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Taking a Closer Look at Your Brand
   - Hopefully the majority of you know me by now but for ones that
       don’t my name is Tyler Kraupp and I am the Owner and Chief
       Executive of Kraupp Inc. Kraupp Inc. is a advertising and creative
       firm that specializes in small business, non-profit, and
       government entities advertising, media purchasing, and creative
       direction here in eastern Idaho.
   - Before we get started here, I would like to point out that you can
       download the PDF version of this presentation at

You’re probably wondering….
I thought this would be an excellent way to start this presentation
because a lot of you are probably thinking about my age. I’m 21 years
old, I run a successful company, and I am almost a college graduate.

I was born and raised in Idaho Falls. I have a great connection to this
town and have always held it close to my heart. There is something
about this little community that keeps drawing me back.

I started freelancing on web and graphic design projects when I was 16
years old and a student at Idaho Falls High School. Ever sense I could
remember, I have always been interested in business and
entrepreneurship. I have been extremely lucky because I have known
what I want to do in terms of career and my life from a very young age.
After I graduated high school early in 2009, I immediately enrolled at
The Art Institute to start my Bachelor’s Program in Web Design. I joined
the Chamber about 3 years ago and have become grown my network to
include all of you guys.

Now, obviously it’s 2012, and I can say with confidence that I am 18
credits shy of a Bachelor’s Degree. I have one quarter left at The Art
Institute of Salt Lake City before I can come back here to Idaho Falls and
fully plant my roots.

What I do on a daily basis…
As a brand consultant and strategist for many businesses and non-
profits throughout the area my job is to innovate, create, strategize, and
implement. When someone hires Kraupp Inc., they are not getting just a
new website or even some fancy business cards, they are getting a
professional and creative firm that focuses on business growth and the
bottom line. All of our creative roots directly back to the client’s image
and growth visions. That’s my job, to ensure that design effectively
cooperates with the business’s goals.
   - I think about people
   - I think about culture
   - I think about storytelling

Understanding the Principles of Branding
A logo is not your brand, nor is it your identity. Logo design, identity
design, and branding have different roles, which together form a
perceived image for a business or product.

We all know that branding is certainly not a light topic – whole
publications and hundreds of books have been written on the topic,
however to put it in a nutshell you could describe a brand as an
organization, service or product with a personality that is shaped by
perceptions of the audience. On that note, it should also be stated that a
designer cannot make a brand – only the audience or target consumer
can do this.

Many people believe a brand only consists of a few elements – some
colors, some fonts, a logo, and possibly a slogan. In reality, it is much
more complicated than that. You might say that a brand is a corporate
image. The fundamental idea and core concept behind having a
corporate image is that everything a company does, everything it owns
and everything it produces should reflect the values and aims of the
business as a whole. It’s the consistency of this core idea that makes up
the company, driving it, showing what it stands for, what it believes in
and why they exist. That is a brand.

Let’s look at an example:

Apple as a company, projects a humanistic corporate culture and a
strong corporate ethic, one which is characterized by volunteerism,
support of good causes and involvement in the community. These
values of the business are evident throughout everything they do, from
their innovative products and advertising, right through to their
customer service. Apple is an emotionally humanist brand that really
connects with people – when people buy or use their products or
services, they feel part of their brand, like a tribe even. It is this
emotional connection that creates their brand – not purely their
products and a bite sized logo.

You’ve all seen them, lining up at the crack of dawn for the newest
version of their same phone. There is a reason for this, not just their
advertising and marketing materials. They have built a true following
and connection based on their brand identity.

Now that we understand the exact meaning and thoughts of what a
brand is, let’s take a moment and discuss advertising and
marketplace clutter.
The first step to realizing your success and true brand message is to
understand the concept that advertising is one of the biggest wastes of
money if you are not prepared and understand how you are different.
I’m not talking about price or features of your business, that is not a true
differentiator. One of the first things an advertising agency will do when
working a client is to see what marketplace clutter forms they can
reduce in their advertising. Let’s discuss some of the advertising
marketplace clutter that is currently everywhere we look.
1. Product Clutter – this clutter form is basically the culmination of

   too many products or services. The advertising messages of

   businesses start to be mundane and can easily be blocked out by

   their target demographic. Try not to focus too much on your

   product or service. Yes, sales and promotions are a great way to

   expose your services or products to your potential end user, but it

   is rather difficult to set yourself apart from the norm and hum or

   all day messaging.

2. Feature Clutter – another form of clutter that reduces your

   marketing dollars to background noise for busy families and

   people, the feature clutter is a problem that many small business

   owners do not realize. As business owners try to separate

   themselves from the competition, they forget that many ordinary

   advertising messages include some form of feature recognition.

   Not to say that you can’t be successful with this avenue, especially

   if your product is radically different, but it is usually not. Try not

   to overload your particular advertising message with too many

   features of your product, they will never remember them.

3. Advertising Clutter- this is the most obvious form of clutter. We all

   see the ads every day, rerun after rerun. It seems like the
   commercials of large corporations are obviously seen over and

   over. Then there’s the small business commercials in local

   markets, they are either annoying or do not actively target their

   end consumer. Therefore, the majority of advertising messages

   are blocked out and people move on. Is it truly the best place your

   advertising dollars are going, if its just going to become mundane

   and never truly heard or seen.

4. Message Clutter- this clutter form is also very common with the

   small business marketing strategy and compositions. If you have

   more than one message in your particular advertising form, it is

   usually a failure. Your target market doesn’t have time to look at a

   website, make a phone call, and follow you on Facebook.

   Funneling your message into one call to action is the best way to

   generate a customer base. It was recently published by the New

   York Times that the average consumer is exposed to 5,000

   marketing messages per day. Why should they remember yours?

5. Media Clutter- this form of advertising clutter has been around for

   ages. However, with the existence of the Internet and social media

   within the 21st century, this type of clutter has never been more

   important to understand. Basically, consider all of the television
      channels, magazines on the stands, and radio channels to listen to.

      How are people going to remember your ad with all of that

      clutter? Now add social media outlets, blogs, and even mobile

      device apps and your consumer don’t even notice you.

This is one of the most important things that I would like you to take

away from this presentation. There are numerous businesses that are

wasting their money on local advertising and its not making a difference

to their bottom line. Try to create an ad that is different, simplistic, and

resonates with your brand characteristics. Be innovative, unique, and

different and your results will increase rapidly. No matter what media

your company decides to pursue, whether its television, radio,

magazine, or even newspaper, always consider the end-user. Why and

how are they going to notice your ad?

Marketing Messages & Consumer Habits

People don’t trust advertising. Do you truly think that consumers

believe that 9 out of 10 dentists recommend a certain toothpaste? At

this point, isn’t that statement boring and overly used, so we block it

out? That’s exactly what consumer habit and behavior is. For your small
business, consider the consumer habit and behavior of your

demographic. When truly determining your brand values and core

messaging in your advertising, remember that most consumers are

annoyed and frustrated with advertising. Consider how you can actively

change that perception with your business. Many advertising concepts

that have been successful serve the purpose of brand messaging, but it

is also entertainment for the end viewer. Obviously, one of the best

examples to compare this idea is to the Super Bowl commercials. Many

people tune into the advertising that runs between the NFL game as

entertainment and enjoyment. Why can’t all advertising be like this,

instead of wasted time between the newest CSI episode on television or

that awesome Journey song on the radio. As a business, strive for more.

Strive for separation.

Tips on successful advertising messaging

These following tips are really great and different and you should

consider implementing these thoughts into your business’s marketing

The first one, relevance. Go where people are, not where media is found.

Your business is not forced to use those cluttered marketplace forms

that we discussed earlier. If you had the choice to be the only advertiser

in one element of a person’s life, rather than on a cluttered marketplace

that is already diluted, consider being innovative. As a business, you are

not forced to use television, radio, magazine, and newspaper ads to

grow your business. Be innovative and different, try to think of ways to

be relevant in your advertising that truly engages and actively informs

your demographic. Go where people are, not where media is found. I

believe that is a very powerful statement and practically sums up what a

brand and advertising guy like myself believes.

Second, is engagement. Try to actively engage your demographic with

proper elements and fun things that make them think. If you can truly

engage people, many consumers will thank you for treating them like

humans and not customer drones that have no say in the matter.

Finally, context. Context can be something extremely popular and

successful if done right. Many ads become so boring and mundane that

people ignore them. But if they have the chance to skim your ad, make
sure it either puts a smile on their face or actively engages them to look

further into your business.

The Brand Strategist’s Philosophy

Basically, as a brand strategist and consultant, I live by the following six

rules. I try to apply these thoughts to all of my clients advertising

messages and brand guidelines.

    A brand is person’s gut feeling about a product, service, or


    Happy people = more people = more buying = more profit

    Consumers don’t like to be sold to, consumers like to buy

    Don’t offer more, offer different

    Hit ‘em where they ain’t

Prevalent Brands & Their Characteristics

-- advertising examples
Define your brand

Now that we understand the principles of successful advertising

techniques- separating yourself from the traditional marketplace clutter

and understanding that most consumers automatically distrust ads, we

can now move onto the techniques and tips required to successfully

separate your business’ marketing message. It begins with offering

different rather than offering more. Many small businesses try to

radically give products away to entice consumers to come to their store

(especially when a storefront in just opening). However, from a

professional advertising and branding consultant, I can tell you that

many times it is more successful to offer different rather than more.

This next process is the that Kraupp Inc. uses when hired by a client to

understand and develop marketing and advertising messages. As

Kraupp Inc. has the ability to handle all of your marketing, advertising,

and creative purchasing and execution, if you like this process that we

use, I would highly recommend hiring us to reduce some of your

workload. Kraupp Inc. can handle all advertising purchases and

execution. So if you ever feel like you need some help, I would extremely

recommend Kraupp Inc.
We all have completed the dreaded business plan, marketing plan, and

even some target market research. But it often confuses me why there

isn’t a more universal understanding of a company’s brand and

characteristics in the preparation and analysis phases of advertising. All

of these exercises should be complete before running any sort of

advertising for your company. If you can’t answer all of these questions

with ease, I would recommend that you take a second look at your


Consider Your Unique Selling Proposition & Company

Characteristics as an Avenue for your next advertising message

For example, my firm, Kraupp Inc., worked shortly with a fundamentally

traditional hair salon to improve their brand and increase revenue.

Furthermore, we sat down and considered different income avenues to

shape their message and values. The brand strategists at our firm

considered the traditionalist ideals of the industry- standard pricing,

moving additional product, and focusing on rebooking. After much

deliberation and discussion, we informed and consulted the salon to

take a different pricing structure. Instead of a one-time fee, charge a

recurring monthly membership fee that a person can come in once a
month and get their hair done (like usual). But additionally, they

received discounts, products in the mail, and perks that non-members

didn’t receive. This had two benefits:

   1. the hair salon had regular income coming in at the beginning of

      each month and

   2. the pricing strategy completely allowed them to shift their

      marketing message to something radically different instead of

      offering coupons and sales.

Try to discover something unique for your message. Many businesses

are lazy in their marketing and go with whatever the agency or medium

recommends. Try to radically innovate and be the trendsetter for your

local industry and market. The consumer will be much more likely to

accept your product and concept.

Some research practices to offer different rather than more:

    Consider your pricing structure, could it be revolutionized?

    Consider your company’s history? Anything in the past that could

      be a marketing focal point?

    Discover your products, how are they different from your

    What about your management style? Something that customers

      can relate to?

    Implement a universal ideology of innovation throughout your

      company; you will be surprised as to the success that employees

      within your company come up with.

Your Vision & Goals

This may sound clich , but one of the most important ideologies you can

establish before successfully innovating your marketing message is your

drive and passion for your company and business. Many people may

think that sounds overrated, but where do you want your business to

go? What are your goals for your business and ideas? Are you looking to

innovate clear up to a billion dollar market or are you happy with

dominating a local spectrum? Consider what is important to you, and

keep your brand messaging standard with those principles. Remember

that a brand is not just the logo or marketing, but how your company

runs. If you live and die by customer service, you had better succeed at

customer relations. Or you will insure the same fate as false advertising

businesses before you.
A concept many advertising and branding consultants follow is the

principle of an obituary or epitaph of your company. Yes, it sounds

dreadful, but it helps a business owner intuitively understand what they

want in the future. You may have a plan in your head (which will most

likely make this exercise easy), but try writing it down and analyzing it.

Are you on the money with your principles? Once you understand your

mission, goals, values, and philosophy - your innovation will come much


A few questions to answer in your short business obituary:

    What was your downfall (recognize your business fears)?

    How long did you succeed?

    Where does your passion come from?

    Where does your business and yourself have the most

      experience? Where did it lack?

    What gives your business credibility?

After you can understand the final product of each of these questions,

you can begin to build your ideals through these principles.
Defining Your Territory & Competition

The next ideology of consideration when determining your small

business marketing and advertising campaign is to understand your

competitors and territory. This is one of the most common systems that

small businesses hear about. Learn your competition; discover their

weaknesses and attack. Well, that is radically different from what I

believe. I feel that innovation in itself is enough to separate your

business. Your business will most likely fail if your only separation

ideology is having a lower price. That is no way to successfully run a

company. Back to the previous point, try to intuitively understand your

consumer to change.

However, sometimes it is essential to understand your marketplace and

competition. Not to truly beat them with price or advertising dollars, but

to understand where they are innovating. If they are innovating in a

particular area- product development, customer service, pricing

structures- try not to step on that territory. It was save you money, time,

and resources if you develop your own path rather than copying others.

Consider the infamous Apple. They were innovative in their

development of the iPod, iPad, Macbook, and many other products. They
have seen extremely successful profits, as they were the initial

innovation in the marketplace. Now consider their competitors and why

they haven’t seen the same brand success and radical following:

Windows copied Apple with their computer concepts and beautiful

design principles. Verizon and Google copied Apple’s iPhone with their

next best item. Amazon tried to step on the boundary of the iPad. See

how everything can be compared to the original. Try to be the original.

Another ideology to realize is your territory and market. Many small

business owners have extreme innovative principles or creative ideas,

but will it work in your landscape? Consider your target market and

area. If you want to innovate with technology, social media per se, make

sure your location can handle it.

What is Your Differentiation Statement?

One of the most important concepts that a business can successfully do

is radically differentiate their vision and goals. Every business has the

same goal and vision of good customer service and good solid products

for their consumers. How does that make you different from any other

local business? That does not work anymore in the 21st century. In

order to be successful, your philosophy, brand goals and core values
need to be something universally creative and independent from your

industry. Throw out all preconceived notions of your industry and

consider what you add to the marketplace. Why would your grocery

store be successful if it offers the same thing as the large chain down the

street? Determine how you can be different.

Many advertising, branding consultants and professionals follow one

simple exercise to innovate and separate your brand. To develop your

brand philosophy, consider the following statement: what makes you

the only? For example, fill in the following statement: (business) is the

only (industry) that (does this).

So what about you? What makes your small business different from

your local competitors? Back to the grocery store example: Kraupp

Family Store is the only grocery store that delivers your groceries to

your house or Kraupp Family Store is the only grocery store that allows

you to purchase groceries online or through Twitter and Facebook. See

how that is universal and innovative? Now your marketing message is

easy to separate and simple to creatively execute.
Who Makes Up Your Demographic & Community

Going back a few points, it is always essential to understand your

demographic and your brand followers. This idea is even more

important than establishing your competitors in my mind. The

underlying ability to understand your current customers and clients will

allow you to refine your marketing message even further. If you truly

understand your brand community, than you can effectively gauge their

interest and habits, thus increasing your marketing dollars. Consider

some of these quick tips to determine and understand your community

and brand demographics:

    Consider sampling current clients; discover their interests,

      hobbies, thoughts, and involvements.

    Target those ideals with your new customers. Try to recruit

      customers that share your principles.

    The easiest ways to understand your demographic- find

      customers that are the same as you. Try sampling statistics within

      your local government officials. If you have having more success

      with gender, race, location, income, education and other guides.

Funny & Happy 4th Conclusion

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