Developing & Marketing Your Brand to Drive Sales

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1 Developing & Marketing Your Brand to Drive Sales MFG Conference, Orlando Florida Craig Johnson

2 NAME. COMPANY. WORD.

3 ONE WORD GAME

18 Marketing? Logo? Name? Culture? Brand? Website? Promise? Communications?

19 Marketing? Logo? Name? Culture? Brand? Reputation Website? Promise? Communications?

20 WORD OF MOUTH TRADE SHOWS PRESENTATIONS SPEECHES DIRECT MAIL PUBLIC RELATIONS TELEPHONE EMPLOYEES BUSINESS FORMS S Brand? Reputation EPHEMERA COLLATERAL WEBSITES PRODUCTS SERVICES PACKAGING SALES PROMOTIONS ADVERTISING MARKETING NETWORKING

21 A Brand is not what you say it is, it s what they say it is. -Marty Neumier

27 Simply put: BRANDING is the being. MARKETING is the doing.

31 BRANDING is perception management.

32 Science Proves it.

36 Perceptions Matter.

37 (What is) (What could be)

38 (What is) (What could be)

39 (What is) (What could be) HOW DO WE GROW? HOW DO WE PRESENT MORE VALUE? HOW DO WE WIN MORE BUSINESS? A BRAND BUILT THAT IS DIFFERENTIATED INSPIRES ADVOCACY, & DEMONSTRATES LEADERSHIP.

40 4 Simple Brand Strategy Questions Who are we? Why do we matter? Who needs to know? How will they find out?

41 DEFINE THE DNA FIRST.

Relevant Community Trustworthy Innovative Consultative Clarity Approachable Wise Key Services Banking Investments Tax Insurance Planning Key Stakeholders 1.

Shareholders Big Idea MEET THEM WHERE THEY ARE Similar Organizations Bank of America Wachovia Suntrust UCB Bank ING Direct Value Proposition Acru provides

Audience Segments UNAWARE HOPEFUL OUTSOURCER OPTIMIZER SAVVY Secondary Primary James Age: 35 Level Headed Outsourcer Jim Age: 50 High Net Worth Individual James

someone that he can trust to build a plan to t his unique life.

43 Brand Brief: 3rd Draft Attributes This is the foundational document of the brand and should provide shared understanding and focus to all initiatives. Core Purpose To passionately invest in people, businesses, and communities everyday. Vision To change the way the world thinks about money. Relevant Community Trustworthy Innovative Consultative Clarity Approachable Wise Key Services Banking Investments Tax Insurance Planning Key Stakeholders 1. Customers 2. Employees 3. Shareholders Big Idea MEET THEM WHERE THEY ARE Similar Organizations Bank of America Wachovia Suntrust UCB Bank ING Direct Value Proposition Acru provides personalized wisdom through a relevant experience that clari es today and prepares for tomorrow. Audience Segments UNAWARE HOPEFUL OUTSOURCER OPTIMIZER SAVVY Secondary Primary James Age: 35 Level Headed Outsourcer Jim Age: 50 High Net Worth Individual James is a level headed small business owner who knows he needs a nancial plan, is embarrassed he doesní t know enough to build the right one, and would love to nd someone that he can trust to build a plan to t his unique life. He doesní t believe that exists but is balancing too many life demands to start guring it out on his own. Jim is looking for more than just comprehensive wealth management ñ he needs personalized wisdom to clarify several major life transitions ñ kids going to college, estate planning, and forming a succession plan for his business, to name a few. He and his wife need the nances for today and tomorrow to be one less stress in their life. Acru is the only bank that actually understands this is about me. Positioning

44 Accrue: to collect / accumulate Acru: Unique spelling of the word to make it ownable. u: Communicates that this is about U.

53 Brand Brief: 1st Draft The Copper Coin Coffee Brand Brief Core Purpose Attributes Inviting Re ned Community Creative This is the foundational document of the brand and should provide shared understanding and focus to all initiatives. To Serve Inspiration Vision To enrich community one cup at a time Escape Storytelling Artful Original Thoughtful Passionate Key Stakeholders 1. Customers 2. Company 3. Community Big Idea Stories Start Here Key Services Coffee, Tea, Pastries, Social Gathering Space, Entertainment Value Proposition Crafting a personal experience where ideas develop and life is enjoyed. Copper Coin is the only coffee house that Primary James Age: 30 Ambitious, creative, hyper involved owner of a web design company who is well traveled and well educated. Seeking a Third Place to unlock ideas. Positioning crafts a story in every cup. Secondary Kate Age: 22 Natural, deep thinker, charitable minded photographer who seeks a re ned coffee experience to stimmulate creativity.

57 Core Principles of Branding

58 1. Focus

60 2. Differentiation

62 3. Commitment

63 = $3 BILLION $35

64 4. Alignment

65 EXTERNAL INTERNAL ALIGNMENT

67 Brand Advocates

69 Clear Positioning Engaging Visual Identity Portable Name

70 The Branding Process AUDIT STRATEGY DESIGN IMPLEMENT Marketing Audit Competitive Audit Customer Research Brand Personality Target Audience Positioning Core Message Name Brand Mark Tagline Brand Standards Integrate New Identity into all Brand Touchpoints (website, print collateral, etc.)

76 Human Connection

85 Performing a Self-Audit 1. Analyze Current Materials 2. Research Competitors 3. Listen to your Customers

Volume 29, Number 3 P R E C I S I O N ECORD ECOR EC ORD ORD 6/)#% /& 4(% "),,)/. #/.42!#4 -%4!,7/2+).' ).

...4 Chairman s Corner By Ron Overton, NTMA Chairman of the Board Business Labor Reports...5 BLR Human Resources Q&A...6 In Memoriam.

..8 Tax Time Reminder Claim Your R&D Tax Credit and Improve Cash Flow!... 10 Class Testing Underway for Precision Machining Technology Text.

..13 Tom Garcia, NTMA Director of Business Development, Retires...15 Winter Business & Customer Forecast Report Now Available.

..17 Update on Legislative Activity...18 How to Read Your Prospect Like a Book!

of quality, precision The editorial content of the NTMA Record does not necessarily reflect the opinion of the National Tooling & Machining

It has been both rewarding and challenging and I have given it my best. I would like to thank all NTMA members for giving me this opportunity.

Leadership in Uncertain Times has given me a great opportunity to improve as a leader, and I will benefit from what I have learned for the

I would like to thank the members of the Executive Team, NTMA staff and all the members of NTMA for their support and constant encouragement.

Your Association is working hard to adjust to the demands of a changing economy, a changing industry and a new generation of members.

emphasizing that sitting on our hands and saying we can t influence change isn t the answer.

NTMA is a great association and is making progress in educating all Americans about the importance of manufacturing to our national defense

The positive, successful relationships we have developed with PMA and the continued efforts to work together with other manufacturing

86 Performing a Self-Audit 1. Analyze Current Materials NATI ONAL TO OLI NG & MAC H I N I NG AS S OCIATI ON NationalAssociate Membership March 2010! Volume 29, Number 3 P R E C I S I O N ECORD ECOR EC ORD ORD 6/)#% /& 4(% "),,)/. #/.42!#4 -%4!,7/2+).' ).$53429 s WWW NTMA ORG Contents The Weiler Corporation Holds Open House to Showcase Their E-Series...3 Freedom Isn t Free!...4 Chairman s Corner By Ron Overton, NTMA Chairman of the Board Business Labor Reports...5 BLR Human Resources Q&A...6 In Memoriam...6 NTMA member Creates Program to Help U.S. Companies Sell to the Government...7 Members in the News...8 Tax Time Reminder Claim Your R&D Tax Credit and Improve Cash Flow! Class Testing Underway for Precision Machining Technology Text...10 Welcome New Members...11 Getting Jobs Through Engineering...12 Okuma Technology Institute Opens at Davis Applied Technology College...13 Tom Garcia, NTMA Director of Business Development, Retires...15 Winter Business & Customer Forecast Report Now Available...15 Meet Your Team Leaders! Business Development Team...16 Manufacturing Electronics Health Monitoring Technology...17 Update on Legislative Activity...18 How to Read Your Prospect Like a Book!...19 The Record custom manufacturers National Tooling & Machining Association 9300 Livingston Road Fort Washington, Maryland a network of quality, precision The editorial content of the NTMA Record does not necessarily reflect the opinion of the National Tooling & Machining Association or its Chapter affiliates. My year as NTMA Chairman of the Board comes to an end this month (stop applauding, it s not polite). It has been both rewarding and challenging and I have given it my best. I would like to thank all NTMA members for giving me this opportunity. As hard as I worked, I can honestly say that I received more than I gave. Leadership in Uncertain Times has given me a great opportunity to improve as a leader, and I will benefit from what I have learned for the rest of my life. I would like to thank the members of the Executive Team, NTMA staff and all the members of NTMA for their support and constant encouragement. We have faced numerous challenges throughout the year and continue to do so. Your Association is working hard to adjust to the demands of a changing economy, a changing industry and a new generation of members. I have written articles about leadership, patriotism and faith, and have visited chapters talking about the challenges we are all facing and emphasizing that sitting on our hands and saying we can t influence change isn t the answer. This is still the greatest country in the world and it requires our involvement to remain so. NTMA is a great association and is making progress in educating all Americans about the importance of manufacturing to our national defense and economy. The positive, successful relationships we have developed with PMA and the continued efforts to work together with other manufacturing associations will only strengthen NTMA in the future. NTMA is working harder than any other association to look at itself, inside and out, and change to meet the demands of a new environment. We will make mistakes along the way, however, and rather than focusing on those issues, I urge you to get involved to help improve your Association. Even though my role as Chairman ends at the Annual Convention in St. Thomas, I will continue to work hard for our Association and look forward to working together for the betterment of our industry. I have enjoyed being your Chairman and making new NTMA friends. I would advise anyone that wants to give back and develop their leadership skills to get involved and help lead your Association. Manufacturing needs a strong NTMA; you need a strong NTMA. Help us build it. Your friend in Manufacturing, Faith and Patriotism, Ron Overton Overton Industries Mooresville, Ind. PRESORTED STANDARD MAIL U.S. POSTAGE PAID Platteville, WI PERMIT NO. 124

87 Performing a Self-Audit 2. Research Competition

88 Performing a Self-Audit 3. Listen to your Customers

89 The Branding Process AUDIT STRATEGY DESIGN IMPLEMENT Marketing Audit Competitive Audit Customer Research Brand Personality Target Audience Positioning Core Message Name Brand Mark Tagline Brand Standards Integrate New Identity into all Brand Touchpoints (website, print collateral, etc.)

90 Products are created in the factory, Brands are created in the mind. Thanks! Craig Johnson

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