BRANDING
creation & communication
the Brand
THE MARKETING IDEA
M

• ANYTHING and EVERYTHING you do to
SELL your PRODUCT, SERVICE, EXPERTISE
at a PROFIT
THE BRANDING IDEA
B

• BRANDING is where you start. MARKETING as
a FUNCTION, supports THE BRAND
WHAT IS A BRAND?
A BRAND IS NOT
A LOGO
A LOGO
A LOGO IS...
• A SYMBOL OF THE BRAND
• It is the graphical representation of everything
that embodies the brand
A BRAND IS NOT
A NAME
A NAME
A NAME
• REPRESENTS A BRAND
A BRAND IS NOT
• A PRODUCT
A PRODUCT IS...
• A THING
• That is produced by a certain brand
A BRAND IS...
• A PLATONIC IDEAL
A BRAND IS ALSO
• A FEELING ABOUT
• A product
• Service
• Expertise
A BRAND IS ALSO
• AN EXPECTATION...
AN EXPECTATION OF?
• TRUSTWORTHY BEHAVIOR
TWO APPROACHES
TO BRANDING
TO BRANDING
• MEAGA COMMODITY BRANDS
• SMALL BUSINESS BRANDS
MEGA COMMODITY
BRANDS
• BEHAVE LIKE OCEAN LINERS
• Have unlimited resources
• Can profit through mistakes
• But, cannot sw...
SMALL BUSINESS
BRANDS
• BEHAVE LIKE SPEED BOATS
• Limited resources
• Can adapt to the market quickly
• But, can crash and...
4 LEVELS OF BRANDING
• BRAND IDENTITY (Step 1 in building a brand)
• BRAND AWARENESS (First phase of success)
• BRAND PREF...
FIRST LEVEL OF
BUILDING A BRAND
• BRAND IDENTITY
• Building your brand from scratch
• Revamping your current brand
WHO HAS A BRAND?
Every Business
HAS A BRAND
HAS A BRAND

• WE ALL HAVE BRANDS

• From the first day you imagine your business
• Even if you...
WHY DO WE NEED TO
MANAGE OUR BRAND?
• WE CAN’T AFFORD TO MISCOMMUNICATE
OUR UNIQUE MESSAGE & EXPERIENCE
• You may only hav...
MANAGING YOUR
BRAND
• EFFECTIVELY COMMUNICATES YOUR
• PRODUCT
• SERVICE
• EXPERTISE
3 IMPORTANT
QUESTIONS
• WHO ARE YOU?
• WHAT DO YOU DO?
• WHY DOES IT MATTER?
DIFFERENTIATION
• THE HEART OF BRANDING
• Differentiation is the foundation of branding
THE EMOTIONAL
ELEMENT
• BRANDS ARE EMOTIONAL ELEMENTS
• The mind offers the heart an explanation to
pursue the brand
the BRAND as
A WHOLE
A WHOLE
2 PARTS TO A BRAND

• BRAND BUILDING

COMMUNICATE
#1 BUILD THE BRAND
•IDENTITY Formation
•USP / Differentiation
•Create an EXPERIENCE
COMMUNICATE
THE BRAND
•MARKETING Function
•Establish CELEBRITY
•INNOVATION
6-steps to BRAND build
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Brandingoverview 091020160313-phpapp01

  1. 1. BRANDING creation & communication
  2. 2. the Brand
  3. 3. THE MARKETING IDEA M • ANYTHING and EVERYTHING you do to SELL your PRODUCT, SERVICE, EXPERTISE at a PROFIT
  4. 4. THE BRANDING IDEA B • BRANDING is where you start. MARKETING as a FUNCTION, supports THE BRAND
  5. 5. WHAT IS A BRAND?
  6. 6. A BRAND IS NOT A LOGO A LOGO
  7. 7. A LOGO IS... • A SYMBOL OF THE BRAND • It is the graphical representation of everything that embodies the brand
  8. 8. A BRAND IS NOT A NAME A NAME
  9. 9. A NAME • REPRESENTS A BRAND
  10. 10. A BRAND IS NOT • A PRODUCT
  11. 11. A PRODUCT IS... • A THING • That is produced by a certain brand
  12. 12. A BRAND IS... • A PLATONIC IDEAL
  13. 13. A BRAND IS ALSO • A FEELING ABOUT • A product • Service • Expertise
  14. 14. A BRAND IS ALSO • AN EXPECTATION...
  15. 15. AN EXPECTATION OF? • TRUSTWORTHY BEHAVIOR
  16. 16. TWO APPROACHES TO BRANDING TO BRANDING • MEAGA COMMODITY BRANDS • SMALL BUSINESS BRANDS
  17. 17. MEGA COMMODITY BRANDS • BEHAVE LIKE OCEAN LINERS • Have unlimited resources • Can profit through mistakes • But, cannot switch strategy quickly
  18. 18. SMALL BUSINESS BRANDS • BEHAVE LIKE SPEED BOATS • Limited resources • Can adapt to the market quickly • But, can crash and burn
  19. 19. 4 LEVELS OF BRANDING • BRAND IDENTITY (Step 1 in building a brand) • BRAND AWARENESS (First phase of success) • BRAND PREFERENCE (Charismatic, no sub) • BRAND GENERIC ASSOCIATION (Mega Co’s)
  20. 20. FIRST LEVEL OF BUILDING A BRAND • BRAND IDENTITY • Building your brand from scratch • Revamping your current brand
  21. 21. WHO HAS A BRAND?
  22. 22. Every Business HAS A BRAND HAS A BRAND • WE ALL HAVE BRANDS • From the first day you imagine your business • Even if you haven’t started yet!
  23. 23. WHY DO WE NEED TO MANAGE OUR BRAND? • WE CAN’T AFFORD TO MISCOMMUNICATE OUR UNIQUE MESSAGE & EXPERIENCE • You may only have one chance to win your prospect!
  24. 24. MANAGING YOUR BRAND • EFFECTIVELY COMMUNICATES YOUR • PRODUCT • SERVICE • EXPERTISE
  25. 25. 3 IMPORTANT QUESTIONS • WHO ARE YOU? • WHAT DO YOU DO? • WHY DOES IT MATTER?
  26. 26. DIFFERENTIATION • THE HEART OF BRANDING • Differentiation is the foundation of branding
  27. 27. THE EMOTIONAL ELEMENT • BRANDS ARE EMOTIONAL ELEMENTS • The mind offers the heart an explanation to pursue the brand
  28. 28. the BRAND as A WHOLE A WHOLE
  29. 29. 2 PARTS TO A BRAND • BRAND BUILDING COMMUNICATE
  30. 30. #1 BUILD THE BRAND •IDENTITY Formation •USP / Differentiation •Create an EXPERIENCE
  31. 31. COMMUNICATE THE BRAND •MARKETING Function •Establish CELEBRITY •INNOVATION
  32. 32. 6-steps to BRAND build
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