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Lisa Murray Brand & Reputation Marketing Expert Principal, Murray Whalen Communications lisa@murraywhalen.com www.mu PowerPoint 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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slide1

Lisa Murray

Brand & Reputation Marketing Expert

Principal, Murray Whalen Communications

lisa@murraywhalen.com

www.murraywhalen.com

slide2

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
a brand is
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
brand elements
Brand Elements

Brand Perceptions

Brand Expectations

the brand promise
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
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
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
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 elements1
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…
  • 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
  • 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?
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Lisa Murray

www.murraywhalen.com

Phone: 617.835.0396

Email: lisa@murraywhalen.com

LinkedIn: www.linkedin.com/in/lisamurraypr

Twitter: @LisaMurrayMWC