Millie Ward presented to the National Baptist Communicators Conference on April 19, 2013. The presentation was about branding an organization and then communicating that brand consistently through content across all channels.

1. BRANDING YOUR
ORGANIZATION
National Baptist
Communicators Conference
April 18, 2013

2. WHAT IS A BRAND?
And who decides what it is?
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3. ASK YOURSELF
Where do you FIT in the marketing chaos?
What do you STAND FOR in the MINDS of your
customers and prospects?
How is WHAT YOU DO or HOW YOU DO IT
different?
Are you managing your ORGANIZATION’S BRAND to
its FULL POTENTIAL?
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4. WHAT IS A BRAND?
A brand is a set of mental associations,
held by the consumer, which add to the
perceived value of a product or service.
It is a collection of thoughts and feelings
about experiences with it.
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5. THE LITMUS TEST
A Brand Is:
a promise of value
relevant to the times
true to the target
differentiated from the rest
a position in your consumer’s mind
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6. A PROMISE OF VALUE
It is the values that we share that
attract and bind all meaningful
relationships together.
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7. Competence
Do they live up to and deliver on what they say?
Consistency
Are they reliable,can I depend on them?
Connection
How deep is our relationship?
Are they honest and up front?
Candor
Concern
How do I know they care about me?
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8. RELEVANT TO THE TIMES
Brands need to be where the people are
spending their time.
You can’t build something and expect
them to come.
Understand your audiences’ behaviors
and be relevant to them where and
when they need you.
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9. TRUE TO THE TARGET
Brands help satisfy a need to belong to
something larger than ourselves.
At the same time, they help us express
our individuality.
Be. Do. Say.
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10. DIFFERENTIATED
A brand differentiates a product or
service from similar offerings.
But a strong brand won’t make up for a
bad product or service. So start there.
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11. A POSITION
Your brand needs to
stand for something.
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12. BRAND POSITION EXAMPLES
Harley-Davidson Liberating
3M Innovation
Visa Everywhere
Jeep Adventurous
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13. WHAT IS YOUR STORY?
key benefit
personality
reasons to believe
target audience
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14. FILL IN THE BLANKS
To (target audience)
My organization offers (key benefit)
Because (support for the benefit)
The face my
brand presents
to the world is (personality)
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15. WHAT IS YOUR STORY?
To real women of all ages.
My business offers health and beauty products developed with
women in mind.
Because Dove knows that today’s women are tired of
beauty being defined for us not by us and have
the knowledge and resources to produce
products that are practical, proven and designed
to enhance a woman’s own true beauty.
The face my
brand presents
to the world is authentic, empathetic, respectful, elegant.
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16. A BRAND POSITION IS
DETERMINED BY MANY THINGS
Content is king.
Content on all channels adds context and
strengthens a brand’s reputation.
Many brands are now becoming publishers, curators and central
sources of information related to their industries.
Content comes in all forms: text, photos, videos. Created and
curated.Your audience is hungry for information.
The more visual the content can be,
the better engagement you will see.
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17. A BRAND POSITION IS
DETERMINED BY MANY THINGS
Visual content like video can make the biggest impact.
When someone watches video reviews they’re 120.5% more
likely to buy, spend 157.2% longer on the site
and spend 9.1% more per order.
Nearly one out of every two people on the
Internet visits YouTube.
YouTube monthly viewership is the equivalent
of roughly ten Super Bowl audiences.
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18. A BRAND POSITION IS
DETERMINED BY MANY THINGS
Engagement and Infographics
conversation is Blog Posts
Videos
the goal. T RA F FI C
Created Brand Content
TRAFFIC
Community/Brand Channel Site
These things build
Webinars
relationships that
can stand the test
of time and create SE O C O NTE NT
loyalty. CONTENT MARKETING
HUB
(website) Facebook
Google Pinterest
Twitter
Search Engine Marketing Outposts
IC
T
Results Pages & Influencer Sites
R
FF
A
FF
A
R
IC
Partner Sites
T
Yahoo
Bing Influencer Blogs
T R AF FI C
News Sites
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19. LIVING YOUR BRAND
Showing, not just telling.
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20. OREO
Oreo is officially a 100-year old brand.
They set out to prove that they could
still have fun.
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21. OREO
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22. OREO
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23. OREO
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24. OREO
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25. OREO
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26. OREO
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27. QUESTIONS?
National Baptist
Communicators Conference
April 18, 2013

28. THANK YOU.
National Baptist
Communicators Conference
April 18, 2013
Millie Ward
President, Stone Ward
www.stoneward.com
www.waitingfortheelevator.com
@stoneward