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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.murraywhalen.com - PowerPoint PPT Presentation


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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.murraywhalen.com. Strategic marketing communications firm focused on integrated B2B branding, marketing and PR services

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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.murraywhalen.com

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Lisa Murray

Brand & Reputation Marketing Expert

Principal, Murray Whalen Communications

lisa@murraywhalen.com

www.murraywhalen.com


  • Strategic marketing communications firm focused on integrated B2B branding, marketing and PR services

  • Help experts, executives and entrepreneurs transform their expertise into commercial success

  • Top-level strategic thinkers who also provide hands-on tactical execution

  • 20 years of experience in B2B marketing, branding and PR

  • Developed brands for diverse clients


What Is a Brand?


Is This a Brand?


A Brand Is…

  • More than a name or a logo

  • The articulation of your value proposition and what key constituencies can expect from their experience with you

    • Helps customers/clients to identify and differentiate one product or service from another

    • Helps cultivate new business relationships while strengthening existing ones

    • Reduces the need to compete on price


Tangibles & Intangibles


Create Distinctions


Brand Elements

Brand Perceptions

Brand Expectations


The Brand Promise

  • What will costumers get when they purchase your product or service? What’s the value prop?

  • Should incorporate tangible + intangibles to create feelings that consumers get when they use your products and services.


Brand Perceptions

  • Brands are built by consumers, not companies. The way consumers perceive a brand defines it.

  • Work to develop consumer perceptions that accurately reflect your brand, or your brand is doomed to mediocrity.


Brand Expectations

  • Based on your brand promise, consumers develop expectations for your brand.

  • If your brand doesn’t meet expectations in every interaction, consumers will become confused or disappointed and leave.


Brand Persona

  • Every brand has a persona.

  • Think of your brand as a person.

    • What is that person like?

    • What can you expect when you interact with that person?

    • Consumers evaluate and judge your persona before they do business with you.


Brand Elements

  • Brand logo, messaging, packaging, etc.

  • All must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona.


If I Were a Brand…

  • If I were a brand, I would be ______ because________.

  • What words do you associate with this brand?

    • Provide at least five support words, i.e., what are your brand attributes?


Brand Message Checklist

  • Does your core brand message offer anything different from your competitors?

  • Is your messaging short, simple and clear?

  • Do your messages reflect reality? Brand messages must be authentic to be believed.

  • Do your messages resonate with your target audience?

  • Is your brand sticky?


Lisa Murray

www.murraywhalen.com

Phone: 617.835.0396

Email: lisa@murraywhalen.com

LinkedIn: www.linkedin.com/in/lisamurraypr

Twitter: @LisaMurrayMWC


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