build your brand to build your business
TRANSCRIPT
Build Your Brand To Build Your Business
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
Dan Duval, CEO/Creative Director
• 22 years of agency experience
• Past employers include: Costmopolus, Crowley & Daily, McDougall Associates
• Manages all concept development activities
Jeff Bard, Strategic Planner
• 25 years of advertising and direct marketing experience
• Past employers include: Arnold Worldwide, Mullen, Direct Results Group
• Manages all strategic planning procedures as called for:
• Brand positioning plan
• Target audience segmentation
Meet the Team
Build Your Brand To Build Your Business
mcdougall & duval advertising | Newburyport Chamber
Peter Hale, Director of Public Relations
• 21 years of communications experience, both as a reporter and public relations professional
• Past employers include: Fidelity Investments, inc.com, Perseus Publishing, Adams Media
• Manages all public relations planning, messaging and outreach
Carie Schelfhaudt, Director of Digital Marketing
• Nearly a decade of social media experience
• 8 years professional agency marketing experience
• Active user since the inception of Facebook and Twitter
• Past employers: Communicators International, CD&M Communications, and KG Partners
• Leads all agency social media marketing efforts on behalf of clients, and manages the agency’s Facebook- preferred, third-party social media platform
Meet the Team
Build Your Brand To Build Your Business
mcdougall & duval advertising | Newburyport Chamber
Overview
Build Your Brand To Build Your Business
• The Branding Process
• Bringing Your Brand to Life
• It’s Not What You Say, It’s What They Say
• Reinforcing & Protecting the Brand
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
Levels of Communication
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
• Rational core message of what your brand represents
• Emotional wrapping communicating the personality of your brand (the look and feel)
• Is it unique, defensible, deliverable and consistent?
• Is it meaningful to customers, employees, prospects and partners?
The Branding Process
Developing Your Brand Focus
mcdougall & duval advertising | Newburyport Chamber
Car Exercise
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
Internal
• Interview staff (including creative branding exercises) at appropriate and various levels
• Partners
• Suppliers
• Review competitors
External
• Interview customers
• Active
• Inactive
The Branding Process
Information Gathering
mcdougall & duval advertising | Newburyport Chamber
1. In a few sentences, how would you describe ABC?
Sample Questions
The Branding Process
2. What should be ABC’s short-term goals? Long-term goals?
(new budget test)
3. SWOT analysis…what are ABC’s primary strengths, weaknesses,
opportunities and threats?
4. What makes ABC distinctive and why is that important?
5. Who is ABC’s target audience? Why should the target audience care
about ABC?
6. Is the “low-hanging fruit” upgrading/cross-selling current customers or
acquiring new customers?
mcdougall & duval advertising | Newburyport Chamber
7. What’s the biggest misconception people have about ABC? Biggest
surprise?
The Branding Process
Sample Questions
12. Corporate personality test (celebrity spokesperson)
• Now
• Tomorrow
8. What is the current market perception? What is the desired perception?
9. Rank your top 5 competitors. What 5 words come to mind when I say
(name each competitor and our organization…what is your primary point
of differentiation against this group?
10. Rank from 1-10 (1 the lowest and 10 the highest) your strengths in the
following areas
11. (Compare #1 competitor from above)
13. Last thoughts
mcdougall & duval advertising | Newburyport Chamber
The sum total of the thoughts, feelings,
associations or expectations a consumer
experiences when he or she is exposed to
your name, trademarks, products, services,
interactions, designs and symbols
representing you.
Suggested Brand Positioning
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
A brand must
• Be singular
• Be customer-driven
• Evoke a broad emotional response
• Communicate a specific rational appeal
A brand position defines:
• Target audience?
• Frame of reference (What)
• Point of difference (Why)
The Branding Process
Suggested Brand Positioning
mcdougall & duval advertising | Newburyport Chamber
Format
• To (the target market), ABC is the (frame of reference) that (point of difference).
• Desirable, Sustainable, Available, Supportable
Suggested Brand Positioning
The Branding Process
mcdougall & duval advertising | Newburyport Chamber
The Branding Process
Making the Positioning Relevant
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
Bring Your Brand to Life
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: Starbucks Coffee
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: Nike
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: Google
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: Kelly’s Roast Beef
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: Giant Glass
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Logo: The Salvation Army
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Alive Brands
• Singular
• Evoke emotional response
• Rational appeal
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Post-Brand Positioning Plan
Define Branding Needs
• Totally redefine
• Message change
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Post-Brand Positioning Plan
Totally Redefined Brand
• Logo tired & stale
• Evolve
• Shake things up internally
• Morale boost
mcdougall & duval advertising | Newburyport Chamber
Example: RTN Federal Credit Union
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Example: RTN Federal Credit Union – Logo Redesign
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Pepsi Evolution
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Post-Brand Positioning Plan
Changing the Message
• Recognized logo
• Brand equity
• Need to maximize assets
mcdougall & duval advertising | Newburyport Chamber
Logo: IC Federal Credit Union
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Example: “The Meaning” IC Federal Credit Union Case Study
The “I”
The “C”
The Attributes
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Example: “The Meaning” TV Spot
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Example: “The Meaning Revisited” TV Spot
mcdougall & duval advertising | Newburyport Chamber
Example: “The Meaning” Print
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Example: “The Meaning” Billboard
mcdougall & duval advertising | Newburyport Chamber
“The Meaning” Web Banner
Example: “The Meaning” Web Banner/Social Media
Bringing Your Brand to Life
mcdougall & duval advertising | Newburyport Chamber
Bringing Your Brand to Life
Rewards of Branding
ROI: 178 percent in one year
• New loans: $3.5 million
• New deposits: $1.7 million
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
mcdougall & duval advertising | Newburyport Chamber
• A simple truth: Campaigning used to be about delivering messages
• Now, it’s about creating personal relationships with brands
• To today’s consumer, conversations are far more important than direct messages alone
Brand Ambassadors
It’s Not What You Say, It’s What They Say
• eConsultancy Survey showed 97% of people questioned in a survey said their buying decisions
are influenced by social groups. Social media allows us to connect with these social groups.
Social groups become more potent as they become public through social media.
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Which social networking sites match your brand personality?
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Don’t spread yourself too thin
mcdougall & duval advertising | Newburyport Chamber
Brand Consistency
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Staff Roles & Responsibilities
mcdougall & duval advertising | Newburyport Chamber
Centralized Management Platform
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
Everything you do right is online
• Smart marketers use social media as a tool for top of mind awareness
• If managed properly, social media should:
It’s Not What You Say, It’s What They Say
Top of Mind Awareness
• Be the everyday voice of your brand
• Establish you as a subject matter expert
• Make you a resource for relevant newsworthy information
• Allow you to generate leads
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Top of Mind Awareness
mcdougall & duval advertising | Newburyport Chamber
Reputation Management
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Reputation Management
mcdougall & duval advertising | Newburyport Chamber
Everything you do that is perceived to be wrong is online
It’s Not What You Say, It’s What They Say
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
mcdougall & duval advertising | Newburyport Chamber
Facebook Likes
• Average # of likes for Banks is 1 like for every $2 million in assets.
• 500 would be considered average for South Shore Bank
• South Shore Bank has 1,663 likes
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
Twitter Followers
• 213 Twitter Followers
• Twitter benchmarks not available for banking industry
• 8% - 26% of Facebook fans appears average when comparing to area banks
• We have 13% of our number of Facebook fans
mcdougall & duval advertising | Newburyport Chamber
Measurable Results
• We were able to measure engagement to see how many people clicked on any of our posts.
• Engagement and retweets were highest on days when we post about the Bank.
• In February, we reached 95,000 users via social media
• Promoted posts really help increase the reach
• Next up? LinkedIn!
It’s Not What You Say, It’s What They Say
Case Study: South Shore Bank
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chmaber
mcdougall & duval advertising | Newburyport Chamber
Where Are We Headed?
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Looking for Ideas
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
The Offer You Can Make
mcdougall & duval advertising | Newburyport Chamber
Like Campaigns
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Like Campaigns
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Compatibility
mcdougall & duval advertising | Newburyport Chamber
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Brand Compatibility
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Newburyport Chamber
Protecting Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Protecting Your Brand
mcdougall & duval advertising | Newburyport Chamber
PR/media coverage,
Reinforcing Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Reinforcing Your Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing Your Brand
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Brand Ambassadors
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Brand Ambassadors
mcdougall & duval advertising | Newburyport Chamber
Focus, Fun & Frequency
Reinforcing & Protecting the Brand
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
mcdougall & duval advertising | Newburyport Chamber
Reinforcing & Protecting the Brand
Focus, Fun & Frequency
Q & A
mcdougall & duval advertising | Newburyport Chamber
Thank You!
mcdougall & duval advertising | Newburyport Chamber