Unlocking Your Brand Value For Better Business Results

Unlocking Your Brand Value

For Better Business Results

Total Office Trade Conference

April 28th, 2014

10 Seconds About…

CLARITY

FOCUS

DIRECTION

CONFIDENC

E

Today’s Takeaways

CLARITY

FOCUS

DIRECTION

CONFIDENC

E

Define a Brand and how

it works for you

Identify what makes a

strong brand

Provide a roadmap to

developing your brand

Illustrate the benefits

with a case study

Key Points

Watch for these

important concepts

and ideas to help

you improve your

business results

What is a Brand?

What words come to

mind when you think

of the word BRAND?

Logo

Reputation/History

Loyalty

Advertising

Marketing

Identity

Slogan

Uniqueness

Definition of a Brand

Basic Business Formula

– Value is based on the buyer’s emotional response

to the customer experience you create

Definition of a Brand

Your brand acts as your agent and broker

in the exchange of value for engagement

Definition of a Brand

Your brand consists of a “look & feel” that

help deliver the impression you want to make

Definition of a Brand

Definition of a Brand

Definition of a Brand

Definition of a Brand

Definition of a Brand

Marketing is the development and

management of your brand

Creating Your Brand

How do you create a brand?

?

Creating Your Brand

STEP 1: Understand Your Business Formula

– Where do you start? If you build it, will they come?

Creating Your Brand

STEP 2: FAB Analysis

– Features are things

inside the box, what the

buyer pays for

– Advantages are the

deliverables gained by the

buyer as a result of the

sale

– Benefits are the emotions

that make up the

customer experience

Colour, price, size, tast

e, guarantee, servicing

, support, flexibility, ex

pertise…

Solutions, savings, val

ue, choice, coverage,

speed, ease of

use, reliability…

Security, satisfaction, h

appiness, peace of

mind, excitement, com

fort…

Creating Your Brand

STEP 2: FAB Analysis

– Prepare a chart with 3-5 main

features listed in order of importance

– Assign specific advantages to each

feature in the next column, trying not

to repeat the same concepts

– In the last column, translate these

advantages into the emotional

response from your buyer to

determine the true benefits

Creating Your Brand

– Summarize your FAB Analysis chart

into a 2-3 paragraph statement

– Lead with a strong benefit

statement, get specific about features

and advantages and close with the

core message of your customer

experience

– This is your 30-second elevator

speech that drives home everything

you stand for as a business

STEP 3: Develop Your Value Statement

STEP 4: Craft Your Tagline

– Distill the Value Statement into one

powerful hook of a tagline/slogan

– Create a motto that both your clients

and staff can feel strongly about

– Consider what lasting impression

you want to make with your market

– Be unique and creative

Creating Your Brand

STEP 5: Design Your Logo

– With your messaging

established, develop a logo that

represents the values you offer

– Consider color tones and what

emotional responses they inspire

with the viewer

– Consider reproduction methods and

costs to protect consistency

Creating Your Brand

STEP 6: Expand Your Logo Into a

Design Style / Identity

– Create templates for your marketing

material that build on your logo

design and colour scheme

– Develop a consistent style for all

your channels (collateral, web,

packaging, etc.)

– Program icons within your design

style can help organize your values

Creating Your Brand

STEP 7: Build Your Marketing

Materials

– Bring the elements you have

developed together in professional

looking marketing vehicles

– Websites, flyers, brochures,

slideshows, stationary, uniforms,

advertisements, coupons

– Feature the logo and the hook,

backed by the value statement text

Creating Your Brand

STEP 8: Communicate Your Brand

– Select the appropriate marketing

channels to carry your materials to the

market

– Develop targeted campaigns based

on your buyer profile

– Advertising, social media, direct mail,

internet marketing, app development,

tradeshows & events, goodwill, etc.

Creating Your Brand

STEP 9: Measure the Success

– Review the results of your campaigns

with a Return On Investment analysis

– Revisit the brand and core value

statement regularly to ensure it

remains on point with your buyer

– Repeat the process as you adapt your

brand to your evolving business and

emerging trends in buyer behavior

Creating Your Brand

Roadmap to Creating Your Brand

1. Formula

2. FAB

Analysis

3. Value

Statement

4. Tagline 5. Logo

6. Style

(Identity)

7. Materials

(Vehicles)

8. Communication

(Channels)9. Measure

- Review

- Revisit

- Repeat

START

HERE

Shameless Self Promotion

Case Study: COPA Branding

Bringing It All Together

Background

COPA was looking to refresh their website

– STEP 8 in the branding process

Initial meeting to discuss re-branding the

overall look and layout of the website

Existing identity was

dated, monochromatic, cluttered and

uninspiring

Objective to communicate membership value

Targeting innovation companies

COPA Branding Review

Established business formula

FAB Analysis

– Shift in focus from Advantages to Benefits

Events > Social > CONNECT

Group Buying > Financial Gain > EMPOWER

Awards > Recognition > CELEBRATE

Education > Knowledge > EVOLVE

COPA Branding Review

Value Statement Adjustment

– Change in message from “What we provide” to

“What we do”

– Re-energized vision for the association

Tagline Development

– “Connect. Empower. Celebrate. Evolve.”

COPA Branding Review

Logo Revision

– Added primary colors

to the existing design

– Brighter, more vibrant

and energetic

– Representing the 4

cornerstones of the

COPA value offering

– Retaining the heritage

of their 80-year history

COPA Branding Review

New Identity: Program Branding

– Organize and highlight the 4 key value buckets

– Consistency with the new logo design

– Introduce powerful and professional imagery

COPA Branding Review

New Identity: Smart Design

– Colors used effectively for emotional response

– Icons represent more than just the value

– Smart design = powerful impression

COPA Branding Review

Design Implementation

– New and improved web site at www.copa.ca

COPA Branding Review

Benefits

– Stronger, clearer value statement

– Rejuvenated and energized identity

– Strategically targeted marketing

efforts for optimized ROI

– Repositioned for future growth

through improved member

engagement

– BETTER BUSINESS RESULTS!

Review of Takeaways

CLARITY

FOCUS

DIRECTION

CONFIDENC

E

Define a Brand and how

it works for you

Identify what makes a

strong brand

Provide a roadmap to

developing your brand

Illustrate the benefits

with a case study

Questions?

Unlocking Your Brand Value

For Better Business Results

Thank You!