Speaking with a Consistent Brand Voice Deb McDermott VP Marketing

The Importance of a Unified Brand Message A brand is more than just an icon or logo, and more than just a product Definition from BrandChannel:  “A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence. ‘Value’ has different interpretations: from a marketing or consumer perspective it is ‘the promise and delivery of an experience’; from a business perspective it is ‘the security of future earnings’; from a legal perspective it is ‘a separable piece of intellectual property.’ Brands offer customers a means to choose and enable recognition within cluttered markets.”

The Importance of a Unified Brand Message Definition from the American Marketing Association:  “A Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand made by a particular company.”

Why is a Brand So Important? A strong brand is the most important resource a company has; it is extremely important in any business environment. “Simply put, a brand is a promise…it delivers a pledge of satisfaction and quality.”-- Walter Landor, famous industrial designer “A brand is a reason to choose.”--Fred Burt, Siegel+Gale

Why is a Brand So Important? A strong brand not only helps customers identify with your product, values and benefits, it can even help create “category” ownership. For example: Volvo = Safety Ritz Carlton = Luxury Nike = Sports McDonalds = Fast Food Starbucks = Coffee Apple = Innovation American Seating = Durability

Why is a Brand So Important? Strong brands provide a number of valuable functions, including: Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins Greater cooperation and support Increased marketing communication effectiveness Possible licensing opportunities Additional brand extension opportunities

The Power of a Strong Brand  Coca-Cola revenue in 2010 was $35.1 billion  Brand value was estimated at $70.4 billion  Measurement: financial strength, importance in driving customer selection, likelihood of ongoing branded revenue, likeliness of future earnings. Source: Interbrand

The American Seating Brand Experienced Preferred Consistent High ROI A Solutions Provider An Expert Resource

Your Role in Enhancing the American Seating Brand Since a brand is “the promise of an experience,” each of you play a role in shaping and reinforcing the American Seating brand. How you talk about American Seating and our products must be aligned with how we promote the company In a competitive and cluttered marketplace, we must be aligned and speak with one voice When not aligned, we lose opportunities, create confusion among current and potential customers and our brand is weakened Creating a strong brand name is a journey, requiring consistency and everyone’s active participation – YOU are important in helping create a powerful brand image.

The Elevator Speech - IS A succinct verbal overview of a brand Designed to pique the interest of a potential customer Should engage the listener to prompt questions which should lead to a consultative selling opportunity Embodies speaking with one voice

The Elevator Speech – IS NOT A sales pitch A regurgitation of facts (leave them wanting more) Heavy on product features and functions Advertising Full of acronyms, jargon or technical terms

Key Elements of The Elevator Speech Flexible Compelling Short (60 seconds) Limited to 3 points Credible & Supportable Conversational Tailored Perfected Aligned

The American Seating Elevator Speech Example Experience Value Peace of Mind

Initial Prospecting Appointments Introduce American Seating Second Elevator Speech - Name - - What Company Does - -How American Seating Can Be A Resource – Group Exercise

The American Seating Brand Includes: Graphics, Graphic Standards Consistent Language

Speaking with a Consistent Brand Voice