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Joanna Lord The Inbounder
The document discusses building and defining a brand through a 7 step process: 1) create, 2) define, 3) diligence, 4) share, 5) integrate, 6) invest, and 7) measure. It emphasizes that building a strong brand requires committing to investing in awareness, customer loyalty, and measuring the brand over time. A brand must be engineered and alive in order to reside in people's hearts and minds as an intangible asset that drives revenue.
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Similar to Joanna Lord The Inbounder
Joanna Lord The Inbounder
- 2. Joanna Lord Chief MarketingOfficer @joannalord
- 3. Image and perceptionhelp drive value; without an image there is no perception.
- 4.
- 5. What does itmean to build a brand? Building a brand is a disciplined process where you commit to investing in awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give our teams the best tools to reach customers.
- 6. what is abrand?
- 7. A BRAND ISNOT: A trademark. A mission statement. A logo or slogan. A product or service. An advertisement.
- 8. A BRAND IS: Apoint of view. A customer value. A competitive advantage. Engineered. Alive. Logic and emotion.
- 9. “An intangible assetthat resides in people’s hearts and minds.” what is a brand?
- 11. “An intangible assetthat resides in people’s hearts and minds.” what is a brand? A revenue driver and a business advantage.
- 12. We all knowthese brands…
- 13.
- 14. These brands have been aroundfor 72 years on average
- 15. These brands have been aroundfor 72 years on average These brands have been around for 4 years on average
- 16. 4 years* * feelfree to freak out at this.
- 17. so how didthey do it? in such a short time.
- 18. The Business of Buildinga Brand
- 19. “54% of peopledon’t trust brands.” —HBR
- 20.
- 21.
- 22. When do youstart this process? NEW COMPANY/ PRODUCT NAME CHANGE CREATE AN INTEGRATED SYSTEM REVITALIZE A BRAND REVITALIZE A BRAND IDENTITY WHEN COMPANIES MERGE
- 23. Clarify vision, strategies, goals andvalues. CONDUCTING RESEARCH Customer insights Market research Usability testing Marketing audit Competitive audit Language audit Readout CLARIFYING STRATEGY Narrowing the focus Positioning Brand brief Naming Renaming DESIGNING IDENTITY Logotype & signature Look and feel Color Typography Sound Animation Trial applications Presentation CREATING TOUCHPOINTS Website Vehicles Collateral Signage Product design Packaging Advertising Environments MANAGING ASSETS Building brand champions Brand books Standards and guidelines Standards content Online branding tools Reproduction files Resourcing Measuring and reporting 1 2 3 4 5 Process for Creating a Brand Synthesize learnings, develop a POV, create a brief. Visualize the future, brainstorm big ideas, and align. Finalize identity, design programs, apply architecture. Share broadly, launch, manage and nurture.
- 24. The Character ofPorch
- 25. The Character ofPorch
- 26. The Character ofPorch
- 27. “64% of peoplecite shared values as the main reason they purchase from a brand.” —AdWeek
- 28.
- 29. A brand becomesstronger when you narrow the focus. - Al Ries, The 22 Immutable Laws of Branding
- 30. BRAND IDEALS: Vision Meaning Authenticity Coherence Flexibility Commitment Value Differentiation Sustainability BRAND ELEMENTS: Brandmarks Wordmarks Letterformmarks Pictorial marks Abstract marks Emblems Dynamic marks Packaging Characters BRAND DYNAMICS: Social media Mobile Apps Touch Video Private labeling Brand licensing Crisis communications Personal branding A lot goes into defining a brand…
- 31. Your brand ismore than a logo… but logos tell you a lot about a brand.
- 32. Your brand ismore than a logo… but logos tell you a lot about a brand.
- 35. “Color increases brandrecognition by up to 80%” -ColorCom
- 36.
- 37. What is brandingdue diligence? It’s a deep analysis of legal, industry, competitive, operational and product brand risks that will affect your ability to build a successful brand set it up for advantageous differentiation.
- 38. legal: Read more: http://joannalord.com/what-is-branding-due-diligence-why-should-you-care/ Haveyou sat down with legal and talked through the legal risks, concerns, opportunities? This can include trademarks of slogans, imagery, verbiage, etc. Is everything registered that needs to be? industry: competitive: operational: product: Have you sat down with your product and business development teams to understand industry trends, concerns, opportunities? Have you sat down and truly understood your competitor brands, do you understand what arena they have won, are playing in, are entering? Have you sat down and mapped out how this brand will be managed, what internal risks, concerns, opportunities exist? Have you sat down and documented the proprietary product and feature arenas you want to own? Understood the risks and opportunities that exist?
- 41.
- 42. It’s not justvalues, it’s the extensive sharing of them that make a difference.
- 43. Who are yourstakeholders?
- 44. Who are yourstakeholders?
- 50.
- 65.
- 66.
- 67. Reasins to investbrand: 1. Make it east for the customer to buy 2. Make it easy for the sales force to sell 3. Make it easy to build brand equity
- 68. assets vehicles distributionmanagement What does it mean to invest in brand?
- 69. What does itmean to invest in brand? assets 20% vehicles 20% distribution 50% management 10% assets 25% vehicles 25% distribution 25% management 25% assets 20% vehicles 35% distribution 35% management 10% assets 30% vehicles 30% distribution 30% management 10% startup/early mid-stage/growth enterprise personal
- 70.
- 71. wait a hotminute here… you mean you can measure brand?
- 72. Awareness Strength LoyaltySentiment Influence Voice Engagement How do you measure brand?
- 74. Awareness Strength LoyaltySentiment Influence Share Engagement How do you measure brand? New prospects Impressions Traffic Links User data Usage data CTRs Revenue lift Increased intent Average order size Visitor recency Customer recency Depth of visit Return rates NPS Social sentiment RAF lift IAF lift Ambassador program signups Partner inquiries Share of search Press mentions Social signals Community size On-site actions
- 75. let’s wrap thisparty up.
- 76.
- 77.
- 78. A brand-driven businessis not easy to build.
- 79. and that’s whymost companies don’t build great brands.
- 80. they don’t defineit. they don’t do their diligence. they don’t integrate it. they don’t invest. they don’t measure. which builds skeptics… and kills innovation.
- 81. they don’t defineit. they don’t do their diligence. they don’t integrate it. they don’t invest. they don’t measure. which builds skeptics… and kills innovation.
- 82. thats where wecome in.
- 83. To plan forone year, grow sales. To plan for three years, grow channels. To plan for decades, grow a brand.