The full-hour presentation on defining a brand, understanding what makes a strong brand, outlining a roadmap to developing your brand and a comprehensive case study to illustrate the concepts delivered. Gain CLARITY, FOCUS, DIRECTION and CONFIDENCE in how you develop your brand to achieve better business results in this fast-paced and interactive session. For information on in-house presentations, please contact us at 647-401-6761. www.sevenfold.ca

1. Unlocking Your Brand Value
For Better Business Results
Total Office Trade Conference
April 28th, 2014

2. 10 Seconds About…
 CLARITY
 FOCUS
 DIRECTION
 CONFIDENCE

3. Today’s Takeaways
 CLARITY
 FOCUS
 DIRECTION
 CONFIDENCE
 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

4. Key Points
 Watch for these
important concepts
and ideas to help
you improve your
business results

5. 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

6. Definition of a Brand
 Basic Business Formula
• Value is based on the buyer’s emotional response to
the customer experience you create

7. Definition of a Brand
 Your brand acts as your agent and broker
in the exchange of value for engagement

8. Definition of a Brand
 Your brand consists of a “look & feel” that
help deliver the impression you want to make

9. Definition of a Brand

10. Definition of a Brand

11. Definition of a Brand

12. Definition of a Brand

13. Definition of a Brand
 Marketing is the development and
management of your brand

14. Creating Your Brand
 How do you create a brand?
?

15. Creating Your Brand
 STEP 1: Understand Your Business Formula
– Where do you start? If you build it, will they come?

16. 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,
taste, guarantee,
servicing, support,
flexibility, expertise…
 Solutions, savings,
value, choice,
coverage, speed, ease
of use, reliability…
 Security, satisfaction,
happiness, peace of
mind, excitement,
comfort…

17. 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

18. 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

19. Creating Your Brand
 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

20. 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

21. 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

22. 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

23. 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.

24. 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

25. 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 

26. Shameless Self Promotion

27. Case Study: COPA Branding
Bringing It All Together

28. 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

29. 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

30. 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.”

31. 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

32. 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

33. COPA Branding Review
 New Identity: Smart Design
• Colors used effectively for emotional response
• Icons represent more than just the value
• Smart design = powerful impression

34. COPA Branding Review
 Design Implementation
• New and improved web site at www.copa.ca

35. 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!

36. Review of Takeaways
 CLARITY
 FOCUS
 DIRECTION
 CONFIDENCE
 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

37. Questions?

38. Unlocking Your Brand Value
For Better Business Results
Thank You!