1 bsb brand id.key

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1 bsb brand id.key

  1. 1. Business Storytelling & Brand DevelopmentCreating a Strong Brand Identity
  2. 2. Agenda • Brand Names• Pursuing Strong Brand: Legal Aspects to Consider• Mantra/Mission Statements and Taglines• Logos • Logo Design Brainstorm• Corporate Culture: Undercover Boss
  3. 3. Creating Your Brand Identity
  4. 4. Products are created in the factory.Brands are created in the mind.Walter Landor, Landor Associates
  5. 5. A logo is the point of entry to the brand.Milton Glaser, Designer
  6. 6. Brands help consumers cut through theproliferation of choices available in everyproduct and service category.Scott Davis, Brand Asset Management
  7. 7. A brand becomes stronger when you narrowthe focus.Al and Laura Ries, The 22 Immutable Laws of Branding
  8. 8. Entertainment Brand Heros
  9. 9. Brand Names
  10. 10. underconsideration.com/brandnew
  11. 11. underconsideration.com/brandnew
  12. 12. “The Lasting Value of a Brand Lies in its Name”
  13. 13. Creating Brand Names...
  14. 14. Problem: Generic Names
  15. 15. Effective Brand Names Should:
  16. 16. Applying the 8 Critical Success Factors
  17. 17. Recommended Reading: Brand Names “Taking the Mystery from Product Naming”
  18. 18. Brand Name Backstory
  19. 19. Nike: Just Do It!
  20. 20. Apple
  21. 21. Find your Brand Hero’s Logo Backstory• http://www.logoorange.com/logodesign-A.php
  22. 22. Pursuing Strong Brandhttp://www.kmob.com/pdf/pursuing_strong_brand.pdf
  23. 23. Legal Aspects to Consider • Secure your Trademark Protection = Securing your brand identity• Create and Select a Protectable Name • Review the 5 Categories: Fanciful, Arbitrary, Suggestive, Descriptive & Generic• Commit to the Mark • Use the trademark appropriately and actively • Distinguish the trademark • Complete registration process • Police it!
  24. 24. Trademark• Any Word, Name, Symbol, Design or combination thereof used to identify and distinguish goods and services and to indicate their source• Protects words used on products and services in commerce• Trademark rights • can be inherit if the mark is used • rights can last indefinitely • other Federal benefits
  25. 25. TM, SM and (R)• “TM” (trademark) or “SM” (service mark) - used to designate that you are claiming rights in a mark• “(R)” - Used only after the USPTO registers a mark, not while an application is pending; cannot be used if the mark is not officially registered with USPTO• Costs Involved: Filing fee - $82; Search fee - $270; Examination fee - $110; Issue fee - $755; Maintenance fees - $490.• Fonts, colors, sounds, symbols and designs
  26. 26. Pursuing Strong Brand Fanciful: invented, made up
  27. 27. Pursuing Strong Brand Arbitrary: uses real words in unfamiliar contexts
  28. 28. Pursuing Strong Brand Suggestive: no direct reference to the product but some connection maybe made
  29. 29. Pursuing Strong Brand Descriptive: literally describes the product or some characteristic
  30. 30. Pursuing Strong Brand Generic: describes a general class of products or services
  31. 31. Do you have a STRONG BRAND?• Is your Company Name protectable?• Which Category does your name fall into?• What is the Cornerstone Test to determine Trademark infringement?• How will you “commit” to your trademark?• Why should you “police” your trademark? • “Official Gazette”
  32. 32. Searching Federal Trademarks
  33. 33. Conducting a TM Search
  34. 34. Steps in Conducting Your Federal TM Search• Select a trademark• Identify specific terms for your product or service using the Acceptable Identification of Goods & Services Manual• Determine International Class• Determine Related Good or Services and their Classes• Develop a basic Search Strategy• Broaden your Search Strategy• Conduct the Search
  35. 35. Let’s Find Out... • http://www.uspto.gov/main/trademarks.htm •
  36. 36. Other Search Terms: BlueRazor Tennis Gear• Test also for Blue Razor, Blu Razor, BlooRasor, etc.• Test outside of your industry - broaden your class• Test for spelling and sound similarities
  37. 37. The Brand Gap
  38. 38. • Focus • Focus • Focus
  39. 39. MissionStatements
  40. 40. Avoiding a DilbertMission Statement Blah, blah, blah
  41. 41. • Think Mantra...
  42. 42. What is a Mission Statement?• “an enduring statement of purpose for an organization that identifies the scope of its operations in product and market terms, and reflects its values and priorities” (Abrahams, 1995)
  43. 43. PurposeA mission statement helps:• ensure everyone is on the same page• creates a baseline for your business plans• conveys what your company stands for and what you are passionate about
  44. 44. Effective Mission Statements Can Incorporate the Following: • Direction • Focus • Policy • Meaning • Challenge • PASSION!
  45. 45. Where will you tell your story?• Traditional: Framed and placed in your office, employee documents, annual reports• Brand Building: Business Stories, Corporate Culture, Marketing, Customer Service, Social Media
  46. 46. Connecting the Meaning... How does your mission statement relate to branding?Dream Big! Simplicity at Work! Retail is in the Details!Putting Mission Statements on Pillowcases (Cottingham, BrandChannel)
  47. 47. Takeaways• Strip down your brand purpose statement to a few words (as few as possible)• Find innovative ways to spread the message• Use images to convey your message• Think Corporate Culture• Build your “Brand Experience”
  48. 48. Creating Your Mission Statement• Length - should be read in less than 30 seconds or 1-3 sentences• Tone - Energize and inspire reflecting your brand• Endurance - think long term• Uniqueness - is it original?
  49. 49. It’s time to write...• Pick a central theme• Focus on your uniqueness• Make it memorable• Get outside eyes to review• Create an effective mission statement
  50. 50. Writing Tips• Be definite and use an active voice - avoid “we will attempt to” or “we plan to”• Use Present Tense not Future Tense• Don’t use QUOTES
  51. 51. Testing Your Mission Statement • Does it pass the “KISS” test? • Does it take less than 30 seconds to say? • Does it focus on your core competency? • Does it inspire passion? • Does it provide direction or focus? • Have you reviewed other mission statements • Have you asked for feedback/input?
  52. 52. Testing Your Mission Statement • Does it pass the “KISS” test? • Does it take less than 30 seconds to say? • Does it focus on your core competency? • Does it inspire passion? • Does it provide direction or focus? • Have you reviewed other mission statements • Have you asked for feedback/input?
  53. 53. Starbucks
  54. 54. Participant Media
  55. 55. Your Brand Hero’sMission Statement
  56. 56. Getting Started...• Review your Entertainment Brand Hero • Find Your Brand Hero’s Mission Statement or Corporate Vision • Look on the website, annual report or press release • Search for “company name” + “mission”
  57. 57. Creating Your Mission Statement• Who Are You?• What Do You Do?• Why Does It Matter?
  58. 58. Brainstorm Now• Write down some keywords, phrases or ideas that you think should be a part of your company’s mission statement• Take time to research the mission statements of your competitors and your favorite entertainment companies for inspiration
  59. 59. Art & Copy
  60. 60. Homework• Re-Read Pursuing Strong Brand• Work on logo designs, name, mission statement and taglines• Watch an episode of Undercover Boss
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