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1 1 BRAND Strategy

2 Road Map 2 DEFINE Ý TIME DESIGN DEVELOP TEAM END RESEARC H

3 Branding 3 Common areas of neglect in brand consistency Fundamentals 34% Website 68% Logo 45% Tradeshow 33% Social Media 64% Print Ad's

4 Branding Vs. 4 Marketing Difference between Branding & Advertising Advertising is screaming at anyone willing to listen. Marketing targets a specific group of people sign up list, online form, etc. Public Relations you are not talking TO THE PERSON but to a medium that they trust for info: newsletter, editor, article, magazine. Should be cohesive and maintain continuity on every marketing channel every time Brands are made up of words and visuals. So Starbucks brand is words employees use, presentation, wood or materials.

5 Concise 5 Communication All organizations are communicating and you can choose to be arbitrary or consistent about what you are communicating.

6 Educational Sales 6 Linkedin Twitter Google Plus Youtube Facebook Instagram Educational sales has become a global phenomenon across a spectrum of social media platforms. It is the idea of educating the consumer in a way that adds value to their 4 walls of reality. allow them to benefit from your wealth of knowledge far before they ever become a customer. This is great for SEO and getting consumers to share content on social media.

7 7 Q & A We can now take about 5-10 minutes for a few brief questions from our audience before moving to the final slides.

8 Brand Architecture The structure of your brand 8 Master Brand For example apple is the master brand with sub brands underneath such as ipod, ipad, iphone. Sub Brand The branding underneath the Masterbrand. Nike is a master brand however there a number of "sub brands" or "lines" under that brand. Evolving Brand Your company or organization will ultimately evolve and your brand should be strong enough to stand the test of time. With the flexibility to adjust without brand compromise. Re-Branding Rebranding is common even among multi national corporations. It can be a result of emerging trends or a revised mission statement that the old brand fails to represent.

9 Consistency The glue that holds your brand together 9 Tip # 1 Remain Constant Make it your first priority to maintain consistency in branding. Your message can and should evolve but your brand should remain constant or else you will confuse your consumers. Tip # 2 Non-Negotiables Have a raw, clear, concise set of non-negotiables that align with the core belief structure of your company or organization and refuse to deviate from this structrure in order to maintain brand continuity.

10 5 Common Mistakes 10 Lack of consistency - should be same anthem no matter what form of marketing you deploy. Logo - creative collateral not formatted for all forms of digital distribution. Inconsistent Photography - should have the same look and feel. Over time you are communicating the same anchor message to the public. Limited Research - Only researching competition but neglecting indirect competitors. Neglecting Internal Customer - The internal customers are staff members and if they are not clear on the mission statement, how can they represent it.

11 11 THANK YOU