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Branding powepoint

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  • 1. THE CRITICAL IMPORTANCE OF A STRONG BRAND Presentation by: Dan Gold www.ESTICreative.com
  • 2. 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
  • 3. 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.
  • 4. A Few Positive Case StudiesWhat are some things we know about these brands?
  • 5. Think DifferentInnovativeSets the Trend New Products Elegant
  • 6. Zoom Zoom FunLuxury & Affordable Cutting edge fast
  • 7. ServiceBrown ConsistentFor you Friendly Simple Reliable
  • 8. Home remedy - Throwback Game FunUnique Everywhere Basic Winner Active/InteractiveSmart Capable Inclusive Reliable Resource Team Responsible Community Reliable/Helpful
  • 9. 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)
  • 10. 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.
  • 11. 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