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.

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Allwrite Rebranding

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

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