Branding & Marketing - A Presentation by Lever & Punch
In this slide deck, we explore the differences between Brand, Branding and Marketing. A Brand is an idea created in the minds and hearts of consumers derived from the experience of all the touch-points that he or she has with a business. Branding, on the other hand, is a proactive commitment to creating clear brand promises, communicating them in the most efficient way and living up to them to customers every single day. Branding is who you are, Marketing is what you do. The essentials of Branding begins with answering key questions about yourself, and telling a story that is unique to you, and you alone. This then translates into marketing strategies which will carry your unique tone, ideals and personality. In this current world where there is a multitude of voices shouting for attention, how do you stand out? -------------- Lever & Punch is a Branding, Marketing and Design Consultancy established since March 2014. We are a bunch of rebellious creatives and geeky marketers driven by a love for the artistic and scientific. Our tagline “leading conversations” anchors our commitment in helping our clients to devise engaging content and create critical connections that enables them to converse with their customers. We leverage on content, social media and data science tools to tap on online conversations and generate market intelligence that empowers better business decisions in brand positioning and marketing. For more of us, please visit our website at www.leverpunch.com or drop us a note at enquire@leverpunch.com
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Branding & Marketing - A Presentation by Lever & Punch
- 2. Presented by: Edric Ho BD Director at Lever & Punch A Branding, Marketing & Design agency driven by a love for data & creative flair.
- 4. LET’S DEFINE
- 5. A BRAND IS NOT JUST ABOUT THE LOGO!
- 6. A BRAND is an idea created in the minds and hearts of consumers derived from the experience of all the touch-points that he or she has with a business. BRAND
- 7. BRANDING is a proactive commitment to creating clear brand promises, communicating them in the most efficient way and living up to them to customers every single day. BRANDING
- 10. HOW DO WE GO ABOUT IT? Branding Brand Design Internal Clarity Listening to Your Customers 1 2 3
- 11. Who are you? What do you do? Why do you do what you do? Who do you serve? How are you different? Branding begins with INTERNAL CLARITY 1 It’s about being able to answer these questions:
- 12. Keyword & Keyphrase exercise 1 If answering those questions are difficult, think about your favourite brand and write down the top keywords that come to mind. What will it look like for YOUR BRAND? Sleek Innovative User Centric Simplicity Elegant
- 14. AUTHENTIC RELATABLE PERSONABLE INSPIRING Why tell a Brand Story? EVERYONE LOVES A GOOD STORY. STORIES MAKE YOU… 2
- 15. Talk about yourself • What made you want to do what you do? • What do you believe in? Talk about what you learned • What are the lessons that you’d like to share? Talk about your customers • How did they benefit from using your product/service? Why tell a Brand Story? 2 How do you tell your story?
- 16. 2 Brand Story – Dollar Shave Club Founded: 2011 Founders: Michael Dubin & Mark Levine Sales: $65M in 2014 Users: 2M Members Founded because they were frustrated with the experience of buying razors.
- 20. How did you first hear about us? What was your impression before engaging with our products or us? How have we delivered on that impression? On a scale of 1 to 10 (with 10 being highly likely), How likely are you to recommend us to a friend? What do we do better than our competitors, and vice versa? Do you know what your customers think of you? 3 Ask for their opinion:
- 21. WHAT IS THE ROI OF BRANDING? CUSTOMER LOYALTY.
- 23. • Communication is fast, really fast. • Its 2-way • Customer engagements can be personalized • You can track and measure ROI • Digital Marketing consists of:Digital Marketing In the current era of digital communication,
- 29. With the plethora of eCommerce platforms, some experiences (from a customer’s perspective) are a given: • Appealing, high quality images • Fast page loading, mobile- optimized • Online payment • Free shipping/same-day shipping • Customer Support The eCommerce experience
- 30. • Social Media Contests • Take pictures/hashtag – User Generated Content • Discount Codes • Limited Time Giveaways • Prompts on Abandoned Carts • Discounts if you reach a particular price point • Festive Giveaways • Giveaway Free Content • Loyal customers get more • First-timers get discount/free credits • Partnerships with other vendors • Social Influencers eCommerce Digital Marketing Tactics
- 31. EXAMPLES
- 35. Newsletters offering further deals – reason for subscription
- 36. • Identify your NICHE • What’s your STORY? • User engagement is (still) key! • Tap on digital tools to personalize customer interaction • Discounts/Sales are (almost) never a bad thing In Summary • Contact us!