The 6 C s of Brand Strategy
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1 The 6 C s of Brand Strategy October 21, 2014
2 A bit about me. Director of Marketing & Background: tech, ag, finance, non-profit Passionate about brand strategy, integrated marketing and social media Used to have hobbies, now I have 2 kids
3 ALT STUDIOS IS: CREATIVITY WITH PURPOSE. WE FOCUS ON SMART, HANDMADE MARKETING STRATEGIES COMBINED WITH UNIQUE SOLUTIONS THROUGH COLLABORATIVE STUDIOS OUR CREATIVE AND STRATEGIC STAFFS WORK SEAMLESSLY TO SOLVE PROBLEMS AND FIND NEW OPPORTUNITIES FOR CLIENTS. BY STRIKING A BALANCE BETWEEN STRATEGY AND CREATIVE, ALT STUDIOS OFFERS TARGETED THINKING THAT PRODUCES CONCRETE RESULTS.
4 #1 CLARITY Who are you? Who are you for? How are you different?
5 Points of Leverage* Performance What do we offer? Craft How do we do it? Purpose Why are we in business? Identity Who are we for? *Hazelton Group
6 Points of Leverage Performance: What do we offer? Features Experience Occasion (unique use scenario) Find the magic ingredient
7 Volvo leading edge of unique safety features Red Bull energy drink nightclub experience
8 Points of Leverage Craft: How do we do it? People/Location Method/Process Heritage/Legend
9 BMW Germanengineered Jack Daniels only distillery that makes their own barrels
10 Video -
11 Points of Leverage Purpose: Why are we in business? Social/Cultural Issue Category Problem Brand Values
12 Dove sells lots of products, but stands for real beauty Southwest sells airfare, but stands for fun, love of flying and employees who care
13 Video - bckey=aq~~,aaaaabad_us~, 27iukNn8neTiu2V3RNN9cU_M67_q36be&bctid=
14 Points of Leverage Identity: Who are we for? Aspirational Lifestyle Equity/Assets/Personality Sub-Culture Affiliation
15 GEICO started with younger market, built trust by being approachable Harley-Davidson more than a motorcycle, it s a community of riders
16 #2 CREATIVITY Get your message out in a way that gets noticed How you distribute it, what you say, how you say it Be different than your competition, be authentic to your brand Creativity is valuable when trying to differentiate products perceived as commodities (loans, mortgages, checking, deposits, etc.)
17 Understand your brand s personality Consumers develop relationships with brands, just like people. They need to know who the brand is and what it stands for. A brand s personality is sometimes easiest to define by using analogies in people and products we see everyday.
18 OR Local with a focus Everything for everyone WHERE WE ARE: WHERE WE WANT TO BE:.....
19 OR Experienced WHERE WE ARE: WHERE WE WANT TO BE: Fresh Perspective.....
20 OR Thoughtful and methodical WHERE WE ARE: WHERE WE WANT TO BE: Fast responses with answers.....
21 Lexus OR Minivan WHERE WE ARE: WHERE WE WANT TO BE:.....
22 Carpet OR Marble WHERE WE ARE: WHERE WE WANT TO BE:.....
23 Brick OR Glass WHERE WE ARE: WHERE WE WANT TO BE:.....
24 #3 CULTURE Empower your team to live the brand and support your purpose Arm them with what they need to deliver on your key differentiators and foster memorable experiences with customers Tips for building culture around your brand: employee manifesto, events, committees, philanthropic activities, etc.
25 Example manifesto
26
27 #4 COMMUNITY BUILDING Love your customers and give them a reason to love you back Give them opportunities to be your fan through channels that make sense for them Keep the experience consistent across all those channels
28 Ask for feedback Leverage their support by encouraging experience sharing across social sites Facebook Twitter Pinterest Google+ Foursquare Yelp
29
30 the most common reason customers cited for opening or closing accounts in the past year was the experience with their financial service providers, edging out rates/fees and convenience and surpassing branch locations and accessibility. EY Global Consumer Banking Survey 2014
31 #5 CONSISTENCY Consistency = perceived credibility Consistent fonts, colors, logo, core messages across marketing efforts give the consumer something to trust Same feelings evoked whether walking in branch, seeing TV ad or using mobile banking
32
33
34 #6 CONSTANT INNOVATION Try new things, offer new products and better serve customers Use brand advocates as beta testers Gauge feedback on current & future product needs Look at your customer segmentation and align new products/services with their unique needs Consider how each segment wants to experience your brand What differentiates you today will be costof-entry tomorrow
35
36 QUESTIONS? Nicole Torstenson
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