Branding For The Small Business

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Branding for the Small Business presentation from Clarity Marketing

Published in: Business, Design

Branding For The Small Business

  1. 1. Branding for the Small Business
  2. 2. <ul><li>Influences choice - short cut to decision </li></ul><ul><li>Creates loyalty and advocacy </li></ul><ul><li>Commands price premiums </li></ul><ul><li>Provides a platform for growth </li></ul><ul><li>Appeals to other stakeholders </li></ul>Sustainable competitive advantage 5 Benefits of Branding
  3. 3. The ‘Brand Playground’
  4. 4. Brand The ‘Brand Playground’
  5. 5. Corporate identity -managed by the company Brand The ‘Brand Playground’ Corporate image - perception by its publics
  6. 6. Corporate identity -managed by the company Brand actions visual identity The ‘Brand Playground’ Corporate image - perception by its publics
  7. 7. Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics
  8. 8. Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics
  9. 9. actions visual identity beliefs image The ‘Brand Playground’ strong image – depends on alignment
  10. 10. actions visual identity beliefs image Alignment – of behaviour and presentation The ‘Brand Playground’ strong image – depends on alignment
  11. 11. The Biology of Brand
  12. 12. Cerebral cortex – “conscious brain” Higher order functions Language, information processing, problem solving, complex thought The Biology of Brand
  13. 13. Limbic system – “old brain” Hypothalamus Controls emotions and endocrine functions - ‘fight or flight’ Hippocampus Necessary for development and consolidation of new memories Amygdala Responsible for processing conscious and unconscious emotional responses The Biology of Brand
  14. 14. Some Case Studies
  15. 15. Original smoothies Innocent Drinks
  16. 16. 100% natural and delicious Pure, fresh, unadulterated Little, tasty drinks Market share of 41% “ More than just a drink! It's my way to lighten the day and make me smile. Find a bottle, read the label and see what I mean.” Original smoothies Innocent Drinks
  17. 18. Original smoothies Dairy-based thickies Fresh juice Juicy water Innocent Drinks
  18. 19. Serious Waste Company
  19. 20. Serious Waste Company
  20. 21. Serious Waste Company
  21. 22. Blue Swallow
  22. 23. Competitors Blue Swallow
  23. 24. Customers Unforgiving Habit - not loyalty “ They’re all as bad as each other” “They’ve let me down once too often” Main gripe - lack of pro-active communication Blue Swallow
  24. 25. Company Blue Swallow Storage Express Primary Brand Packing Secondary Brand Strapline same-day next-day couriers ? ? Archive ? Blue Swallow
  25. 26. Company Blue Swallow Express Secondary Brand Strapline same-day next-day couriers Primary Brand Blue Swallow
  26. 27. Friendly, communicative On the move No-nonsense, a bit cheeky Job done! Blue Swallow
  27. 28. SanTranslate
  28. 29. translation language services helpful distant SanTranslate
  29. 30. USP ESP Focus on CJK Full language service Understanding business/ organisation needs Friendly/approachable Helpful - extra mile Comfort of reduced risk SanTranslate
  30. 31. SanTranslate
  31. 32. SanTranslate
  32. 33. Layers of Branding
  33. 34. Visual “ Viewpoints” Logo Colours Graphics and imagery Packaging Layers of Branding “ Touchpoints” Emotional response Experience of use Customer service Technical support Experiential Verbal Brand name Descriptor Positioning tag line Nomenclature Tone of voice Positioning Brand personality Positioning statement Key features & benefits Attributes Target audiences
  34. 35. Brand is a Promise – it must be kept

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