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Brand first, branding second

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Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it …

Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com

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  • 1. Establishing and Building aBrand in a Crowded Market © Gordon Graham 2007
  • 2. Brands run deep: “Mythological symbols touch andexhilarate centers of life beyond thereach of vocabularies and coercion.”- Joseph Campbell, Masks of God, Vol. 4
  • 3. What is a brand?Multiple definitions. Multipleperspectives. Multiple roles.
  • 4. What is a brand? “. . . the promise, the big idea, andthe expectations that reside inside thehead of each customer’s mind about a product, service, or company . . .the brand is shorthand. It stands for something.” - Alina Wheeler (2006)
  • 5. What is a brand? “. . . a set of mental associations,held by the consumer, which add tothe perceived value of a product or service.” - Kevin Lane Keller (1998)
  • 6. What is a brand?“ . . . a brand is a concept . . . a brand shapes and reflects our quest for meaning.”“ - Bobby J. Calder (2005)“ . . . a brand is a meaning system.”“ - Patrick Hanlon (2006)
  • 7. Definitions will emphasize what a brandis (physical appearance) or what it does (role).
  • 8. What do brands do? They remind us of a past product/serviceexperience. They communicate how we seeourselves. Brands are fantasy. Escapism. A brand is often just an umbilical cord to a world elsewhere.
  • 9. Brands represent the world as it ought to be not how it is. Romanticism. Brandsrepresent values and ideals. They simplify our day.
  • 10. Brands help satisfy a need to belong tosomething larger than ourselves. At the same time, they help us express our individuality.Thanks to Rob Walker (2008) for this.
  • 11. Hugh MacLeod, Gapingvoid.com
  • 12. Brands . . are .. .. . MAGIC MAKING
  • 13. But . . . hugely successful brands can alsoBrands amount as the result of an emerge simply to as much as 80% of a firm’s assets. awesome product - Economist (2008) .
  • 14. So let’s not take this branding thing too Brands amount to as muchmediocrefar. Branding is no substitute for as 80% oflack of product innovation. products or a a firm’s assets. - Economist (2008)
  • 15. You can only fool people for a while.
  • 16. Country of Origin & Stereotypes:Chinese brands. Now we’re talking values, trust and the relative attractiveness of cultures.
  • 17. What is culture?“. . . the sum of a set of shared values.” - Bradley Hall (2008) “ . . . inherited ethical habit.” - Francis Fukuyama (1995)
  • 18. Individualism + Low Trust in China Small firms. Family run at core. Fragmented industries. Destructive, subsidized competition.Little cooperation. Few transnational firms. Short-term thinking. Emergent Strategy.
  • 19. On to theBRAND ®Building > > >
  • 20. What will this presentation cover?1. Why firms should establish a brand.2. The steps in establishing a new brand.3. A short list of recommended branding books.
  • 21. 1. Why establish a brand?
  • 22. Consumers face a dizzying array of choices.
  • 23. Products drift towards commoditization.
  • 24. A brand differentiates theproduct from similar offerings.
  • 25. A brand reduces the need to compete on price alone.
  • 26. The goal of a brand is to establish amonopoly position for a non-coreproduct attribute in the mind of an individual.
  • 27. Identity Image{PR/Advertising} {Reality} The Firm Staff & Customers
  • 28. Who controls a brand’s Firm meaning?Market Length of Time Brand Engages Market
  • 29. 2. Steps in establishing a new brand.
  • 30. I: Establish the meaning of the brand “The power of a brand is inversely proportional to its scope.” - Laura and Al Ries, The Origin of Brands
  • 31. A good way to do this is by asking:What’s the brand’s Point of View?
  • 32. BroadScope CVS: general drug store products CVS: general drug store products Body Shop: bodyNarrow New BrandScope A hair care store?
  • 33. Point of View? Who is the Enemy?
  • 34. Beauty doesn’t have to beat the expense of animals’ welfare.
  • 35. Dig deep for a position within anexisting category - or create a new category or, better yet, a new product!
  • 36. “Healthy” or “organic” are no longer brand positions or differentiators. These are nowcategories. Dig deeper if you want to differentiate.
  • 37. Your brand needs to . . . Stand forsomething
  • 38. Categories diverge not converge General Motors Models in 1955: 25 General Motors Models in 2005: 325Source: The Machine That Changed the World (1990)
  • 39. Brands and their Owners Range Rover: Indian French’s Mustard: BritishGlenmorangie Scotch: French Trader Joe’s: German
  • 40. Diffuse OwnershipBrands are often part owned by sovereign funds and private equity groups from various countries.
  • 41. Some points to remember: Brands cannot stretch very farCustomers buy brands not companies Brand decisions are strategic
  • 42. You can build a brand portfolio organically
  • 43. Or through acquisition
  • 44. II: NameChoose a name that’s: unique short easy to say easy to spell . . .
  • 45. if possible, the name should suggestthe product category:Captain Morgan RumLunesta Sleeping pillsSamsonite Strong luggage
  • 46. Alternatively, you cancreate meaning around a meaningless word.This is what Starbucks did with its brand.
  • 47. III: Physical Elements of the Brand: Choose a logo or name mark Choose a colour(s) Choose a tagline
  • 48. Final thought: . . . we all think everyone else’sshopping quirks are weird and irrational - but that our own make perfect sense. Rob Walker, New York Times Magazine (2009)
  • 49. The Origin of Brands, Al and Laura RiesBrand Meaning, Mark BateyDesigning Brand Identity: A complete guideto creating, building and sustaining strongbrands, Alina WheelerBrand Leadership, David Aacker andEric JoachimsthalerThe New Strategic Brand Management:Creating and sustaining brand equity longterm, Jean-Noel Kapferer
  • 50. I’m very interested in business trainingand course design for e-learning Feel free to get in touch! Thanks! Gordon@westportwire.com © Gordon Graham 2007

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