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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.mu

Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.murraywhalen.com. Strategic marketing communications firm focused on integrated B2B branding, marketing and PR services

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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.mu

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  1. Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.murraywhalen.com

  2. Strategic marketing communications firm focused on integrated B2B branding, marketing and PR services • Help experts, executives and entrepreneurs transform their expertise into commercial success • Top-level strategic thinkers who also provide hands-on tactical execution • 20 years of experience in B2B marketing, branding and PR • Developed brands for diverse clients

  3. What Is a Brand?

  4. Is This a Brand?

  5. A Brand Is… • More than a name or a logo • The articulation of your value proposition and what key constituencies can expect from their experience with you • Helps customers/clients to identify and differentiate one product or service from another • Helps cultivate new business relationships while strengthening existing ones • Reduces the need to compete on price

  6. Tangibles & Intangibles

  7. Create Distinctions

  8. Brand Elements Brand Perceptions Brand Expectations

  9. The Brand Promise • What will costumers get when they purchase your product or service? What’s the value prop? • Should incorporate tangible + intangibles to create feelings that consumers get when they use your products and services.

  10. Brand Perceptions • Brands are built by consumers, not companies. The way consumers perceive a brand defines it. • Work to develop consumer perceptions that accurately reflect your brand, or your brand is doomed to mediocrity.

  11. Brand Expectations • Based on your brand promise, consumers develop expectations for your brand. • If your brand doesn’t meet expectations in every interaction, consumers will become confused or disappointed and leave.

  12. Brand Persona • Every brand has a persona. • Think of your brand as a person. • What is that person like? • What can you expect when you interact with that person? • Consumers evaluate and judge your persona before they do business with you.

  13. Brand Elements • Brand logo, messaging, packaging, etc. • All must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona.

  14. If I Were a Brand… • If I were a brand, I would be ______ because________. • What words do you associate with this brand? • Provide at least five support words, i.e., what are your brand attributes?

  15. Brand Message Checklist • Does your core brand message offer anything different from your competitors? • Is your messaging short, simple and clear? • Do your messages reflect reality? Brand messages must be authentic to be believed. • Do your messages resonate with your target audience? • Is your brand sticky?

  16. Lisa Murray www.murraywhalen.com Phone: 617.835.0396 Email: lisa@murraywhalen.com LinkedIn: www.linkedin.com/in/lisamurraypr Twitter: @LisaMurrayMWC

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