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BRAND PRESENTATION

BRAND PRESENTATION. Brand is synonymous with reputation. BRAND DEFINED. BRAND DEFINED. A brand is based in reality , earned over time and recognized through consistent communications. BRAND DEFINED. Most powerful tool in the commercial/non-profit and personal environments

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BRAND PRESENTATION

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  1. BRAND PRESENTATION Leff & Associates

  2. Brand is synonymouswith reputation. BRAND DEFINED Leff & Associates

  3. BRAND DEFINED A brand is based in reality, earned over time and recognized through consistent communications. Leff & Associates

  4. BRAND DEFINED • Most powerful tool in the commercial/non-profit and personal environments • Physical, emotional, cultural, rational and proprietary associations that enhance value, create loyalty and increase awareness • Understood by all users • Trust, feel or intangible that a user values • Total experience a user has with a company Leff & Associates

  5. BRAND/BRANDING • Brand: the noun • Commands a premium • Denotes a desired action • Provides a meaningful differentiation • Branding: the verb • Keeps the promise • Delivers the desired experience • Maintains the unique and inspiring platform Leff & Associates

  6. BRANDING Activities involved with communicating the benefits of associating with the brand Leff & Associates

  7. BRANDING What It Is and How It Builds Your Business Or Everything You Need to Learn about Branding Was Taught at the OK Corral Leff & Associates

  8. BRANDING A mark made by burning with a hot iron. Leff & Associates

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  12. BRAND IDENTITY Category leaders have one thing in common - positive brand identity Leff & Associates

  13. BRANDING KNOWLEDGE Let’s take a branding test… with logo prompts Leff & Associates

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  20. BRANDING KNOWLEDGE • Logos are a graphic representation • of a company’s brand • Logos are not “the brand” • Logos prompt emotional response Leff & Associates

  21. EXECUTION: DELIVERING ON THE PROMISE • It is important to have the infrastructure in place before the communications effort is put in motion • The six “P’s” of marketing are the guiding points: Product Place Price Personnel Production Promotion Leff & Associates

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  23. USP–UNIQUE SELLING PROPOSITION The single distinguishing characteristic that will make a client, donor or the press recognize A Kid Again Leff & Associates

  24. BRAND ESSENCE The enduring core – or soul – of the brand. Leff & Associates

  25. BRAND WHEEL ATTRIBUTES BENEFITS VALUES PERSONALITY ESSENCE Leff & Associates

  26. BRAND ENHANCEMENT IMPLEMENTATION Position and Awareness Communications Execution Delivering on the promise Tracking Research Funding Client/Family satisfaction Leff & Associates

  27. BRAND ENHANCEMENTCOMMUNICATIONS PLAN Build for the next 40 years of success Improve top-of-mind consciousness The A Kid Again team and clients deserve, and need, increased marketplace awareness Leff & Associates

  28. BRAND ENHANCEMENTCOMMUNICATIONS PLAN Important points: A Kid Again Goals and Objectives Competition Economic factors Leff & Associates

  29. BRAND ENHANCEMENTCOMMUNICATIONS PLAN Brand name awareness Perceived quality Brand association Brand stewardship Leff & Associates

  30. BRAND ENHANCEMENTCOMMUNICATIONS PLAN PROCESS Management brand session Communications audit Share-of-voice analysis/media investigation Graphics/message evaluation Communications plan Implementation management Leff & Associates

  31. COMMUNICATIONS:CREATIVE BRIEF How can advertising help achieve objectives? How can public relations help achieve objectives? Who are we talking to? What do they currently think about A Kid Again? Leff & Associates

  32. COMMUNICATIONS:CREATIVE BRIEF What is the key brand image? What is the key item that the promotion will change or improve? PROPOSITION: What is the one thing that this promotion can state that will bring about this change? Leff & Associates

  33. COMMUNICATIONS: CREATIVE BRIEF What response do we want from our clients and supporters in terms of : know / think/ feel? Creative elements are… Leff & Associates

  34. Website Advertising Sales Promotion Public Relations E media Personal Contact Word of Mouth Social Media Direct Mail COMMUNICATIONS: PROMOTIONAL MIX Leff & Associates

  35. NON-PROFIT BRAND CASE STUDY Leff & Associates

  36. CASE STUDY • Formed in 2000 • First national event held in 2002 • Currently have over 5000 student riders across North America • 200 teams in seven active zones Leff & Associates

  37. BRAND DEVELOPMENT AND STEWARDSHIP • Stringent show rules • Graphics Standard Manual • Quarterly board meetings (EC and Zone chairs) • Centralized promotional materials • Brand association • Creativity and fun for each rider and team Leff & Associates

  38. BRAND PRESENTATION-QUESTIONS Leff & Associates

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