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Develop a Brand Essence to Capture and Keep Clients

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Enterprise Center at Salem State University
Enterprise Center at Salem State University

It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company. Speaker: Richard Earl, The Regis Group Co-sponsored by the Small Business Development Center

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DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS ,[object Object],[object Object],[object Object],THE ENTERPRISE CENTER April 8, 2010
BRANDING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ORIGINS OF BRANDING ,[object Object],[object Object]
BRANDING BASICS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING BASICS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT BRANDING ,[object Object],[object Object],[object Object]
THE BRANDING EXPERTS ,[object Object],[object Object],[object Object]
THE BRANDING EXPERTS ,[object Object],[object Object],[object Object]
BRANDING EVOLUTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EMOTIONS ,[object Object],[object Object]
THE FIVE SENSES ,[object Object]
BRANDING CHRISTMAS ,[object Object]
BRANDING CHRISTMAS ,[object Object],[object Object]
BRANDING BY COLOR ,[object Object]
BRANDING BY COLOR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING BY COLOR ,[object Object],[object Object]
BRANDING BY SHAPE ,[object Object]
BRANDING BY SHAPE ,[object Object]
BRANDING BY SOUND ,[object Object],[object Object],[object Object],[object Object]
BRANDING BY TASTE ,[object Object]
BRANDING BY SMELL ,[object Object],[object Object]
RECENT PRODUCT BRANDING ,[object Object]
SUCCESSFUL BRANDING ,[object Object],[object Object]
MORE SUCCESSFUL BRANDING ,[object Object],[object Object]
SOME BRANDING COMMERCIALS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],Attitude!!!
LOGOS ,[object Object]
[object Object],LOGOS
[object Object],LOGOS
[object Object],LOGOS
[object Object],[object Object],TYPEFACE
[object Object],TYPEFACE Typeface #2
TAGLINE (MUST BE APPROPRIATE) ,[object Object],[object Object]
TAGLINE EVALUTION ,[object Object]
TAGLINE EVALUATION ,[object Object],[object Object],[object Object],[object Object],[object Object]
TAGLINE EVALUATION ,[object Object],[object Object],[object Object],I'll sing to him Each spring to him And worship the trousers that cling to him Bewitched, bothered and bewildered am I! When he talks he is seeking Words to get off his chest. Horizontally speaking He's at his very best. Vexed again Perplexed again Thank God I can be over-sexed again Bewitched, bothered and bewildered am I!
TAGLINE EVALUATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TAGLINE EVALUATION ,[object Object],[object Object],[object Object],Common sense may tell you That the endin’ will be sad, And now’s the time to break and run away But what’s the use of wond’rin’ If the endin’ will be sad He’s your feller and you love him— There’s nothin’ more to say!
[object Object],MORE TAGLINES Tagline #3
[object Object],[object Object],MORE TAGLINES
[object Object],MORE TAGLINES “ Just . . . .”
[object Object],MORE TAGLINES “ Just Do It!”
THE WHOLE PACKAGE ,[object Object]
THE WHOLE PACKAGE ,[object Object]
THE MASTER
THE MASTER MILTON GLASER ,[object Object],[object Object]
THE MASTER MILTON GLASER ,[object Object],[object Object]
[object Object],[object Object],[object Object]
SOCIAL MARKETING BRANDING—ICONS ,[object Object],[object Object],[object Object]
BLINK! ,[object Object],[object Object],[object Object]
CREATING YOUR BRAND ,[object Object],[object Object],[object Object],[object Object],[object Object]
CREATING YOUR BRAND ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATING YOUR BRAND ,[object Object],[object Object],[object Object],[object Object],[object Object]
QUALITATIVE RESEARCH ,[object Object],[object Object],[object Object]
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object]
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object]
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],THE MOST IMPORTANT SECTION OF ANY CREATIVE BRIEF!! NOTE ...
CREATIVE BRIEF ELEMENTS ,[object Object],[object Object],[object Object]
OBSERVATIONS & OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OBSERVATIONS & OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATIVE BRIEF CONSISTENCY ,[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDING CLEAN ENERGY ,[object Object],[object Object]
OUR CHALLENGES ,[object Object],[object Object],[object Object],[object Object]
PROBING BEYOND THE OBVIOUS ,[object Object],[object Object],[object Object]
THE OBITUARY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RESULTS ,[object Object]
FINDINGS ,[object Object],[object Object]
SAMPLE OBITUARY
NEXT, WE ASKED THEM TO DRAW “CLEAN ENERGY WORLD” ,[object Object],[object Object],[object Object]
 
THE CRUX OF THE MATTER: CLEAN ENERGY ISN’T SEEN AS READY ,[object Object],[object Object]
THE GARDNER-NELSON AGENCY & CESA DEVELOPED A WIDE RANGE OF CONCEPTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The images and facts that made clean energy seem powerful, real, and “closer than you think” triggered very positive reactions.
 
[object Object],[object Object],[object Object]
CLEAN ENERGY BRANDING CREATIVE BRIEF ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CLEAN ENERGY BRANDING CREATIVE BRIEF ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TAGLINE ,[object Object]
LOGO
Television Spot #1: “Houses” ,[object Object]
Television Spot #2: “Factories” ,[object Object]
ARE YOU BRANDED? ,[object Object],[object Object],[object Object]
[object Object],Branding before we heard the word
[object Object],An Early Branding Icon—Iron Eyes Cody Keep America Beautiful

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red’s complimentary ‘Branding Best Practices’ Conference presentations now av...
 
CHC Brand Book Draft
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How to Interact With the Right Customers
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FreedomVoice - Defining Our Culture
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Branding for Business
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The Power of Personal Branding and How to Brand Yourself in Today's Economy
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!Branding 60 min
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The Power of Personal Branding
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Social Media Identity: Who Am I and How Did I Get Here
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Branding You As A Career Strategy
Branding You As A Career StrategyBranding You As A Career Strategy
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Whats your story how to create a brand voice
Whats your story how to create a brand voiceWhats your story how to create a brand voice
Whats your story how to create a brand voice
 
The Branding Gourmet
The Branding GourmetThe Branding Gourmet
The Branding Gourmet
 

Develop a Brand Essence to Capture and Keep Clients

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  • 77. The images and facts that made clean energy seem powerful, real, and “closer than you think” triggered very positive reactions.
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