the marxgroup powerbranding _sema2012
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POWER BRANDING Brand elements that will add the POW!
To your brand and the KA-POW! in your margins
Branding 101 Presented By
April 4, 2011
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• Full service advertising and public relations agency
• 25+ years of aftermarket marketing consulting, strategy and execution
• Passenger vehicles, heavy duty, commercial vehicles, motorsports, accessories
© 2012 The Marx Group
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Think Different!
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Like a rock
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It gives you wings
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BRANDING is the art of developing an on-going, trusting relationship between your customer and your company
© 2012 The Marx Group
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The synergy between
your BRAND and the
buying expectations of
your CUSTOMERS
HIGHER BRAND EQUITY!
© 2012 The Marx Group
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POSITION PROMISE PERSONALITY
STORY ELEMENTS
© 2012 The Marx Group
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Defines your value proposition • Creates perceptions about your company both within and among
your target audience and their influencers
• Provides consistent and clear communication about your company, its purpose, products and brand
• Helps you stand apart from competitors
© 2012 The Marx Group
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Everything you do as a business arises from your CORE VALUES
© 2012 The Marx Group
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WHAT ARE YOUR
CORE VALUES?
© 2012 The Marx Group
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The most important attributes and principles of your brand
BRAND PILLARS are the foundation of your brand
© 2012 The Marx Group
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EXAMPLE: • “Best price” • “Fastest delivery” • “Industry-best warranties” • “The customer is king”
© 2012 The Marx Group
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Your MISSION STATEMENT is a summation of your company’s purpose.
Arises out of brand pillars
© 2012 The Marx Group
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“It is our MISSION to provide the best customer service on the planet!”
© 2012 The Marx Group
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What about your product or service makes you stand out from the competition?
Your USP arises from your mission statement
© 2012 The Marx Group
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EXAMPLE
“Our dyno tested cylinder heads produce the most horsepower.”
© 2012 The Marx Group
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Your KEY MESSAGES are what you want people to hear and remember about your company
• Keep them concise
• Make sure the message is powerful and on target
© 2012 The Marx Group
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EXAMPLE
• Cast for precise fit • High flow engineered for maximum
horsepower • Bronze alloy inserts for durability • No porting or polishing required
© 2012 The Marx Group
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Your promise to customers and team
© 2012 The Marx Group
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• What are your promises? • Are they realistic? • Are they desirable? • Do you keep them?
© 2012 The Marx Group
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Personality traits give life to your brand
• A set of human characteristics that are attributed to a brand name
• Added value in addition to functional benefits
© 2012 The Marx Group
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This is your VOICE!
It’s how you present yourself to the world, so supersize your personality
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Gives your company dimension and context
• Where you come from
• How you got here
• Where you're headed
© 2012 The Marx Group
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Elements that make up your brand – Name – Logo – URL – Taglines – Graphics – Colors – Fonts – etc.
© 2012 The Marx Group
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Elements are not static.
Evolution
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Contemporary adaptation vs. heritage
© 2012 The Marx Group
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Story, Personality, Elements
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Revolutionized Stores and Marketing
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Trustworthy – Reliability – Passion – Dedication
© 2012 The Marx Group
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Smart guy next door – Approachable – Down to earth
© 2012 The Marx Group
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To bring inspiration and innovation to every athlete in the world
© 2012 The Marx Group
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When it absolutely, positively has to be there overnight
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15 Minutes Or Less Can Save You 15% Or More On Car Insurance
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Problem Solvers
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The Power You Need to Get the Job Done
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The Best in Everything That Uses Brakes
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100’s of New & Innovative Products introduced each year
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125 year legacy, laughs and everyday pleasures of Coca-Cola
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The World Leader In High-Performance Engine Tuning Products
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Immediate connection to the product itself
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Authority & Leadership
Awareness
© 2012 The Marx Group
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If you have successfully deployed the five forces of branding, your company’s name is now associated with more than just its products and services
© 2012 The Marx Group
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You have demonstrated that your claims are credible. It’s all about building TRUST.
© 2012 The Marx Group
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Because they feel they KNOW YOU and you’ve demonstrated CREDIBILITY, your
audience turns to you for knowledge and expertise and sees your brand as the leader in its category
Authority & Leadership
© 2012 The Marx Group
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Strong Brand
Equity Gives
You Power…
• Higher margins and/or a price premium
• Increased consideration
• More opportunities for market expansion, segmentation and brand extensions
• Leverage and additional distribution channels
• Marketing and sales efficiencies, especially in winning new customers
• Greater customer retention/loyalty
• Quicker new product acceptance
© 2012 The Marx Group
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By combining the 5 forces of branding and increasing your positive brand equity
M A K E S Y O U R B R A N D A S U P E R H E R O !
© 2012 The Marx Group
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THANK YOU!
TOM MARX
tmarx@themarxgrp.com
415.453.0844 x106
Subscribe to our monthly newsletter Catalyst for marketing insights.
www.themarxgrp.com
CREATIVE AND ACCOUNT TEAMS
Northern California | New York | Chicago
Los Angeles | Detroit | Nashville | Denver
© 2012 The Marx Group
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