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Branding simplified

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There has been so much buzz on the subject of Branding that it has caused as much confusion as it has caused excitement. ...

There has been so much buzz on the subject of Branding that it has caused as much confusion as it has caused excitement.

• Is branding all about coming up with beautiful logo for your company? Or is it more?
• What has branding got to do with marketing?
• Is branding just for the big boys? Can small business owners benefit from having a brand strategy?

In this talk Dean explains Branding in ‘plain English’ to give business owners a good understanding of the subject so that they can start implementing elements of brand strategy into their business and thus improve the quality of their business and eventually increase profits.

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Branding simplified Branding simplified Presentation Transcript

  • BRANDINGSIMPLIFIED
  • Introducing myselfPublic Relations & Copywriting
  • WHAT IS A BRAND?
  • Is it a logo? © Kinetiqbuzz.com
  • Is it an identity? © Kinetiqbuzz.com
  • Is it a product? © Kinetiqbuzz.com
  • A BRAND IS THE PERCEPTIONYOUR STAKEHOLDERS HAVE ON YOUR PRODUCT, SERVICE OR ORGANISATION
  • It’s a GUT FEEL... © Kinetiqbuzz.com
  • the TruthYour customers will form a perception of (you)even if you don’t do anything about it.Perception = RealityYou don’t own your brand, your customers does. © Kinetiqbuzz.com
  • it’s not what you say, it’s what they say! © Kinetiqbuzz.com
  • Why we must pay attention to branding? Too much choice in the marketplace Very little difference in quality and features. Consumers make buying decision based on trust. © Kinetiqbuzz.com
  • What makes a good brand? any product, service or company that people think has no substitute people will miss it if it suddenly disappears © Kinetiqbuzz.com
  • Four fundamentalcomponents of a brand BRAND © Kinetiqbuzz.com
  • Four fundamentalcomponents of a brand Core Brand Values Message BRAND Brand Brand Personality Icons © Kinetiqbuzz.com
  • CORE VALUES
  • Core Valuesforms the foundation of your companyhelps develop a clearer sense of what’s importanthelps define the parameters of decision makingand communicationdeeply ingrained principles that guide all of yourcompany’s actions © Kinetiqbuzz.com
  • ‘Permission to play’ valuesIntegrity, professionalism, quality, value creation, etc minimum standards required of any business/ employee don’t confuse your core values with permission to play values © Kinetiqbuzz.com
  • eg. FairnessWe are open and transparent organization where dataand information are shared widely fostering anenvironment of tough understanding, earned respectand celebrated growth.... © Kinetiqbuzz.com
  • eg. Performance We derive our success by continuously challenging and reaching high standards and goals. We set the industry benchmark by being the best in the industry. We achieve this by constantly developing our competencies through education and expanding our knowledge base so that we have the skills and capabilities to deliver on our commitments.
  • eg. Performance Indicators: High goals and benchmarks Simplicity & speed Leading capabilities & competencies Leading edge corporate learning Aggressively adding value Free & open collaboration
  • Core Values ChecklistChoose 3 or 4 values that you believe are core to yourcompany (product focused/people focussed).Are these values you will stick to even under stress andfaced with obstacles?Define/explain the values....passionately.Is your company passionate about these values?What would your clients miss about your brand if yousuddenly disappeared? © Kinetiqbuzz.com
  • BRAND MESSAGE
  • Brand MessageThe key message that your company will becommunicating to all its audiences.All other ‘sub-messages’ supports this message.It should differentiate you in the marketplace.It should be relevant to your target customers.Always keep it simple. © Kinetiqbuzz.com
  • example:
  • Brand Message Checklists Does it reflect reality? Is it authentic? Is it consistent with your company’s core values? Is it believable to key decision makers? What impression do you want your customers to take away from your core brand message? Is it working? © Kinetiqbuzz.com
  • BRAND PERSONALITY
  • Brand PersonalityDefines the tone and attitude you use tocommunicate your core values and core message.It must engage your target customer.Customers don’t pay attention to brands that doesnot have a well personality.The company with non-engaging personality isvulnerable to competitors with a well definedpersonality. © Kinetiqbuzz.com
  • Botak Jones example:
  • Botak Jones example:
  • Brand PersonalityYou define your brand personality, not yourcustomersDon’t create unrealistic, saint-like personalityDifferent parts of the personality must go togethernaturally.Don’t list personality traits that you admire, butdon’t accurately reflect reality.It must be consistent...always. © Kinetiqbuzz.com
  • Brand Personality ChecklistDefine the ‘person’ that your brand represents.Choose 4-5 human traits that works for your brand.And explain how each is relevant to your company. © Kinetiqbuzz.com
  • Brand Personality Checklists Will the traits work across all your marketing materials? Will it appeal to customer decision makers? Have at least one trait that deals with communication. Does your product/service have the substance to support the brand personality? © Kinetiqbuzz.com
  • BRAND ICONS
  • Brand IconsThe ‘five senses’ representational elementsName: unique, memorable, distinctive, easy topronounce.Graphic representation: icon, symbol, image thatdepicts brand’s identity.Tag line: a message that expresses a functional and/oremotional benefits to customers.Corporate Colours, Font, Clothing, Smell, Music © Kinetiqbuzz.com
  • A note aboutVision, Mission, PromiseVision: “Where you want your company to be”Mission: “What (you) do”Brand Promise: The expected emotional and functionalbenefits of experiencing your product/services. © Kinetiqbuzz.com
  • YOU ARE ON YOUR WAY TOBECOMING A BRAND WHEN... you know who you are you know what matters to you you know what you do best you know how you do things differently you have your own style of doing things
  • BRANDING Core Values that you believe in + Clear Brand Message + Strong Brand Personality + Brand Icons that reflects yourBrand message/Personality/Core Values
  • Core Values
  • Brand Message Core Values
  • Brand Personality Brand Message Core Values
  • Brand IconsBrand Personality Brand Message Core Values
  • Brand IconsBrand Personality Brand Message Core Values
  • Brand IconsBrand Personality Brand Message Core Values
  • YOU HAVE BECOME A BRAND WHEN...your customers choose you over yourcompetitorsyour customers defends your brand
  • ABOUT THE SPEAKERDean Shams is the founder and principal consultantat KinetiqBuzz PR, a boutique public relationsagency.He has consistently gotten extensive media coveragefor his clients, regardless of the size of their business.He develops creative PR campaigns that has gottenhis clients more than $3 million worth of publicity.He regularly speaks on PR, Branding,Communication and Networking Skills.To find out more, please go to www.kinetiqbuzz.comor connect with him on Facebook: KinetiqBuzzYou can get in touch with him throughGetPublicity@KinetiqBuzz.com