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Setting Yourself Up for Success:
Building & maintaining a strong business identity



Liam Shannon, Senior Creative Director
Once upon a time
…

       Company Confidential Vistaprint © 2011
WHAT’S YOUR BRAND / STORY?




           Company Confidential Vistaprint © 2011
Same technique national
 brands pay millions for




           Company Confidential Vistaprint © 2011
Try it for
FREE


       Company Confidential Vistaprint © 2011
A brand is the promise
of an experience.



         Company Confidential Vistaprint © 2011
“   Brands are like bird’s
    nests. People build them
    from scraps and straws
            . .”
    that they chance upon.
             Jeremy Bullmore, CBE
             Director WPP




                   Company Confidential Vistaprint © 2011
New Car Search




Company Confidential Vistaprint © 2011
New Car Search




Enviro Cars      Sexy Cars                                 Safe Cars




                  Company Confidential Vistaprint © 2011
Safe Cars




Volvo Email      Volvo Ad          Saab Story               Volvo Blog          Dads Buick




  Volvo DM       Chrysler Email   Volvo Dealership          Volvo TV Ad         Volvo story
                                    Experience




Volvo in Movie   Volvo Email       Volvo Banner            Uncle’s Volvo        Volvo Radio



                                       Company Confidential Vistaprint © 2011
New Car Search




Enviro Cars         Sexy Cars                                 Volvos




     Consistent branding allows you to
             own a category!
                     Company Confidential Vistaprint © 2011
3 KEYS TO BUILDING A BRAND:
   1. What you say
      - MARKETING STRATEGY

   2. How you say it
      - CREATIVE EXECUTION

   3. Say it over and over
      - CONSISTENT MESSAGING


                  Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say




              Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
                 _______________
                     COMPANY
                      Is the

        ________________________________
                    CATEGORY
                     Whose

             _______________________
                     BENEFIT
             _______________________
                     BENEFIT
                      Offers

              ____________________
                 TARGET AUDIENCE
      _____________________________________
                 ULTIMATE BENEFIT


                          Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
                     Joe’s Coffee & Bagels
                   _______________

                           Is the
                   Community focal point
         ________________________________

                          Whose
                  Low priced great coffee
              _______________________

                   And central location
              _______________________

                          Offers
                       Busy commuters
                ____________________

         A convenient source of community involvement
      _____________________________________


                                Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
  Create three lists:



         1. Your Target Audience(s)
         2. Your Competitive Environment
         3. Your Product/Service
            Features/Benefits




                        Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
          Determine the
        Benefits
          that grow out of your
        Features
           that will be most unique among your
        Competition
         and most compelling to your
        Target Audiences




                          Company Confidential Vistaprint © 2011
STEP 1: What you’re going to say
                 _______________
                     COMPANY
                      Is the

        ________________________________
                    CATEGORY
                     Whose

             _______________________
                     BENEFIT
             _______________________
                     BENEFIT
                      Offers

              ____________________
                 TARGET AUDIENCE
      _____________________________________
                 ULTIMATE BENEFIT


                          Company Confidential Vistaprint © 2011
STEP 2: How you’re going to say it




               Company Confidential Vistaprint © 2011
“   The truth well told.                                ”
         Harry McCann
         1912




               Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Facts
   • 45 minutes of playing


   • 1067 people passed by


   • Collected $34.10




              Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
STEP 2: How you’re going to say it
      1.   Tell the truth
              - but frame it well
      2.   Details are sticky
             - statistics are sticky
      3.   Be relevant to your audience
             - listen before you talk
      4.   Don’t use business speak
             - think kitchen table

                      Company Confidential Vistaprint © 2011
STEP 2: How you’re going to say it
    5.   “Say it” with everything you say
            - visuals speak volumes
    6.   K.I.S.S.




                       Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
STEP 3: Saying it over and over




             Company Confidential Vistaprint © 2011
STEP 3: Say it over and over

      1.   Develop a system
             - use it everywhere
      2.   Communicate often
             - frequency builds awareness
      3.   Stay on strategy
              - look for ways to deepen meaning



                     Company Confidential Vistaprint © 2011
Company Confidential Vistaprint © 2011
THANK YOU
  Any Questions?




        Company Confidential Vistaprint © 2011

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Marketing Essentials - Brand

  • 1. Setting Yourself Up for Success: Building & maintaining a strong business identity Liam Shannon, Senior Creative Director
  • 2. Once upon a time … Company Confidential Vistaprint © 2011
  • 3. WHAT’S YOUR BRAND / STORY? Company Confidential Vistaprint © 2011
  • 4. Same technique national brands pay millions for Company Confidential Vistaprint © 2011
  • 5. Try it for FREE Company Confidential Vistaprint © 2011
  • 6. A brand is the promise of an experience. Company Confidential Vistaprint © 2011
  • 7. Brands are like bird’s nests. People build them from scraps and straws . .” that they chance upon. Jeremy Bullmore, CBE Director WPP Company Confidential Vistaprint © 2011
  • 8. New Car Search Company Confidential Vistaprint © 2011
  • 9. New Car Search Enviro Cars Sexy Cars Safe Cars Company Confidential Vistaprint © 2011
  • 10. Safe Cars Volvo Email Volvo Ad Saab Story Volvo Blog Dads Buick Volvo DM Chrysler Email Volvo Dealership Volvo TV Ad Volvo story Experience Volvo in Movie Volvo Email Volvo Banner Uncle’s Volvo Volvo Radio Company Confidential Vistaprint © 2011
  • 11. New Car Search Enviro Cars Sexy Cars Volvos Consistent branding allows you to own a category! Company Confidential Vistaprint © 2011
  • 12. 3 KEYS TO BUILDING A BRAND: 1. What you say - MARKETING STRATEGY 2. How you say it - CREATIVE EXECUTION 3. Say it over and over - CONSISTENT MESSAGING Company Confidential Vistaprint © 2011
  • 13. STEP 1: What you’re going to say Company Confidential Vistaprint © 2011
  • 14. STEP 1: What you’re going to say _______________ COMPANY Is the ________________________________ CATEGORY Whose _______________________ BENEFIT _______________________ BENEFIT Offers ____________________ TARGET AUDIENCE _____________________________________ ULTIMATE BENEFIT Company Confidential Vistaprint © 2011
  • 15. STEP 1: What you’re going to say Joe’s Coffee & Bagels _______________ Is the Community focal point ________________________________ Whose Low priced great coffee _______________________ And central location _______________________ Offers Busy commuters ____________________ A convenient source of community involvement _____________________________________ Company Confidential Vistaprint © 2011
  • 16. STEP 1: What you’re going to say Create three lists: 1. Your Target Audience(s) 2. Your Competitive Environment 3. Your Product/Service Features/Benefits Company Confidential Vistaprint © 2011
  • 17. STEP 1: What you’re going to say Determine the Benefits that grow out of your Features that will be most unique among your Competition and most compelling to your Target Audiences Company Confidential Vistaprint © 2011
  • 18. STEP 1: What you’re going to say _______________ COMPANY Is the ________________________________ CATEGORY Whose _______________________ BENEFIT _______________________ BENEFIT Offers ____________________ TARGET AUDIENCE _____________________________________ ULTIMATE BENEFIT Company Confidential Vistaprint © 2011
  • 19. STEP 2: How you’re going to say it Company Confidential Vistaprint © 2011
  • 20. The truth well told. ” Harry McCann 1912 Company Confidential Vistaprint © 2011
  • 22. Facts • 45 minutes of playing • 1067 people passed by • Collected $34.10 Company Confidential Vistaprint © 2011
  • 24. STEP 2: How you’re going to say it 1. Tell the truth - but frame it well 2. Details are sticky - statistics are sticky 3. Be relevant to your audience - listen before you talk 4. Don’t use business speak - think kitchen table Company Confidential Vistaprint © 2011
  • 25. STEP 2: How you’re going to say it 5. “Say it” with everything you say - visuals speak volumes 6. K.I.S.S. Company Confidential Vistaprint © 2011
  • 30. STEP 3: Saying it over and over Company Confidential Vistaprint © 2011
  • 31. STEP 3: Say it over and over 1. Develop a system - use it everywhere 2. Communicate often - frequency builds awareness 3. Stay on strategy - look for ways to deepen meaning Company Confidential Vistaprint © 2011
  • 33. THANK YOU Any Questions? Company Confidential Vistaprint © 2011

Notes de l'éditeur

  1. This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  2. This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  3. This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  4. This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  5. This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.