T.R.U.E. BrandingIS your brand TRUE?

July 2011

CreateWOWmarketing, LLC

Where did the WOW come from?• CreateWOWmedia

• 2006• Doug Mitchell, Serial Entrepreneur• Social Media

• Blogging, FaceBook, Twitter, YouTube• Organic SEO & “Finability”• August, 2010• BirdDogJobs• “The MultiThread Marketer”

CreateWOWmarketing, LLC

Where did the WOW come from?• CreateWOWmarketing, LLC

• Andrew B. Clark, The Brand Chef• Graphic Design• Photography• Marketing • Broadcast Video (Training / Communications)• Social Media Brand Building• Collaboration w/ CWM & Doug Mitchell

• Branding, Marketing Strategy, Execution• August 2010

CreateWOWmarketing, LLC

analytic creative

CreateWOWmarketing, LLC

Providing a viable marketing and communications resource for SMB - integrating emerging technologies with proven marketing strategies.

Practical Farmers of IowaPut a Face on Your Farm• Snowy Morning• Travel• Food• Workshop• What can “Branding” do for me?• Scratching the surface

Practical Farmers of IowaPut a Face on Your Farm• Organic• Local Sustainability• Vegetables / Fruit• Farmers Markets• Family• Entrepreneurs

Business & Entrepreneurship

The Good and Bad of Business & Entrepreneurship• Motivation & Passion• Nimble• Focus• Risk Averse• Resourceful (Boot-strapping)

• Relationship / Networking• Learn From Mistakes• Adapt to Change• BUDGET• BRAND MARKETING!

Business & Entrepreneurship

The Top 10 Marketing Mistakes• Financial Overload• “If You Build It…”• Reinventing The Wheel• Planning Without Action• Boredom

• Shallow Network (dependence)• “But They Do It That Way!”• Missing The Target• Overvaluation

Not planning by your T.R.U.E. BRAND

I “HATE” POWERPOINT!

Every person has a BRAND and a reputation.

Every business has a BRAND and a reputation.

Branding Begets Marketing

Branding in the marketplace is very similar to branding on the ranch.

In the old West, the brand was the identity of a ranch.

A UNIQUE mark on “your cow” differentiating it from “all the other cattle on the range,” even if they all look pretty much alike.

How Branding Got Its Name

Every time you see, hear or think of a brand, you think of your experience with it.

It’s all about relationships and experiences. (engagement)

WHAT WILL CUSTOMERS SAY ABOUT YOUR COMPANY’S “BRAND EXPERIENCE?”

The Essence of Branding

If you do not define yourself or your brand, it will be defined for you.

Brand management is a process - not a project you decide to do because it’s the next, big “in thing.”

Branding doesn’t have to be costly - it just takes planning and consistency to carry out.

Brand Management

WHAT YOU’RE ABOUT TO

HEAR IS COMMON SENSE…

… can common sense fit in the social media world?

BRAND IS NOTYOUR LOGO!

Thank GOD.

Is Your Brand A “T.R.U.E. Brand?”

TRUTHFUL - Understanding The 5-W’s: Who, What When Where Why and How about your brand (YOU)

RELEVANT - Understanding HOW and why you relate to your TARGET MARKET

UNIQUE - Understanding how your brand stands out within a competitive market - your unique market advantage

ENGAGING - Understanding where and how to best communicate within your brand community

Is Your Brand A “T.R.U.E. Brand?”

Is Your Brand A “T.R.U.E. Brand?”

TRUTHFUL• Who drives your brand?

• What events built / sustain your brand?

• When have been the best / worst moments?

• Where is your brand (from… at … going)?

• How will your brand survive moving forward?

Is Your Brand A “T.R.U.E. Brand?”

TRUTHFUL• “Transparency” = glib and meaningless.

• You WANT to DEFINE your brand

(before someone else does it for you)• Can’t hide behind a manufactured façade.

• Personalities are amplified• I’m just here to tell you how cool I am…

Is Your Brand A “T.R.U.E. Brand?”

Is Your Brand A “T.R.U.E. Brand?”

RELEVANT• Is your target market “in tune” with you?

• What is the intrinsic appeal to your brand?

• How do you amplify / fortify that?

• Are you “in tune” with your target market?

• Logical channels

Is Your Brand A “T.R.U.E. Brand?”

RELEVANT• Twitter & Suggested Follows?

• “Popular” = slightly different than RELEVANT

• Follow me because X… Y… Z…• Is there VALUE to your brand?• Opposite of VALUE?

Is Your Brand A “T.R.U.E. Brand?”

*A-hem*

Is Your Brand A “T.R.U.E. Brand?”

UNIQUE• Differentiation from a crowded marketplace

• Focal point for marketing & communications

• Not “Different for Deferent's sake”• Shocking is not UNIQUE in social media

Is Your Brand A “T.R.U.E. Brand?”

UNIQUE• TGIFridays v. Applebee’s - unique enough?

• Bill Cosby v. Daniel Tosh - both comedians

• Goth is not unique it’s a joke.

• TRUE Unique qualities are undeniable. Every Person / Business has them you just

need to discover them.

Is Your Brand A “T.R.U.E. Brand?”

Is Your Brand A “T.R.U.E. Brand?”

ENGAGING • What “touch-points” do you provide?

• Push marketing?

• Pull marketing?

• Building a “BRAND COMMUNITY”

Is Your Brand A “T.R.U.E. Brand?”

ENGAGING • Social media + networking + marketing = ?

• SOCIALMEDWORKING?• Ever-present v. weekend parents?• Support is a 2-way street

• Building a “BRAND COMMUNITY”

It’s about communication & COMMUNITY.BRAND COMMUNITY?

Neilsen, “Trust in Advertising” Oct. 2007

Practical Farmers of Iowa$1,000 Grant Recipients:

• John & Jane Wesselius• Kim & Tim Blair – Bloom n Bark Dog Bakery• Jennie Smith – Butcher Crick• Eric & Ann Franzenburg – Pheasant Run Farm• Rossmann Family Farm – Pin Oak Place +• Alicia Diehl – Organic Greens• Kathy Hohl – Kathy's Pumpkin Patch• Melissa Dunham – Grinnell Heritage Farms• Emily Babin – Early Morning Harvest• Carol Prescott – Iowa Color

Practical Farmers of Iowa$1,000 Grant Recipients:

•Alicia Diehl – Organic Greens

Practical Farmers of Iowa

$1,000 Grant Recipients:• Kathy Hohl – Kathy's Pumpkin Patch

Practical Farmers of Iowa

$1,000 Grant Recipients:• Melissa Dunham – Grinnell Heritage Farms

Practical Farmers of Iowa

$1,000 Grant Recipients:• Emily Babin – Early Morning Harvest

Practical Farmers of Iowa

$1,000 Grant Recipients:• Carol Prescott – Iowa Color

“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”

– Chinese Proverb

2445 Fleur Drive, #148, Des Moines, Iowa 50321Phone: 515-257-MKTG (6584) • www.createWOWmarketing.comTwitter: @TheBrandChef • Andrew@createWOWmarketing.com

www.TheBrandChef.com