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Presented by:
Edric Ho BD Director at Lever & Punch
A Branding, Marketing & Design agency driven by a love for data & creative flair.
LET’S DEFINE
A BRAND IS NOT
JUSTABOUT THE
LOGO!
A BRAND is an ideacreated in the minds and hearts
of consumers
derived fromthe experience of all
the touch-points
that he or shehas with a business.
BRAND
BRANDINGis a proactive commitment to
creating clear brand promises,
communicating them in the most efficient way and
living up to them to customers every single day.
BRANDING
HOW ABOUT
?
vsBRANDING MARKETING
HOW DO WE GO ABOUT IT?
Branding
Brand Design
Internal Clarity
Listening to Your
Customers
1
2
3
Who are you? What do you do?
Why do you do what you do? Who do you serve?
How are you different?
Brandingbeginswith INTERNAL CLARITY
1 It’s about being able to answer these questions:
Keyword & Keyphraseexercise
1 If answering those questions are difficult, think about your favourite brand
and write down the top keywords that come to
mind.
What will it look like for YOUR BRAND?
Sleek InnovativeUser Centric
Simplicity Elegant
BrandDesign
Brand Story
Logo &
Tagline
Color Palette
Choiceof
Visuals
AUTHENTIC RELATABLEPERSONABLE INSPIRING
Why tell a Brand Story?
EVERYONE LOVES A GOOD STORY.
STORIES MAKE YOU…
2
Talk about yourself • What made you want to do what you
do?• What do you believe in?
Talk about what you learned • What are the lessons
that you’d like to share?
Talk about your customers • How did they benefit
from using your product/service?
Why tell a Brand Story?
2 How do you tell your story?
2 Brand Story – Dollar Shave ClubFounded: 2011 Founders: Michael Dubin & Mark Levine Sales: $65M in 2014 Users: 2M Members
Founded because they were frustrated with the experience of buying razors.
WHO OWNS YOUR
BRAND? -
YOUR CUSTOMERS!
How did you first hear about us?
What was your impressionbefore engaging with our products or us?
How have we delivered on that impression?
On a scale of 1 to 10 (with 10 being highly likely),
How likely are you to recommend us to a friend?
What do we do better than our competitors,and vice versa?
Do you know what your customers think of you?
3 Ask for their opinion:
WHAT IS THE ROI
OF BRANDING?
CUSTOMER LOYALTY.
• Communication is fast, really fast. • Its 2-way • Customer engagements can be
personalized • You can track and measure ROI• Digital Marketing consists of: Digital
Marketing
In the current era of digital communication,
With the plethora of eCommerceplatforms, some experiences (from a customer’s perspective) are a given:
• Appealing, high quality images • Fast page loading, mobile-
optimized • Online payment• Free shipping/same-day
shipping• Customer Support
The eCommerceexperience
• Social Media Contests • Take pictures/hashtag – User
Generated Content • Discount Codes • Limited Time Giveaways • Prompts on Abandoned Carts • Discounts if you reach a particular
price point • Festive Giveaways• Giveaway Free Content• Loyal customers get more • First-timers get discount/free credits • Partnerships with other vendors• Social Influencers
eCommerceDigital Marketing Tactics
EXAMPLES
Social Influencers
Social Influencers
Newsletters offering further deals –reason for subscription
• Identify your NICHE • What’s your STORY?
• User engagement is (still) key! • Tap on digital tools to personalize
customer interaction • Discounts/Sales are (almost) never a
bad thing
In Summary
• Contact us!
[email protected] www.leverpunch.com
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