The Truth About branding

The Truth About Branding A Liz Mercogliano Presentation

The Truth About Branding

Branding today is the most over-used yet mis-understood word.


SO LETS SET THE STORY STRAIGHT

Who gets Branding?

The Consumer

The Consumer gets Branding simply because they buy into it.


Consumers are loyal to brands because:

• they enjoy the customer experience

• they trust the brand and what it stands for

• they can engage with the brand on all levels and know they will have the same consistent conversation.

• they buy into the lifestyle and associations the brand offers


More importantly, they believe in the brand from an emotional level

The consumer is making their own choice

through instinct, and because it feels right.

Not because we tell them it’s right.

The Hard Sell is dead


Today the world is BUSY and over-communicated.

We as consumers see over 5000 advertising messages per day


So how do you standout?

Brand First. Product Second

The Truth About BrandingThe Truth About Branding


Brand unites and focuses your product with your customer.

Engagement + Trust = $$$


Brand requires long term commitment.

Yet provides long term customer and staff loyalty.

It’s not a quick fix.And it’s not a reaction.It’s a considered approach.

Understand the love of brand.Branding is Engagement At Every Level.

It’s the Experience, the Feeling and The Gut Instinct we get when we come into contact with a brand -

This is not a new concept

Some brands have

been telling this story with their audience for years.


These brands can launch a new product and know their customers will love it.

These brands are leaders in their category, loyal to their customers.

We the communicators are losing control over the conversation with the consumer.

We are no longer in control of what is said and how quickly the message is distributed.

What Needs to Change?

Our understanding of what Brand represents in todays world


It’s time to listen

1. Build your brand from your business• Align your business objectives with your brand strategy• Don’t make brand decisions in isolation. It is not a marketing activity• Incorporate branding in every engagement decision

2. Use your brand to facilitate converstaions

• Encourage two way dialogue with your brand and your customers

• Build a tribe within your marketplace

• Inspire a company culture which is a community not a hierarchy.

3. Build your brand from the inside outHealthy brands must feel good on the inside to look good on the outside


BRANDING FROM THE INSIDE OUT

BRAND REALISATION

RESULTSOrganic Growth

Competitive Advantage

Engaged and Aligned Team

Satisfied and Loyal Customers/Candidates

CUSTOMERSEMpLOYEES

LOYALTY

pREfERENCE

CONSIDERATION

AWARENESSHEARIN

G IT

BELIEvIN

G

ITLIv

ING IT


Happy Staff = Happy Customers


So what makes up a brand?

1. The foundation• Vision and values• Personality• Essence and story• Architecture


2. The Environment• USP • Differientation• Positioning• Community• Perception


v

3. The Experience• Messaging• Spirit• Association • Tone and Language• Engagement and dialogue

And always remember...


Its all about brand.The Truth About Branding

The end.The Truth About Branding By Liz Mercogliano

[email protected]+61 417 557 212

Melbourne, Australia

Business

The Truth About branding