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Be The Brand
Bill OlsonMarketing ManagerUnited Benefit Advisors
Driving A Consistent Message
THE No. 2 Pencil
Attributes Functional Consequence
EmotionalConsequence
THE No. 2 Pencil
Attributes
WoodGraphiteEraserInexpensiveColors
Functional Consequence
ComfortablePress easilyModifiableDisposableFun
EmotionalConsequence
StudiousPreparedStressedSuccessfulChallenged
Consistency Is Power
It takes an average of seven touches before your brandwill be recognized*
*FORRESTER RESEARCH, INC.
Sharpen Your Profile
Customer Niche
IndustrySizeRevenuesLocationDecision Maker
Identify Your Style
Conduct a brandaudit to revealcommon threads todifferentiate
CustomersStaffCompetitorsVendorsMarketing
Resonate With Customers
The brand lexicon
Attributes
FunctionalConsequence
EmotionalConsequence
How You Look And Feel
CreativeUniqueArtisticExpressive
UpscaleTraditionalOfficialExclusive
OperationalInnovativeFlexibleRough
CorporateFormalImportantPermanent
A Familiar Brand Makeup
Cross Pens
“quality writing
instrumentswith
a lifetimeGuarantee”
Controlling Consistency
EffectivelyManage Usage
Summarize keymessaging
Actively engage yourorganization
Develop content andformal guidelines
Distribute templates
Monitor
How to Be The Brand
Conduct your brand auditDefine your key messagingAbridge your core statementManage your brand
In everything you do!
Driving A Consistent Message
