Post on 24-May-2015
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The Importance of Branding
May 15, 2014
Who’s this guy?
• Own a marketing and communications consultancy
– Work with a variety of companies located in Atlantic Canada, Central/Western Canada and the US
• Before that, worked at large ad agencies in Halifax and Toronto
– Clients were NSLC, ALC, Toyota, Canon, CIBC, Kraft, Rogers and Dare Foods
• Work for two of Canada’s top brands – Molson and Nikon
• Strong experience in a variety of media and engagement channels
The World is a Busy Place
So… how does a brand survive?
Companies need to keep their eye on the ball (or brand)
Top brands in 2003
Interbrand Top 100
Top brands in 2013
Interbrand Top 100
Lets confirm the definition of a Brand
Is it this?
This?
This?
Or this guy?
My view is…
A brand is…
An embodiment of an ‘idea’
A brand is…
More than a slogan…
…or an ad campaign
A brand is…
A brand is…
Compelling point of difference
A brand is…
The bond
that gives
people a
reason to
believe
A brand is...
NOT Perfect
Finally… a brand is…
Relevant and Reinventing
What’s happening with today’s brands?
People are ‘owning’ brands
Who really owns the brand?
The organization or the people
connected to it?
Communities and ‘villages’ are thriving
Loyalty has evolved to evangelism
Those who like it, like it a lot
Flexibility and fragmentation is ok
Brands are icons, hashtags, urls and avatars
There’s always a new engagement channel
People don’t just show up
What can we learn from others?
Fun and Caring Brand
Happy time of year
Offer customers a Christmas ‘miracle’
Pushed out and picked up
Results
Brand with Equity and History
The Super Bowl… Lights Out
Relevant and Topical Brand Message
Pushed out through social channels
Results
Here is ‘why’ companies need to brand
Importance of Branding
To be different
Give people a reason to
choose
Grow the business
Build a reputation
Importance of Branding
Build loyalty
Support corp. vision
Evolve the offering
Change perceptions
Importance of Branding
Ensure Alignment and Focus
So, how can you help those looking to ‘brand’
Step#1 – LOOK AROUND
Step #2 – TALK TO CUSTOMER/USERS
Step #3 – DEFINE WHO YOU ARE
Step #4 – OUTLINE ‘WHY YOU’
Step #5 – DEFINE THE POSITIONING
Question?
sean@williamsmarketing.cawilliamsmarketing.ca@swmgroup