The CEO’s Approach to Branding

www.ShortTrackCEO.com www.ShortTrackCEO.com

©2010 ShortTrack CEO

BRANDING
• How do Mid-Market CEOs think about “branding”?

• Fancy Agencies
– Is that $100,000 branding campaign going to produce any results?

• Massive Expense
– Changing logo means changing all signage, packaging, corporate identity and market materials

• Intangible Item
– Difficult to measure
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www.ShortTrackCEO.com
©2010 ShortTrack CEO

WHAT DOES BRANDING MEAN?
• Logos?
– Designers might say so

• Product line?
– Product managers might say so

• Different people describe it differently

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

BRANDING DEFINED
• The Entire Experience
– With a product/service/company

• Elements of Experience
– – – – Emotions after seeing logo/colors Feelings triggered by print, digital and traditional media Tone of conversations: one-to-one and one-to-many Personality of people interacting with market
• Sales rep • Customer service

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

RESULT OF EXPERIENCE
• Elements of Brand Work Together • Create an Impression

Good

Forgettable

Bad

• Occurs Regardless of Your Intentions

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

VALUE OF BRANDING
• Strong Brands Influence Markets

• Create Economic Goodwill
– Measured on balance sheet – Coca-Cola brand alone (not company value) estimated at $68 billion (Interbrand)

• Influence Pricing and Customer Lifetime Value (CLV)
– Drivers of company value

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

EXAMPLE
• If You Could Raise Prices 3% Without Losing Sales….
OR

• If You Could Increase YOUR CLV

• How Would These Affect Company Value?
Branding and Accomplish This!

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

A SIMPLE BRANDING STRATEGY
• Mid-Market CEO Should Own
– Most don’t have a CMO to police this – Stay high-level

• Focus on Delivering a Defined, Consistent Experience
– At each market touch point – Each time you interact with market

• Too Important to Delegate
– Lower-level creative people & consultants shouldn’t define your strategy
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www.ShortTrackCEO.com

©2010 ShortTrack CEO

HOW CEO CAN OWN EXPERIENCE
• Write Down the Details of the Experience to Deliver
– For each offering – Every time interact with market – Be specific
• Use tangible, concrete examples

– Create vivid picture

• Refer to Experience Outline at Every Marketing & Strategic Decision
– Share with team – Pricing, product development, service offering components, people & their roles, sales messaging, store/office design, corporate identity, marketing campaigns
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www.ShortTrackCEO.com
©2010 ShortTrack CEO

LONG-TERM GOAL
• Delivering a Repeatable Experience Wins Mindshare of Market
– Positions you as a certain “something” – Builds competitive advantage

• Download our eBook for More
– http://www.shorttrackceo.com/mid-market-ceo-ebook/

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www.ShortTrackCEO.com

©2010 ShortTrack CEO

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