Ascot MillBranding Presentation

Brand Development, Expansion and Equity

Ascot Mill Consultants & Lachlan Wortman

My name is Lachlan Wortman

Educated in London with a double major in Politics and Economics from the University of London and studied Law as a post-graduate. Currently completing an MBA at Bond University, after a decade of working abroad.

Worked in California in Emerging technologies for technology startups

Worked in Branding at Accenture on a number of fortune 100 clients. More recently with a number of boutique consultancies in the medium-sized business market.

Now Principle Consultant with Ascot Mill focusing on complete business growth solutions, the first stage of which, is Branding & Marketing.

Introduction• Why?• Golden Circle• Top-Down Management

• Stage 1: Identify• Stage 2: Educate• Stage 3: Depth• Stage 4: Consistency• Stage 5: Distance

(Yourself)

Conclusion

WHY

Everyone who has come here as a business owner is aware of the purpose of their business, they are aware of their product, and they are aware of “how” they deliver that product.

Few Understand “WHY” For a brand to effectively and successfully occupy their market,

they must understand their own WHY and the consumer’s WHY

People don’t buy what you do, they buy

‘Why’ you do it

The Golden Circle

To help explain the “WHY” I want to draw on some external wisdom

Simon Sinek, who recently presented at TED, puts forward the concept of something he calls ‘The Golden Circle’.

HOW

WHAT

WHY

The Common Response

More often than not, 90%+ of businesses classify themselves as being “Brand Ineligible”. “We’re not a Surfboard Brand, why would we need Brand Equity!?”

“I’m simply a gutter installation company, why would Brand development provide value to my business”

The answer: it provides value to your consumers.

If we return to our Apple computers example, the value that we provide, is to our customers, when we successfully identify a commonality (with the customer) around the “why”.

Because:

People don’t buy what you do, they buy

‘Why’ you do it

When our ‘Why’ meets the world

The point at which you are wholeheartedly convinced of your purpose, effectively conveying that concept is when Brand Development can begin.

Top-Down Management

Brand Development must start with upper-level Management

Steer From The FrontPush From the Back

Stage 1: Identify

Identify how you are going to effectively convey your message.

3 CHOICES

1. DIGITAL

2. PRINT

1. SOCIAL

Stage 1: Identify

If you’re in the antique-chess-piece-sculpting-business, don’t advertise via Twitter.

1. The Social Media myth

2. “The Restaurant” – An example of effective Social Media Strategy

Difficulties as a non-marketer

52% of marketers cite ‘difficulties in accurately measuring ROI’ as their biggest source of frustration in marketing. (Source: Adobe)

96% measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. (Source: Awareness, Inc.)

Marketing is complicated

Any rules of thumb?

3 Choices

Digital Print (Traditional) Social• Website• SEO, SEM,

Adwords• Digital Campaigns• Remarketing• Email Marketing• Blogs

• Magazine ads• Billboards• Television Ads• Radio Advertising• Flyers• Subscriptions

• Social Media• PR• Word of Mouth• Referrals

• 16-35 Lower to Medium Socio-economic. High demand markets

16-85 Medium-Upper Socio-economic. Niche-High demand Markets

• 16-25 Social Media• 18-85 PR, WOM –

Traffic Generation

Stage 2: Educate

Let people know about your vision.

Not your company, but your vision.

Stage 2: Educate

How?

Your Marketing must be campaign orientated

1. 48% of marketers build a new landing page for each marketing campaign. Source: MarketingSherpa

2. Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. Source: HubSpot

3. 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. Source: MarketingSherpa

Campaigns education customers about variation and choice

Ask: Why are they wanting to buy this? How valuable is this to them, and do they believe that they want it, rather than need it?

A client will want to buy a valuable variation of your guttering system if you create desire. Otherwise they will simply furnish their roof with the most affordable solution available, if only out of need.

If you don’t have an up-sell, you can’t capitalize on your client’s ‘why’

What are they hoping to achieve? No leaves in their gutter? No. They want to spend more time with their kids They want to spend more time on the couch, on the road

travelling, fishing, boating, chess playing. They want more time to live their life, not spend it digging

leaves out of their gutter.

Questions to Ask

People don’t buy what you do, they buy

‘Why’ you do it

Stage 3: Depth

You Must Create Depth of Content

Build depth to you Brand: Who here is just a logo? A logo on a shirt, a logo on a letterhead, on a website header?

Stage 3: Depth – Expand your Brand

Stage 1: Line and Length Simplicity Reduce Variations and inconsistencies.

Stage 2: Depth and Breadth Expand your Brand! Website Imagery Language and Lingo Materials (Brochures, Flyers, Business Cards)

Case Study

Stage 3: Depth

52% of consumers said that they go directly to a company’s website for branded content and product information, while 25% turn to social media, 22% go to third-party sites and 8% read company blogs. Source: AMA 2014

Stage 3: Depth

How can a company survive if they don’t have a website, a blog, a newsletter, referring partnerships, a social media suite, a strategy for monthly marketing campaigns? Where is the business coming from?

Stage 4: Consistency

Brand equity is invaluable, protect it!

Consistency must be preserved at all costs

Know your CMYK, know your Pantones, know your RGB

Understand and unify your graphics package Logo, Logo Variations, Graphics, Imagery, Campaign

Imagery - Duration and Length- This is Cheap and Affordable

The Blue on your business card, must be the same as the blue on your website

Customers are like horses, they can smell when things aren’t right

People don’t buy what you do, they buy

‘Why’ you do itLack of continuity says that your ‘why’ doesn’t value consistency

Stage 5: Distance (Create it)

A famous saying about Advertising: 50% of your advertising budget is being wasted, unfortunately you don’t know which half, so just keep spending it.

You must grow the gap between yourself and your competitors. You must grow it and continue to grow until you have reached critical mass.

Then you must adapt. Adapt and grow, adapt and grow.

Creating Distance

1. Advertise2. Advertise3. Market4. Advertise5. Market6. PR7. Market

Repeat

Creating Distance

1. SEO, SEM Campaigns2. Magazine Ad with

Website Campaign3. Remarketing/Retargetin

g4. Television Ad5. Social Media Campaign6. PR – Drinks with Obama7. Social Media

Advertising

Repeat

You Need a Strategy

• 68% of organizations have not identified their funnel (their business acquisition process nor their marketing-to-sale process) (Source: MarketingSherpa)

• Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers use a full-featured marketing solution Source: Forrester Research

• Don’t be a Statistic

Conclusion

Choose your Delivery – 3 Choices

Campaigns – Educate Constantly

Develop Depth of Materials

Defend your Brand’s consistency

Have a strategy of continuous marketing and advertising Never answer with “I don’t know”