strengthen your brand by strengthening your story...4 p’s to help you strengthen your brand...
TRANSCRIPT
![Page 1: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/1.jpg)
Strategy. Communications. Branding.
Strengthen Your Brand by
Strengthening Your Story
Janet Chihocky, President and CEO
JANSON Communications
NDIA Small Business Conference
![Page 2: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/2.jpg)
The power of the brand…
![Page 3: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/3.jpg)
Delivers performance
![Page 4: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/4.jpg)
Safety, sales and customer loyalty
![Page 5: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/5.jpg)
BMW brand set the conditions for my “experience”
![Page 6: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/6.jpg)
Understand
the vehicle
![Page 7: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/7.jpg)
Understand the value
![Page 8: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/8.jpg)
Strengthening your brand
![Page 9: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/9.jpg)
What is a brand? An idea or image of your product or service with which customers
connect
Brands communicate a promise or value proposition that is realized
through experience
![Page 10: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/10.jpg)
The realities of the world
we live in
Policy
Consolidation
Africa
Europe
Investors
Competition
Cyber Security
U.S.
Global
Stakeholders
Asia
Economics
Governments
Supply
Chain
Internet
WikiLeaks
Middle
East
Policy
Fewer
Resources
Sales
Program
Requirements Employee
Morale New Markets
Budget
Cuts Public Opinion
Leadership
Congressional
Oversight
YOU
![Page 11: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/11.jpg)
Great brands drive demand for
the market
![Page 12: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/12.jpg)
Great brands communicate “value”
![Page 13: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/13.jpg)
Great brands tell and live a story
![Page 14: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/14.jpg)
How can YOU
leverage your story
to strengthen your
brand?
![Page 15: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/15.jpg)
All while achieving the
goals of the
environment
we’re
operating in
![Page 16: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/16.jpg)
Fiscal austerity
![Page 17: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/17.jpg)
How?
![Page 18: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/18.jpg)
Mobilize your brand by becoming
good at telling and living your story
![Page 19: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/19.jpg)
The basic branding framework
![Page 20: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/20.jpg)
Growth is essential
even just to sustain
current
operations.
![Page 21: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/21.jpg)
4 P’s to help you strengthen your brand
![Page 22: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/22.jpg)
PURPOSE – articulate the brand promise
![Page 23: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/23.jpg)
PICTURE – ensure your brand and your
messaging reflect your vision
![Page 24: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/24.jpg)
PLAN – develop an actionable plan to further engage and connect with your stakeholders
![Page 25: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/25.jpg)
PART – your employees need to understand their role in brand strategy (training, symbols of success, etc.)
![Page 26: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/26.jpg)
If you want to leverage your brand
![Page 27: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/27.jpg)
You need to transition your thinking
![Page 28: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/28.jpg)
Can’t have growth without CHANGE
![Page 29: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/29.jpg)
Can’t have change without FEAR
![Page 30: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/30.jpg)
Those who have a stake in the old way of doing business are not likely to embrace the new
![Page 31: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/31.jpg)
If we remove your logo,
what do you have left?
![Page 32: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/32.jpg)
Great brands can die
![Page 33: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/33.jpg)
Like BMW, the goal
is not to just build a
great brand, but to
sustain it.
![Page 34: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/34.jpg)
Your brand promise: a powerful resource
Integrate the brand attributes that are unique “Quality+”
Nest your brand strategy with your vision/growth strategy
Tools alone don’t brand your message: integrate with your culture
Strengthen your brand by strengthening your story!
![Page 35: Strengthen Your Brand by Strengthening Your Story...4 P’s to help you strengthen your brand PURPOSE – articulate the brand promise PICTURE – ensure your brand and your messaging](https://reader036.vdocuments.net/reader036/viewer/2022071111/5fe727796b861223ed4c8d7b/html5/thumbnails/35.jpg)