Presenter: Charles Lee

Brand Innovation: Developing a Brand that Yields Great ROI

  • Your brand sits among clutter: Products & Features clutter, Information clutter, Marketing clutter, Social clutter.
  • Your brand is the gut feeling someone has about your product, service, or organization.
    • It’s not what YOU say it is.
    • It’s what THEY say it is.
  • Barriers to Competition:
    • Physical Space
    • Capital
    • Intellectual Property
    • Brand
  • A charismatic brand is a product, service, or organization for which people believe there is no substitute.
  • It is important to make sure all experiences of your brand are the same and have the same feel.
    • Touchpoints
    • Website
    • Print
    • Social Media
    • Events
    • Video
    • Environment
  • Companies who are doing a great job of branding- Target, Apple, Samsung,
  • Core brand questions:
    • Who are you as an organization?
    • What do you do uniquely?
    • Why does it matter?
    • A good exercise is to fill in the blanks: We are the only _______ that _______.
  • Why your organization exists is what connects with people.
  • You can have the best strategy in the world, but your culture can kill it. Culture determines success and failure.
  • It is also important to understand your audience and why they are there.
    • Why does your audience come?
    • It is helpful to follow that trail as far back as you can.
  • Two key questions to ask:
    • What matters most to you?
      • If you value it, you should spend time on it.
    • What is enough?
      • If you know what is enough, you can know how to manage surplus.
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GJ Farmer is a husband, a dad, the founder of, and is the Children’s Pastor at First Baptist Church in Somerset, Kentucky. He has completed a Bachelor’s degree in Church Ministries and a Master’s degree in Children’s Ministry. He has also been fortunate to lead and teach groups at children’s ministry conferences and to have had some of his writing published. Apart from working with kids, he enjoys reading, performing magic tricks, playing video games, and University of Kentucky basketball.