Contact bruce.segall@gmail.com

1. I GAVE THIS OVERVIEW PRESENTATION ON BRANDING TO
MY TOASTMASTERS (PUBLIC SPEAKING) CLUB, SO SOME
OF THE CONTENT IS FUNDAMENTAL. STILL, IT IS GOOD TO
FOCUS ON SOME PRINCIPLES THAT APPLY REGARDLES
OF THE BRANDING OR RE-BRANDING SCOPE.
THE EXAMPLE OF CORANET’S RE-BRANDING (P.10) WENT
OVER PARTICULARLY WELL
BRUCE K. SEGALL JULY 25 2012

2. Branding 101
Bruce K. Segall July 17, 2012

3. BEFORE WE START - DEFINITIONS
Name – a word or combination of words by which a product,
service or business is known
Logo - a graphic representation or symbol of a company
name, trademark
Brand – much larger than a name or logo, the intangible sum
of a product's attributes, price, history, reputation, and
advertising
Branding –Coming up with a name, logo and brand identity for
a new business or service
Re-branding – Redoing the name, logo and brand identity for
an existing business or service

4. BRANDING CAN BE FULL OF BUZZWORDS
PPI Sub-Brand
Associative name CMYK
Brand architecture
Coined name
Brand
extension
Master Brand
PMS

5. BRANDING CAN BE EXPENSIVE
“ If you pay $1.97million to develop a new
brand and visual identity, expect to pay up to
$33million USD) to make it work as the
creative consultants told you it would.”
Pendry White, Branding Consulting
So Why Should You Care?

6. RELEVANCE OF BRANDING FOR YOU
 In the U.S. alone, 1 million new businesses
are started each year
 You or a family member will be involved in a
start-up
 Companies launch new products/programs
all the time
 Companies/organizations re-brand,
especially in an improving economy

7. OUTLINE
The Basics: USPTO (US Patent & Trademark Office)
Full-blown Branding Example
Mid-size Rebranding Examples
Small-scale Branding Example
Basic Guidelines to Follow
Examples of Good & Bad Rebranding
Ask Questions Anytime!

8. THE BASICS: USPTO
“A trademark is a word, phrase, symbol, and/or design
that identifies and distinguishes the source of the goods
of one party from those of others.” (Source: USPTO)
The definitive way to protect a name/logo
Search
Apply (min $300-$5,000)
Wait 
Approve Dispute
But even here there is some flexibility

9. FULL-BLOWN BRANDING - SAP
Logo Simplified Logo
Proliferation New Tagline
If you think this was easy…
Columbia Business School didn’t think so

10. FULL-BLOWN BRANDING - TOASTMASTERS
 270,000 members belonging to
 13,000 clubs organized into
 Areas, Divisions and Districts reporting into
 14 Global regions (each with hundreds of clubs)

11. MID-SIZE REBRANDING
Camelot Is Now Coranet
“AT THE CORE OF YOUR NETWORK”

12. MID-SIZE REBRANDING

13. SMALL SCALE BRANDING
Name “Marketing Sense for Business” protected in
New York but not registered with USPTO
Went for a “second choice” URL –
marketingsense2.com

14. SOME ADVICE ON INEXPENSIVE BRANDING
 Crowdsourcing -
http://logo.designcrowd.com/
 Similar process for name development –
namingforce.com
 GoDaddy custom website design services
 $50/month for 6 months

15. A FULL, MEDIUM OR MINI-REBRANDING?
How do you know what scale is best for
you?
 Size
 Consumer vs. Business to Business
 Company’s culture
 Company’s current performance

16. BASIC PROCESS & GUIDELINES TO FOLLOW
REGARDLESS
1. Don’t just start
2. Develop a set of branding criteria
1. Based on Vision
3. Iterate/talk to clients and influencers
4. Have a To Do List
5. Think about internal and external constituent
6. Do a “gut check”
Do not “Just Do

17. EXAMPLES OF GOOD BRANDING
There are some things money can’t buy. For
everything else, there’s MasterCard.” Priceless.

18. ILL-ADVISED REBRANDING
Please contact bruce.segall@gmail.com for
examples.

19. SOME QUESTIONS TO ASK
 Do I need to:
Protect and/or differentiate
something that I’m involved in?
 What investment is appropriate vs. the risk?
 Is my employer or organization trying to do
the same thing?
No Formal Training Needed!