Embed Size (px)
DESCRIPTION
Your company or organization's brand is about much more than a logo. It's about customer experience, and building your brand requires consistency across not just marketing channels, but also operations, technology and beyond. Using the Kansas Turnpike Authority as an example, we explore all the ways your brand touches customers and potential customers, and consider how to do so better, more consistently and for maximum impact.
Citation preview
Extending Your Brand’s Reach
Wichita Metro Chamber Sunrise ScramblerNovember 20, 2013
What’s in a brand?(And what isn’t, exactly.)
A brand is more than…
A brand is more than…
A brand is more than…
A brand is more than…
A brand is more than…
A brand starts with a promise.
“A brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company.”
-Jean Wilcox, ABC’s of Branding
A brand is built on consistent customer
experience.
Operations | Technology
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Consistent Experience
Sales & Customer Service
Online | Digital | Social
Media & Public Relations
Direct Mail
“Traditional” Advertising
Brand Ambassadors
A brand is largely defined by the
consumers of the brand.
“A brand promise is the commitment to deliver made between that brand and its audience.”
-Mark Di Somma, Brand Strategy Insider
Survey | Research | Listen
Where do your customers
experience your brand?
Audience
Audience
Audience
Audience
Audience
Who are your customers and where
do they want to interact with your
brand?
