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Your Living, Breathing Brand
 

Your Living, Breathing Brand

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My presentation to Business Xchange highlighting how important it is to focus on the emotion behind your brand.

My presentation to Business Xchange highlighting how important it is to focus on the emotion behind your brand.

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  • <br />
  • Open question to audience...what is a brand? <br /> Is it just a logo? <br /> Google search for What is a brand? turns up lots of interesting stuff. Add in UK and you get Katie Brand, Russell Brand, Pampers as the most trusted brand but nothing really discussing brands. Does this mean that in the UK we don&#x2019;t really understand brands? <br />
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  • Mention Pollenfarm as interesting exercise in branding - why did I change? <br /> <br /> Practical exercise: two bits of paper per person on each table. <br /> First, privately write 3 words that represent your brand and draw one picture. Use things that come into head. <br /> Fold sheet and put to one side. <br /> <br /> Here&#x2019;s mine... <br /> Then show my lego house and explain my thinking... <br /> <br />
  • Mention Pollenfarm as interesting exercise in branding - why did I change? <br /> <br /> Practical exercise: two bits of paper per person on each table. <br /> First, privately write 3 words that represent your brand and draw one picture. Use things that come into head. <br /> Fold sheet and put to one side. <br /> <br /> Here&#x2019;s mine... <br /> Then show my lego house and explain my thinking... <br /> <br />
  • What is Nutmeg?Lego House <br /> <br /> Words <br /> <br /> Person to your left - remember what you&#x2019;ve heard/seen from today and other meetings and draw a pic for their brand, 3 words or phrases for them <br /> <br />
  • What is Nutmeg?Lego House <br /> <br /> Words <br /> <br /> Person to your left - remember what you&#x2019;ve heard/seen from today and other meetings and draw a pic for their brand, 3 words or phrases for them <br /> <br />
  • What is Nutmeg?Lego House <br /> <br /> Words <br /> <br /> Person to your left - remember what you&#x2019;ve heard/seen from today and other meetings and draw a pic for their brand, 3 words or phrases for them <br /> <br />
  • Have someone do that to Nutmeg during coffee/breakfast. <br /> This is what I think - this is what Joe thinks <br /> <br /> Show this and other examples. Do they sync up? If not, what can you do to sync them. <br />
  • Think about a pair of exclusive jeans - it&#x2019;s not just the brand you buy (although for kids it is) it&#x2019;s the quality of the material, the high quality cut, the way they stictch. All of these are brands. <br /> <br /> Effective brands creat a link between the personality of the brand and the audience. <br /> <br /> Denying sales if they don&#x2019;t fit your brand. 80 Trades around the World. Tequila brand refused to sell to Connor as his sales strategy was to undercut the existing brands but this would have damaged their brand. They walked away. <br />
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  • You are your brand so anything you do online represents your business. <br /> There are numerous cases now of staff being dismissed through their indiscretions online. <br /> Never put anything up online you wouldn&#x2019;t want your mother-in-law to see. <br /> Be careful who your friends are and how you use FB. <br /> Things stay - I found several entries under Google which showed me doing different things. <br />
  • You are your brand so anything you do online represents your business. <br /> There are numerous cases now of staff being dismissed through their indiscretions online. <br /> Never put anything up online you wouldn&#x2019;t want your mother-in-law to see. <br /> Be careful who your friends are and how you use FB. <br /> Things stay - I found several entries under Google which showed me doing different things. <br />
  • You are your brand so anything you do online represents your business. <br /> There are numerous cases now of staff being dismissed through their indiscretions online. <br /> Never put anything up online you wouldn&#x2019;t want your mother-in-law to see. <br /> Be careful who your friends are and how you use FB. <br /> Things stay - I found several entries under Google which showed me doing different things. <br />
  • Do your staff understand your vision and your brand? They need to exude it. <br /> <br /> If you hold an event does it fit your brand? Why are you doing it? How does it reflect your brand? <br /> <br /> Empty stand <br /> Messing reception - usability, plant pots? <br /> <br /> Eating on stand - ignoring guests <br /> <br /> Leaning on product and frankly looking bored. <br />
  • Do your staff understand your vision and your brand? They need to exude it. <br /> <br /> If you hold an event does it fit your brand? Why are you doing it? How does it reflect your brand? <br /> <br /> Empty stand <br /> Messing reception - usability, plant pots? <br /> <br /> Eating on stand - ignoring guests <br /> <br /> Leaning on product and frankly looking bored. <br />
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Your Living, Breathing Brand Your Living, Breathing Brand Presentation Transcript

  • Your Living, Breathing Brand
  • What is a brand?
  • What is a brand?
  • What is a brand? The Dictionary of Business and Management defines a brand as:
  • What is a brand? The Dictionary of Business and Management defines a brand as: “ a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.”
  • What is a brand? The Dictionary of Business and Management defines a brand as: “ a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.”
  • What is a brand? The Dictionary of Business and Management defines a brand as: “ a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.” Fortune magazine (in 1997):
  • What is a brand? The Dictionary of Business and Management defines a brand as: “ a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.” Fortune magazine (in 1997): “ In the twenty-first century, branding ultimately will be the only unique differentiator between companies. Brand equity is now a key asset.”
  • What does your brand mean to you?
  • What does your brand mean to you?
  • What does your brand mean to you?
  • Reliability
  • Reliability Attention to Detail
  • Reliability Attention to Detail Organisation
  • What does your brand mean to others?
  • Give your brand an emotion...
  • What is your brand?
  • But it’s also these...
  • And don’t forget these...
  • And don’t forget these...
  • And don’t forget these...
  • And don’t forget these...
  • Or these...
  • Or these...
  • So, in a Nutshell...
  • So, in a Nutshell... “Brands are defined by the customer. They exist as a feeling that extends beyond the product itself.” T. Scott Gross - Microbranding Brand = Customer Experience/Time
  • Live and Breath your Brand