Liz Mercogliano tells a story about branding from the inside and why the consumer is the only one who gets branding.

1. The Truth About Branding
A Liz Mercogliano Presentation

2. The Truth About Branding
Branding today is the most over-used
yet mis-understood word.

3. The Truth About Branding
SO LETS SET THE STORY STRAIGHT

4. Who gets Branding?

5. The Consumer

6. The Truth About Branding
The Consumer gets
Branding simply because
they buy into it.

7. The Truth About Branding
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

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

9. The consumer is
making their own choice
through instinct, and
because it feels right.
Not because we tell
them it’s right.

10. The Truth About Branding
The Hard Sell is dead

11. Today the world is BUSY
and over-communicated.

12. The Truth About Branding
We as consumers see
over 5000 advertising
messages per day

13. So how
do you
standout?

14. The Truth About Branding
Brand First.
Product Second

15. The Truth About Branding
Brand unites and focuses
your product with your
customer.

16. The Truth About Branding
Engagement + Trust = $$$

17. Brand requires
long term commitment.
Yet provides long term customer
and staff loyalty.

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

19. 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 -

20. This is not
a new concept
Some brands have
been telling this story
with their audience for years.

21. The Truth About Branding
These brands can
launch a new
product and know
their customers
will love it.

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

23. 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.

24. What Needs to Change?

25. The Truth About Branding
Our understanding of what Brand
represents in todays world

26. It’s time to listen

27. 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

28. 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.

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

30. The Truth About Branding
BRANDING FROM THE INSIDE OUT
EMpLOYEES CUSTOMERS
BRAND
REALISATION
pR CO
NS AW
IT LO Ef
NG IT ID AR
NG vI G YA ER ER EN
RI IEIT IN LT EN
A EL Iv Y CE
AT ES
HE B L IO
N
S
RESULTS
Organic Growth
Competitive Advantage
Engaged and Aligned Team
Satisfied and Loyal Customers/Candidates

31. The Truth About Branding
Happy Staff = Happy Customers

32. The Truth About Branding
So what makes
up a brand?

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

34. The Truth About Branding
2. The Environment
• USP
• Differientation
• Positioning
• Community
• Perception

35. The Truth About Branding
3. The Experience
• Messaging
• Spirit
• Association
• Tone and Language
• Engagement and dialogue
v

36. The Truth About Branding
And always remember...

37. The Truth About Branding
Its all about brand.

38. The end.
The Truth About Branding By Liz Mercogliano
liz@pixelstudios.net.au
+61 417 557 212
Melbourne, Australia