The Branding Element.
Mark Easby.
Managing Director.
Better.
Building brands people believe in. That’s Better.
The Branding Element.
- A Modern Brand.
- Defining your Brand.
- Telling your Brand Story.
- Benefits of Creating Connections.
- Understanding your Brand Connections.
- Marketing to Build Relationships.
- Mister Splashy Pants.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
A Modern Brand.
Many people refer to a brand
as a logo or a strap-line.
It is so much more than that.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
A brand is the flagpole
from which your identity
flies.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Identifies and communicates
the qualities that a business
has that are unique to it.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
A collection of beliefs,
attitudes, thoughts, feelings,
images, perceptions, and
experiences built over time.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
A great brand is a great story.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Customers are evolving.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Media spaces are changing.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Marketers/businesses are
under pressure.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Budgets are shrinking.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Higher expectations
of Marketing ROI.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
Buying processes
are changing.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
A Modern Brand.
People are connected 24/7.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
Defining your Brand.
Define your brand before
someone else does.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Understand who you are and
what you stand for.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Look deep and ask yourself...
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What’s your vision
and ambition?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Why did you start this journey?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
And where’s it going.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What is unique and
special about you*
*is this (truly) defendable?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
How are you making
people’s lives better?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What do you stand for?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What are the benefits of
working WITH you?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What are the benefits of
working FOR you?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Building a brand construct.
How would you
define your culture?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What is it about you
that people trust?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
What are the compelling
reasons to buy...
and to keep buying?
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Understand who you are and
what you stand for.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Capture it.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Commit to it.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Defining your Brand.
Then tell your great story.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
Telling your brand story.
The focus has changed.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Transactions:
Messages
Static
Saying
Look and Feel
Posing
Complexity
Touch Points
Audience
Relationships:
Conversations
Dynamic
Doing
Experience
Authenticity
Simplicity
Engagements
Community
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Not just about
transactions.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
It’s about
relationships.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Treat me well and
I’ll return the favour.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Build the marketing
into the service.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
Make the service, and
the experience, so great
people can't help but
talk about it.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
“Something remarkable is worth
talking about. Worth noticing.
Exceptional. New. Interesting. It’s a
Purple Cow. Boring stuff is invisible. It’s
a brown cow…”
Seth Godin, Author (and legend).
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Telling your brand story.
“…Remarkable marketing is the art of
building things worth noticing right
into your product or service.”
Seth Godin, Author (and legend).
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating
Connections.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
Benefits of Creating Connections.
Services.
Increase service/individual awareness.
Targeted personal contact.
Develop powerful advocates.
Harness feedback & reviews.
Source new product/service development
Enhance service innovation.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
People (internal & external).
Build engagement, encourage interaction.
Build and develop new relationships.
Establish reputations, loyalty and trust.
Increase influence.
Establish thought leadership.
Understand your market place.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
Build trust*
*may seem warm and fuzzy but it forms the basis of
relationships that deliver cold, hard results.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
Get into the hearts and
minds of customers.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
And they might
just open their vault.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
83% will recommend
it to other people.
Source: Concerto Marketing and Research 2010.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
82% will use it’s
services frequently.
Source: Concerto Marketing and Research 2010.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
78% will look to it first
for the things they want.
Source: Concerto Marketing and Research 2010.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
50% will pay more
for it’s services.
Source: Concerto Marketing and Research 2010.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
47% believe it’ll inform
them about services
they’ll like.
Source: Concerto Marketing and Research 2010.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Benefits of Creating Connections.
If you want people to try
more, buy more, and pay
more then building brand
relationships is the key.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your
Brand Connections.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
Understanding your Brand Connections.
Customers*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Suppliers &
Supply Chain*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Regional Networks*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Regional Networks*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Industry &
Trade Associations*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Political &
Legislative Bodies*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Print, Broadcast
& Online Media*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Partners &
Associates*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Employees
& Team*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Understanding your Brand Connections.
Competitors*
* and their networks.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build
Relationships.
Brand Design Marketing Web & Digital Social Media Communities
www.betterbrandagency.com
Marketing to Build Relationships.
Think ‘People to People’
not ‘Business to Business’.
Be human, not corporate.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Create a valuable community
around your business, your
people, network, and services.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Show off your people,
knowledge & experience.
That’s what people are
buying into.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Be consistent in your tone,
personality and promise.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Personalise the
experience.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
It’s not about you,
it’s about them.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Understand the tools,
and choose the right
ones to use.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Set some goals*
*and measure them.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Empower your people.
The conversation is not just
for the marketing team.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Be open to
communication
and collaboration.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Don’t be afraid to share.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Listen to who is talking
about you, your business,
and your services.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Marketing to Build Relationships.
Jump In.*
*not without a life jacket.
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
© Copyright. All designs, ideas, layouts and documentation are copyright of Better Brand Agency Ltd. All rights reserved.
www.betterbrandagency.com
Building brands people believe in.