cultivating your brand with cpl creative
TRANSCRIPT
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Cultivating your Brand, Connecting with
PeopleCopyrighted material.
Copyright Craig Pelkey-Landes 2009
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“A brand is not what YOU
[the corporation] say it is.
It’s what THEY [actual people] say it
is.” – Marty Neumeier
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Since it’s all about what THEY think,LOVE is the crucial bridge.
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So the question is:
Do your customers experience the LOVE?
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Components of Your BrandImage: logo, web site, ads, etc.Your Actual Product/ServiceCustomer ServicePurchase ExperienceBuzz (what people are saying)Relationships (connecting with
people, not “prospects”) Relationships are foundational!
Touchpoints of contact with people
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How I can help:Brand (customer experience)
StrategyMarketing PlansWord of Mouth Marketing
StrategiesGraphic Design Copywriting Corporate Communications/PRMarketing Collateral
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Brand Strategy Evaluation of the various
touchpoints of customer interaction
Clarify/identify “purple cow” – that thing that makes your brand stand out
Strategies for building consistency, trustworthiness, and customer loyalty For cryin’
out loud,
keep it real!
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Marketing Plans
~ Evaluation ~ Observation ~ Planning ~ Doing ~ Evaluation ~ Observation ~ Planning ~
moving
from this:
tothis:
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Word of Mouth StrategiesSpecial EventsFree content/stuffRewarding your biggest
fansSocial mediaInbound (requested) content
The message
(+ or - )
travels fast!
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Design
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Writing/Corporate CommunicationsPresenting simple to complex
ideas in clear, compelling language.
Newsletters, web content, press releases, collateral, speeches, articles, blog posts, presentations, etc.
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Collateral
Mailers, labels, brochures, posters, etc.
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Music: “Hot Type” by Michael Hedges Special thanks to David Armano for use of some very clever graphics
Thanks for your time!
p: 267-221-9249w: http://cplcreative.wordpress.come: [email protected]@craigpl on Twitter