Advokate's Branding Presentation 2014
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This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
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Advokate's Branding Presentation 2014
- 1. BRANDING A presentation by Kate Austin-Avon
- 2. What is Branding? “A Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” — The American Marketing Association
- 3. What is Branding? Your Brand is a promise. It represents your quality, performance and other dimensions of value that set you apart from your competitors in the minds of your customers. It's a discipline for how you communicate. It's the experience your customers have.
- 4. What is Branding? Beyond just your graphics, logo and marketing, your Brand is also reflected in your staff, your story, your location, your online presence, your pricing, your professionalism, customer service & more. Every time the public interacts with your Brand, their experience defines what that Brand represents.
- 5. What is Branding? You have a Brand already. The questions are: Do you know what your Brand is? & Are you in control of it?
- 6. What is Branding? What are you known for? What makes you unique? Why should any consumer choose you over your competitors? How do folks know that you're YOU?
- 7. What is Branding? Origins of the term go back to brands on cattle — a symbol burned into the animal's skin with a hot iron stamp. When you looked at a cow, you instantly knew whose farm it belonged to. It should be the same with your business.
- 8. What is Branding? WHY should someone choose you? How do YOU stand out against your competitors in a crowded marketplace? Start with what makes you different.
- 9. What is Branding? Take a look at these logos and pay attention to the feeling you get about each one of them. • Are they familiar? • Do you trust them? • Do you spend your money with them? • Beyond just the logo, what other things are called to mind when you think about these companies? Think about price, quality, customer service, charitable efforts, innovation. The colors and cleanliness of their locations, the uniforms their employees wear, the friendliness of their staff, their ads, etc. • What is their Brand message? • Who are the people who patronize these businesses? • Do you want to be associated with those people?
- 26. What is Branding? Here are some local examples. Ask yourself the same questions: • Are they familiar? • Do you trust them? • Do you spend your money with them? • Beyond just the logo, what other things are called to mind when you think about these companies? Think about price, quality, customer service, charitable efforts, innovation. The colors and cleanliness of their locations, the uniforms their employees wear, the friendliness of their staff, their ads, etc. • What is their Brand message? • Who are the people who patronize these businesses? • Do you want to be associated with those people?
- 38. Why is Branding Important? Branding = Trust
- 39. Why is Branding Important? With so many competing businesses with similar products or services, consumers need to know which way to go. Brands add emotion to these products and services, which creates a relationship between Brands and consumers, ensuring Brand loyalty.
- 40. Why is Branding Important? Brands create aspirational lifestyles based on these consumer relationships. Association with a Brand transfers those lifestyles onto consumers. The combo of emotions, relationships and lifestyles allows brand owners to charge a price premium for their products and services — which are otherwise barely distinguishable from “generics”.
- 41. Why is Branding Important? If your brand is clear and effective, Brand advocates talk favorably about you and pass on positive word-of-mouth. In a world that is increasingly influenced by social recommendation over advertising, this is positively essential.
- 42. Why is Branding Important? Word of mouth marketing is FREE. It's the MOST CREDIBLE form of advertising. According to Nielsen, a leading global information company, 92 percent of people trust recommendations from friends and family more than all other forms of marketing. The same study found that less than half of all customers consider traditional paid advertising to be credible.
- 43. Why is Branding Important? Think about it. Don't you pay more for brand name?
- 44. Why is Branding Important? Why?
- 45. Why is Branding Important? Branding is what makes your business valuable. Isn't the dollar bill just a piece of paper? What matters is what people think. What's familiar is what's trusted.
- 46. Why is Branding Important? Human beings are not creatures of logic. We are creatures of emotion. By and large, we make our buying decisions based on how we feel about a company.
- 47. An effective Brand: • Delivers a clear message • Confirms your credibility • Connects to your targets emotionally • Motivates the target to act • Creates loyalty
- 48. An effective Brand Think about these examples. What is the message? How do they connect emotionally?
- 50. An effective Brand The 16 emotional “hot buttons” as defined by marketer Barry Feig: Desire for control I’m better than you Excitement of discovery Revaluing Family values Desire to belong Fun is its own reward Poverty of time Desire to get the best Self-achievement Sex, love, romance Nurturing response Reinventing oneself Make me smarter Power, dominance and influence Wish-fulfillment
- 56. An effective Brand The biggest thing is to engage in every activity with Brand Intention. What are you trying to say? Who are you trying to attract? What is your personality & voice? Look at every activity through that lens.
- 57. Keep your Brand updated Follow cues from your customers as to whether it's time to refresh your Brand. If anything in your business has recently changed, it might be time for a new look.
- 58. Keep your Brand updated Some questions to ask yourself: • Are your Brand materials reflective of the business's current state? • Have your target market or core values shifted? • Can your Brand easily be identified from your competitors?
- 59. Keep your Brand updated Indicators that your design needs a facelift: 1. It doesn't adapt well to modern media. 2. It doesn't represent your current business. 3. It was a DIY project. 4. Your competition's logo is better. 5. It's too complicated.
- 60. Keep your Brand updated
- 61. Where to start Ask yourself these questions: 1. What is the company's back story? 2. What are the features & benefits that my business offers? 3. Who are my competitors? 4. What makes me different? 5. Who is my target audience? 6. What are they looking for? 7. How can I connect with them emotionally?
- 63. Where to start A professional graphic designer or marketing agency can help to translate your answers into images. You are your biggest brand agent. Be in control of your brand. Know what it is, and consciously incorporate it into everything that your company does.
- 64. Your Brand's marketing checklist Colors Fonts Voice/Tone Logo Tag line Website Tag line Imagery (photos, graphics, etc.) Printed Materials (Business cards, brochures, posters, etc.) Advertising Social Networking Signage Promotional Items Email marketing Vehicle graphics & more Consistency is key! Pick your elements and stick with them. Appeal to your target audience. Your brand should be more about who you are now & where you want to be than where you've been.
- 65. Branding is not just visual Don't forget to ensure Brand consistency in: Tag Lines • Photos • Social Media • Staff Uniforms • Location Design & Style • Price Cleanliness • Customer Service • Website Advertisements • Jingles • Location • Brand Standards for all Designs • Digital Marketing … EVERYWHERE!
- 66. Branding is not just visual The public's experience is what brings the Brand to life. The quality of a Brand is determined by the promises made and promises kept. Do you promise to be fun? To help people? To preserve the environment? What are your promises and how do you deliver them?
- 67. Branding is not just visual Once you know what your Brand is, let that inform every experience that a customer has with you. Consistency is crucial to trust-building. Consumer trust and loyalty is what every business needs to succeed.
- 69. Thank you. Web & Graphic Design, Marketing, Publicity, Small Business Consultation & More Kate Austin-Avon www.advokate.net (518) 353-2121 kate@advokate.net
Editor's Notes
- Let's hear from you. Who are you? Let's go around the room. What's your name and what's your business. Give me your elevator speech.About Advokate: - Started out in 2010 as a honey-do man for artists and art-related businesses and has grown into a marketing, PR, web and graphic design firm with clients like the Town of Lake George, City of Glens Falls, Charles R. Wood Theater, Chronicle Newspaper and hundreds of others. My favorite folks are just starting their business. - My background is in art. I came to Glens Falls not knowing anybody, and was an art student. Went to LARAC seminar with Ken Wheeler on how to brand yourself as an artist, took it and ran. Before long people were calling me an artist, where before I had only been an art student. The big power of marketing had a grip on me. - What's my brand? I'm down to earth, self-taught, young, maybe a little goofy to talk to, specializes in running on a shoestring with spit and cardboard and can teach you to DIY bu talso capable of producing quality work.
- How many of you think there's a really major difference between one car company and another, or are they all just cars? Tell me about why. Show of hands, do you buy generic brand? Tell me why is that, whether you said yes or no? Globalization, low-cost technologies and saturated markets are making products and services interchangeable and barely distinguishable. As a result of this, today's brands have to go beyond face value and tap into consumers' subconscious emotions to win the marketplace. In recent decades, the economic base has shifted from production to consumption, from needs to wants. We are moving away from the industrial era into a time when consumers are making their buying decisions based on how they feel about a company. In 2001, BusinessWeek said, “A strong brand acts as an ambassador when companies enter new markets or offer new products. It also shapes corporate strategy, helping to define which initiatives fit within the brand concept and which do not. That’s why the companies that once measured their worth strictly in terms of tangibles such as factories, inventory and cash have realized that a vibrant brand, with its implicit promise of quality, is an equally important asset.” Human beings are not creatures of logic. We are creatures of emotion. People make decisions emotionally and rationalize them logically. Emotional branding affects people at a hidden, subconscious level, and that's what makes it so powerful.