BRANDING 101 How to stand out from the rest of the herd Missouri S&T Student Leadership Conference Jan. 31, 2009 Presented by: Andrew Careaga, director of communications, Missouri S&T moo

BRANDING 101 what is a brand? why is branding important? what does it mean for your organization?

BUT FIRST… Let’s do business

Let’s do business

WHAT IS A BRAND? logo? name? association?

logo?

WHAT IS A BRAND? A brand is how people feel about a product, service or organization

A brand is how people feel about a product, service or organization

WHAT IS A BRAND? brands are defined by people , not organizations and people are emotional, intuitive beings

IN OTHER WORDS … YOUR BRAND is not what you say it is ... … it’s what they say it is

A STRONG BRAND… arouses emotion ignites passion echoes reliability conveys meaning

A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying. Richard Branson , founder of Virgin

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos, founder of Amazon.com

Barack Obama is three things you want in a brand. New, different, and attractive. That's as good as it gets. Keith Reinhard, chairman emeritus of DDB Worldwide, quoted in “The Brand Called Obama,” Fast Company , Jan. 18, 2009

WHAT’S YOUR BRAND? what does YOUR BRAND reflect? what do you want YOUR BRAND to reflect? how can you enhance YOUR BRAND?

HOW NOW? to make your brand stand out from the herd

BUILDING A BRAND passion create a cause purpose make an emotional connection planning deciding what to do – and what NOT to do people what you know + whom you know

ONE MORE THING… … and it’s HUGE

DIFFERENTIATION

DIFFERENTIATION Marketing today is all about creating tribes

MODERN TRIBES people join different tribes for different activities

FOCUS, FOCUS, FOCUS what do you do? who are you? why does it matter?

FOCUS, FOCUS, FOCUS focused  Porsche = sports cars unfocused  Porsche = sports cars + SUVs

DIFFERENTIATION Missouri S&T is a brand your organization is a brand, and a sub-brand

THE S&T IDENTITY we need your help standards.mst.edu

BRANDING 101 ???

THANK YOU! Andrew Careaga Director of Communications Missouri University of Science and Technology [email_address] 573-341-4183