Who are we?
We help clients discover their stories so
they can create a love affair with their
customers.
What a brand is not
Logo like Nike swoosh
Color like IBM blue
Tagline like takes a licking…
Character like Ronald McDonald
Employee uniforms like UPS man
Coke bottle’s shape
How Disney cast members treat guests
What people think/know about Harley
What RC is in relation to Coke
What a brand is
Logo like Disney’s signature
Color like Mickey’s shorts
Tagline like Where magic lives
Character like Mickey Mouse
Employee “costumes” -Pirates of Caribbean
Mickey head shaped everything
How Disney cast members treat guests
What consumers already know/think they know about
Disney
Their plot of land in the marketplace
Shorthand…
Your brand is the shorthand that your
customers, potential customers,
employees and vendors use to
describe you in their own minds.
They arrive at this shorthand by
observing both what you say AND
what you consistently do.
In the good old days…
Why does branding
matter?
Everyone sells/does the same thing
• You can create/identify a brand to differentiate
yourself
• Or you can just be the cheapest/generic one
Which would you choose?
The brand as a beacon
"Ultimately, strong branding is about using a
brand as a beacon, as a compass, for
determining the right actions, for staying the
course, for evolving a culture, for inspiring a
company to reach its full potential.”
Carly Fiorina, former CEO, Hewlett-Packard
The brand as an
experience
"The secret to our enduring brand lies in
delivering an experience rather than just
a collection of products and services.”
Harley-Davidson annual report
The brand as an asset
"A company's brands are amongst its most
valuable assets. Do you know how to manage,
grow & value these market-based assets?”
DuPont internal training program
It’s all three.
Make a promise….to create a consistent
experience.
To keep that promise…you have to re-think the
way you do business.
When you keep your promise…you create
measurable value.
You create preference.
Logo
Colors
Visuals
Tagline
Shared vision
Shared purpose
Efficient
Effective
Employee retention
Client referrals
Shorthand…
Volkswagen Bug
Dodge Ram
Volvo Sedan
Shorthand…
It begins with a conscious
decision.
Are you willing to do what it takes to be great?
A company with a strong brand stands for
something. Are you willing to say no?
It’s not about being small. It’s about being narrow.
What do these brands
have in common?
They inspire stories
Your brand should
inspire stories
The power of storytelling
They capture a moment of truth
They are never ordinary moments
They are viral
They give the customer pride of ownership
But they don’t happen by
accident
Scripted service
Engineered experiences
Passionate promises
Singular stuff
Truths about brand
storytelling
#1 You tell the “master story” which
will inspire other stories.
Apple was created to free creative
spirits…
Truths about brand
storytelling
#2 Your master story becomes like
an echo chamber
Nordstrom is all about personal
service…
Truths about brand
storytelling
#3 Stories are not just told in words.
When you walk into a Target store…
Truths about brand
storytelling
#4 Tell a truth that your competitors are
denying and create buzz.
Dove’s “Real Beauty” campaign...
So why doesn’t everyone
do it?
Arrogance
Ignorance
Lack of follow through
Superficial effort
Start on the outside
Don’t know how
Want to be everything to everyone
Are you bold enough
to brand?