Brand-Building BOOT CAMP National Conference of State Legislatures October 18, 2015

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1 Connect. Engage. Grow. Brand-Building BOOT CAMP National Conference of State Legislatures October 18, 2015 Katie Coates Consulting

2 Agenda Brand Fundamentals Refresh Individual vs. Legislator vs. Legislature vs. Caucus What is BRAND and Why Does it Matter? Audience: Demographic Shifts, Segments & Targeting BREAK Brand Building: Getting you Started Wrap Up & Questions

3 Building a Brand Discovery Architecture Definition Positioning

4 WHAT IS A BRAND? BRAND is the why clarifies your message is long-term is macro defines trajectory drives reputation builds loyalty creates value is the being

5 WHAT IS A BRAND? THAN JUST YOUR NAME IT S MORE THAN JUST A LOGO IDENTIFIES YOU REPRESENTS EVERYTHING + & -

6 WHAT IS A BRAND? The personality of an organization Defined by both functional and emotional benefits The promise we make to our customers The foundation for all marketing activities Who you are and your place in the market

7 WHAT IS A BRAND? A brand is a person's gut feeling about a product, service or organization... or PERSON.

8 WHAT IS A BRAND? Human beings are powered by emotion not by reason. The Future Beyond Brands - lovemarks Kevin Roberts, CEO Saatchi & Saatchi

9 WHAT IS A BRAND? Customer Experience + Brand Promise = BRAND LOVE

10 BRANDS YOU KNOW

11 BRAND: POSITIONING, PROMISE, PERSONALITY

12 BRAND: POSITIONING, PROMISE, PERSONALITY

13 BRAND: POSITIONING, PROMISE, PERSONALITY

14 BRAND: POSITIONING, PROMISE, PERSONALITY

15 BRAND: POSITIONING, PROMISE, PERSONALITY

16 BRAND: POSITIONING, PROMISE, PERSONALITY Taglines Can You Hear Me Now? Good. Zoom-Zoom. Like a good neighbor. Save money. Live Better. Just do it. Think different. You re in good hands. The ultimate driving machine.

17 BRAND: POSITIONING, PROMISE, PERSONALITY

18 Knowing Your AUDIENCE & COMPETITION

19 SHIFTING DEMOS Who s Your Target Define target audiences: Demographic Psychographic Geographic What do they want from you?

20 SHIFTING DEMOS Who s Your Target The Largest U.S. Generation and growing. Source: Pew Research Center/U.S. Census

21 SHIFTING DEMOS Who s Your Target For the next 18 years, Baby Boomers will be turning 65 at a rate of about 8000/day. Source: Pew Research Center/U.S. Census

22 SHIFTING DEMOS Who s Your Target And Gen X: 51% Facebook vs. 46% Local TV Source: Pew Research Center

SHIFTING DEMOS Who s Your Target Millennials Purchasing power of $170-200 billion $1.

23 SHIFTING DEMOS Who s Your Target Millennials Purchasing power of $ billion $1.4 trillion in spending power in the US by % watch videos several times a day on different devices Brands play important role in their lives Sources: AdWeek; Moosylvania 2015 Millennial Ranking Report; Yahoo/DigitasLBi/Razorfish/Tumblr, Content Marketing Best Practices Among Millennials, 2014; Havas, Hashtag Nation,

24 SHIFTING DEMOS Who s Your Target Millennials By 2020 Millennials will account for 30% of the adult population 75% of global workforce by 2030 Earn almost HALF the income in the US by 2025 MOST educated, most culturally diverse Lowest PERCENT in history: marriage & home ownership

25 SHIFTING DEMOS Who s Your Target

26 SHIFTING DEMOS Who s Your Target

27 SHIFTING DEMOS Who s Your Target The average American s attention span in 2013 was about 8 seconds, a decline of more than 4 seconds since The average attention span of a goldfish is 9 seconds.

28 Marketing Messages: Yesterday vs. Today MARKETING MESSAGE CONSUMERS

29 SO. WHAT DO WE NEED TO DO?

30 BUILDING YOUR BRAND

31 BUILDING YOUR BRAND BE REMARKABLE Cows, after you ve seen one or two or ten, are boring. A Purple Cow, though now that would be something. --Seth Godin, Purple Cow

32 BUILDING YOUR BRAND WE NOTICE

33 WHAT IS A BRAND? Position Statement Model Attributes - Characteristics of the brand Functional Benefits - What the brand provides Emotional Benefits - How the brand makes YOUR BRAND Personality/Voice - Tone of the brand

34 WHAT IS A BRAND? Position Statement Model Meaningful Difference Positioning Brand Lover Category Frame of Reference Brand Benefit Brand s Meaningful Difference & Positioning

35 WHAT IS A BRAND? Position Statement Model What people want most MEANINGFUL DIFFERENCE: Why Consumers (will) Choose YOU Over The Competition What your competitors struggle at SWEET SPOT What you do best

36 WHAT IS A BRAND? Position Statement Model Especially for Brand provides so that {Brand, Lovers} {Category Frame of Reference} {Meaningful Difference} {Brand. Benefit} Is it memorable, motivating and focused to the core prospect? Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? Can the brand own it? Is it credible and believable? Does it enable growth? Does it serve as a filter for brand decision making?

37 WHAT IS A BRAND? Position Statement Model Hotel 718 Hotel 718 is the quintessential Brooklyn neighborhood hotel, a living celebration of the city s distinct character and a home away from home for urban adventurers seeking to create their own Brooklyn story. {Category Frame of Reference} {Meaningful Difference} {Brand Lovers} {Brand Benefit}.

38 WHAT IS A BRAND? Position Statement Model Meritus For individuals and small businesses looking for better and more affordable healthcare coverage {Brand Lovers} options Meritus is a new kind of health insurance company governed by the very members it serves and dedicated to improving healthcare {Category Frame of Reference} {Meaningful Difference} so all Arizonans have the opportunity to live healthier, happier and more prosperous lives. {Brand Benefit}

39 WHAT IS A BRAND? Brand Positioning Brand building begins with three questions (not as easy as you think!): 1.Who are you? 2.What do you do? 3.Why does it matter?

40 WHAT IS A BRAND? Attributes What are your (company, organization, product, service) personality attributes? (current/aspirational)

41 WHAT IS A BRAND? Attributes If Your (Brand/Organization) was: a famous personality, who would it be and why? an animal, which would it be and why? a car, which brand would it be and why?

42 WHAT IS A BRAND? Benefits Functional Benefits What Your (Brand) provides your customers/constituents Emotional Benefits How Your (Brand) makes consumers/constituents feel

43 WHAT IS A BRAND? Tone/Voice What is the tone of Your Brand?

44 WHAT IS A BRAND? Colors

45 WHAT IS A BRAND? Image Collage

46 Moving Forward: Marketing NEXT STEPS: Tagline/Slogan Positioning Statement Brand Pillars Key Messages Unique Selling Proposition Brand Creative Elements

47 Tying It All Together Direct PR / Direct Mail PR Social / Advertising Advertising Mail Social Public Affairs Public Affairs Digital / Online Digital / Online YOUR BRAND YOUR BRAND Sponsorship & Sponsorship Event Marketing & Event Marketing Community Community Outreach Outreach Collateral Collateral Market Research Strategic Strategic Alliances Alliances

48 Wrap Up & Questions

49 Thank You! For more information about this and other marketing, branding and industry trend presentations, contact: Katie Coates Katie Coates Consulting

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