Ponencia de Joana Lord en The Inbounder

2. Joanna Lord
Chief Marketing Officer
@joannalord

3. Image and perception help drive value;
without an image there is no perception.

4. but first:
let’s pause.

5. What does it mean to build a brand?
Building a brand is a disciplined process where you commit to
investing in awareness and extend customer loyalty. It requires a
mandate from the top and readiness to invest in the future.
Branding is about seizing every opportunity to express why
people should choose one brand over another. A desire to lead,
outpace the competition, and give our teams the best tools to
reach customers.

6. what is a brand?

7. A BRAND IS NOT:
A trademark.
A mission statement.
A logo or slogan.
A product or service.
An advertisement.

8. A BRAND IS:
A point of view.
A customer value.
A competitive advantage.
Engineered.
Alive.
Logic and emotion.

9. “An intangible asset that resides in people’s hearts and minds.”
what is a brand?

11. “An intangible asset that resides in people’s hearts and minds.”
what is a brand?
A revenue driver and a business advantage.

12. We all know these brands…

13. and these.

14. These brands
have been
around for
72
years on average

15. These brands
have been
around for
72
years on average
These brands
have been
around for
4
years on average

16. 4 years*
* feel free to freak out at this.

17. so how did they do it? in such a short time.

18. The Business
of Building a Brand

19. “54% of people don’t trust brands.”
—HBR

20. 01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure

21. 01:create

22. When do you start this process?
NEW COMPANY/
PRODUCT
NAME CHANGE
CREATE AN
INTEGRATED
SYSTEM
REVITALIZE A
BRAND
REVITALIZE A
BRAND IDENTITY
WHEN COMPANIES
MERGE

23. Clarify vision,
strategies, goals
and values.
CONDUCTING
RESEARCH
Customer insights
Market research
Usability testing
Marketing audit
Competitive audit
Language audit
Readout
CLARIFYING
STRATEGY
Narrowing the focus
Positioning
Brand brief
Naming
Renaming
DESIGNING
IDENTITY
Logotype & signature
Look and feel
Color
Typography
Sound
Animation
Trial applications
Presentation
CREATING
TOUCHPOINTS
Website
Vehicles
Collateral
Signage
Product design
Packaging
Advertising
Environments
MANAGING
ASSETS
Building brand champions
Brand books
Standards and guidelines
Standards content
Online branding tools
Reproduction files
Resourcing
Measuring and reporting
1 2 3 4 5
Process for Creating a Brand
Synthesize
learnings, develop
a POV, create a
brief.
Visualize the future,
brainstorm big
ideas, and align.
Finalize identity,
design programs,
apply architecture.
Share broadly,
launch, manage
and nurture.

24. The Character of Porch

25. The Character of Porch

26. The Character of Porch

27. “64% of people cite shared values as
the main reason they purchase from a brand.”
—AdWeek

28. 02:define

29. A brand becomes stronger when you narrow the focus.
- Al Ries, The 22 Immutable Laws of Branding

30. BRAND IDEALS:
Vision
Meaning
Authenticity
Coherence
Flexibility
Commitment
Value
Differentiation
Sustainability
BRAND ELEMENTS:
Brandmarks
Wordmarks
Letterform marks
Pictorial marks
Abstract marks
Emblems
Dynamic marks
Packaging
Characters
BRAND DYNAMICS:
Social media
Mobile
Apps
Touch
Video
Private labeling
Brand licensing
Crisis communications
Personal branding
A lot goes into defining a brand…

31. Your brand is more
than a logo…
but logos tell you
a lot about a brand.

32. Your brand is more
than a logo…
but logos tell you
a lot about a brand.

35. “Color increases brand recognition by up to 80%”
-ColorCom

36. 03:diligence

37. What is branding due
diligence?
It’s a deep analysis of legal, industry, competitive,
operational and product brand risks that will affect
your ability to build a successful brand set it up for
advantageous differentiation.

38. legal:
Read more: http://joannalord.com/what-is-branding-due-diligence-why-should-you-care/
Have you sat down with legal and talked through the legal risks, concerns, opportunities? This can
include trademarks of slogans, imagery, verbiage, etc. Is everything registered that needs to be?
industry:
competitive:
operational:
product:
Have you sat down with your product and business development teams to understand industry
trends, concerns, opportunities?
Have you sat down and truly understood your competitor brands, do you understand what arena
they have won, are playing in, are entering?
Have you sat down and mapped out how this brand will be managed, what internal risks, concerns,
opportunities exist?
Have you sat down and documented the proprietary product and feature arenas you want to own?
Understood the risks and opportunities that exist?

41. 04:share

42. It’s not just values, it’s the
extensive sharing of them that
make a difference.

43. Who are your stakeholders?

44. Who are your stakeholders?

50. 05:integrate

65. Combined
reach
26M
readers
Combined
following
80M
community
Combined
Instagram
57M
followers
Combined
blogger badge
55k
links

66. 06:invest

67. Reasins to invest brand:
1. Make it east for the customer to buy
2. Make it easy for the sales force to sell
3. Make it easy to build brand equity

68. assets vehicles distribution management
What does it mean to invest in brand?

69. What does it mean to invest in brand?
assets
20%
vehicles
20%
distribution
50%
management
10%
assets
25%
vehicles
25%
distribution
25%
management
25%
assets
20%
vehicles
35%
distribution
35%
management
10%
assets
30%
vehicles
30%
distribution
30%
management
10%
startup/early mid-stage/growth
enterprise personal

70. 07:measure

71. wait a hot minute here…
you mean you can measure brand?

72. Awareness Strength Loyalty Sentiment Influence Voice Engagement
How do you measure brand?

74. Awareness Strength Loyalty Sentiment Influence Share Engagement
How do you measure brand?
New prospects
Impressions
Traffic
Links
User data
Usage data
CTRs
Revenue lift
Increased
intent
Average order
size
Visitor recency
Customer
recency
Depth of visit
Return rates
NPS
Social
sentiment
RAF lift
IAF lift
Ambassador
program
signups
Partner
inquiries
Share of
search
Press
mentions
Social signals
Community
size
On-site actions

75. let’s wrap this party up.

76. 01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure

77. 01:create
02:define
03:diligence
04:share
05:integrate
06:invest
07:measure

78. A brand-driven business is not easy to build.

79. and that’s why most companies don’t build great brands.

80. they don’t define it.
they don’t do their diligence.
they don’t integrate it.
they don’t invest.
they don’t measure.
which builds skeptics…
and kills innovation.

81. they don’t define it.
they don’t do their diligence.
they don’t integrate it.
they don’t invest.
they don’t measure.
which builds skeptics…
and kills innovation.

82. thats where we come in.

83. To plan for one year, grow sales.
To plan for three years, grow channels.
To plan for decades, grow a brand.