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The Power of #Branding November 2017

"The Power of #Branding" Presentation

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Page 1: "The Power of #Branding" Presentation

The Power of #Branding

November 2017

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Who’s this guy?

• Own a ‘marketing collaborative’

– Clients in Canada and US

– Work in higher ed, tech/IT, tourism, retail, etc.

• 20+ years of experience

– Ad agencies in Halifax and Toronto

– Marketing and sales roles

• Heavily invested in helping startup space

– Mentor and advisor roles

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The world we live in

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Our NEW world

https://youtu.be/odoYOuvwjDE

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Do you know when clients need help?

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“I need to be on snapchat”

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Marketing vs. Branding

Marketing is the set of processes and tools promoting your business

(advertising, SEO, social media, PPC, local search, mobile, etc.)

Branding is the culture itself, the message that permeates and

rules all the process of your business

blog.kissmetrics.com 2014

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It all starts with…

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Why is branding so

important?

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Now you see them…

Interbrand Top 100 - 2007

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Now you don’t

Interbrand Top 100 - 2017

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What’s the definition

of “brand”

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Is it this?

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This?

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This?

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This guy?

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Or this guy?

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Or even this?

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It’s all of that and more…

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Branding is…

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An embodiment of an ‘idea’

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Compelling point of difference

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A promise that gives people a reason to

believe

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…more than…

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NOT Perfect

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ALWAYS Relevant

yet Reinventing

#15 Worldwide - #2 business after IG

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So… why do companies

need to define their brand?

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#1 - BE DIFFERENT

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#2 - ENSURE ALIGNMENT & FOCUS

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#3 - GIVE REASON TO CHOOSE

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What now?!?!

8 steps to success

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Step #1 – TALK TO ‘CUSTOMERS’

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Step #2 – LOOK AROUND

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Step #3 – DEFINE WHO THEY ARE

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Step #4 – OUTLINE BRAND PROMISE

Deliverable?

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Step #5 – CRAFT POSITIONING

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Step #6 – CREATE BRAND STORY

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Step #7 – DEVELOP A PLAN

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Step #8 – SET KPIs… REWORK… REPEAT

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So… how does branding

lead to effective

marketing?

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It’s the Starting Point

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Engagement Never Ends

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People want to buy Brands

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Final Thought

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QUESTIONS?

[email protected]

@swmgroup

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To sum up…

1. Consumers have A LOT of choices

2. Brand before you market

3. Speak to your customers

4. Spend time on a marketing plan

5. Look to experts

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