Allwrite Rebranding
Upcoming SlideShare
Loading in...5

Like this? Share it with your network


Allwrite Rebranding

Uploaded on

This is a short presentation to understand how to be more effective at branding or rebranding. Focus on consumers’ motivation.

This is a short presentation to understand how to be more effective at branding or rebranding. Focus on consumers’ motivation.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 32 25 5 2

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Rebranding Your Business, Your Ministry, and Yourself Annette R. Johnson
  • 2. Branding
    • Definition : Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme.
    • When you think of Toyota, what word(s) comes to mind?
    • Your answer was branded in your mind as a result of your interaction with Toyota and/or its ad campaign.
  • 3. Function of Branding
    • Branding = Building a Reputation
    • Branding seeks to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.
    • Branding = Building Trust
    • Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
  • 4. What is a Brand?
    • A brand is the “visual” identity of a specific product, service, or business. A brand encompasses the following basic elements:
    • Product Name
    • Logo
    • Typography
    • Color combination
    • Slogan
  • 5. What is a Brand?
    • A brand is also the “practical” identity of a specific product, service, or business. It encompasses the following:
    • Reputation
    • Promise
    • Price
    • Customer Service
    • Product Line
  • 6. Rebranding
    • Definition : is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
  • 7. Function of Rebranding
    • The main reason for a re-brand is to:
    • communicate a new message for a company,
    • show that something has evolved, or
    • reposition the brand/company.
    This may involve radical changes to the brand’s logo , brand name , image , marketing strategy , and advertising themes .
  • 8. Mistakes Made When Rebranding
    • Clinging to history
    • Totally redesigning all your packaging
    • Thinking the brand is just the logo, stationery or corporate colors
    • Basing a re-brand on advertising
    • No research
    • No testing
  • 9. Who Should Re-Brand?
    • Businesses for the purpose of profitability and enduring market presence
    • Ministries that need a renewal in member and/or community confidence after major scandal or before the emergence of a new leader or direction
    • Individuals who seek a new direction or who are being called to a new direction
  • 10. Branding Your Values Branding and rebranding in business is based on the target market’s values. Our motivation is based on our values. Once I know what you value, I know how to motivate or even manipulate you. Marketers understand consumers’ motivation include:
    • Motivation Values
        •  To get a good deal savings
        •  To impress others status
        •  To have something that lasts durability, loyalty
        •  To have something that works well performance
        • To identify with progressive thinking conformity
  • 11. Understanding your motivation reveals the internal desires and external triggers that cause your behavior.
        • MOTIVATION = Strong Desire + Distinct Prompt Response
    • (Drive) (Cue)
  • 12. Do You Know Your Motivation?
    • Your behavior and choices are based on your motivation
    • Your motivation is based on your values
    • We give most of our available time, money or thought to things we value