Transcript: Brand Strategy The 5 year roadmap to understanding the brand "Redefining reliability, one sucessful task at a time" - My Promise. Setting the Stage SETTING THE STAGE The Elements of the brand that set the stage for all of the entire opration. Theme "Releif" a concurrent theme of my brand surrounds one word "releif". My Brand's work ethic, passion, desire, and prescense brings instant and consistent releif to all those worked with. What is my Brand's Theme? Culture My culture models that of Google. Light-hearted and driven to make a statement as a pioneer. Brand Culture Personality Traits Personality Traits Light-Hearted Adaptable Precision-Focused Detail-Oriented Means 2016. 01-02. Sales Activity Sales Funnel Pipeline count Sales Bookings EXPRESSING THE VALUE NEXT QUARTER How the brand will establish and expressit's value. Brand Pillars Reliability Precision Adaptability Consistency The Pillar that allows the brand to apply itself in any enviornment The Pillar that creates a repeatable format. The Pillar that expresses the brands repeatable format of consistency. The first pillar that puts relieif in the minds of both perspective partnerships and long-time clients. Internal/External Communication 1. 2. Industry The longevity, and reputation estabilshed with work for the company creates the brand image Community Acts of philanthrophy by means of volunteering, and public service create brand resonance extermally. Internal 3. External Place of Work: The brand is expressed through the consistent performance of tasks completed for clients. LEAVING AN IMPRESSION BRAND EXPEREINCE The brand expereince details what the customer feels before, during, and after a partnership with my brand. The Customer Expereince Precision A-DAP-TA-BI-LI-TY Releif Harmony References REFERENCES Wheeler, A. (2013). Designing brand identity: an essential guide for the whole branding team. Hoboken, NJ: John Wiley & Sons. Barnes, H. (2015, November 24). What's Your Brand's Unifying Theme? - Hank Barnes. Retrieved May 13, 2018, from https://blogs.gartner.com/hank-barnes/2015/11/24/whats-your-brands-unifying-theme/ Frederiksen, L. (2018, May 10). Elements of a Successful Brand 4: Brand Promise. Retrieved May 14, 2018, from https://hingemarketing.com/blog/story/elements-of-a-successful-brand-4-brand-promise1
Transcript: What is it and why is it important? What does it look like? Let's dig deeper! Brand Strategy COMPANY: The actual name of the company the audience sees and interfaces with. MARKET: The market space in which the brand and/or its products/services compete. CUSTOMERS: All key audiences including prospective, current, former, employees, investors, and more. PRODUCTS & OFFERINGS: Includes primary, secondary, tertiary products/services, product families, partners, ingredient and endorsed brands, etc. MESSAGING & POSITIONING: The differentiation and positioning within the industry, category, and segments that comprise the competitive set. IDENTITY: The values, principles, attitude, belief systems and other personality traits that the brand believes it possesses. PROMISE: That which the company, brand, and products provide and the benefits the audience can expect at every interaction. Brand Image NAME: The actual name of the company, division, subsidiary, etc. May also include sub brand names for products/services, unique processes and/or features, etc. PERSONALITY: The expressive characteristics that breath life into the brand and give it a distinctive behavioral, emotive, graphical, and verbal presence. TAGLINE: Short phrase or set of words that quickly articulate and summarize the brand's position, purpose, and promise. LOGO: The identifiable mark that represents the company, division, subsidiary, and/or sub brand entity. ASSETS: The logos, typographic fonts, color palettes, photographs, videos, illustrations, written communications, image libraries, etc. DESIGN SYSTEM: Recognizable and repeatable visual system, secondary and characteristic graphics, structural grids and layout templates, etc. Brand Management PLANNING: The time, resources, and priorities for maximizing the best audience-focused opportunities to deliver the brand. TOOLS: The tactical executions that include brand standards manuals and guidelines, online digital portals, brand training modules, digital asset management systems, etc. MONITORING ASSESSMENT: Reviews of materials in development, brand health and penetration audits, brand research, brand performance and perceptions, etc. TRAINING & ADOPTION: Top down and business-wide engagement and support, brand training events for internal and external audiences, branded merchandise stores, and active audience evangelism. EVOLUTION: Adaptive and aligned response to changing business priorities, audience profiles, market nuances and segmentation, product mix and pricing strategies, socio-economic influences, etc. Brand Experience PRODUCTS & SERVICES: The embodiment of the brand, contribute to its strength and helps deliver on the brand promise. PERSONAL INTERACTIONS: Contact Centers, staff, customers, brand ambassadors, other external audience members all have direct ties to brand perception and health. ENVIRONMENTS: Primarily physical spaces and locations, but also includes events and virtual spaces (web site, mobile web site, landing pages, portals, micro-sites, etc.). PR AND EVENTS: Efforts that result in attention and/or engagement with the brand including media coverage, social media properties, public events, and community outreach. COLLATERAL MATERIALS: Includes all print and online materials, literature, communications tools, sales support, etc. ADVERTISING: External messaging across traditional and alternative channels including television, radio, out-of-home, print, online, direct mail, etc. When that promise is not delivered consistently, the perception, relevance, and loyalty to a brand is jeopardized. And, if left unchecked, could translate to significant challenges that affect sales, retention, growth, and more. Brand Strategy What does it mean? How does it work? And, why should I even care? Top Level Categories What is Brand anyway? Category Components Brand is the tangible and abstract representation of a company and/or product’s promise to its customers. It’s the promise of value, differentiation, quality, performance, principles, belief systems, and more. It’s the promise that every constituent, whether customer, partner or employee, expects to be consistently delivered with each and every experience. According to Wikipedia, The AMA defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." How does it all fit? How does all this relate to Carrington and what does it look like? What is Brand anyway? Carrington College It's a strategic imperative that PENETRATES EVERY FACET OF AN ORGANIZATION both inside our walls and with outside audiences. What is our brand platform? What is it really? What about us?
Transcript: Communication Vehicles Brand Success Vans Triple Crown of Surfing Vans Downtown Showdown Pro-tec Pool Party Vans Warped Tour Events One of the first companies to introduce shoes for this niche group of skateboarders, bikers, and surfers They help shape that lifestyle in more than just products but with the experiences they provide for the consumers photo credit Nasa / Goddard Space Flight Center / Reto Stöckli http://www.vans.com/apps/ Vans Teamed Up With Advertising Image & Tag Lines Vans in present time satisfies the needs of a much younger generation by providing shoes that appeal to them. Competitors Nike, Adidas, and Converse. Vans provide sponsorships and a functional show for extreme sports athletes. Positioning Statement & Position In Market Brand Strategy The brand strategy for Vans is selling more than just a product but an experience with the product. It captures the free-spirited. They are more than a product they are a community of people who share the same passions in life. Logo By Ashley & Liz
Transcript: core value: we are the brand digital technology global brand santa monica, usa harrods, london seoul, korea shanghai, china santa monica, usa kadawe, berlin digital: conversations 2 conversions the power of a
Transcript: My Brand Strategy Kayla McFarland By: Kayla McFarland 02.11.19 My 3 to 5 year plan consist of improving my career, schooling, personal, family/ social, and my bucket list. 3 to 5 year plan 3 to 5 Year Plan School: Graduate from Indiana Wesleyan University with my Associates Degree in Marketing and General Studies then graudate with my Bachelor's Degree in Hospitality Management. Career: Connect and grow my professional network to learn more about other potential job opportunites that can advance my career once I have graduated. Family/ Social: Continue to build with my family and raise my kids to be the best versions of themselves and to be independent, respectful, and full of life. Personal: Learn to better manage my money, teach my children something new every day, and join an adult recreation softball league. 3 Year Plan 3 Year Plan 5 Year Plan 5 Year Plan Career: Become a manager of a special events program through a city or own my own events business. Family/Social: Buy a house on a farm, do more activites with my family, go on dats with my husband more often, and spend more times with friends as well as make new friends. Personal: Learn to be more patient, become more involved in my church, and lose weight to get back to my pre-baby body. Bucket List: Be able to speak fluently in spanish. As my career developes I want to learn to better communicate with those who I work with in order to better understand working with different personalitys and how to adjust to others communication needs. Internal Communication Internal Communication Communication Channels The best communication channels at work include: Email Communications Phone Communications Video conferencing Presentations Creating Agendas Hosting group meetings My Internal Communication Channels at work Communication Strategy Communication Strategy In my current position at work I have to communicate with a variety of different departments to run our events including the following departments: Finance, customer service, parks, public works, administaration. Plan post-event meetings with the staff who worked the event to get outside perspective on how I can work to improve the event in the future. Communicate via email more often to keep a "paper trail" of my communications. Create presentations to describe how the event will work and flow, and use video coference to have better communications what trying to show the staff how the maps look. My external communication is with both sponsors and busniesses I work with in my career, and those in my network including other event professionals. External Communication External Communication Communication Channels Types of External Communication Channels I use: Sponsors & Businesses: Advertisements Promotional Materials Service calls Press releases Phone Calls Sponsorship Proposal Event Professionals: Connect with professionals on LinkedIn Networking Communication Strategies Communication Startegies Cost Effective Marketing News Release E-Communications Social Marketing Build a strong public image Target marketing on social media Network at conferences and social events. Create endorsements on LinkedIn and add more people to my network, and get them to endorse me. Find better ways to connect to other event professionals and show them my competitive edge. Brand Strategy Strategy "A brand culture is the idea that a brand can have a rich identity that represents a set of shared experiences, attitudes, values and meanings amongst customers" (Spacey, J., 2015). Brand Culture: Brand Culture My Brand Culture: I am a well-rounded employee with a specific skill set in project management and event planning. When people see and think of me I want them to immediately be able to connect with me and have positive experience interacting with me. When they leave from talking with me I want them to feel better about themselves after talking and being around me. "Your value proposition should describe; how your product or service solves/improves problems, what benefits customers can expect, and why customers should buy from you over your competitors" (Sukhraj, R., 2018). Value Proposition: Value Proposition My Value Proposition: Inspire others to never give up on their dreams and not be afraid to fail. "Our branding should shine through in your company's name, logo, colors, taglines, website copy, and anything else associated with it" (Pomerantz, M.) Brand Theme: Brand Theme My brand will represent me and my fun, ougoing, and loving personality. I enjoy project management, and want everyone to see how passionate I am about running events. I want to make a difference in the events world. "Those pillars are the mission, values, purpose, positioning, voice, tone, look and feel" (MacLeod, C., 2015). Brand Pillars Brand Pillars My Mission: To encourage others to be the best version of themselves, and use their strengths to their advantage. My Values: To be productive and challenge myself and others but strive to maintain my fun
Transcript: Verizon VS AT&T Favorable Memories Brand Equity Awareness "Can you here me now?" BRAND STRATEGY
Transcript: Brand Positioning Businesses must rate high in all 4 categories to have strong brand equity Brand Equity Young & Rubicam’s Brand Asset Valuator Building Strong Brands Brand Sponsorship BRAND STRATEGY Brand Name Selection Deep connection with customers = Success $100 BILLION $76 BILLION $67 BILLION "The brand is more valuable than the totality of all these assets." -Former CEO of McDonalds
Transcript: Example of a Jeopardy Template By: Laken Feeser and Rachel Chapman When creating without a template... http://www.edtechnetwork.com/powerpoint.html https://www.thebalance.com/free-family-feud-powerpoint-templates-1358184 Example of a Deal or No Deal Template PowerPoint Game Templates There are free templates for games such as jeopardy, wheel of fortune, and cash cab that can be downloaded online. However, some templates may cost more money depending on the complexity of the game. Classroom Games that Make Test Review and Memorization Fun! (n.d.). Retrieved February 17, 2017, from http://people.uncw.edu/ertzbergerj/msgames.htm Fisher, S. (n.d.). Customize a PowerPoint Game for Your Class with These Free Templates. Retrieved February 17, 2017, from https://www.thebalance.com/free-powerpoint-games-for-teachers-1358169 1. Users will begin with a lot of slides all with the same basic graphic design. 2. The, decide and create a series of questions that are to be asked during the game. 3. By hyper linking certain answers to different slides, the game jumps from slide to slide while playing the game. 4. This kind of setup is normally seen as a simple quiz show game. Example of a Wheel of Fortune Template https://www.teacherspayteachers.com/Product/Wheel-of-Riches-PowerPoint-Template-Plays-Just-Like-Wheel-of-Fortune-383606 Games can be made in order to make a fun and easy way to learn. Popular game templates include: Family Feud Millionaire Jeopardy and other quiz shows. http://www.free-power-point-templates.com/deal-powerpoint-template/ Quick video on template "Millionaire" PowerPoint Games Some games are easier to make compared to others If users are unsure whether or not downloading certain templates is safe, you can actually make your own game by just simply using PowerPoint. add logo here References Example of a Family Feud Template PowerPoint Games are a great way to introduce new concepts and ideas You can create a fun, competitive atmosphere with the use of different templates You can change and rearrange information to correlate with the topic or idea being discussed. Great with students, workers, family, etc. For example: With games like Jeopardy and Family Feud, players can pick practically any answers. The person who is running the game will have to have all of the answers in order to determine if players are correct or not. However, with a game like Who Wants to be a Millionaire, the players only have a choice between answers, A, B, C, or D. Therefore, when the player decides their answer, the person running the game clicks it, and the game will tell them whether they are right or wrong.
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