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CreateWOWmarketing, LLC and The Brand Chef (Andrew B. Clark) developed a brand evaluation process based on the acronym T.R.U.E. Branding (Truth, Relevance, Unique and Engaging). This presentation gives a general overview of the value of marketing, TRUE Branding and developing a marketing plan for your business.
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T.R.U.E. BrandingIntegrated Marketing
IS your brand TRUE?
March 2011
CreateWOWmarketing, LLC
Where did the WOW come from?• CreateWOWmedia
• 2006• Doug Mitchell, Serial Entrepreneur• Social Media
• Blogging, FaceBook, Twitter, YouTube• Organic SEO & “Finability”• August, 2011• BirdDogJobs• “The MultiThread Marketer”
CreateWOWmarketing, LLC
Where did the WOW come from?• CreateWOWmarketing, LLC
• Andrew B. Clark, The Brand Chef• Graphic Design• Photography• Marketing • Broadcast Video (Training / Communications)• Social Media Brand Building• Collaboration w/ CWM & Doug Mitchell
• Branding, Marketing Strategy, Execution• August 2010
CreateWOWmarketing, LLC
Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.
Business & Entrepreneurship
The Good and Bad of Business & Entrepreneurship• Motivation & Passion• Nimble• Focus• Risk Averse• Resourceful (Boot-strapping)
• Relationship / Networking• Learn From Mistakes• Adapt to Change• BUDGET• BRAND MARKETING!
Business & Entrepreneurship
The Top 10 Marketing Mistakes• Financial Overload• “If You Build It…”• Reinventing The Wheel• Planning Without Action• Boredom
• Shallow Network (dependence)• “But They Do It That Way!”• Missing The Target• Overvaluation
Not planning by your T.R.U.E. BRAND
Every person has a BRAND and a reputation.
Every business has a BRAND and a reputation.
Branding Begets Marketing
Branding in the marketplace is very similar to branding on the ranch.
In the old West, the brand was the identity of a ranch.
A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.
How Branding Got Its Name
Every time you see, hear or think of a brand, you think of your experience with it.
It’s all about relationships and experiences. (engagement)
WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”
The Essence of Branding
If you do not define yourself or your brand, it will be defined for you.
Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”
Branding doesn’t have to be costly - it just takes planning and consistency to carry out.
Brand Management
BRAND IS NOTYOUR LOGO!
Is Your Brand A “T.R.U.E. Brand?”
TRUTHFUL - Understanding The 5-W’s: Who,
What When Where Why and How about your brand (YOU)
RELEVANT - Understanding HOW and why you
relate to your TARGET MARKET
UNIQUE - Understanding how your brand stands out
within a competitive market - your unique market advantage
ENGAGING - Understanding where and how
to best communicate within your brand community
Is Your Brand A “T.R.U.E. Brand?”
TRUTHFUL• Who drives your brand?
• What events built / sustain your brand?
• When have been the best / worst moments?
• Where is your brand (from… at … going)?
• How will your brand survive moving forward?
Is Your Brand A “T.R.U.E. Brand?”
RELEVANT• Is your target market “in tune?”
• What is the intrinsic appeal to your brand?
• How do you amplify / fortify that?
• Are you “in tune” with your target market?
Is Your Brand A “T.R.U.E. Brand?”
UNIQUE• Should be 1st, but wouldn’t spell TRUE.
• Differentiation from a crowded marketplace
• Focal point for marketing & communications
• Is it 1st in your mind?
Is Your Brand A “T.R.U.E. Brand?”
ENGAGING • What “touch-points” do you give?
• Push marketing?
• Pull marketing?
• Social media - networking?
• Building a “BRAND COMMUNITY”
It’s about communication & COMMUNITY.
BRAND COMMUNITY?
Neilsen, “Trust in Advertising” Oct. 2007
8 TRUE Examples ofGreat Branding
*
• Declined partnering with a coffee liqueur.
• Build on and support core competencies.
• Built community that ENGAGES and IDENTIFIES with the brand.
A TRUE brand knows the TRUTH.
• Have it YOUR way
• Yet, still focusing their Targeting…
A TRUE brand is RELAVANT.
• Known for innovation.
• Tape. Adhesives. Post-It Notes.Anything that sticks.
• More than 25% of annual sales come from products less than eight years old.
A TRUE brand must be UNIQUE.
• Animated shorts -> Movies -> Fun, family entertainment.
• Brand becomes synonymous with experience.
A TRUE brand invents or redefines an entire category.
• They’re not selling greeting cards.
• They’re selling VERY personal MOMENTS.
A TRUE brand ENGAGES emotions.
• Employs over 300 people internally (just) in design department.
• Clothes, hangtags, movies, etc.
• The Swoosh!
A TRUE brand is CONSISTANT.
• Been around since the turn of the century
• Same familiar style
• Same solid rivets
• Same proud company
• Always evolving.
• Always connecting with people.
• Always building on those connections.
A TRUE brand’s story is NEVER done.
A TRUE brand is in it for the long haul.
*No Magic 8-Ball was used by any of these companies to achieve the brands they currently have!
Personal BrandSuccess Stories?
Developing a TRUE Integrated Marketing Plan
Plans are flexible, fluid documents that are always evolving.
Plans should be completed thoroughly at the onset.
Plans should be reviewed and revised at least annually.
Revisions or changes in the plan should be at six month intervals in the calendar year.
Development of a Plan
Every person/business owner should have a mentor.
Personal goals should be realistic, yet challenging.
Personal goals should be developed based on an individual’s personal style, interests and comfort level. (TRUTH)
All aspects of the plan template do not need to be included in a marketing plan.
i.e. - "Quality over Quantity"
Development of Plan, cont.
To focus marketing efforts so they are results-driven but not administratively burdensome (personal)
To build greater exposure within the community through active involvement (personal)
To be actively involved in the growth and success of your employer (company)
To enhance overall marketing efforts by integrating a “grassroots” initiative that will have a long-term impact on growth (company)
TRUE Goals (remembering 5W’s?)
Overview of Situation Goal Setting (SWOT) Audiences Objectives Message Platform Strategies Tactics and Implementation Responsibilities/Timeline Budget Personal Marketing Planning Tracking and Evaluation
Business Marketing Plans (Necessary Steps)
Integrated Marketing Outline
Serve on Board, Committee
Lend expertise to special events, materials, etc.
Serve as speaker
Assist with programming
Articles for newsletters
Mentoring other professionals
Personal Involvement
How we answer the phone
Office decor and presentation
How we greet clients / prospects at the office, out of the office
How we work with suppliers, vendors
How we handle ourselves in social settings
Protocol / Etiquette
Understanding client’s business
Continual creative, out-of-the-box thinking
Exceeding client expectations; not just meeting deadlines
Cross selling services
Referral/word-of-mouth
Client Service
Expand contact base for long-term relationship building
Potential client contact
Influencers for referrals
Trade industry meetings to enhance knowledge of a client’s industry
Personal advisory network
Networking
Education is a lifelong process
Certifications
Enhance existing skills
Learn new skills
Professional Development
QuickTime™ and a decompressor
are needed to see this picture.
Civic groups
Service clubs
Charitable organizations
Trade associations
Professional organizations
Community / Professional Involvement
Industry-specific, trends
Topic-specific
Personal interests
Presentations & Speaking Opportunities
It's important to help others grow in their career as others have helped you.
Internships
Job shadow programs
Mentoring
Finding the community that best fits your target market
Where do you find you customers?
Where do your Customers find you?
Blog
Ever evolving
Trackable
Social Media Marketing
Based on contacts made via networking and personal marketing
Industry-specific
Topic-specific
Service-specific
Targeted Marketing
• Targeting companies you would like to work with based on:
• - Reputation
• - Industry
• - Size of company
• - Budget for marketing
• - Opportunity to expand existing services
Direct Marketing (Traditional)
TRUE, integrated brand marketing success takes time
and patience and is notachieved overnight.
Identify your personal goals
Relate it to your company’s marketing efforts
Develop Marketing Plan
Put it down on paper
Tracking and accountability
Next Steps
# of hours for marketing - week, month, year
Times best for your schedule?
Develop your personal “sales pitch”
Referral base networking? Who, when?
Projected # of outside activities
New client goals
Industry goals
Others
Defining Goals
Every goal should have an outcome and timetable established.
Strive for results-driven goals, not theoretical goals.
Goals should be measured and tracked.
Encourage brainstorming sessions for all mentors / individuals to learn from each other (successes, non-successes, etc.)
Setting Personal Goals
“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”
– Chinese Proverb
2445 Fleur Drive, #148, Des Moines, Iowa 50321Phone: 515-257-MKTG (6584) • www.createWOWmarketing.comTwitter: @TheBrandChef • [email protected]
www.TheBrandChef.com