ANN Presentation, May 2012
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19-Oct-2014 -
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Transcript of ANN Presentation, May 2012
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Cowboys Need Branding Too
Larry DeVincenziManaging Partner & Brand Strategist
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What is branding?
Branding is the strategic foundation of all your communications.
4 PHASES TO YOUR BRANDING:1. Analysis2. Strategy3. Standards4. Marketing
Clearly define your brand BEFORE you begin outreach: Ready/Aim/Fire
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Step 1: Analysis
How are you currently perceived?:• Primary & Secondary Markets • Key Influencers • Market Trends• Surveys (online/personal)
Start by clearly defining the current environment.
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Step 1: Analysis
Next, Clearly Define (In Writing) Your Current:
• Target Market
• Existing Customers
• Brand Values
• Brand Personality
• SWOT: strengths | weaknesses |opportunities | threats
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Step 1: Analysis
Current Brand Audit:
• Existing Touch Points
• Brand Consistency
• Brand History/Positioning
• Portfolio Analysis (for multiple brands)
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Step 2: Strategy
Focusing Your Brand:• Updated Brand Image • Refreshed Personality • Brand Promise/History• Repositioned Values
Define your intended positioning and personality.
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Step 2: Strategy
• Brand Identity / Personality
• Brand Position
• Market Position
• Value Proposition– Benefits– Psychographics / emotional drivers– Featured values
• Brand Architecture (if required for multiple brands)
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Step 3: Standards
Brand Vocabulary• Name• Descriptor• Tag line• Domain Name(s)• Copy style• Keywords/Phrases
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Step 3: Standards
Brand Visuals• Logo• Typeface(s)• Layout styles• Imagery (related graphics and photography)
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Step 3: Standards
Digital Standards• Website (inter/intranet)• Blog (25 keywords/phrases)• Newsletter (electronic and/or print)• Social Media: Facebook, YouTube, Twitter,
LinkedIn, Pinterest, etc.!• Audio signature(s)
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Step 3: Standards
Business Package• Business cards• Letterhead & envelope• Note card • Presentation folder• Proposal/report cover• Digital media labels (CD, DVD, etc.)
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Step 3: Standards
• Event Strategies & Guidelines• Advertising Strategies & Guidelines• Signage Guidelines
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Step 4: Marketing
• Brand Transition (if required)
• Brand Education (internal)
• Media Campaigns (PR, Social,
Advertising, Online)
• Prospect/Lead Generation
Campaigns
With your brand’s personality clearly defined, integrate these key components:
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Just The Start!No “one size fits all” to the brand development process.
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Q+A