Allwrite Rebranding
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Allwrite Rebranding

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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.

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  • 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