Define Your WOW! Factor - Creating an Unforgettable Brand
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Transcript of Define Your WOW! Factor - Creating an Unforgettable Brand
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Define Your WOW! Factor: Creating an Unforgettable BrandPresented by Kimber S. PowersMarketing Training SpecialistVerticalResponse, A Deluxe Company
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Heres What Well CoverWhat is a brand and how does the WOW factor work?Brand identity tipsShape your brand strategyUnderstanding your markets needsConsistent collateral messagingResources Q&A
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is a Brand? A brand is:A promiseAn individuals perceptionExpectationPersonaElements
A brand is not:A trademarkA specific product or serviceCorporationsStrictly tangibleDefinitive
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is The WOW! FactorAny product, service, or experience-focused element of your business that is unique to your business
Positively catches customers off guard
Creates added value and makes them want to tell someone else
Leaves a lasting impression makes them say WOW!
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Worldwide Brands with WOW! Factor
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. 5 Ingredients For The WOW! FactorAuthenticity
Distinguished message
Creates a customer experience
Consistent added value
Personalized outreach
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Developing A Strong Brand Identity Define your identity internally
Understanding your target market - Acquisition
Who are your current customers? - Retention Maintain consistency within your industry
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Determine Your Brand Identity Features versus Benefits
Defining your USP
Using the Brand Wheel in your strategy
Finding your Brand Essence
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Features Versus BenefitsFeatures describe what your product, service, or business does
Examples include quality, customer service, delivery, pricing, etc.
Easily converted into benefits
Benefits describe what the customer will receive from purchasing your product or service
Often includes an element of emotional appeal
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Define Your USPYour businesss Unique Selling Point
Helps guide customers in the decision making process
Opportunity to promote the key benefits of your brand
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Using The Brand Wheel to Shape Your Strategy
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Find Your Brand EssenceSums up your product or service in one word
How does it make customers feel?
Your brands single best intangible attribute
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Brand Essence ExamplesNike is inspirational
Disney is magical
Volvo is safe
JetBlue is people-oriented
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Understanding Your Markets NeedsReputation check-ins
Survey your audience
Using Feedback to fuel productivity
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Reputation Check-insWhat is being said about your brand?
Where are people discussing your brand?
Keep note of negative responses
Are there any themes?
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SurveysAn effective way to receive a snapshot of opinions
Can target current customers and potential customers
Useful at any stage of a business
Just remember keep them engaging and short
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Feedback & Customer InsightsTargets current or recent customers
Allows you to be more direct with questions
Opportunity to include added value
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Collect FeedbackWebsite
In person directly
On-site Feedback Box
Email directly after purchase/service complete
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Establish External Brand IdentityConsistent collateral messaging
Produce engaging marketing campaigns
Maximize the capacity of social media
Consistently create added value
Become a local authority within your industry
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Consistent Collateral MessagingLogoBrand Color/StyleText StyleImagesCommunication elementsEmail marketing campaigns
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Produce Engaging MarketingRemember to highlight the benefits without shouting them
Use compelling images and punchy text
Always search for ways to reach new customers through your marketing
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Maximize The Capacity of Your Social Media ChannelsKnow where your audience thrives
Focus on quality over quantity
Automate content when possible
Use as channel to smooth business rough edges
Cast a wide net when being social on platforms
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Consistently Create Added ValueStay consistent in product/service evolution
View customers as Lifetime advocates
Personalize the experience when possible
Consider an added value standard gift
Create a Customer Loyalty Program
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Become a Local Authority Within Your IndustrySee it as FREE publicity
Volunteer for career panels/events
Establish relationships with local industry beat reporters/journalists (ex: use HARO) Evaluate potential co-sponsorship opportunities (often FREE!)
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SummaryDefine your strategy
Determine your identity
Understanding your customers will help with your brand message.
Use engaging marketing campaigns and keep your collateral and messaging consistent.
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. ResourcesVR Marketing Blog verticalresponse.com/blog
USAmktg.com branded items
Interbrand.com stats and brand rankings
Smallbusinessbranding.com podcasts
www.helpareporter.com/ (HARO)
Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming Webinars
Feb 17 Best Practices for SMB Advertising
Feb 25- Does Google Love Your Business?
Mar 2 Build a Newsletter That Keeps Customers TalkingMar 10 Marketing Principles for NonProfitsRegister on Deluxe.com/blog or VerticalResponse.com
Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Deluxe Enterprise Operations, LLC. Proprietary and Confidential.