Branding is a concept that sometimes gets boiled down to a fancy logo and a pleasing color scheme. In reality, it's much more than that. Branding encompasses EVERYTHING that your potential clients and customers come in contact with. From the way that you answer your phones, to the way that you sign your emails, your brand carries into many arenas. In today's increasingly digital world, is there a place for your brand on radio? Not only is there a place, but Kyle will explain why radio is an important part to bringing your brand to the world, and one of your strongest brand cues.

1. using radio to boost your brand.
radio’s role in your marketing mix.
Microphone Image Courtesy of: Salvatore Vuono / FreeDigitalPhotos.net
Kyle Stuef
Ann Arbor Radio
May 19, 2010
Monday, May 24, 2010

2. today we’ll cover:
1. what is branding
2. how radio is built to aid brand recognition
3. why radio works with your marketing mix
using radio to boost your brand.
Monday, May 24, 2010

3. what is branding?
using radio to boost your brand.
Monday, May 24, 2010

4. what is branding?
a brand is a promise to potential clients
(you must deliver each and every time)
a brand is a handshake
(and weak handshakes suck)
a brand crafts how they feel about you
(disconnect breeds distrust)
using radio to boost your brand.
Monday, May 24, 2010

5. the secret formula
using radio to boost your brand.
Monday, May 24, 2010

6. a brand is like a box of chocolates
(no, not like Forest)
1. the appeal
2. the goods
3. the flow
using radio to boost your brand.
Monday, May 24, 2010

7. a brand is like a box of chocolates
(no, not like Forest)
the
goods
the
appeal
the flow
using radio to boost your brand.
Monday, May 24, 2010

8. the appeal
your outer shell:
• business name • building
• logo • signage
• website • reputation
• business card • advertising
using radio to boost your brand.
Monday, May 24, 2010

9. the goods
your passion:
• product • warranties
• service • quality
• pricing
using radio to boost your brand.
Monday, May 24, 2010

10. the flow
how they get to the goods:
• customer service
• sales representatives
• purchasing experience
• you
using radio to boost your brand.
Monday, May 24, 2010

11. if a brand falls in the forest….
(should it have used a sound?)
information delivered via music is learned up to 60 times
faster & retained up to 100 times longer than the same
information delivered by speech alone.
according to a Cambridge University study, 2003
using radio to boost your brand.
Monday, May 24, 2010

12. “like a good neighbor _______ _______ is
there.”
using radio to boost your brand.
Monday, May 24, 2010

13. “the best part of waking up is ______ in your
cup.”
using radio to boost your brand.
Monday, May 24, 2010

14. when you filled in the blanks ……
did you sing the
song?
using radio to boost your brand.
Monday, May 24, 2010

15. radio’s role in your marketing mix
1. radio is present in your
everyday life
2. radio is an active media
3. radio lends itself to brand recall
4. the “theatre” of the mind
using radio to boost your brand.
Monday, May 24, 2010

16. the “theatre” of the mind
using radio to boost your brand.
Monday, May 24, 2010

17. the “theatre” of the mind
using radio to boost your brand.
Monday, May 24, 2010

18. real life example: 3.7 DESIGNS
using radio to boost your brand.
Monday, May 24, 2010

19. real life example: 3.7 designs
problem #1: how do you showcase their product over
the radio
in a business that it so focused on design, shouldn’t you show
designs?
problem #2: how do you demonstrate knowledge
they want a website that looks good and works. period.
using radio to boost your brand.
Monday, May 24, 2010

20. real life example: 3.7 designs
the solution: focus on the “the flow”, not “the goods”
1. decide on a brand promise
3.7 DESIGNS is a design firm who is accessible to their clients
2. make a brand promise
you’ve been burned before, 3.7 DESIGNS will take care of you
3. deliver on a brand promise
once they walk in the door, give them what they ask for
using radio to boost your brand.
Monday, May 24, 2010

21. real life example: 3.7 designs
the solution: focus on the “the flow”, not “the goods”
1. decide on a brand promise
3.7 DESIGNS is a design firm who is accessible to their clients
2. make a brand promise
you’ve been burned before, 3.7 DESIGNS will take care of you
3. deliver on a brand promise
once they walk in the door, give them what they ask for
using radio to boost your brand.
Monday, May 24, 2010

22. real life example: 3.7 designs
did it work? have they seen any results?
using radio to boost your brand.
Monday, May 24, 2010

23. so what have we learned?
• branding boils down to building trust
• branding must carry into every touch point
• radio is built for delivering your brand
using radio to boost your brand.
Monday, May 24, 2010

24. let’s keep the conversation going.
KStuef@gmail.com
@KyleStuef
www.linkedin.com/in/kylestuef
using radio to boost your brand.
Monday, May 24, 2010