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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications [email protected] 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

[email protected]

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
What Is a integrated B2B branding, marketing and PR servicesBrand?


Is this a brand
Is This a integrated B2B branding, marketing and PR servicesBrand?


A brand is
A Brand Is… integrated B2B branding, marketing and PR services

  • 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
Tangibles & Intangibles integrated B2B branding, marketing and PR services


Create distinctions
Create Distinctions integrated B2B branding, marketing and PR services


Brand elements
Brand Elements integrated B2B branding, marketing and PR services

Brand Perceptions

Brand Expectations


The brand promise
The Brand Promise integrated B2B branding, marketing and PR services

  • 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
Brand Perceptions integrated B2B branding, marketing and PR services

  • 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
Brand Expectations integrated B2B branding, marketing and PR services

  • 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
Brand Persona integrated B2B branding, marketing and PR services

  • 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 elements1
Brand Elements integrated B2B branding, marketing and PR services

  • 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… integrated B2B branding, marketing and PR services

  • 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
Brand Message Checklist integrated B2B branding, marketing and PR services

  • 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 integrated B2B branding, marketing and PR servicesMurray

www.murraywhalen.com

Phone: 617.835.0396

Email: [email protected]

LinkedIn: www.linkedin.com/in/lisamurraypr

Twitter: @LisaMurrayMWC


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