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


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The synergy between

your BRAND and the

buying expectations of

your CUSTOMERS

HIGHER BRAND EQUITY!


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POSITION PROMISE PERSONALITY

STORY ELEMENTS


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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


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Everything you do as a business arises from your CORE VALUES


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WHAT ARE YOUR

CORE VALUES?


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The most important attributes and principles of your brand

BRAND PILLARS are the foundation of your brand


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EXAMPLE: • “Best price” • “Fastest delivery” • “Industry-best warranties” • “The customer is king”


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Your MISSION STATEMENT is a summation of your company’s purpose.

Arises out of brand pillars


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“It is our MISSION to provide the best customer service on the planet!”


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What about your product or service makes you stand out from the competition?

Your USP arises from your mission statement


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EXAMPLE

“Our dyno tested cylinder heads produce the most horsepower.”


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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


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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


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Your promise to customers and team


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• What are your promises? • Are they realistic? • Are they desirable? • Do you keep them?


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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


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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


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Elements that make up your brand – Name – Logo – URL – Taglines – Graphics – Colors – Fonts – etc.


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Elements are not static.

Evolution


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Contemporary adaptation vs. heritage



Story, Personality, Elements


Revolutionized Stores and Marketing

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Trustworthy – Reliability – Passion – Dedication


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Smart guy next door – Approachable – Down to earth


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To bring inspiration and innovation to every athlete in the world



When it absolutely, positively has to be there overnight


15 Minutes Or Less Can Save You 15% Or More On Car Insurance


Problem Solvers


The Power You Need to Get the Job Done


The Best in Everything That Uses Brakes


100’s of New & Innovative Products introduced each year


125 year legacy, laughs and everyday pleasures of Coca-Cola


The World Leader In High-Performance Engine Tuning Products


Immediate connection to the product itself

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Authority & Leadership

Awareness


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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


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You have demonstrated that your claims are credible. It’s all about building TRUST.


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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


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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


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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 !


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THANK YOU!

TOM MARX

[email protected]

415.453.0844 x106

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www.themarxgrp.com

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the marxgroup powerbranding _sema2012

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