Understanding & Creating Your Brand — 2014 FVRMA
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The document explores the concept of brand understanding and creation, emphasizing the importance of customer perception, emotional response, and the brand's unique identity. It outlines key elements such as touchpoints, brand voice, and competitive analysis, while also highlighting the necessity for brands to evolve in response to customer needs. The document concludes with actionable takeaways for effective brand management and consistency across all customer experiences.
Understanding & Creating Your Brand — 2014 FVRMA
- 1. UNDERSTANDING & CREATING YOUR BRAND ©2014 . Copyright . All Rights Reserved
- 2. HI. ©2014 . Copyright . All Rights Reserved
- 3. WHO BELIEVES THEY HAVE A BRAND? ©2014 . Copyright . All Rights Reserved
- 4. ©2014 . Copyright . All Rights Reserved
- 5. WHAT DOES YOUR CUSTOMER SEE? ©2014 . Copyright . All Rights Reserved
- 6. LOGO PHOTOS & VIDEOS ©2014 . Copyright . All Rights Reserved BROCHURE OFFERS & DEALS WEBSITE ARTICLES SOCIAL MEDIA MEDIA
- 7. WHAT DOES YOUR CUSTOMER FEEL? ©2014 . Copyright . All Rights Reserved
- 8. HAPPY? SUPPORTED? MEMORABLE? FUN? COMFORTABLE? ©2014 . Copyright . All Rights Reserved RELAXED? SAFE? CONNECTED?
- 9. TOUCH POINTS & CORE VALUES ©2014 . Copyright . All Rights Reserved
- 10. THE GUEST GREETING ARRIVAL OFFERINGS LOCATION EXPERIENCE FULFILLMENT TRUST ©2014 . Copyright . All Rights Reserved
- 11. BRAND REFLECTION VOICE CREATIVITY VALUE EXCLUSIVITY INTUITIVE RESPECTFUL TRADITION ©2014 . Copyright . All Rights Reserved
- 12. COMPETITION ©2014 . Copyright . All Rights Reserved
- 13. COMPETITIVE AUDIT ©2014 . Copyright . All Rights Reserved • Who are your competitors?! • What is being done by your competitors?! • What are the doing right? Wrong? Not at all?! • Who are you being compared to?! • How effective are they?!
- 14. BRAND BUILDING ©2014 . Copyright . All Rights Reserved
- 15. CORPORATE CONSUMER ESSENCE POWER ©2014 . Copyright . All Rights Reserved PRODUCTS CULTURE HISTORY DEMOGRAPHIC CORE VALUES EVOLUTION VISUAL PRICE QUALITY STATUS VALUE RISK EMOTION PERCEPTION EMOTION
- 16. BRAND CORE PERCEPTION ESSENCE EMOTION ©2014 . Copyright . All Rights Reserved
- 17. DISTILLATION OF ESSENCE ©2014 . Copyright . All Rights Reserved
- 18. VISION • What is in conflict with your brand?! • What are your most important products and services?! • Why are you perceived as different within your category?! • What is unique about doing business (both from a B2B and B2C) with you?! • How do your customers describe your properties, services and brand?! • Where do you want your company to be in five years? ©2014 . Copyright . All Rights Reserved
- 19. PERSONALITY • What emotions do you want your properties, services and attractions to elicit?! • What kind of emotional customer feedback do you receive? Does it marry your vision?! • If your brand was a person, describe their personality traits.! • Is your brand an introvert or extrovert?! ©2014 . Copyright . All Rights Reserved • Are you believable?
- 20. VOICE ©2014 . Copyright . All Rights Reserved • Are you loud or soft? ! • Are you lighthearted and fun?! • Are you serious and all-business?! • Are you eco-friendly, pet friendly, LGBT friendly?! • Entering your properties should tell your guest what?
- 21. GUEST PERSPECTIVE ©2014 . Copyright . All Rights Reserved • Who is your ideal guest?! • Who is your nightmare guest?! • Which market segment does your property serve?! • Why should your customers care?! • What is your brand promise?
- 22. BRAND PERSPECTIVE ©2014 . Copyright . All Rights Reserved • Is my story easy to tell?! • What is my story, my promise and my place?! • What are the realities of the perceptions we create?! • What are the intangible by-products of those perceptions?! • What about the brand must always change?! • What about the brand will never change?
- 23. VISUAL BRANDING ©2014 . Copyright . All Rights Reserved
- 24. MODERN LUXURY COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
- 25. MODERN Luxury COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
- 26. MODERN Luxury COST EFFICIENT TIMELESS ©2014 . Copyright . All Rights Reserved
- 27. ©2014 . Copyright . All Rights Reserved MODERN
- 28. ©2014 . Copyright . All Rights Reserved Luxury
- 29. COST EFFICIENT ©2014 . Copyright . All Rights Reserved
- 30. TIMELESS ©2014 . Copyright . All Rights Reserved
- 31. VISUAL BRAND TOUCH-POINTS ©2014 . Copyright . All Rights Reserved
- 32. BRAND SAMPLES ©2014 . Copyright . All Rights Reserved
- 33. EXAMPLE ©2014 . Copyright . All Rights Reserved
- 34. EXAMPLE: TIFFANY & CO. “Beautiful design makes a beautiful life” ! ~ Charles Lewis Tiffany ©2014 . Copyright . All Rights Reserved
- 35. EXAMPLE ©2014 . Copyright . All Rights Reserved
- 36. EXAMPLE: HARLEY DAVIDSON “I’m a total badass.” ! ~ Thinks everyone that owns one ©2014 . Copyright . All Rights Reserved
- 37. EXAMPLE: THE RITZ-CARLTON ©2014 . Copyright . All Rights Reserved
- 38. EXAMPLE: THE RITZ-CARLTON A philosophy ! that raises anticipation to an art form. ©2014 . Copyright . All Rights Reserved
- 39. THE NEW MEDIA LANDSCAPE ©2014 . Copyright . All Rights Reserved
- 40. PAID: Media ©2014 . Copyright . All Rights Reserved Earned: Media SOCIAL Owned: IP INTELLIGENCE DATA ADVERTISING Online Traditional Endorsements Outreach PARTNERSHIPS Co-Branding White Labeling CONTENT UGC Created Curated Location-Based Ranks & Reviews INFLUENCER Responsive Recruitment Retention INTELLIGENCE Testing Monitoring Optimization Analysis AFFILIATES Partnerships Ambassadors PROPERTIES Content: Blogs Websites Data & Lists Mobile/Tablet Applicational Product Email COMMUNITY Subscribers Forums Groups Boards CHANNELS Facebook Twitter YouTube LinkedIn Google+ Instagram etc.
- 41. CHANNELS ©2014 . Copyright . All Rights Reserved
- 42. ©2014 . Copyright . All Rights Reserved
- 43. VISUAL SOCIAL ROTATION ©2014 . Copyright . All Rights Reserved
- 44. ©2014 . Copyright . All Rights Reserved
- 45. ©2014 . Copyright . All Rights Reserved
- 46. ©2014 . Copyright . All Rights Reserved
- 47. ©2014 . Copyright . All Rights Reserved
- 48. ©2014 . Copyright . All Rights Reserved
- 49. BRAND PROTECTION ©2014 . Copyright . All Rights Reserved
- 50. LISTEN! See the following free/paid tools to listen/monitor your audience and brand:! ©2014 . Copyright . All Rights Reserved • Hootsuite! • Twitter Search! • Social Mention! • Google Alerts! • Talk Walker Alerts
- 51. BRANDS ON THE GROUND Customer Support Sales PM Social ©2014 . Copyright . All Rights Reserved Management Staff BRAND TRIAGE CRISIS
- 52. BRAND LIFT ©2014 . Copyright . All Rights Reserved
- 53. KPI S • Social Growth: increased likes, subscribers, followers, downloads, sign ups, etc.! • Reputation management: This can look like a great many things, but most assuredly it will be an adherence to brand standards.! • Response management: These actions can vary from community management, response to comments within threads as well as moderation and rule adherence.! • Sentiment: An aggressive adherence to maintaining a positive perception of the brand and its actions to the audience.! • Sales: of purchasable rooms, merchandise and or associated services. ©2014 . Copyright . All Rights Reserved
- 54. TAKEAWAYS ©2014 . Copyright . All Rights Reserved
- 55. ACTION ITEMS 1. Remember, brand is more than just a logo, marketing directives and tag lines.! 2. If your brand doesn’t match the needs of your customer — your brand must evolve.! 3. Ask yourself if your brand is permeating all the touch points of your guest’s experience.! 4. Does your staff truly understand, believe and speak your brand?! 5. Make sure your brand is consistent, active and ubiquitous.! 6. Create a support process within brand.! ©2014 . Copyright . All Rights Reserved 7. Fail fast.
- 56. Q&A www.justicemitchell.com! ©2014 . Copyright . All Rights Reserved