+NEWMANDESIGNZANDE

Strategy and Strong Brands

Beware the Web Guy!

(and the radio girl)

Driving Traffic. Driving Profitable Sales.

Attracting Traffic. Attracting Profitable Sales.

Three Tools:

Strategy Defining Questions

Messaging Matrix Tool

DIY Brand Standards Manual

What is a Brand?

A Brand is Not . . .

Your Brand is . . .

An Emotional Connection

A Relationship

Honesty

(Authenticity)

ConsistencyHuman

Promises

Fulfillment

What is the Value of a Brand?

Apple: $183 billion

IBM: $116 billion

Google: $108 billion

BMW: $25 billion

Your Brand is an Asset

Why are brands valuable?

Too Little Time (Time Poor)

Too Many Choices (Information Rich)

How Do We Choose?

Emotions

Trust

Strong Brands:

Clear Competitive Stance

Sense of Purpose

Dedication to Aesthetics

Aesthetics is the Language of Feeling

Information Rich + Time Poor

Customers Value Feeling more than Information

Strategy: The What & Why

Three Strategic Questions:

Who Are You?

What Do You Do?

Why Does It Matter?

Strategy is Proactive

Strategy Establishes the Vision

Everything Else is a Tool

What business owners need are results.

Strategy + Creative = Results.

Primary Tools:

Messaging

Creative

Invest in Content

Create a Messaging Matrix

Restaurant Messaging

Restaurant Messaging Target AudiencesTarget AudiencesTarget AudiencesTarget Audiences

Visitors Homeowners Catering Local Businesses

Primary Messages

Steamers Shellfish To Go specializes in Gourmet Take Out, allowing you to spend more time sharing good fresh seafood with your friends and family and less time cooking or waiting for a table.

Steamer’s diverse selection of fully prepared meals offers something for everyone in your party -- more than seafood.

Secondary Messages

Waterfront Deck for Dining

For convenience, order by phone anytime and specify a pick-up time

Private Chef Service Available

Catering available anywhere from ??? to the 4 wheel area of Corova

The Original Outerbanks Steamer Pot To Go, Since 1994

Channels:

Employee Interactions

Website

Social Media

Email Marketing

In-Store Signage

Visual Design Provides Cues & Pointers

Be mindful of what you are communicating

Will it help or hurt the brand?

Beware the Web Guy!

(and the radio girl)

Who You Are

What You Do

And Why It Matters

Thank you!

zandenewman.com