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UPS Trade Show Messaging & Graphic Standards Manual

Vistage All-City 2013

AUGUST 27, 2013

HELLOVicky Jones

PRESIDENT, BRANDFEVER

we deliver insight-driven creative excellence

through engaging and meaningful experiences

online, offline and mobile

WE HAVE DEVELOPED BRAND SYSTEMS FOR THE FOLLOWING CLIENTS:

WHY ARE WE HERE?

HOW DOES A BRAND SELL ITSELF?

Branding exists to help your customers differentiate the value you deliver from other options in the marketplace.

WHAT IS BRANDING REALLY ABOUT? when you really boil it down...

Successful brands use…

...to achieve a name for themselves, prove reputation, and guide the decision-making process.

MARKETING

CONTENTDISTRIBUTION SOCIAL

MEDIUMS

BRANDVOICE

DIGITALINTERACTION

But REALLY successful brands define what it is ONLY THEY do, that no one else can do better.

DEFINE THEIR COMPETITIVE ADVANTAGE

TOUT IT AS THEIRS ALONE

LIVE, EAT & BREATHE IT AS AN INTERNAL CULTURE AND AN

EXTERNAL NAMESAKE

Our audiences are constantly being barraged with images, messages, and pitches.

To become a brand that sells itself, you've got to build a story that's truly...

and that brand story has to be relatable, likeable & connectable

authenticdifferent

bold

THE EMOTIONAL BRAND VALUE FUNNEL SAYS…

Conversion begins with brand connection. Stories are the opportunity to connect.

01. I like this brand02.I need this brand

03.I am this brand

The new breed of value creation starts with…

INPUT OUTPUTUnderstanding customer needs

Offering value through the power of your

brand’s own unique competitive advantage

INTENSE LISTENING LEADS TO

INTENSE BRAND VALUE

What’s in the mind of your audience? They’re concerned with things like:

- minimizing risk - saving money- streamlining operations - delivering convenience - polishing reputation

Focus intensely on ways you can serve before selling.

What does your brand do that makes their brand better?Harvard Business Review recently ran an article on this, calling it “shared value”.

I HELP YOU > YOU HELP ME > EVERYONE WINS

A give-give cycle of dependency is key, because it keeps them coming back and affectionately trusting the brand.

Energizing your existing workforce is critical. These are brand evangelists you didn’t know you had, and the best brand advocates you can tap into.

Gain insights on company perspectives > work to create opportunities for brand stewardship within.

Employees who are enthusiastic about your brand are the greatest competitive advantage you’ve got. They make the brand a living, breathing entity.

IT’S NOT ENOUGH TO BE GOOD ON THE OUTSIDE

ENGAGE FROM WITHIN

Internal brand activation translates directly into ignited brand awareness

At the same time…

Listening to your changing customer needs is a minute-by-minute, day-to-day process that your business depends on.

WHAT CAN YOU DO TO PUT PEOPLE IN A POSITION TO LISTEN?

Creating useful, shareable content through…

- WHITE PAPERS- CONTENT RESOURCE “BANK”- EBOOKS- INFOGRAPHICS - MOBILE DOWNLOADS/APPS

All exist to inform, delight, and solve problems.

BRANDS WITH A HUMAN TOUCH LIVE LONGER THAN THOSE WITHOUT

What red tape or corporate policies are keeping customers from feeling like they’ve won when working with you?

Invite people into your brand through…

…so that they can own it with you.

STORIESSALES

SOLUTIONS

THANKSfor your time

BRANDFEVERwww.brandfeverinc.comtwitter: @brandfever