28 April 2010

How to build a brand & protect it

Passionate. Professional. Visionary.

Who are LCM?

• Founded in 1989• Investors in People accredited• Well-respected in the region and in their sectors

IT/Technology/ManufacturingPublic/Third sectors & not-for-profitProfessional services (accountancy & legal)Southern based fast-growth companies

• Strategic marketing partner with professional processes and genius creativity

• Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc.

• Today’s speakers: Lizz Clarke and Carl Lamerton

Clients we work with

What would you like to get out

of today?

What is brand?

Or maybe the question is… what isn’t brand?

Brand is not a logoBrand is not a slogan

Brand is a way of behaving and a way of being within a company or organisation.

Brand is about integrity and being who you truly are and who you stand for in your business and brand truly only exists when there is an alignment between all people in that organisation.

Brand is finding a group of promises and behaviours that a company can stand behind with absolute integrity. They believe in their promises and they are willing to honour their word about.

Where branding fits in marketing

Product A

Resellers

Direct Marketing

Segment 1

Reputation

PRODUCTS ,BRANDS,VALUE PROPOSITION

INTERNAL PARTNERS &CHANNEL

CUSTOMERS & SEGMENTS

USAGE, LOYALTY, REFERRALS& CASE STUDY

COMMUNICATIONS

Product B

Product C

Product X

Alliances

Distributors

Segment 2

Segment 3

Segment X

Web

PR

Networks & Communities

Pricing

Key steps to a successful brand

The visual design phase/branding process

The proposition/collateral/content process

• Develop the words that sell your brand and products

• Develop the tactical tools

• Develop the routes to market

Key steps to a successful brand cont…

• Present, discuss and evaluate• Testing phase• Hitting the ‘go’ button• Staying in control of your visual brand

• Protect your marketing assets

When to assess your brand & proposition collateral

When starting up or merging

New strategy

New product/product re-brand

Takeover

Commercial benefits of having a strong brand

• Build trust• Attract profitable business• Employ the right people• Inform & guide people’s behaviour• Create something desirable (e.g. for business

sale)• Attract media interest

What is your brand worth?

Marketing Peek blog.lcm.co.uk

Thank you & stay in touch

Passionate. Professional. Visionary.

LCM_UK

www.lcm.co.uk 0845 345 6969 lizz@lcm.co.uk