How to Create an Emotional Brand Through Consistency and Experience
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This is a presentation I gave at the 2011 Birmingham AdFed Advertising Expo. It's called, "What is Branding and how do I do it?"
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How to Create an Emotional Brand Through Consistency and Experience
- 1. WHAT IS BRANDING AND HOW DO I DO IT?
- 2. Branding is a term that agencies and marketing consultants use in order to make what they do sound more complicated and expensive.
- 3. Consistency
- 5. YourLogo With your smart tagline underneath.
- 6. Your company shirt with your logo YourLogo on the left breast.
- 7. YourLogo Timothy Thames III Founder & CEO P > 205.867.5309 E > Timothy.Thames@Gmail.com FB > Facebook.com/YourBusiness TW> @YourBusiness 1031 Richard Arrington Jr Blvd S • Apartment 3G • Birmingham, AL 35205 YourLogo
- 8. Yourwebsite.com In the industry leading CMS with blogging capabilities and search engine optimization for both Google AND Yahoo?
- 9. @YourBrand: Daily special! Get 10% off your next purchase when you mention Twitter #best_brand_ever
- 10. Proud sponsor of our favorite football team! Go Mascot! Visit us online at Yourwebsite.com To find our why we’re champions, too! YourLogo With your smart tagline underneath.
- 11. Question 1. What is a brand? logo website Almost Partia ! business card Credit l marketing -5 social media presence All of the above
- 12. a brand is not a logo. a brand is not a corporate identity. a brand is not a product. –The Brand Gap
- 13. A brand is an intangible, emotional relationship developed with a product, service or company over time.
- 14. Collectively, what people say, feel and think about a particular product, service or company. – Space 150
- 15. So how do you create and foster a real, live brand that your customers can connect with?
- 18. Affordability Convenience Products rational Benefits Availability Functionality
- 19. EMOTIONAL
- 21. a brand is emotional: It has the power to evoke emotion in what should be a rational purchasing process
- 22. Emotional
- 23. Faded Ralph Glory: Lauren: $5 $85
- 26. HOPE
- 27. @YourBrand YourLogo YourLogo With your smart tagline underneath. Yourwebsite.com
- 28. Branding is not something that marketing alone can create.
- 29. Chick-fil-A
- 31. “My pleasure.”
- 32. “ Brand loyalty will still be earned over time through consistent positive experiences ” & engagements. - Paul Isaakson
- 33. Create experiences worth sharing. Don't make ads, make news. –Bob Thacker
- 34. Final Takeaways
- 35. 1 Know who you really are.
- 36. USP
- 37. Target Audience
- 39. 2 Don’t give them stuff you think they need. Give them what they want.
- 41. 3 No matter your size, experiences always beat marketing
- 42. 4 Create experiences you’d want to be a part of
- 44. 5 Don’t fall into the “social only” trap.
- 45. THINK
- 46. When asked why consumers were breaking-up with brands in Facebook and Twitter, the top reasons cited were: 1. The company posts too frequently 2. My wall was becoming too crowded with marketing posts 3. The content was too repetitive or boring
- 47. The top two reasons consumers gave as to why they interact with companies in social networks were: 1. Receive discounts (61%) 2. Make purchases (55%)
- 48. Businesses believe the top two reasons consumers follow them in social networks 1. Learn about new products (73%) 2. To receive general information (71%)
- 49. A brand isn’t what you say it is. It’s what your customers say it is. –The Brand Gap
- 50. Consistency
- 51. Q&A
Notas del editor
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- So, riddle me this: what is a brand. \nSomebody\n
- Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
- So, riddle me this: what is a brand. \nSomebody\n
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- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- They’re imperfect. \n
- Reference the Brand Gap\nThere are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time. \n
- Speaks to the heart of public relations. Defining your brand on your own terms, without spending too much money. It’s critical to the success of a brand. \n
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- Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
- Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
- Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
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- It has the power to evoke an emotion to what should be a rational purchasing process\n
- It has the power to evoke an emotion to what should be a rational purchasing process\n
- Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
- Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
- Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
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- So, riddle me this: what is a brand. \nSomebody\n
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- Think of it like this: if one characteristic were taken away, what would feel the most disconcerting. \nThe Chick-fil-A brand is best understood in two simple words:\n
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- it’s in the heart of public opinion that this idea exists\n\n
- it’s in the heart of public opinion that this idea exists\n\n
- Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
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