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How Branding Will Change Your Life?

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The true concept of branding is not to play the game choice. A common misconception in the business world is that branding is about making your target market choose you over your competition. The true …

The true concept of branding is not to play the game choice. A common misconception in the business world is that branding is about making your target market choose you over your competition. The true target is making your potential customers recognize your business as the only solution to their problem/needs.

Published in: Marketing, Business, Technology

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  • 1. How Branding Will Change Your Life? What is Branding? The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” The true concept of branding is not to play the game choice. A common misconception in the business world is that branding is about making your target market choose you over your competition. The true target is making your potential customers recognize your business as the only solution to their problem/needs. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 2. The key objectives that a solid brand should achieve:      Project your business message clearly Confirm your credibility with your potential market Connect with your potential market both visually and emotionally Motivates the potential market to use you r services Create a loyalty with your brand To have a successful branding campaign requires you to fully understand the needs and desires of your potential customers. It is essential that the business integrates brand strategy at every point of public contact. Your brand should reside within the minds of customers and potential prospects. A strong brand is invaluable as the competition for customers grows day by day. It’s important to spend time investing in researching, defining, and building your brand. Rise Your Own questions To Make your company’s brand, you need to rise some of the major questions: What’s your company name? An effective company name gives a strong first impression. Customers often memorize business names look them up in search engines. If your company’s name is hard to spell, consider placing Google AdWord bids on common misspellings. Naming your company is actually a more tedious job than most people think, but use your imagination. The best creative names are often the most simple. What does your business do? Define proper and accurate keywords which would help to find your business in a search directory and also point out the benefits and offerings different from your competitor to make uniqueness. Niche branding plays a major role in the business success almost for small or large, both online or offline. Niche branding is also called as “narrow branding” which connects your customer and prospects in a targeted way that focuses on their needs and not on you or your product. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 3. How do you define your niche? The products or services that you provide should be specifically defined to the customer. Highlight the benefits of your business help solve customer problems. A good brand always motivates the customer and thereby earns loyalty — increasing the chance for repeat business and referrals. Who is your target audience? To find your target audience, consider everyone who purchase including the buyer, the influencer and the end-user. This could be identified with a marketing persona for each market segment. Defining your brand to the right target market will help to boost up the overall effectiveness which will convert prospects into customers. What Are The Process to Gain Branding? Whether you are launching a new business, product or service, or re-branding an existing one, clarity is the key factor for success. Clarity creates interest, grabs attention, and calls for action. Both your clients and employees will better understand and respond to your mission and purpose. Gaining that clarity requires insight and understanding into what truly drives your business. (And it’s not your products and services!) We call it “finding your pivot point.” Once you know it, you can build your brand around it, create a following, command a premium. Then life becomes more enjoyable. People around you, customers, staff, vendors, begin to “get it.” When you are clear, everyone else gets clear, and you find yourself in a different space… no longer battling the competition, but leading your company in new and innovative directions. That’s what brilliant branding can do and this is how we do it… Gathering the background info (the big brain dump) We begin most branding assignments with a meeting of the key stakeholders. This is where you tell us the “state of the union,” and just where you stand now in the process. You may have some ideas and thoughts already formulated. There might be names that you loved but couldn’t use for various reasons (i.e. trademark conflict, the domain was taken, etc.) Or you may just be at a complete dead end, or wasting too much valuable staff time. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 4. Determining the pivot point (what business are you really in?) Rather than jumping to a competitive analysis of others in your industry, we first question what industry you are in. Sounds obvious, but it isn’t. Apple is not really in the “computer” business, but in the digital lifestyle business. If they acted like they were a computer company, they would be marketing against Dell and Gateway, and they wouldn’t be where they are today. Before branding a company, product or service, we dig deeper to determine the end benefit, the true value proposition, so that the branding remains anchored, relevant and timeless. We call this “finding your pivot point,” or that central theme that resonates throughout everything you do. Writing a creative brief (exactly what is your brand message) Now that you know your pivot point, your central theme and mission in life, how do you want to convey that message? Do you want to sound bold and innovative or tried and true? Do you want to engage and excite or educate and inform? What is the personality/temperament of your brand and how do you want it to be perceived? Who is your primary and secondary target market? What type of messaging will most appeal to them? We’ll ask these questions and summarize them in a document for your team to share and discuss. This will help further guide the naming process. Creating the brand criteria To keep the process on track, we work with you to prioritize which items in the brand strategy are most important and deserve the most consideration. Is it the overall sound and feel of the name? Is it the meaning behind the name? Is it the need to be unique? Or have an exact matching .com domain name? Typically there are a number of drivers in the branding process, but without identifying them, and prioritizing them, the least important factors can inadvertently take precedent over everything else. Concepting and developing brand identities Once we know what business you are truly in and what message you want to convey, we look at how best to convey that message. There are a number of branding strategies, each with their own pluses and minuses. You may want to start with a blank slate, something you can own, so we would explore invented or “empty vessel” names (i.e. Xerox.) Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 5. Reviewing and refining It’s often in the discussion of the brand names that the team gets the “ah-ha!” moment. Someone will share a new twist or insight that transforms a good name to a great one. Or one name sparks a train of thought that leads to other possibilities. That’s the purpose of this process, to help find and define the essence of the brand. Once in a while, a name will pop right out, but more often, one or two of the names begin to rise to the top and make more sense with each discussion. Selecting the winning name Typically it requires one to three “rounds” of names to find the right candidate. And often the name will be from the first list, simply because it requires contrast and comparison to see the value in a name. Some of our best and brightest brand names were initially passed over in early stages of the process, only to be revisited again and again. This is where it helps to air out each idea… how will the name be used, where will it be seen, how will it be used in a sentence, does it have “verb potential,” etc. There is usually several names that will meet the branding criteria, and then it’s a matter of choosing the one that feels the most fitting and comfortable. Based on the specifics of the project, we can also provide comprehensive trademark research, name validation testing, and linguistic evaluation to further assist you in your decision. Developing the marketing platform Rather than stopping with a name, tag line, logo and domain name, we’ll work with you to develop a marketing “lexicon” or language set to further enhance and support your brand message. For our client TKO Surgical, it was about standing up for their clients, championing their cause and being in their corner. For our financial planning client Freedom Peak, it was about “reaching for your goals,” “climbing higher,” and “gaining a higher perspective.” By developing this language set, you will be able to create a more meaningful and congruent brand message, one that highlights your core strengths. Creating the corporate identity/logo program Once we have the name, tag line and domain name, we work with you to create a matching logo identity (if that was part of the package.) We’ll ask you for examples of logos that you admire in other industries, and we’ll help determine the best logo treatment to reflect your overall brand message. We’ll provide three to five logos per round, and gather feedback on which one(s) you like best. From there we fine tune the images until we have one that compliments your brand name. For some clients, it’s all about creating something “eye popping” and highly visual. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 6. Finalizing and transferring all branding elements Once the logo is approved, we then forward all the files in various formats for use in printing, web design and signage. We’ll also specify the logo font type and the specific PMS colors for future reference. We then transfer over the domain name and provide all necessary information for immediate access. At this point you are good to go. You will have all the basics you need for a brilliant brand. How to Make Brand Identity? Today, consumers are almost overwhelmed by visuals. Whether driving down the highway, watching a television program, surfing the Internet, or shopping for groceries, consumers come across multiple brands during most daily activities. So is it even possible for a company to create a brand identity that will be remembered even after consumers encounter it? The good news is that, yes, creating a memorable brand identity is entirely possible with lots of research, thought, and consideration for today’s technology. The following 5 tips are some of the most important for making sure that the brand you build is one that not only stands out but that consumers remember anytime they are in need of your products or services and can access from anywhere. Know Yourself A memorable brand starts with a clear definition of your goals and mission as a company. A stronger vision of your company gives you a firm foundation to build your brand upon. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 7. Research Your Customers You can’t stop with knowing yourself because self-identification means nothing if you don’t have a clear picture of your target audience – your ideal customer. Knowing the consumers you will most likely attract as a company will help you better choose aspects of your brand design that customers will relate to and remember. Create a Brand Story Developing a brand story goes back to making sure your company is relatable. A story draws customers in, and appeals to their emotions. If you can get them to feel an emotion that they relate to your company, then they will definitely remember you. Just make sure that your story is the same across every media that consumers encounter you – online, on their phones, or on a poster. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 8. Be Simple but Creative A complicated design is never memorable. So keep everything about your brand simple. Limit your colors and your fonts, and design a minimal logo. Keeping your story simple as well ensures that customers remember it and the emotions it elicits better. Keep in mind, though, that you also want to be creative. The most creative brands have always been the ones the public remembers long after their initial emergence. Be Consistent A simple yet creative brand also ensures that it is still translatable between screen sizes or digital and print marketing media, for example. If you are able to maintain brand consistency no matter where customers encounter you, then you will build a much stronger and memorable brand. They will recognize your company whether they access your website on their laptop or on their mobile phone. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.
  • 9. Here are the top 10 most valuable brands in the world It’s the end of an era for Coca-Cola. The cola giant’s 13-year rein as the world’s top-ranked brand by Interbrand, a leading brand consultancy, ended this year as Apple jumped into top spot with a 28% rise in brand value from last year. The technology juggernaut’s brand is now worth US$98.3 billion, according to the ranking. Technology companies dominated the upper echelons in this year’s ranking, with six of the top 10 names coming from that sector. Copyright © 2014 Team Mango Media Private Limited. All rights reserved.