My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors. My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :)

1. Your brand? OUR BRAND.
Branding in the Era of the
Empowered Consumer
Eric Weaver | Tribal DDB
10/27/09

2. Tonight
◼ Definitions and realities
◼ Four cultural changes that have turned the world upside-down
◼ Trust and its impact on revenue
◼ Rethinking the brand in terms of trust
◼ Social media branding makeovers
◼ Final thoughts/Q&A
2

3. Definitions and realities
less than a minute ago - Comment - Like
3

4. Branding: so much confusion. Many definitions: is
it identity? Experience? Advertising? Gut feeling?
A promise?
October 21 at 6:31pm - Comment - Like - See Wall-to-Wall
4

5. Slight prob: suggesting any expense of time/
money that does not support a quarterly earnings
goal is often political suicide.
October 21 at 6:32pm - Comment - Like - See Wall-to-Wall
5

6. The process of crafting a unique value proposition
for reception (& now interaction) w/one’s market.
Have to go to mkt with something.
October 21 at 6:33pm - Comment - Like - See Wall-to-Wall
6

7. Old-school control of brand, msg is a bit like
controlling gossip. You may “steer” it but really,
that’s about it. O.M.G. Did u see that tagline?
October 21 at 6:34pm - Comment - Like - See Wall-to-Wall
7

8. Why? BOOMERS = propriety. Trained in formalities, don’t
offend, guarded means safe, not so great with “random.” Suit &
tie = trust.
2:57 PM Oct 21 from PowerPoint
GENS X&Y = affinity. Formalities ignored, sharing means
finding, tech is easy, random is life. Consider your lens. Suit
& tie = distrust.
2:57PM Oct 21 from PowerPoint
8

9. In fact, 66%
of customer
touchpoints
ABOUT YOU
are now
CUSTOMER
GENERATED
6:35 PM Oct 21 from
PowerPoint
(McKinsey Quarterly, June 2009)

10. And it’s
not only
consumers
who are
creating
touchpoints.
6:39 PM Oct 21 from
PowerPoint

11. THE REALITY: your brand is now our brand. Brands
must consider implications of social media.
And that’s why it’s more important than ever.
6:40 PM Oct 21 from PowerPoint

12. Let’s look at the business of
promoting a brand.
less than a minute ago - Comment - Like
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13. Outbound mktg is a $1TT
machine. Each niche = a full
industry. We're rewarded for
storytelling/ intrusion/
repetition. Unchanged in 150
yrs.
6:41 PM Oct 21 from PowerPoint
13

14. Our customers, however, have changed. Maybe a lot, LOLZ.
6:42PM Oct 21from TwitterBerry
14

15. Commercialism starting to smell like self-interest.
Consumers flee to social netwks where they
could connect w/like minds, pitch-free.
6:45 PM Oct 21 from PowerPoint

16. The waning
Outbound Voice:
RT @TNSMedia
Intelligence US ad
spend plunges
14.2%; only online
posts growth.
6:52 PM Oct 21 from
PowerPoint
16

17. Four major cultural changes are killing the
outbound model and amplifying dialogue.
less than a minute ago - Comment - Like
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18. CHANGE #1: trust has fallen off a cliff. (RT @edelman)
6:55 PM Oct 21 from Edelman Trust Barometer
18

19. RT @edelman: “banks, automotives, media and
insurance hit hardest in US.” Wonder abt schools,
cops, doctors (societal pillars)
6:56 PM Oct 21 from from Edelman Trust Barometer
19

20. CHANGE #2: time starvation,
micro-niche interests,
endlessly-customizable
media options, expecting free
information
6:59 PM Oct 21 from PowerPoint
20

21. #SEARCH: people, products,
info, media I care abt;
#EXPRESSION via blogs,
opinion sites, ratings;
#SHARING what we like, or hate
About a minute ago - Comment - Like
Generally, consumers don’t
need advertising, marketing or
PR (#TimeToRethink)
7:00 PM Oct 21 from PowerPoint
21

22. CUSTOMERS BLOGGERS
EMPLOYEES TRADE ORGS
CHANGE #3:
THE NEW
CACOPHONY.
MEDIA INVESTORS
ANALYSTS
MARKETERS
GOVERNMENT

23. CHANGE #4: people turn to PEERS when
risk is high, more choices to review, less
time for research. #remarkable
7:04 PM Oct 21 from PowerPoint
23

24. Most credible ppl giving me company/product info? 47%
believe in PEERS. 13% trust marketers. #wakeupcall
#outboundvoice
7:05 PM Oct 21 from 2009 Edelman Trust Barometer
24

25. Trust isn’t just influential, it’s widely shared. 56% age 35-64, 63%
25-34 share trust/distrust on the web.
7:06 PM Oct 21 from 2008 Edelman Trust Barometer
25

26. Trust drives preference:
91% choose to buy from
companies they trust, 77%
refuse the distrusted.
Bottom line: TRUST
DRIVES
TRANSACTIONS.
7:07 PM Oct 21 from 2009 Edelman
Trust Barometer
26

28. Growing revenue not abt clever, elegant, loud. Not abt tools!
Nor Ashton/Oprah. Not abt Social Media change. IT’S ABT
PPL TRUSTING YOU.
7:08 PM Oct 21 from PowerPoint
28

29. CONSUMERS WANT PROOF OF INTENT: “How much
more would u trust a company for taking these actions?”
7:10 PM Oct 21 from Edelman Trust Barometer
29

30. So build a trust strategy. Where are u trusted?
distrusted? Reexamine brand attribs, think thru
proof points and executional steps.
less than a minute ago - Comment - Like
30

31. Look for and target ur
organization’s trust soft-spots.
Rebuild trust there w/proof pts.
Be real. Take fodder from
conspiracy theorists.
7:14 PM Oct 21 from PowerPoint
31

32. Brand zealotry: the story of jen

38. THE BRANDING PROCESS
38

39. STEP 1: identify your existing brand equity
WHAT’S YOUR STORY?
WHAT ARE YOUR TRAITS?
WHAT’S YOUR NOBLE PURPOSE?

40. Step 1: what’s your relevant story?
◼ STACY RENTON: Grew up in the Northwest, got into design at
Central. Enjoy creating elegant solutions to client problems.
◼ At 38, I’m a little older, a little wiser. Kids these days often don’t
see the value in being detail-oriented. They don’t have the
interest or stamina for it. I do.
◼ Random fact: when I was a kid, I loved the look of money. My
friends and I designed money, tried to recreate it. Bought
Copperplate-font ink stamps. I still have those old construction
paper bills.
◼ I can’t stand working for clients or in shops where it’s rush rush
rush all the time. Mistakes are made. If people would chill, they’d
realize that volume doesn’t always equal success.
◼ My main purpose is to help my clients’ marketing efforts look as
good as they can. I’m not happy unless they are. Although high-
maintenance clients drive me nuts and I’m not always nice in the
face of drama or someone else’s poor planning.
40

41. Step 1: identify your unique traits, good and bad
◼ Slow and steady
◼ Quality-focused
◼ Not into trying new things
◼ Quiet
◼ Single-threading
◼ Good at print
◼ Prefer process
◼ Open-minded to change but not great at it
◼ Committed to being green, responsible
◼ CWU grad, WA native
◼ Love illustration and handiwork, but not really focusing on it
◼ RULE OF THUMB: don’t lie, stretch the truth, or exaggerate.
41

42. Step 1: identify your unique traits, good and bad
PERSONALITY: ◼ Hard working — I get stuff
◼ Mellow, laid back done
◼ Unassuming, not stuck up
◼ Tried and true, easy smile, PERSONA:
easy laugh ◼ Michelle Obama
◼ A good listener ◼ Marg Helgenberger
◼ Take things pretty seriously, ◼ Chris Gregoire?
don’t really joke around much ◼ Others?
◼ Was more of a partier back in
my youth — now I have
bigger things to worry about
◼ I delight in seeing happy
clients — makes me feel
fulfilled
42

43. STEP 2: identify the market
WHO IS YOUR AUDIENCE?
WHICH OF THEM ARE THE HIGHEST VALUE?
WHAT DO THEY WANT YOU TO BE?

44. STEP 2: identify the market
DEFINE YOUR BUYERS
◼ Marketing directors for mid-sized firms, who have designers on
staff but frequently need help (irregular income)
◼ Small businesses who need small project work or identity work
done (high maintenance)
◼ Outsourcing shops like Filter who bring me on for projects,
sometimes short, sometimes long (steady work if you can get it)
◼ A couple of firms with multi-SKU packaging efforts (fun!)
◼ Local magazines and newspapers that need illustration and like
my funky styling (joyous for me)
44

45. STEP 2: identify the market
TRIAGE:
1. Local magazines and newspapers that need illustration and like
my funky styling (joyous for me)
2. A couple of firms with multi-SKU packaging efforts (fun!)
3. Outsourcing shops like Filter who bring me on for projects,
sometimes short, sometimes long (steady work if you can get it)
4. Marketing directors for mid-sized firms, who have designers on
staff but frequently need help (irregular income)
5. Small businesses who need small project work or identity work
done (high maintenance)
45

46. Step 2: identify what your market is looking for
MY TRAITS: RELEVANT MARKET DESIRES:
◼ Slow and steady ◼ Fast
◼ Quality-focused ◼ Quality-focused
◼ Not into trying new things ◼ Dependable
◼ Quiet ◼ Low-maintenance
◼ Single-threading ◼ Full attention to projects
◼ Good at print ◼ Good at all media
◼ Prefer process ◼ Disliking mistakes/rework
◼ Open-minded to change but ◼ Flexible to client changes
not great at it
◼ Committed to being green ◼ Good citizen
◼ CWU grad, WA native ◼ Local knowledge, connections
◼ Can get annoyed with clients ◼ High customer service
◼ Love illustration & handiwork ◼ Custom, ownable work
46

47. Step 3: identify your desired brand equity
FIND THE “YOU” THAT SOLVES YOUR MARKET’S PROBLEMS

48. Step 3: identify the traits to maintain, add or delete
◼ Slow and steady (DEL) ◼ Fast (CANNOT CLAIM)
◼ Quality-focused (KEEP) ◼ Quality-focused
◼ Not into trying new things (CHG) ◼ Dependable
◼ Quiet (CHG) ◼ Low-maintenance
◼ Single-threading (CHG) ◼ Full attention to projects
◼ Good at print (KEEP) ◼ Good at all media
◼ Prefer process (CHG) ◼ Disliking mistakes/rework
◼ Open-minded to change but not ◼ Flexible to client changes
great at it (DEL)
◼ Committed to being green ◼ Good citizen
(KEEP) ◼ Local knowledge,
◼ CWU grad, WA native (CHG) connections
◼ Can get annoyed with clients ◼ High customer service
(DEL)
48

49. Step 3: identify the traits to maintain, add or delete
KEEP: CHANGE
◼ Quality-focused ◼ Not into new things =
◼ Good at print dependable
◼ Committed to being green ◼ Quiet = low-maintenance
◼ Single-threading = full focus
DE-EMPHASIZE: on projects
◼ Strong process = less rework
◼ Slow and steady
◼ CWU local = known
◼ Not great at change
commodity, supplier
◼ Can get annoyed
relationships
49

50. Step 3: identify the traits to maintain, add or delete
◼ Quality-focused
◼ Good at print
◼ Committed to being green
◼ Dependable
◼ Low-maintenance
◼ Full focus on projects
◼ Less rework
◼ Known commodity, supplier relationships
◼ RULE OF THUMB: don’t lie, twist the truth, stretch or
exaggerate. Okay to rephrase truthfully.
50

51. Step 4: prioritize traits for messaging

52. Step 4: prioritize traits for messaging
CLIENT DISTRUST TRIGGERS: PRIORITIZE W/TRUST LENS:
◼ Previous designers have 1. Dependable
flaked mid-project, blowing 2. Quality-focused
deadlines, or worse yet, 3. Less rework
bailing
4. Full focus on projects
◼ I can’t get my designer to get
5. Low-maintenance
it right the first time (and they
still bill me) 6. Good at print
◼ I’ll look bad if I recommend 7. Committed to being green
someone and they fail me 8. Known commodity, supplier
◼ I want fast, cheap and good, relationships
but first and foremost, it’s
gotta look fantastic. I hate
paying money to get half-
assed creative.
52

53. Step 4: prioritize traits for messaging
LET’S TALK CLIENT BENEFITS
◼ Settling with a dependable designer means less to worry
about, think about, in your busy day.
◼ Quality focus means less rework, less cost. That younger
designer might take 3 times as long due to mistakes.
◼ Full attention to projects means things don’t fall through the
cracks. No competition over your time with other clients.
◼ Quality focus means better ideas, graphic solutions; more likely
to hit a home run with management (i.e., client looks good).
POSITIONING AGAINST COMPETITION
◼ When you want it done right, you call me.
◼ Your day is insanely busy; I bring calm to the storm.
◼ I worry about the details so you don’t have to.
◼ Quality work brings peace of mind and greater career reward.
53

54. Step 4: translating desired equity to tone & manner
WHAT CREATIVE ATTRIBUTES (VOICE AND LOOK) REINFORCE THE
NEW YOU?

55. Step 4: translating desired equity to tone & manner
MESSAGING TONE:
◼ Down-to-earth yet down-to-business
◼ Positive, easy to work with
◼ Always truthful and straightforward
◼ Informal language without being flip
◼ Would never waste time or money but would still be fun to work
with
COLORS:
◼ Deeper hues that connote trust, depth, seriousness
◼ Natural ocean blues and organic greens that add life and contrast
◼ A rusty orange to add a more vivid, lively accent color
◼ Lighter contrast to appear more feminine and less
55

56. And why is this important again?
◼ Branding provides a benchmark for a client about the promise of
you:
◼ The consistent traits that will always be there and always help them.
◼ The consistency in behavior that builds trust.
◼ And the benefits they’ll always get by choosing you.
◼ Social media means your brand will be taken into the
marketplace for a continuous litmus test.
◼ Customers, competitors, friends will react to your brand, + and -.
YOU CANNOT CONTROL THIS.
◼ Your actions, others’ actions, and events out of your control will shift
your brand in various directions.
◼ As your brand “drifts,” determine what’s honest feedback worthy of a
rethink, and what warrants you trying to bring it back to center.
56

57. Social branding makeovers
less than a minute ago - Comment - Like
57

58. BEFORE:
Starbucks
was slow to
adopt
SocMed. A
company
built on
“community.”
This was
what people
found.
7:17 PM Oct 21 from
PowerPoint

59. AFTER: Proof
of interest in
listening to the
community.
75k ideas in 6
mos.
7:18 PM Oct 21 from
PowerPoint

60. AFTER:
Starbucks
demonstrates
commitment
to giving
back through
its partners
7:19 PM Oct 21 from
PowerPoint

61. BEFORE:
consumer-
generated
brand hate.
Customer
service
stymied by
customer
service.
Remember,
search loves
conversation
and extends
across time.
7:20 PM Oct 21 from
PowerPoint

62. AFTER:
customer
service
superstars
7:22 PM Oct 21 from
PowerPoint

63. BEFORE:
quiet
branding, low
relevance to
new
customer
base.
7:23 PM Oct 21 from
PowerPoint

64. AFTER: trust
generated,
two million
impressions,
2300 new
accounts, $4
million
happened.
7:24 PM Oct 21 from
PowerPoint
64

65. OTHERS: leveraging social causes to
focus conversation (and brand) on
giving back.
7:25 PM Oct 21 from PowerPoint

66. Final thoughts
less than a minute ago - Comment - Like
66

67. Branding provides your offering (you, your company, your
team, your products, etc.) with a compass point that
emphasizes your differentiation, your unique value and your
competitive advantage.
Social Media is your market having a voice in what it wants
from you. Social media is also the way to provide proof
points that build trust.
When noise is high, product choice is high and trust is low,
having a strong brand that is tied directly to your business’
DNA means you will be more memorable, more noteworthy
and more trusted. And trust drives transactions.
67

68. RECAP: Rethink your entire brand and mktg approach from
a prospective of trust and with a wider lens.
7:28 PM Oct 21 from PowerPoint
Build trust by being found, demonstrating your knowledge,
your vision and offering proof of trustworthiness. #linkedin
7:28 PM Oct 21 from PowerPoint
Finally, use social marketing to leverage the EXISTING
TRUST already established between peers, rather than
buying new trust.
7:29 PM Oct 21 from PowerPoint
68

69. THANK YOU!
AND QUESTIONS.
me: twitter.com/weave
company: tribalddb.ca
slides: slideshare.net/weave