Total branding

Lesley Blumberg, Girl Scout, Hanover, Mass.

“I’ve been selling Girl Scout cookies since firstgrade. My customers are so loyal and supportive. If you make a personal connection, you can sellto just about anyone. That connection starts with how you tell your story. My story is that I’m a busy teen…I’ve stuck with the Girl Scouts for many years because I believe in what we do.

>

Lesley Blumberg, Girl Scout, Hanover, Mass.

One lesson I’ve learned is how important it isto make the customer feel involved in the sale. I make them feel as if they’re buying more than just a box of cookies. They’re buying a taste of the Girl Scout experience.”

BRAND is the consumer’s perception of you.

> You already have one.> It’s always happening, even now.

In general:

> Branding is about the company. Marketing is about the product.

> Advertising is what you say. Branding is what you do.

> Competitors can copy the product, but not the brand.

> Branding is an experience. The product is just one part of that experience.

Branding is about:

> Differentiation> Experience> Trust> Connections

The EXPERIENCE MUST BE DIFFERENT, TRUE AND CONSISTENT.

Why are brands so valuable?

Brands add value…

> > >

< < <

people are willing to pay for.

Brands touch emotions…that develop loyalty.

> > >

< < <

Brands create converts…not mere customers.

> > >

< < <

Brands create…an unbeatable competitive advantage.

> > >

< < <

Brands understand…their TRUE business.

> > >

< < <

How brands are built.

> With an articulated brand strategy

> With consistent, recognizable visual communications

> With a workforce who understands the promise of the brand

> With advertising and marketing that manages the expectations of what the brand will deliver

Expectancy theory

We experience what we believe we will experience.

Bottom line:

> Brands are built by living up to your promise on a daily basis.

> Every time a customer interacts with any part of your organization, they become more or less committed to doing more with you in the future.

What you need to know and agree on.

Your audience

>Demographics>Rational/emotional needs

Your competition

>Their product offering>Their positioning>Their marketplace brand

Your brand

>The truth of your organization>What’s valued by your market>What’s unique about you>What your company delivers other than

profit>Your current brand position in the

marketplace>Where you want to be in the minds of

your customer>How you will get there

Research tells you:> What people think of you now> What you’d like them to think of you> What you already have that supports that> What more you need to do

How to communicate and manage a brand.

Deliver communications consistent with your strategy

>INTERNAL>EXTERNAL

Make sure managers and employees live the brand

ENVIRONMENTALOffice layout/design

Team based identity programs

Brand focused environmental signage

Desktop specialty items

Branded clothing

INFORMATIONAL

Brand videos

Brand guidelines

Orientation modules

Intranets

Learning centers

Web cast

Toolkits

Recruiting materials

INTERACTIVE

Incentive programs, Mentoring programs/ opportunities, Customer interaction sessions,

Storytelling, Brand events/ sponsorships, Brand-building contests, Awards, Employee

discussion circles,Role playing

Develop long-term programs that keep the strategies alive.

3rd Quarter

4th Quarter

Measure and modify your strategy

> Benchmark

> Audit

> Survey

> Adapt

BRAND archeologists / strategists / cheerleaders www.brandbooster.com 954.920.2512