mark gillespie ur boot camp presentation€¦ · boot camp. about me 20 years experience in media...
TRANSCRIPT
Brand Basics
MARK GILLESPIE
University of Rochester Small Business Owner
Boot Camp
About me● 20 years experience in media management
(radio, newspapers, magazines)
● 10 years experience in higher educationmarketing communications
● 13 year resident of Livingston County
● Traveler and observer
About you
Brand Basics1. What is branding?
2. How to begin thinking about it
3. Creative platform
4. Workshop
What is a brand?We’ve been surrounded by brands all our lives. We have a gut-level understanding of how they work.
Do we really know what they are?
What a brand is notA brand is not what you see and hear in the world around you
What a brand is not● A logo
What a brand is not● A logo
● A slogan
What a brand is not● A logo
● A slogan
● A catchy jingle
What a brand is not● A logo
● A slogan
● A catchy jingle
● A familiar smell
What a brand is not● A logo
● A slogan
● A catchy jingle
● A familiar smell
● A comfortable fit
A brand is the memory you leave behind of your promise
Just brand itDo you rememberyour first pairof Nikes?
Brands can belifetime relationships
Brands meandifferent thingsto differentpeople
Your beliefs and biasesinfluence how yourespond to marketing
What can we learnfrom the big guys?
Branding is all aboutassociationThe Apple ‘Think Different’campaign still resonatesin the “Genius Bar” andthe focus on creativity
How do youleveragelocation?Hammondsporthas a strongerlocal brand thanFillmore or Batavia.
Why?
How do youleverageaffiliation?If a local businesshas better brand identity than you, why not team up?
How do youleveragetradition?Your product or service might have a strong history outside of your community
How do youleverageneeds?We all need haircuts or car repairs. How does your business make it a great experience?
The creative platform
everythingas a needWe might be able to do without your product, but we can’t do without what your product can add to our lives
I want a frisbee
I need exercise, fresh air, fun, nostalgia, summer
Understand what yourcustomers needIf you could use some help, pull out a psychology textbook
Maslow’s Hierarchy of Needs
Identify your uniqueselling points
What do youand only you have to offer?
Attributesand benefitsmodel
How the customer’s needs and your organization’s productcome together
Attributesand benefitsmodel
The customertends to processproducts inpredictable ways
Pennsylvania State University
Brandmessagemap
Let’s make some educated, structuredguesses aboutyour customer’sexperience
Brandmessagemap
The RIT Collegeof ScienceOpen Housepresentation
How this process creates brand identity
Use the message map to create signage,presentations, interior design, advertising, and employee training
Brandmessagemap
Now it’s time for you to just do it
