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Branding

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  • 1. Branding Larry Eiler Eiler Communications
  • 2. What is Branding?  Your brand is your personality  It is not advertising, it is not marketing—it encompasses those plus lots more  Relationship building, feeling  Target Audience  https://www.youtube.com/watch?v=JtiHOeOqV
  • 3. Branding  "A brand creates an image in the mind of the consumer. It says something is different at your firm, something worth more than business as usual. If your firm is a commodity, your customers will choose you solely on the basis of price or getting something for free. If you've got a brand, you're selling a lifestyle and you can sell anything you want.” --Steve Manning, Managing Director at Igor.
  • 4. Branding  Brands should be strong, favorable, and unique.  Brand Recognition-Ability to confirm prior exposure to a brand.  Brand Recall-Ability to retrieve the brand from memory when given a cue.  Brand Awareness= Brand Recognition + Brand Recall
  • 5. Brand Recall Exercise
  • 6. Brand Recall Exercise
  • 7. Brand Recall Exercise
  • 8. Brand Recall  These were visual cues  However, brands can be recalled using other senses (e.g., sound, smell, touch)  Intel jingle when computers with Intel processors turn on  Cinnabon aroma in malls and airports
  • 9. Companies that do it well  Apple Number 1 brand  Innovation (is this sustainable?)  Dependable  Coca-Cola Was 1, is 3  Global recognition, universal  Family oriented  https://www.youtube.com/watch?v=G2v4Y0ODDg4  LuluLemon  High-quality yoga clothes premium pricing  Healthy lifestyle, community oriented  https://www.youtube.com/watch?v=AGAw8dNp9G4
  • 10. Companies that do not do it well  JCPenney  Paula Dean  Haliburton  These companies or individuals have failed to control the way they are perceived by the general public—lost control of story, image, and reputation.
  • 11. What is the value of branding?  Establishes credibility  Many freelancers self brand  Makes you identifiable  Helps build a relationship  Helps build brand awareness and loyalty
  • 12. Branding: Michigan  Chrysler- rebranded itself, “Imported from Detroit  https://www.youtube.com/watch?v=SKL254Y_jtc  Ford- tough, dependable, American made  https://www.youtube.com/watch?v=dhEkVakVWF  Kellogg Cereals- healthy, important part of your day—targeting females
  • 13. What do you think of when you think of these businesses?
  • 14. Objectives for Branding  Ensure identification of the brand with a specific product class or consumer need  Firmly establish the totality of brand meaning by linking tangible and intangible brand associations with certain properties  Elicit the proper consumer responses to the brand  Create an intense, loyal relationship
  • 15. Other Examples  ABN-AMRO  Easter Island sandstone statues “MOAI”  Eastern Michigan University College of Business  Innovative, Applied, Global
  • 16. Steps for Branding  Research: know your industry, market and competition. Learn about your consumer with surveys, interviews or focus groups.  Develop a customer profile  Demographics: age, gender, location, background, marital status, income, etc.  Psychographics: interests, hobbies, values, attitudes, behaviors, lifestyle, etc.  Develop a positioning statement  Develop a marketing plan
  • 17. Branding and Social Media  Internet users spend 22.5% of their time on social networking while online (Invesp)  By 2015, global social commerce revenues are estimated to reach $30 billion (Invesp)  Nearly half of US consumers reach out to brands and service providers to voice satisfaction, complaints or ask questions  Search engines count social sharing in their rankings
  • 18. Branding and Social Media  Reaches audiences more directly  Free or inexpensive marketing  Direct and immediate communication  Large reach  Works for B2B or B2C  Consumer engagement “If you want to connect with people and be part of their community, you need to go where the community is.” -Ed Bennett, University of Maryland Medical Center
  • 19. Social Media Sites  Facebook  Twitter  YouTube  LinkedIn  Google +  Pintrest  Instagram  Yelp  Many More
  • 20. Measurement  Countable stats: friends, fans, followers, comments, likes, shares, retweets, etc.  Pay-per-click advertising  Google Analytics  Other ROI programs:     Omniture Hootsuite Tweetmeme Post Rank
  • 21. Branding and Social Media  You don’t need to brand or use all platforms  Based on your research, target consumer and position statement, which platforms work best for your brand?
  • 22. Conclusions  Any group must be distinctive to be known  What are your differentiators?  What positive imagery can you use?  What’s the best way to reach your target with your branding messages?  Analogy to set you apart