THE CRITICAL IMPORTANCE OF A STRONG BRAND Presentation by: Dan Gold www.ESTICreative.com
B e Unique (separate yourself from the crowd) R azor like focus (1 message; stay on at all times) A ttiude (who are you, what do you stand for) N arrative (have a story and tell it all the time) D eliver (your product or service)4 Rs of Branding 4 Cs of Branding Representation Conversation Repetition Creative Relationship/Relate Comprehensive Reliance Consistency
10 Commandments of Successful Branding1) There is 1 message only. Thou shall have no other messages before it. - The key to it all.2) Thou shall not make an(other) image to represent the company. - Image is everything. It tells a 1000 words. Don’t play around with it.3) Thou shall NOT take the name of the the business in vain. - The people are the business - never criticize publically (on social media) no matter what.4) Remember the story of your business/brand and keep it holy. - This is your image and your entire business.5) Honor thy supervisors and subordinates. - Running a business takes a team. Following strict procedures take trust in each other.6) Thou shall not kill your brand. - Stay the course and do not do anything that misrepresents or contradicts your brand.7) Thou shall not CHEAT on your brand. - Don’t be temped to stray to another message for the chance of closing 1 deal.8) Thou shall not steal (or copy) from another brand - Its not right and it won’t make you successful in the end.9) Thou (brand) shall not lie (or mislead) about your product or services -This will come back to cause damage and is not worth it for short term gain.10)Thou shall not covet the competition’s success. - Don’t get jealous of others, get motivated, and beat them.
A Few Positive Case StudiesWhat are some things we know about these brands?
Think DifferentInnovativeSets the Trend New Products Elegant
Zoom Zoom FunLuxury & Affordable Cutting edge fast
ServiceBrown ConsistentFor you Friendly Simple Reliable
Home remedy - Throwback Game FunUnique Everywhere Basic Winner Active/InteractiveSmart Capable Inclusive Reliable Resource Team Responsible Community Reliable/Helpful
A Few Re-Branding Case StudiesWhat was the problem and what turned them around? (There is a difference between a re-brand and updating a look) (Yes, some of the previous businesses – Apple, UPS – are also considered successful rebrands)
Branding is NOT Marketing or AdvertisingBranding is FREE. Its an idea. It’s a story. Its what YOU do every day. $$$ is spent to grow and develop the brand is through marketing, product development, and advertising. These all are determined by the brand. The brand is FREE.
What’s Your Personal Story?That’s Part of Your Company’s Story That is YOUR Brand And…. Is Part of Your Company’s Brand