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8 Principles of Branding
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  • 1. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g 8 principles of branding CLICK SCREEN TO BEGIN. Hit escape to return to normal screen mode. ©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 1 < Back | Home | next >
  • 2. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g 1. Be distinct What is 2. Be First Branding? 3. Be insightful As stated in the What is Branding? eBook, “A brand is not a logo, a product, or a company. A brand is a person’s emotional response to a company, product, or service.” 4. Be reliable And great brands have followed some of the most 5. Be Emotional fundamental principles that lead to overwhelming brand loyalty. 6. Be there These 8 principles of branding are: Be Distinct, Be First, Be Insightful, Be Reliable, Be Emotional, Be There, Be 7. Be smart Smart, and Be Conversational. 8. Be Conversational 2 < Back | Home | next >
  • 3. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE distinCt Becoming a reputable brand is a long and difficult path. Success and brand loyalty don’t just happen over night. Truthfully, a relevant, distinct message and product will determine the brand’s overall success. A brand cannot only rely on a catchy tagline or creative promotion, either. You must have a distinctive brand. Distinctive branding stems from clear brand positioning. At the foundation of the brand position is a clear map of whom the brand is targeting, who the competition is, and how it will be beaten. 3 < Back | Home | next >
  • 4. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE First Many brands that have grown to become household names have built their success on distinct positioning to their target consumers. They identify a positioning strategy in a way that appeals to their market, and then exploit the opportunity. If a brand can create something truly innovative, then they have the opportunity to claim and own both the market and the loyalty of consumers. The ultimate measure of being first to market is becoming the generalized term for a category. You say things like, “Can you pass me a Kleenex?” or, “I need a Band-Aid.” You refer to the product by the brand name instead of the object’s name because these brands created something new and then lived up to their core propositions. 4 < Back | Home | next >
  • 5. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE insightFul In finding the thing that makes your brand special, you may want to look for insight over innovation. Look for the obvious and universal truth that no one else has seen. Sometimes the best ideas are right in front of you. Keep in mind that insights are not inventions. Insights are just observations that bring a human need and a market opportunity together. In the 1950s, Lucky Strike Brand Cigarettes promoted that their tobacco had a “toasted tobacco taste”. Consumers asserted that Lucky Strike was the only tobacco that was toasted, when in actuality, ALL tobacco is toasted. Lesson: Lucky Strike used the insight that no other cigarette manufacturer was claiming to have toasted tobacco, so they used it themselves. 5 < Back | Home | next >
  • 6. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE rEliaBlE Creating and sustaining customer loyalty is a primary objective for most brands. The ability to continually live up to promises will not only build loyalty, but will also generate brand advocacy. If you can consistently deliver the things you promise, then your reputation will grow beyond your brand. Creating a policy for effective feedback loop-closure is also a system that will build a brand’s reputation. If a consumer provides feedback on your brand, then it will build credibility if you respond to it. Responding to patron feedback is a very basic step for those brands that wish to have a personal relationship with their customers. 6 < Back | Home | next >
  • 7. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE Emotional The difference between being rational and being emotional is that rationality leads to a conclusion whereas emotion leads to action. Rational benefits are important because they legitimize the tangible features of the product, but these benefits can be easily copied by other brands (i.e. price, service, staff). Like we said at the beginning of the eBook, a brand is a person’s EMOTIONAL response to a company, product, or service. This means that the most basic level of relationship between person and brand is based on feelings. Once you find the medium that allows for an emotional bond, then you can grow advocacy. 7 < Back | Home | next >
  • 8. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE thErE For service-oriented brands in particular, an engaged and passionate workforce contributes substantially to the strength of a brand in the eyes of its customers. Be an advocate at home. Empower your employees to truly embrace the brand promise so that you can develop a network of passionate brand ambassadors. Southwest Airlines has gone on record as saying that their employees are their number one priority. The top three Southwest Airlines values are 1. Employees, 2. Customers, and 3. Stockholders. This means that the Southwest Airlines organization exists first and foremost, to exceed its employees’ expectations; in a close second, to exceed its customers’ expectations; and in close third, to exceed its stockholders’ expectations. This is the greatest example of creating employees’ advocacy in the market today. 8 < Back | Home | next >
  • 9. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE smart Brand communication should be viewed in the context of “the media you own” and “the media you rent.” Maximizing all brand touchpoints plays a pivotal role in overall awareness and engagement. Today, it is too simplistic to believe that paying media fees is still the best way to activate awareness and conversion with the consumer. Effective brand development will identify and leverage touchpoints your competitors can neither access nor influence. Aside from increased consumer engagement, leveraging your own media is financially savvy. 9 < Back | Home | next >
  • 10. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g BE ConvErsational As stated before, the personal relationship between brand and consumer is the foundation for brand loyalty and advocacy. Part of that relationship is dialogue. Old-world marketing involves a one-way flow of information to the consumer, but with the dawn of social media, brands have the opportunity to talk back. This goes back to the “Be Reliable” point about creating effective feedback loop- closure. It not only reinforces reliability, but it also creates a dialogue. 10 < Back | Home | next >
  • 11. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g RUSSO IS A STRATEGIC BRANDING AGENCY – AND AS A BRANDING AGENCY, WE ARE BELIEVERS. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. for more information on branding, social media or to learn more about the russo group, drop us a line, we would love to hear from you. 116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | f 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com 11 < Back | Home | next >
  • 12. ebook Ser ies: Volume 24 the promise behind the brand. 8 Prin ciPleS of Brandin g 8 principles of branding ©The Russo Group, 2009. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 12 < Back | Home | next >