Brand is Not a Logo: How to Communicate Your True Brand
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Practitioners Symposium and TECH+ Conference Session 38: “Brand is Not a Logo: How to Communicate Your True Brand” Monday, June 11, 3:45 p.m. – 5:25 p.m. Melissa Harrison, CEO, Allée
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You spend lots of time and energy (and dollars) on creating the perfect look for your organization. Now what? Just because you have a fancy logo doesn’t mean others are listening! Your organization’s brand must be a package deal – looks, communication and measurement. Learn the importance of identifying your brand voice and engaging others in your conversation. Learn the dos and dont's of brand strategy and how to answer the “what next?” question after your look is set. Get everyone in your organization on board with what you stand for as a company, as a brand. Get real strategies, real examples, real tips to implement in your own organization.
Transcript of Brand is Not a Logo: How to Communicate Your True Brand
Practitioners Symposium and TECH+ Conference
Session 38: “Brand is Not a Logo: How to Communicate Your True Brand”
Monday, June 11, 3:45 p.m. – 5:25 p.m.Melissa Harrison, CEO, Allée
Melissa Harrison is founder and CEO of Allée, a strategic marketing, PR and branding firm in the Twin Cities. She has more than a decade of experience delivering strategic marketing solutions to small and mid-sized businesses, member-based organizations and nonprofits. Melissa’s areas of expertise include content management and strategy, branding, graphic design, PR and social media. She has a passion for driving results and creating meaningful messages.
Melissa’s recent eBook, Stop Selling: A Content Marketing Guide was published in 2011 as a starter guide for organizations to kick-off their content marketing strategies and promote their brands through engagement and conversation. Melissa is a former Board member for Minnesota Women in Marketing and Communications, the community manager for LinkedMinnesota’s B2B Subgroup on LinkedIn and a guest brand and marketing blogger for Patch.com. Follow Melissa on Twitter @alleecreative.
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Do you consider a logo to be the main focus of a company brand?• 37% of small to medium sized businesses answered “yes”• 32% see branding as only relevant to large businesses
The Importance of Branding
Sample pie chart – 3D Pie
37%
Source: Tomorrow People, LinkedIn survey
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Brand is MUCH more than a logo
We’re a visual society
We’re also critical and apprehensive about “shiny objects”
Think strategy first, design second• Link your brand and design to overall value proposition• Always remember your business strategy and goals
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Remember: It’s What’s Inside that Counts
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Project-Based Branding Wastes Time, Money and Resources
Challenges:• One-off design• Design before strategy• Design before content• Missed consistency• Confusion to clients and
customers
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Developing Brand Strategy
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Develop the Answers to the Following:
Culture
People
Service
Value Proposition
**Know when it’s truly time for a change vs. being too close to the “inside” to acknowledge when things are/are not working.
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Examples
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Establishing Your Brand
Who are you today?
What is your value?
What is your mission?
Who are your customers?
Activity:Branding Questionnaire
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Brand Voice and Brand Statements
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What is a Brand Statement or Brand Voice?
Tone
Personality
Confidence
Trust
Value
“Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.”
- Brian Solis
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Creating Your Message
Consistency
Client needs
Solution to problem
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Mini Case Study Example
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Activity: What is your brand voice?
Think: Tone and Personality
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Tools
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Offline• Brand ambassadors• Newsletters• Events• Networking• Customer Service
Online• Brand ambassadors• Social media• Website• Blogs• Video• E-newsletters• Surveys• Apps
Using a Full Integration of Tools to Communicate Your Brand
Activity:Tools Wish List
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Brand Measurement
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Tools for Measurement and Consistency
Google Alerts
Google Analytics
Third-Party Monitoring Services
SproutSocial
SocialMention
Radian6
Organic Search
Content Calendars
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Content Calendars
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Mini Case Study Example
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Protecting Your Reputation
Monitor
Respond
Personalize
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The Future of Branding
User Interface
User Experience
Analytics
Relevancy
Differentiation
It’s Anyone’s Game
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Consider the Following:
Does your company’s branding fit with your overall marketing strategies?• Are you stuck behind a so-so logo, website or other visual materials
that aren’t reaching the right audience? Do you have a set value proposition and brand voice? If asked, could you talk about your brand statement and goals?
Is your current visual brand identity (logo, website, social media sites) created for ROI?• Your visual branding should be appealing to your customer base; it
shouldn’t be designed for you. Evaluate your brand’s look and assess if it’s “speaking” for you and attracting the right clients.
What can you do (or do you want to do) to gain more from your company’s current brand?• Your brand should be working for you to bring in new business and
foster current relationships.
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Resources
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Questions and Discussion
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Thank You!
Connect with me:
www.alleecreative.com
(612) 964-7144
facebook.com/alleecreative
twitter.com/alleecreative
alleecreative.com/blog
