Does your brand penetrate past the logo on the sweatshirt?

Brands That Go Deeper Than Fabric

COLLEGE

Does your brand penetrate past the logo on the sweatshirt?

#NACCAP2012

Brands That Go Deeper Than Fabric

SEMINAR OBECTIVES

How to create a practical Brand Strategy

Identify Touchpoints with the Audience

New Ways to Influence Brand Perception

Initiatives to Leverage Brand Advocacy

#NACCAP2012

Brands That Go Deeper Than Fabric

Don’t Just Graduate Students . . .

Graduate Advocates

A brand advocate is a loyal customer who is willingly engaged into active promotion of a brand, a product or a company. The brand advocate is not paid for its service. Brand advocates are usually able to communicate on behalf of the company and promote its products or services. They do so because of their POSITIVE EXPERIENCE with the brand.

#NACCAP2012

Brands That Go Deeper Than Fabric

BRAND STRATEGY

the apPROach

1.PRONOUNCE

2.PROJECT

3.PROVE

4.PROTECT

#NACCAP2012

the apPROach PRACTICAL BRAND STRATEGY

1. PRONOUNCEBrand Discovery1. What is your brand? 100% Perception - INFLUENCE■ Think of your brand as a person with a distinct personality.

Describe him or her, then convey these traits in everything you do and create.

■ Write positioning statements and a story about your brand; use them throughout your company materials.

■ Choose colors, fonts and other visual elements that match your personality.

■ Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company.

the apPROach PRACTICAL BRAND STRATEGY

1. PRONOUNCE

Brand Discovery

2. Do Representatives understand and represent the brand ? Create Brand Standards

3. Is the Brand used Consistently? Integrated Brand Strategy

the apPROach PRACTICAL BRAND STRATEGY

1. PRONOUNCE

Brand Discovery4. Does your Brand connect on an emotional level?

■ List the features and benefits of your product / service.

■ Determine which benefits are most important to each of your customer segments.

■ Identify which benefits are emotional – the most powerful brand strategies tap into emotions.

■ Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. That’s what your brand should represent.

the apPROach PRACTICAL BRAND STRATEGY

1. PRONOUNCEBrand Discovery5. Is your Brand relevant and flexible? ■ Cultural Relevance■ Digital Age Savvy - Are you keeping up?

6. Is your Brand persona aligned with your Audience?

7. Is the marketing budget aligned to maximize opportunities?■ Avoid Status Quo Marketing

the apPROach PRACTICAL BRAND STRATEGY

1. PRONOUNCE

Brand Discovery8. Are you creating community around the Brand? ■ Social Media Strategy

■ Relationship Building/Personalization

9. Are you rewarding Brand Loyalty?

10. Do you Empower Brand Advocacy?

the apPROach PRACTICAL BRAND STRATEGY

TOUCHPOINTS

ANY INTERACTION THAT OCCURS WITH THE

BRAND

(PLANNED & UNPLANNED)

the apPROach PRACTICAL BRAND STRATEGY

TOUCHPOINTSA Sensory Experience

the apPROach PRACTICAL BRAND STRATEGY

TOUCHPOINTINTERACTIONDIAGRAMPRACTICE

my university

my university

the apPROach PRACTICAL BRAND STRATEGY

the apPROach PRACTICAL BRAND STRATEGY

2. PROJECT

3. PROVE

4. PROTECT

the apPROach PRACTICAL BRAND STRATEGY

+ INITIATIVES= BRAND STRATEGY

THAT INFLUENCES PERCEPTION & CREATES BRAND ADVOCACY

the apPROach PRACTICAL BRAND STRATEGY

THANK YOU

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