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UNDERSTANDING THE CLARK BRAND

UNDERSTANDING THE CLARK BRAND. What is the CLARK Brand?. What is the CLARK Brand?. IT’S NOT THIS. What is the CLARK Brand?. IT WASN’T THIS THEN,. What is the CLARK Brand?. IT ISN’T THIS TODAY,. What is the CLARK Brand?. The CLARK Identity. It’s not these things either….

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UNDERSTANDING THE CLARK BRAND

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  1. UNDERSTANDING THE CLARK BRAND

  2. What is the CLARK Brand?

  3. What is the CLARK Brand? IT’S NOT THIS

  4. What is the CLARK Brand? IT WASN’T THIS THEN,

  5. What is the CLARK Brand? IT ISN’T THIS TODAY,

  6. What is the CLARK Brand? The CLARK Identity It’s not these things either…

  7. What is the CLARK Brand? The CLARK Brand is The synergy of what people see + hear + read + experience = think about CLARKproducts and services. In other words…

  8. What is the CLARK Brand? It’s not what wesay our brand is, It’s what THEYsay it is. Built To Last Products Competitive Price Worldwide Distribution Financial Performance Safety Record & Policies Experienced People Communications Public Relations Culture Community Stewardship Philanthropy Consumer Promote Perception This is where the CLARK brand lives

  9. If that is true, then… We must be aware that Peopleare influenced by: • Too many choices • Too little time • Offerings that have similar quality and features • The comparative relationship between Want & Need Consumer The advantages of a Strong Brand & Benefitsof a positive influence: • A strong brand functions as an information guide, Increasing market transparency • A strong brand has a symbolic benefit, Increasing prestige • Most importantly, consistency builds trust

  10. Brand Strategy Definition An effective brand experience creates valueby ensuring that people choose CLARK over our competitors and enables us to build loyal relationships with decision makers

  11. Brand Strategy Definition An effective brand experience creates valueby ensuring that people choose CLARK over our competitors and enables us to build loyal relationships with decision makers And a brand can be effectively implemented & managed With five key elements of brand-building: 1. DIFFERENTIATE 2. COLLABORATE 4. VALIDATE 5. CULTIVATE

  12. Brand Strategy Implementation Differentiate The three most important words in differentiating our brand: Focus Focus Focus

  13. Brand Strategy Implementation Differentiate The three most important questions in differentiating our brand: Who are we? What do we do? Why does it matter?

  14. Brand Strategy Implementation Differentiate Unless we have compelling answers to these questions, We need more focus. Who are we? What do we do? Why does it matter?

  15. Brand Strategy Implementation Collaborate Consumer Integrated Communication is keyto Creating & Maintaining Our Brand Identity.

  16. Brand Strategy Implementation Validate We Strengthen the awareness and attractiveness of our brand by: • Increasing strong links to the brand through Communication • — The Overall Idea • Maintaining and enhancing competitive advantages • — The Brand Voice • Representing the needs and preferences of the customer groups • — The Visual Style • Implementing Identity guidelines with clear and simple rules • — Corporate Design Elements

  17. Brand Strategy Implementation Validate We Strengthen the awareness and attractiveness of our brand by: • Increasing strong links to the brand through Communication • — The Overall Idea Old Way MONOLOGUE New Way DIALOGUE SENDER MESSAGE RECEIVER SENDER MESSAGE RECEIVER

  18. Brand Strategy Implementation Validate We Strengthen the awareness and attractiveness of our brand by: • Increasing strong links to the brand through Communication • — The Overall Idea • Maintaining and enhancing competitive advantages • — The Brand Voice Communication Making the Promise Behavior Delivering the Promise

  19. Brand Strategy Implementation Validate We Strengthen the awareness and attractiveness of our brand by: • Increasing strong links to the brand through Communication • — The Overall Idea • Maintaining and enhancing competitive advantages • — The Brand Voice • Representing the needs and preferences of the customer groups • — The Visual Style — has to make the customer: 1. Notice the Product 2. Ask “What is it?” 3. Ask “Why should I care?” 4. Want to be persuaded 5. Need proof

  20. Brand Strategy Implementation Validate We Strengthen the awareness and attractiveness of our brand by: • Increasing strong links to the brand through Communication • — The Overall Idea • Maintaining and enhancing competitive advantages • — The Brand Voice • Representing the needs and preferences of the customer groups • — The Visual Style • Implementing Identity guidelines with clear and simple rules • — Corporate Design Elements

  21. Brand Strategy Maintenance Cultivate Brand Identity Guidelines & Effective Corporate Design Elements are best defined by these key elements: Distinctiveness Brevity Appropriateness Likeability Extendability Protectability

  22. Brand Strategy Maintenance Cultivate Brand Identity Guidelines & Effective Corporate Design Elements are best defined by these key elements: IfOur Brand Value is achieved by howconsumersfeel aboutCLARK, Then Our Brand Identity begins with what they see. These elements are what best help communicate the consistency and trust that is imperative to success. Distinctiveness Brevity Appropriateness Likeability Extendability Protectability

  23. In Conclusion… We all have the same Goal: And we all have a responsibility to nurture the CLARK Brand and influence how people see our organization.

  24. In Conclusion… We all have the same Goal: And we all have a responsibility to nurture the CLARK Brand and influence how people see our organization. We are building a great Brand: Take pride in knowing that each of us contributes to making sure CLARK is seen consistently and positively.

  25. In Conclusion… We all have the same Goal: And we all have a responsibility to nurture the CLARK Brand and influence how people see our organization. We are building a great Brand: Take pride in knowing that each of us contributes to making sure CLARK is seen consistently and positively. We want our Brand to be universally recognized: The CLARK Branding & Identity Standards Guide ensures our brand identity remains a reflection of who we are, strengthens our brand promise, and enables CLARK to be universally recognized and trusted around the world for years to come.

  26. We are…

  27. To provide feedback or seek answers about the CLARK Brand, contact: brandapproval@clarkmhc.com

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