Branded: Tell Your Story, Build Relationships & Drive Business - - PowerPoint PPT Presentation
Branded: Tell Your Story, Build Relationships & Drive Business Lisa Murray Principal Trevi Communications, Inc. lisa@trevicomm.com www.trevicomm.com Meet Trevi Help businesses be heard, be understood, and be fearlessly authentic
Branded: Tell Your Story, Build Relationships & Drive Business
Lisa Murray Principal Trevi Communications, Inc. lisa@trevicomm.com www.trevicomm.com
understood, and be fearlessly authentic
deeper connections with high-value customers, clients and prospects
Meet Trevi
Meet Lisa
Name that brand
I will provide one-word clues about a known brand. After each clue, you try to guess the brand.
Warm-up exercise:
Food & Beverage
Automotive
Branding, It’s Not Just For Cattle
can expect from their experience with you
another
–Marty Neumeier, Author & Branding Expert
“The main purpose of branding is to get more people to buy more stuff for more years at a higher price.”
Brand Loyalty
Tangible Assets
Intangible Assets
Tangibles & Intangibles
Up to 85% of a business’ real value lies in intangible assets
–Charles Revson, Revlon
“In the factory, we make cosmetics. In the drugstore, we sell hope.”
Own a Single Differentiated Idea in the Customer Mind
The First Rule of Branding Is
Create Distinctions
Wholesome Loveable Safe Dangerous Rude Dirty
Golden Rules of Differentiation
Must be important to your target audience Must be true Must be supportable
There Are 3 “Vs” in a Brand
What’s Your Core Purpose?
A computer on every desk and in every home. To democratize the automobile.
Ford, 1909 Microsoft, 1977
Every book ever printed in any language, available in 60 seconds.
Amazon, 2008
Ask Yourself…
What is my purpose for being in business?
Think BIG. Convey SIMPLY. Be BOLD BOLD.
–3M
“To solve unsolved problems innovatively.”
–Walt Disney
“To make people happy.”
–Nike
“To experience the emotion
and crushing competitors.”
What’s Your Brand Personality?
associated with a brand
brands have brand personality
brands with “personalities” that they feel best fits their image (or desired image)
The Computer…Personified
If Your Brand Were a Car…
Find Ways to Reinforce Your Voice ll Do Law Firms Differentiate?
What Do You Stand For?
above all else
individual productivity
special
We're glad to have you with our
provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them. Nordstrom Rules: Rule #1: Use best judgment in all situations. There will be no additional rules.
relationships
spirit
At Zappos our core values are more than just words, they're a way
with a strong culture and a higher purpose perform better in the long
strive to ensure that our culture remains alive and well. Check out
speak to you.
Our three-part mission guides
to make fantastic ice cream – for its own sake.
to manage our Company for sustainable financial growth.
to use our Company in innovative ways to make the world a better place.
At Edelstein, we’re not all bar charts and balance sheets. We’re curious, involved, and engaged. We’re devoted to a client experience that revolves around your personal and business goals, not around formulas and ratios. Our work doesn’t end with getting the numbers right; that’s where it begins.
–Wally Olins, Author & Branding Consultant
“A brand is an idea that you stand for, made real by what you do and expressed through your personality.”
–Steve Jobs
“Don’t waste time living someone else’s life. Stay
Lisa Murray lisa@trevicomm.com 617-835-0396 www.trevicomm.com
https://www.facebook.com/TreviCommunications/ https://twitter.com/trevicomm https://www.linkedin.com/company/trevi-communications
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