branding 201 - beyond the brand from promise to practice
DESCRIPTION
An ad campaign? A signature event? Distinctive packaging? Now that you’ve determined your brand, let’s discover the best way to bring your brand to life for consumers. Learn how to take your brand from promise to practice in this interactive session. This session is an advanced branding session and builds upon the basics of branding covered in Branding 101 during Breakout Session #1TRANSCRIPT
BEYOND THE
BRANDFrom promise to practice
What ways have you seen companies
execute brands?
How you answer the phone.
Everything is branding.What you wear.
How you package your product.
Why is branding important?
75% of buying decisions
are based on emotion.
— Brandingonthenet.com
20% of your customers will deliver
80% of your revenues.
Why it’s important to define your niche.
-Brandingonthenet.com
AT THE RIGHT TIME
Smart execution is important because it helps you:
SPEND WISELY
TELL YOUR STORY
CREATE CONTINUITY, MEMORABILITY
ENGAGE THE RIGHT PEOPLE
• A mother and son business
• Handmade ice cream sandwiches
• Delivering warm cookies by the dozen
• Based on 108-year-old Great-Grandma
Thelma's recipe
“A strong brand is like a a selling machine that is always working. It makes operating the rest of the business easier because I don't have to keep reselling to the same people. They remember us and purchase again on their own”
Dereck LewisOwner - Thelma’s
• Craft beer made in a college town restaurant
• Entering new markets in Iowa
• Now selling in bottles/tap handles in bars
boxes
• Annual, grassroots alternative music festival
• National, regional and local acts
• 4th of July weekend in downtown Des Moines
Love Songs for Lonely Monsters Jesse Jamz Jade Reed Brad Goldman Alex Brown John Solarz DJ Eight Ten
Mantis Pincers Dustin Smith & the Sunday Silos Little Ruckus Derek Lambert and the Prairie Fires The Sun Company Holy White Hounds Now, Now Jaill K-Holes Delta Rae Night Moves Mark Mallman Christopher the Conquered & His Black Gold Brass Band Tajh
Pieta Brown Leslie & The LY's Maxilla Blue The Sundogs Dead Larry Bright Giant Mumford's Dumptruck Butterlips Seedlings Freddie Gibbs Greensky Bluegrass Jason Isbell and The 400 Unit Useful JenkinsDinosaur Jr. Atmosphere Leftover Salmon F****d Up Dan DeaconDeath Cab For Cutie The Avett Brothers
Love Songs for Lonely Monsters Jesse Jamz Jade Reed Brad Goldman Alex Brown John Solarz DJ Eight Ten
Three Stages Meet ‘n’ Greets Street Art Kid’s Fun Zone “Do More” Village DIY Crafts Food, Drinks, Sweet Treats Start-Up Central Visit 80-35.com for more details
Three Stages Meet ‘n’ Greets Street Art Kid’s Fun Zone “Do More” Village DIY Crafts Food, Drinks, Sweet Treats Start-Up Central Visit 80-35.com for more details Mantis Pincers Dustin Smith & the Sunday Silos Little Ruckus Derek Lambert and the Prairie Fires The Sun Company Holy White Hounds Now, Now Jaill K-Holes Delta Rae Night Moves Mark Mallman Christopher the Conquered & His Black Gold Brass Band Tajh
Pieta Brown Leslie & The LY's Maxilla Blue The Sundogs Dead Larry Bright Giant Mumford's Dumptruck Butterlips Seedlings Freddie Gibbs Greensky Bluegrass Jason Isbell and The 400 Unit Useful JenkinsDinosaur Jr. Atmosphere Leftover Salmon F****d Up Dan DeaconDeath Cab For Cutie The Avett Brothers
How will you put your brand into practice?
Products/Services
InternallySocial media
Mass Media
Non-traditional
ANYTHING ELSE?