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“You see these absolutely beautiful, well-programmed sites that are missing that key piece of saying the right things to the right people.” That opinion was published in BtoB Magazine’s Interactive Marketing Guide for 2008. While we believe the underlying sentiment still rings true today, the point extends beyond web sites to many facets of digital (as well as offline) marketing. Having attended Podcamp Philly a few years ago, we were impressed by the substance and impartiality of the many sessions. Yet the focus tended to be on the tactical (and often technical) levels of presenting and delivering messages. WHAT ABOUT THE MESSAGE ITSELF? We’ll explain the essence of strong, unique, and engaging brand communications (the tide) and how a well crafted platform will raise the effectiveness of the many digital tactics attendees will learn about in other Podcamp sessions: blogs, pay-per-click ads, SEO, social media, email marketing, and so on (the ships). Attendees will gain a deeper understanding of: Branding myths; The impact of brands versus products; Key components + characteristics of persuasive brands/messages; Messaging pitfalls to avoid; Self-assessment questions to evaluate their own organization’s marketing assets + readiness A campaign is only as good as its ability to reach—and motivate—its target audience(s). Join us and make sure your digital marketing efforts have the substance and style to move your market.
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© 2011 Brandlift LLC
Brand Strategy:The Rising Tide That Lifts All Ships
© 2011 Brandlift LLC
Key takeaways
‣ The costly mistake too many marketers + companies make‣ Why brands have such a powerful impact
on business‣ How to assess + improve the clarity
+ appeal of your brand/message
© 2011 Brandlift LLC© 2011 Brandlift LLC
© 2011 Brandlift LLC
Ready to hook some customers?
© 2011 Brandlift LLC
‣ Which do we want + why?
‣ Where are they?
‣ What are they looking for + when?
‣ Who else is fishing?
‣ How do we leverage our best attributes + tools to lure/secure the ones we want?
Ready = eager + prepared
““
© 2011 Brandlift LLC
...You see these absolutely beautiful, well-programmed sites that are missing that key piece of saying the right things to the right people...
© 2011 Brandlift LLC
“...that key piece...” is a
compelling brand message
““
© 2011 Brandlift LLC
Brand: A collection of images, ideas + descriptive symbols that convey the essence of a company, product, or service
““
© 2011 Brandlift LLC
A brand is a person’s gut feeling about a product, service, or company.
Marty Neumeierfrom The Brand Gap
© 2011 Brandlift LLC
The rising tide
‣ Brands inject focus, flavor + purpose—producing a lifting effect on business performance + value‣ All marketing touch points, efforts + dollars
‣ Key functions company-wide
‣ Deeper, human connections
© 2011 Brandlift LLC
Missing the boat
‣ Trying to be all things to all people
‣ Tactics before (or instead of) strategy‣ Easier + cheaper at first...but costly in the end
– Communications are bland, unclear, or both
– One-off results tend to disappoint
– Hard to redo; harder to undo
© 2011 Brandlift LLC
Really?!?
‣ “Our primary goal is to make every transaction a positive experience for our customers.”
‣ “We take seriously our obligations to our clients. We have the will and the resources to meet their needs.”
‣ “From service implementation to ongoing support, we make customer care a top priority.”
““
© 2011 Brandlift LLC
Digital technology has not changed the basic principles of brand building...the digital world, if anything, has served to redefine the scale of power...
Allen P. Adamsonfrom BrandDigital
© 2011 Brandlift LLC
Building a brand
Discover Develop DeployDefine
© 2011 Brandlift LLC
The missing “D”
Discover Develop DeployDefineDistill
““
© 2011 Brandlift LLC
Creativity without focus may be interesting, but it’s not motivating.
Allen P. Adamsonfrom BrandSimple
© 2011 Brandlift LLC
What makes brands so
powerful?
““
© 2011 Brandlift LLC
Brand: Serves to create associations + expectations; key objective is to create a relationship of trust
© 2011 Brandlift LLC
Products
Brands
sell on features + benefits
sell on promises, expectations + emotions
© 2011 Brandlift LLC
Products
Brands
compete on price
take price out of the equation (or command premiums)
© 2011 Brandlift LLC
Products
Brands
invite side-by-side comparisons
establish true competitive differentiation
© 2011 Brandlift LLC
Products
Brands
can earn loyal users
inspire trust, passion + evangelism
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
a logo or company name
about an identity—built on personality, principles + a promise to customers
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
making an email or brochure look pretty
delivering compelling, memorable stories
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
told to audiences
two-way conversations with people
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
an occasional marketing program
a consistent + ongoing company initiative
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
just tactical, like websites + campaigns
strategic, incorporating positioning, messaging + behavior
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
a fabrication or “fluff”
built on truths
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
only for big companies
attainable + powerful for any entity
© 2011 Brandlift LLC
Branding is
Branding isMYTH:
TRUTH:
an expense
an investment toward a valuable business asset
© 2011 Brandlift LLC
Your target customers are drowning in a sea of mindless marketing.
They’re bored, confused, tired...and indifferent.
Problem?
© 2011 Brandlift LLC
Or
opportunity?
© 2011 Brandlift LLC© 2011 Brandlift LLC
““
© 2011 Brandlift LLC
Success is related to standing out, not fitting in.
Creative Director Don Draper of AMC’s ad agency drama “Mad Men”
© 2011 Brandlift LLC© 2011 Brandlift LLC
© 2011 Brandlift LLC© 2011 Brandlift LLC
© 2011 Brandlift LLC
Brand Strategy‣Who you’re talking to
‣ Audiences + their motivations
‣What you say‣ Unique, meaningful message points
‣What they gain
‣ How you’re different + credible
‣How you convey it‣ Creative expression + style‣ Delivery + experience
© 2011 Brandlift LLC
4 key questions to help you attract more of the customers you want
© 2011 Brandlift LLC 1
What qualities do my most desirable customers share?
‣ Prioritize what’s most valuable to you‣ High revenue
‣ High margins
‣ Low maintenance
‣ Close proximity
‣ Optimal product mix
© 2011 Brandlift LLC
What’s most important to my target customers?
‣ It’s not you...it’s them!‣ Too many companies fixate on themselves
‣ You have to first tell them how they’ll be better off
‣ Promise specific + relevant benefits 2
© 2011 Brandlift LLC
Does my business stand out or blend in?
‣ You can’t afford to be typical‣ Pinpoint what your best customers value
about your company/product
‣ Tell your story (make sure it’s authentic!)
‣ Appeal to targets’ emotions
‣ Be informative at the same time 3
© 2011 Brandlift LLC
How do I establish the right foundation?
‣ Planning, discipline, imagination, courage...+ balance!‣ Ask tons of questions
‣ Mine for important themes + insights
‣ Boil it down so it’s easy to grasp
‣ Let your company’s personality shine 4
© 2011 Brandlift LLC
The input...
Offerings
Markets
Customers
Competition
Personality, values + culture
Touch points + feedback channels
Powerful brands within + outside your field
Marketing + business objectives
DISCOVERY
Discover Develop DeployDefineDistill
© 2011 Brandlift LLC
The output...
PracticalityDescription: Literal explanation of the business
CredibilityFacts: Performance track record + recognition
FunctionStructure/Navigation: Framework for
organizing + presenting content
PersonalityTone: Evocative voice, style, metaphor/themes
CharacterPhilosophy: Cultural values + uniqueness
FormAesthetics: Visual design + impact as they relate to experience
BALANCE
SUBSTANCE STYLE
Discover Develop DeployDefineDistill
© 2011 Brandlift LLC
ClarityUnified, focused + substantive identity + competitive positioning
DistinctionUniquely expressive + recognizable communications
AlignmentMarketing efforts + investment tied to business objectives
InspirationA shared sense of pride, purpose + excitement for the company’s capabilities, values + future
The lift...Discover Develop DeployDefineDistill
© 2011 Brandlift LLC
The ships...Discover Develop DeployDefineDistill
WEBSITES
LITERATURE
ADVERTISING
SEARCH
LEAD GENERATION
MEDIA RELATIONS
NEWSLETTERS
BLOGS
EVENTS
MOBILE APPS
PRESENTATIONS
WOM/REFERRALS
SOCIALMEDIA
POINT-OF-SALE
INVESTOR RELATIONS
TRAINING
CUSTOMER CARE
© 2011 Brandlift LLC
The payoff...
Employee pride + engagement
Prospect awareness + interest
Sales efficiency + production
Customer loyalty + revenue
Market confidence + valuation
BRAND
© 2011 Brandlift LLC
Quick recap—then questions
‣ A brand is the essence of a company, product, or service‣ People form emotional connections
with brands
© 2011 Brandlift LLC
Recap...
‣ Brands lift marketing effort + investment
‣ Brand strategy provides an indispensable framework that guides all communications + behavior‣ Digital technology magnifies brands’
impact + effectiveness (or lack thereof)
© 2011 Brandlift LLC
Recap...
‣ The principles of brand building are constant‣ The best brands balance substance +
style (“logic + magic”) to create a powerful business asset
© 2011 Brandlift LLC
Recap...
‣ Pursuing tactics before (or instead of) strategy is a costly mistake many companies make
‣ Invest in your brand foundation—take advantage of your opportunity to achieve true competitive separation
© 2011 Brandlift LLC
Insights + inspiration
Marty NeumeierAllen P. Adamson
© 2011 Brandlift LLC
Thanks!
Questions / feedback?
Andy Goldenbergandy@brand-lift.com
Or let’s talk now...
© 2011 Brandlift LLC
Brand Strategy:The Rising Tide That Lifts All Ships
“You see these absolutely beautiful, well-programmed sites that are missing that key piece of saying the right things to the right people.”
That opinion was published in BtoB Magazine’s Interactive Marketing Guide for 2008. While we believe the underlying sentiment still rings true today, the point extends beyond web sites to many facets of digital (as well as offline) marketing.
Having attended Podcamp Philly a few years ago, we were impressed by the substance and impartiality of the many sessions. Yet the focus tended to be on the tactical (and often technical) levels of presenting and delivering messages.
What about the message itself?
We’ll explain the essence of strong, unique, and engaging brand communications (the tide) and how a well crafted platform will raise the effectiveness of the many digital tactics attendees will learn about in other Podcamp sessions: blogs, pay-per-click ads, SEO, social media, email marketing, and so on (the ships).
Attendees will gain a deeper understanding of: Branding myths; The impact of brands versus products; Key components + characteristics of persuasive brands/messages; Messaging pitfalls to avoid; Self-assessment questions to evaluate their own organization’s marketing assets + readiness
A campaign is only as good as its ability to reach—and motivate—its target audience(s). Join us and make sure your digital marketing efforts have the substance and style to move your market.
© 2011 Brandlift LLC
2011 Speaker:Andy Goldenberg
Andy Goldenberg challenges growth-oriented companies to stand out—positioning them to attract more of the customers they want, and to pursue opportunities with more focus, more tools, and more confidence. In 2008, he formed Brandlift, a boutique brand strategy and communications agency, to fill the void created by businesses’ widespread failure to differentiate themselves. (Is “We Love Our Customers” really unique? Or motivating?) Andy’s known for delivering “creative capital”—purposeful communications programs that balance strategic thinking with imaginative and artistic expression. Prior to Brandlift, he spent 14 years leading the marketing of a fast-growing telecom company, taking on the industry’s “big three” and guiding the corporate brand through no less than four mergers and a Chapter 11 reorganization. His work has earned recognition on local and national levels, including the American Business Awards and Sales Excellence Awards.
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