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Branding For The Small Business

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Branding for the Small Business presentation from Clarity Marketing

Branding for the Small Business presentation from Clarity Marketing

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Branding For The  Small  Business Branding For The Small Business Presentation Transcript

  • Branding for the Small Business
    • Influences choice - short cut to decision
    • Creates loyalty and advocacy
    • Commands price premiums
    • Provides a platform for growth
    • Appeals to other stakeholders
    Sustainable competitive advantage 5 Benefits of Branding
  • The ‘Brand Playground’
  • Brand The ‘Brand Playground’
  • Corporate identity -managed by the company Brand The ‘Brand Playground’ Corporate image - perception by its publics
  • Corporate identity -managed by the company Brand actions visual identity The ‘Brand Playground’ Corporate image - perception by its publics
  • Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics
  • Corporate identity -managed by the company Brand actions visual identity beliefs image The ‘Brand Playground’ Corporate image - perception by its publics
  • actions visual identity beliefs image The ‘Brand Playground’ strong image – depends on alignment
  • actions visual identity beliefs image Alignment – of behaviour and presentation The ‘Brand Playground’ strong image – depends on alignment
  • The Biology of Brand
  • Cerebral cortex – “conscious brain” Higher order functions Language, information processing, problem solving, complex thought The Biology of Brand
  • 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
  • Some Case Studies
  • Original smoothies Innocent Drinks
  • 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
  •  
  • Original smoothies Dairy-based thickies Fresh juice Juicy water Innocent Drinks
  • Serious Waste Company
  • Serious Waste Company
  • Serious Waste Company
  • Blue Swallow
  • Competitors Blue Swallow
  • 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
  • Company Blue Swallow Storage Express Primary Brand Packing Secondary Brand Strapline same-day next-day couriers ? ? Archive ? Blue Swallow
  • Company Blue Swallow Express Secondary Brand Strapline same-day next-day couriers Primary Brand Blue Swallow
  • Friendly, communicative On the move No-nonsense, a bit cheeky Job done! Blue Swallow
  • SanTranslate
  • translation language services helpful distant SanTranslate
  • USP ESP Focus on CJK Full language service Understanding business/ organisation needs Friendly/approachable Helpful - extra mile Comfort of reduced risk SanTranslate
  • SanTranslate
  • SanTranslate
  • Layers of Branding
  • 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
  • Brand is a Promise – it must be kept