B R A N D M A N A G E M E N T

A T L A R G E O V E R V I E W

BackgroundRolesServices• Brand Management• Experience Management• Project Management

S E R V I C E M O D E L

T H E B E N E F I T S O F B R A N D M A N A G E M E N T

Brand Equity/Value• Awareness• Relevance• Loyalty• Price Elasticity• Extendability• Marketing Efficiency (saves time/money)• Competitive Advantage

Case Studies• Dow STYROFOAM• Greenville Federal Credit Union• MTC Federal Credit Union• Human Technologies, Inc.

B R A N D D E F I N I T I O N

Anything that can be described as a noun can also be a brand. A soap is a brand. A restaurant is a brand. A giraffe is a brand. You are a brand. When we talk about brand in the marketing sense, we're talking about creating/managing the Brand Identity which is defined like this:

Brand Identity is the unique configuration of words, images, ideas, and experiences that forms a consumer's total perception of a company, product, or service and gives it relevance to them.

B R A N D C H A L L E N G E

Where many organizations fail is in consistently matching up their brand promises (what they want consumers to perceive) with their brand experiences (what consumers really perceive).

Our Brand Management System is designed to match up the brand promises with the brand experiences through a disciplined methodology that considers every Brand Identity vehicle.

B R A N D I D E N T I T Y V E H I C L E S

Communications• Literature, Stationery,

Direct Mail, Print, Television, Radio, Outdoor, Signage, POS, Websites, E-mail, Presentations, Press Releases, Articles, Speeches, Phone/Verbal, Referrals

Products/Services• Purpose• Packaging• Function

Environments• Stores• Offices• Sales/Service Calls• Events

People• Appearance• Behaviors• Language• Knowledge• Skills

B R A N D M A N A G E M E N T S Y S T E M

Research• Communications• Competition• Marketplace• Customer Perceptions• Staff Perceptions

Design• Brand Positioning• Brand Personality• Brand Messaging• Brand Standards

Execution• Brand Standards• Marketing Plans• Communications Plans• Projects

Evaluation• Results• Execution• Design• Research

B R A N D M A N A G E M E N T S Y S T E M – R E S E A R C H

Communications• Roles/Status – literature, website, verbal, etc.

Competition• Strengths, weaknesses

Marketplace• Opportunities, threats

Customer Perceptions• Positives, negatives

Staff Perceptions• Of brand and all topics above

B R A N D M A N A G E M E N T S Y S T E M – D E S I G N

Brand PositioningBrand PersonalityBrand Messaging (by audiences and products/services)

Brand Standards• Graphic Standards• Language Standards• Process Standards• Measurement Standards

B R A N D S T A N D A R D S

Graphic Standards• Logos (Criteria)• Page Personality• Templates

Language Standards• Tagline (Criteria)• Naming Architecture• Style Guide• Templates

Process Standards• Roles• Workflow• Documents/Forms• Information Management• Brand Reviews

Measurement Standards• Objectives• Existing Research/Metrics• New Research/Metrics

B R A N D M A N A G E M E N T S Y S T E M – E X E C U T I O N

Brand StandardsMarketing Plans• Price, Product, Place, Promotion, Pleasure• Objectives, Strategies, Tactics

Communications Plans• Objectives, Strategies, Tactics

Projects

B R A N D M A N A G E M E N T S Y S T E M – E V A L U A T I O N

ResultsExecutionDesignResearch

G E T T I N G S T A R T E D

Identify the need• Brand Management

- Brand Development Session• Experience Management

- Experience Development Session• Project Management

- Define roles and deliverables

At Large Submits• Work Plan• Cost Estimate• Work/Compensation Agreement