Mark Gillespie UR Boot Camp presentation€¦ · Boot Camp. About me 20 years experience in media management (radio, newspapers, magazines) 10 years experience in higher education

Brand Basics

MARK GILLESPIE

University of Rochester Small Business Owner

Boot Camp

About me● 20 years experience in media management

(radio, newspapers, magazines)

● 10 years experience in higher educationmarketing communications

● 13 year resident of Livingston County

● Traveler and observer

About you

Brand Basics1. What is branding?

2. How to begin thinking about it

3. Creative platform

4. Workshop

What is a brand?We’ve been surrounded by brands all our lives. We have a gut-level understanding of how they work.

Do we really know what they are?

What a brand is notA brand is not what you see and hear in the world around you

What a brand is not● A logo

What a brand is not● A logo

● A slogan

What a brand is not● A logo

● A slogan

● A catchy jingle

What a brand is not● A logo

● A slogan

● A catchy jingle

● A familiar smell

What a brand is not● A logo

● A slogan

● A catchy jingle

● A familiar smell

● A comfortable fit

A brand is the memory you leave behind of your promise

Just brand itDo you rememberyour first pairof Nikes?

Brands can belifetime relationships

Brands meandifferent thingsto differentpeople

Your beliefs and biasesinfluence how yourespond to marketing

What can we learnfrom the big guys?

Branding is all aboutassociationThe Apple ‘Think Different’campaign still resonatesin the “Genius Bar” andthe focus on creativity

How do youleveragelocation?Hammondsporthas a strongerlocal brand thanFillmore or Batavia.

Why?

How do youleverageaffiliation?If a local businesshas better brand identity than you, why not team up?

How do youleveragetradition?Your product or service might have a strong history outside of your community

How do youleverageneeds?We all need haircuts or car repairs. How does your business make it a great experience?

The creative platform

everythingas a needWe might be able to do without your product, but we can’t do without what your product can add to our lives

I want a frisbee

I need exercise, fresh air, fun, nostalgia, summer

Understand what yourcustomers needIf you could use some help, pull out a psychology textbook

Maslow’s Hierarchy of Needs

Identify your uniqueselling points

What do youand only you have to offer?

Attributesand benefitsmodel

How the customer’s needs and your organization’s productcome together

Attributesand benefitsmodel

The customertends to processproducts inpredictable ways

Pennsylvania State University

Brandmessagemap

Let’s make some educated, structuredguesses aboutyour customer’sexperience

Brandmessagemap

The RIT Collegeof ScienceOpen Housepresentation

How this process creates brand identity

Use the message map to create signage,presentations, interior design, advertising, and employee training

Brandmessagemap

Now it’s time for you to just do it

Any questions?

MARK GILLESPIE

thatgillespie@gmail.com