Branding Beginning to End | Oklahoma City, Ok
VI Marketing and Branding
Speakers: Jennifer Blevins, Rachel Merritt, Christine Golden
For our September program, we were able to hear from three Senior Marketers from VI Marketing and Branding about the inside-out process of branding. In this presentation, VI discussed how to develop a unique brand position, how to design corporate identity that supports the brand, and how to successfully communicate it through social media and other channels. Below are a few notes from the presentation.
What is branding?
A brand is developed from a culture and it is the foundation for all communications. Your brand should be a frame of reference for external audiences and a compass to guide decision making for internal audiences.
A brand is a promise that communicates value. It owns a position in the market and covers all targets.
VI Marketing has a tool that they call “brand digging,” which is basically market research. With this tool they go through what the company wants for their brand attributes which is the brand’s position statement, the brand’s vision, the brand’s personality and the brand’s strategy (3-5 year marketing plan).
The next step after figuring out the brand attributes is competitors. In this step you figure out how to stand out visually i.e. first you figure out your brand with words (attributes) and then you work the visual aspect of your brand. One step of the visual process is to find out how important history is to the company. In this step you will do color exercises to make more modern visuals. Every company must have branding guidelines. After defining those guidelines, you should go apply and show the world with updated fonts, logos and colors. That is where the marketing planning comes in.
There are six steps to the marketing planning phase: situation analysis, objective, strategy, tactics, messages and results. The key in this step is to make sure your plan is actually measurable. One part of this process is social media planning. Your goal in the social media planning process is to 1) attract 2) educate 3) engage 4) convert. Your target audiences of social media are Twitter, Instagram and Facebook. So your first goal and objective is to figure out those three outlets. Then you have to move on to a content strategy (videos, images, etc.). Today there are many helpful tools that can measure marketing to see what people are looking at and how much so that you can post more on the hit items. These tools, also known as key performance indicators, help you to understand if you are moving in the right direction or not.
At the end of the day, you need to ask yourself three things:
- What can we deliver
- What do people want from our brand (branding is more than just logos, it’s the space in people lives
- What positions do our competitors own