Housekeeping Items:

• Two ways to interact with us: • Type questions into chat box

• Join in the conversation with #AllegraWebinars on Twitter

• Session will be recorded

• Participants will receive a copy of the recording via email Today’s Moderator

Andrea Stapleton

• Carla is a world-renowned storyteller, an entertaining speaker and a prolific author

• Carla helps individuals to leverage the art of storytelling to inspire action through amazing experiences

• Her latest book, Experiences: The 7th Era of Marketing, sets the benchmark for marketing’s evolving role in business

• Carla has been named one of the top 50 women in marketing and one of the top 10 influencers in B2B marketing

Welcome Carla Johnson

It’s not the branding that has impact.

It’s what the brand represents.

We need to think beyond branding assets and look at how we can build

influencefor our brands.

What, exactly, is branding?

A History Lesson

The practice of branding is 6000 years old.

Used so that people could identify who made certain goods.

It was a way to communicate who made or owned what and the materials that were used to create it.

Why this matters

• 200 million companies in the world and almost 65 million in the US.1

• Over 1.8 billion websites.2

• Over 5 billion Google searches a day.3

• What makes yours memorable?

• How does yours create impact?

1 - Source: https://datapo.com/en/news/how-many-companies-are-there-in-the-world/2- https://tekeye.uk/computing/how-many-websites-are-there3 - https://hostingfacts.com/internet-facts-stats/

Know Like Trust

What words come to mind?

What sticks when the label comes off?

Universal truths

Aspects of branding that are true across business sizes, types, industries, products or services.

When we look for the universal truths behind great brands, we’re able to tap into them to create greater influence for our own company.

Purpose & Values

Companies that want to do more than make money – to put their companies to the service of society and the environment – attract the best employees, have more loyal customers, and enjoy a better reputation.”

- Sir Richard Branson

“

Purpose

• The key characteristic of modern branding.• People care more about why you do things than what you actually do.

• What difference do you want to make in the world?

• What’s something that only you can deliver?

• What drives you beyond the products or services that you sell?

Virgin Brand Purpose

Changing Business for Good• Thinking about the long term impact of the business decisions that we make today.

• Having a clearly articulated, embedded and measurable purpose in every Virgin business

that drives their decisions and fuels their success resulting in positive impacts on

customers, people, communities and the environment.

• Embedding our purpose principles and values in all existing and new business

investments.

• Pioneering systemic change beyond the Virgin Group through Sir Richard Branson’s profile

and advocacy as a global business leader and rising to the challenges.

Good branding gone wrong

Great branding done well

Purpose: One day, all children in this nation will have the opportunity to attain an excellent education.

Choose courage

Act with humility

Demonstrate resilience

Learn continuously

Universal truth #1 – Purpose & Values

Articulate the difference you make in the world (purpose) and the

behaviors that support how you will make this happen (values).

People will be attracted to your purpose.

You build impact by proving you “walk the talk” by aligning the entire

company’s behavior to those values and showing evidence that you

deliver on your purpose.

Personality

You can’t let the fear of what people might say or think stop you from doing what you want to do or else we would never do anything.”

- Jennifer Lopez“

Source: http://mktg-matters.blogspot.com/2017/08/the-storytellers-secret-weapon.htmlTake the quiz: https://www.psychologistworld.com/tests/jung-archetype-quiz

Good branding gone wrong

Great branding done well

Universal truth #2 - Personality

Intentionally identify your brand personality and how you want to

show up in the world.

Make sure this supports your brand purpose and values.

Consistently show up in the world this way every single time.

People

You know, I do music. If you look under the hood of the industry I'm in, it's all based on technology. From radio to phonographs to CDs, it's all technology. Microphones, reel-to-reels, cameras, editing, chips, it's all technology.

- Will.i.am

“

MUSIC

TECHNOLOGY

PHILANTHROPY

People who want to change the

world

FASHION

ENTERTAINMENT

Good branding gone wrong

Great branding done well

Universal truth #3 - People

Get to know your customers really, really well. Then understand who

influences them.

Connect the dots between your customers and your audience.

Understand the “job to be done.”

Platform

Let excellence be your brand... When you are excellent, you become unforgettable. Doing the right thing, even when nobody knows you're doing the right thing will always bring the right thing to you.”

- Oprah Winfrey

“

Good branding gone wrong

Great branding done well

Universal truth #4 - Platform

Focus on one main platform where people can find you – i.e. magazine,

event or video - and then stick with it.

When you consistently show up, people will notice. Be willing to stick

with it for the long-term. This builds trust.

Summary1. Define and articulate your brand purpose and values.

2. Understand the personality you want to convey to the world about your brand.

3. Identify the people that matter to you most. Who’s your tribe?

4. Develop an identifiable platform from which you can consistently share your message.

These 4 things are the beginning of creating a

Chemical Attraction

for your brand.

Local, single source for strategic marketing & print communications with measurable results.

Join Us For Our Next Webinar

Chemical Attraction: Transform Lukewarm Leads into Loyal Customers

• Wednesday, May 22, 12 p.m. (ET)

To find your local marketing and print solutions provider, visitwww.allegramarketingprint.com

Thank You!