

• What does RELEVANT mean?

• What will RELEVANT mean?

Is Your Brand “TRUE?”

RELEVANT• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition

Is Your Brand “TRUE?”

Is Your Brand “TRUE?”

*A-hem*

UNIQUE• Differentiation from a

crowded marketplace

• Focal point for marketing &

communications

• Not “Different JUST to be DIFFERENT”

• Shocking is not UNIQUE

Is Your Brand “TRUE?”

UNIQUE

Unless you were 1st to market in your industry, your need to separate yourself is priority #1

Is Your Brand “TRUE?”

UNIQUE• What did UNIQUE mean?

• What does UNIQUE mean?

• What will UNIQUE mean?

Is Your Brand “TRUE?”

UNIQUE• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition

Is Your Brand “TRUE?”

Is Your Brand “TRUE?”

Maybe a little sappy, but isn’t a good connection with a customer a little like a “love affair?”

ENGAGING• What “Touch-points”

do you provide?

• Push Marketing?

• Pull Marketing?

• Building a TRUE

“BRAND COMMUNITY”

Is Your Brand “TRUE?”

ENGAGING• What did ENGAGING mean?

• What does ENGAGING mean?

• What will ENGAGING mean?

Is Your Brand “TRUE?”

ENGAGING• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition

Is Your Brand “TRUE?”

It’s about communication & COMMUNITY

BRAND COMMUNITY

Nielsen, “Trust in Advertising” Oct. 2016

TRUE…• What DID it mean?• What DOES it mean?

• What WILL it mean?

• To Yourself• To Your Customers• To Your Employees• To The Marketplace• To Your Competition

2

5

TRUE BRAND ACTION ITEMS

TRUE…Up to 40 action items to be

more TRUTHFUL

more RELEVANT

more UNIQUE

more ENGAGING

TODAY & TOMORROW…

TRUE BRAND ACTION ITEMS

TRUE BRAND ACTION ITEMS

TRUE…Example:

My Company can be more “TRUTHFUL” about __________With our customers (employees, etc.)

Therefore, we will ___________

THAT will be a TRUE BRANDaction item.

TAKE ACTION TODAY

If you do not define yourself or your brand…

it WILL be defined for you.

www.TheBrandChef.com

FREE WORKBOOK

TRUE BRANDING CLIENTS

TRUE BRAND MARKETINGMarketing Communications StrategyMarketing Plan Dev. / ExecutionBranding Design & Development Digital & Social Media MarketingVideo & Multi-Media ProductionPublic RelationsMedia Relations / ManagementWebinars & TrainingOne-on-one consultation

QUESTIONS?

100 Court Avenue, STE 218, Des Moines, Iowa 50309Phone: 515-257-MKTG (6584) • www.SPOKEcom.comTwitter: @TheBrandChef • Andrew@SPOKEcom.com

www.TheBrandChef.com

“Tell me and I'll forget; show me and I may remember; involve me

and I'll understand.”– Chinese Proverb

100 Court Avenue, STE 218, Des Moines, Iowa 50309Phone: 515-257-MKTG (6584) • www.SPOKEcom.comTwitter: @TheBrandChef • Andrew@SPOKEcom.com

www.TheBrandChef.com