it’s worth MORE than you think!

1

your

BRAND

Eric Jessen

2

Credit: Much of the content in this presentation

was developed in A VISUAL PRESENTATION BY

MARTY NEUMEIER of NEUTRON LLC, a leading

innovator in branding and brand education.

How to build a sustainable and successful

within the marketplace.brand

WHAT IS A BRAND?

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LET’S BEGIN BY DISPELLING SOME MYTHS.

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TO START, WE SHOULD UNDERSTAND WHAT IT

ISN’T.

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FIRSTyour brand is not a logo.

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BRAND ≠

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SECONDyour brand is not an identity.

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BRAND ≠

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THIRDyour brand is not a company.

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BRAND ≠

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FINALLYyour brand is not a product.

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BRAND ≠

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OK, WHAT EXACTLY IS A BRAND?

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BRAND =Your brand is a

person’s gut feeling

about your product,

service or organization.

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It’s a person’s GUT FEELING

because brands are defined

by individuals, not companies,

markets or the public.

It’s a GUT FEELING because people are

emotional, intuitive beings.

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…in other words…

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IT’S NOT WHAT YOU SAY IT IS.

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IT’S WHAT THEY SAY IT IS.

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However, you can influence

what “they say it is.”

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Whether intentional or otherwise,

you influence your brand every day

through every message and behavior;

Everything you do

has a direct impact

on “what they say”

about your brand.

everything matters.

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It is therefore critical to align

the experiences people have

with your brand to be the best

possible every time...

22

Branding, as a discipline,

cannot be separated from

other business activities.

MISCONCEPTION: Building your brand is the

responsibility of the marketing department.

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TELEPHONE

PUBLIC RELATIONS

CUSTOMERINTERACTION

WEB SALES

EVENTS

DESIGN

PROMOTIONS

ADVERTISING

Your brand

is the consistent

alignment of what

people see, hear,

read, experience

and think about

your products

and services.

24

BRAND

Branding is entirely tactical.

It’s all about what

you say and do.

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Even everyday writing –

emails, memos, letters and

presentations – is important.

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The enemy is jargon. Jargon says:

A) I belong, and

B) If you don’t get it, you don’t belong.

Big words and more syllables make one

appear intelligent…but, they are all…

unclear.

27

ASC

acronyms slow

communication

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What’s the bottom line?

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“Branding is not about getting your

prospects to choose you over your

competitors, it’s about getting your

customers to see you as the only

solution to their problem.”

– Robert Frankel

THIS IS THE

BOTTOM LINE.

Called “the best branding expert on the planet,” by Fortune 1000 companies and

media like CNN, CBS News, FOX News, NBC Nightly News, ABC News, CNBC, the Wall

Street Journal, London Financial Times, Los Angeles Times, Bloomberg News Media, the Washington Post, INC magazine and others.

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Your objective is to get more people

to buy more product for more years

at a higher price.

THIS IS YOUR

BUSINESS

OBJECTIVE

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But does “brand” have an actual dollar value?

ABSOLUTELY!

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Possibly the best example of

a company’s brand value is

Coca-Cola, which in 2007

had a 46% brand equity as

a percentage of market

capital. In dollar value, this

amounted to $65-billion.* COKE’S VALUE

WITHOUT

BRAND VALUE

COKE’S

BRAND VALUE

*BrandChannel.com: A How-To Guide to Assessing Brand Value, by

Catherine Tremblay, May 19, 2008 issue – Interbrand valued the

Coca-Cola brand at an estimated $65.3 billion in 1997, assigning it

the number one rank among brands worldwide.”

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=

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While the valuation of brand can be more

of an art than a science, your

brand could be valued in the

tens of millions of dollars.

CHALLENGES

1. People have too many choices

and too little time

2. Most offerings have similar

quality and features

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TRUST

T=r+dTRUST RELIABILITY DELIGHT

Trust comes from meeting

and beating customer expectations.

38

We tend

to base

our

buying

choices

on

When you maximize trust,

you can build a dynamic brand.

39

a DYNAMIC BRAND is any product,

service or organization for whichpeople believe there’s no substitute.

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{ }

AMAZON

APPLE

BURGER KING

COLDWATER CREEK

DASANI

DISNEY

DK BOOKS

EVEREADY

FORD

GENERAL ELECTRIC

GOOGLE

HANES

41

QUIZ:Which of these brands are dynamic?

HITACHI

HOME DEPOT

IKEA

KMART

KRISPY KREME

LEVI’S

LONGS DRUGS

MACY’S

MINI COOPER

NEWSWEEK

NISSAN

NORDSTROM

OXO GOODGRIPS

PEPSI-COLA

PRELL

RCA

REEBOK

RUBBERMAID

SAFEWAY

SAMSUNG

SEARS

SOUTHWEST AIRLINES

UNITED ARTISTS

VIRGIN

AMAZON

APPLE

BURGER KING

COLDWATER CREEK

DASANI

DISNEY

DK BOOKS

EVEREADY

FORD

GENERAL ELECTRIC

GOOGLE

HANES

42

QUIZ:Which of these brands are dynamic?

HITACHI

HOME DEPOT

IKEA

KMART

KRISPY KREME

LEVI’S

LONGS DRUGS

MACY’S

MINI COOPER

NEWSWEEK

NISSAN

NORDSTROM

OXO GOODGRIPS

PEPSI-COLA

PRELL

RCA

REEBOK

RUBBERMAID

SAFEWAY

SAMSUNG

SEARS

SOUTHWEST AIRLINES

UNITED ARTISTS

VIRGIN

Any brand can be dynamic.

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EVENYOURS

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What are the three most important

words to remember when building

a dynamic brand?

DIFFERENTIATE

DIFFERENTIATE

DIFFERENTIATE

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We’re hardwired to focus only on what’s different.

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The most important word

in differentiating your brand

message is FOCUS.

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The most common reason for loss of focus is

ILL-CONSIDERED BRAND EXTENSIONS.

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Focused

Loss of focus.Loss of differentiation.

= Sports Car + SUVs

→ Porsche = Sports Car

Unfocused

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→ Porsche

BAD BRAND EXTENSIONS are those that chase short-term

profits at the expense of long-term

brand value.

GOOD BRAND EXTENSIONS grow

the value of the brand by

reinforcing its focus.

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Example:

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THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND

EXTENSION.

Question:

How do you know

when your brand is

focused, innovative

and differentiates?

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Answer:

When it scares the HELL out of everybody.

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It takes guts to stick

your head up and

differentiate.

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Why?

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Because we all know

what can happen when

you stick your head up.

Once upon a brand:

A gutsy brand story

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

The American Family Life Assurance Company

was already a large, established and respected

insurance company in the southeast…but

there was a problem with its brand…

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

In 2000, Dan Amos, CEO and chairman, recognized

consumers couldn’t recall the company’s name.

Nothing was working. So Amos contacted the

Kaplan Thaler Group to help improve brand awareness…

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

While brainstorming, the creative team tried turning the

company name into an acronym. After pronouncing it

repeatedly, someone realized that it had a very unique

and recognizable sound…

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

Now, picture this: A

company boardroom

full of stuffy suits and

the brand presentation

begins…

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

“…um…sirs…we

believe that when

you pronounce an

acronym of your

company name….”

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mericanA

of Columbus, Georgia

Famil

y

L ife Assurance ompanyC

“…it sounds like a

duck’s quack!”

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The Aflac brand was born.

It was a chance. It took GUTS. But it paid off!

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In addition to print collateral and brand story training, a

duck pond was constructed at corporate headquarters.

Four Peking ducks live in the one-third-acre pond. Besides

being a memorable and likeable brand icon, the Aflac

duck reflects a buying market, people struggling to be

heard and frustrated with other products.

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Amos made a gutsy call. The Aflac duck has been voted

one of America’s favorite icons, beating out veteran

icons such as Ronald McDonald and the Energizer Bunny.

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what do you do?OK, you got that. Now…

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yourself.

Gutsy and dynamic

branding is not possible

unless you first know

who are you?

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brand

vision

mission

purpose

Your brand must be

an outgrowth of

your core purpose.

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your values.

Gutsy and dynamic

branding is not possible

unless you first know

what do you stand for?

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Your values are the way you want people to perceive you.

Failure to project your values = failure of your brand.

open

honorable

trustworthy

innovative

72

Communicate honestly, proactively, openly

and consistently.

open

honorable

trustworthy

innovative

73

Embrace change and strive for continuous

improvement in all that you do.

open

honorable

trustworthy

innovative

74

Honor your commitments and agreements and

expect the same.

open

honorable

trustworthy

innovative

75

Treat your business relationships with respect,

professionalism, trust, dignity, courtesy and

sensitivity.

open

honorable

trustworthy

innovative

76

It’s up to everyone to ensure that your messages

and behavior live up to your values.

open

honorable

trustworthy

innovative

Your brand is here.

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your personality.

understanding the VALPAK BRAND

Gutsy and dynamic

branding is not possible

unless you first know

what are your traits?

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Your brand

should feel:

You’re caring…not cold. You’re helpful

and engaged. Your customers trust you

and you work very hard to meet their

value expectations.

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BRAND

Solution-

Oriented

Your brand

should feel:

Knowledge-

able

You’re knowledgeable…not unaware.

Everything you do is steeped in robust

experience and deep research. You strive

to know yourself and your customers.

80

BRAND

Solution-

Oriented

Your brand

should feel:

Knowledge-

able

Committed

You’re committed…not fly-by-night.

You serve the needs of your customers

and your community. You’re in it for the

long haul.

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BRAND

Solution-

Oriented

Your brand

should feel: Solution-

Oriented

Valuable

Committed

Straight-forward

You’re straightforward…not

complicated. Your brand, your

products, your people and your

business are simple, honest and direct.

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BRAND

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You can know yourself, your values and your personality…

…but to have a gutsy and

dynamic brand you MUST also…

be real

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IF YOUR BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG,

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PEOPLE WILL DISTRUST IT.

Brands are very much like people.

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If people can change their clothes

without changing their character…

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Why can’t brands?

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A living brand is a

pattern of behavior,

not a stylistic veneer.

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Will the real Geico brand please stand up?

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ANSWER: THEY’RE ALL THE REAL GEICO BRAND.

EVIDENCE:

LOGO DOES

NOT EQUAL

BRAND

old paradigm:

91

Control the

LOOK AND FEEL

of a brand.

new paradigm:

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Influence the

CHARACTER

of a brand.

prediction:

93

BRAND will become the

most strategic tool since

the spreadsheet.

1. know yourself

2. be real

3. differentiate

4. focus

5. be gutsy

6. grasp that everything matters

7. build trust

94

brand = process

Your brand is a process, not an entity…

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…it’s a pattern of behavior, not a stylistic veneer.

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Quiz Time

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Some brands have such a strong presence in the

public psyche that they can be easily identified

even without seeing the entire trademark.

Answer: Nike.97

Answer: Adidas.98

Answer: McDonalds.99

Answer: Apple.100

Answer: Starbucks.101

Answer: Audi.102

Answer: Disney.103

Answer: Google.104

more

challenging?

105

Cryptic clue:

A smorgasbord of shelving.

Visual hint:

Answer: Ikea.106

Cryptic clue: Easy Riders.

Visual hint:

Answer: Harley-Davidson.107

Cryptic clue: Compensation.

Visual hint:

Answer: PayPal.108

What’s your next move?

109109

110110

you build

With TDAgency, consistent brand messages and behavior…

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a sustainable

competitive advantage.

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