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Branding To Sell Branding To Sell Presentation Transcript

  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell the power of branding to sell Based on the research of William l. haig, Phd. 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 >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell TABLE OF CONTENTS The Take away ........................................................................................................................................................................................3 The communication persuasion process...........................................................................................................................................4 The right Brand image .........................................................................................................................................................................5 The credibility-Based Brand ................................................................................................................................................................6 The eight essentials ................................................................................................................................................................................8 credibility-Based Branding............................................................................................................................................................... 16 2 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell The Take away Brands that have credibility sell products and services. They also have brand value, or ROI. The key is a Credibility-Based Logo Design that serves as the cornerstone of an integrated brand promotion system. The result is marketing communication that adds credibility to the brand image. Credibility branding is a long-term prudent investment for better selling and has an accrued financial return on marketing expenditure. remember: Credibility branding sells and has value. The customer should be convinced: “Why should I buy anywhere or anything else?” 3 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell The CommuniCaTion Persuasion ProCess The roots of branding are in the social sciences: part psychology and part persuasion. Add creativity and design and the whole field of logo design/branding takes on an interesting new dimension. We call this dimension: Credibility-Based Identity, and in the broader sense, Credibility-Based Branding. A third term Brand Credibility is the result of successful application of the first two terms. Finally, keep in mind that there is a rationale to the process of logo design and branding management. 4 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell The righT Brand image sells If brand image is the result of everything a company does, shouldn’t there be a purpose the thinga you do? Things that leave impressions – by the way you advertise, the logo on your business card, even the way your people answer the phone. Wouldn’t it be great if you were able to harness these activities so that you’re brand image could emerge as a backdrop that sells products or services? And has ROI? How many times have we heard that we must have a positive brand? Or a great brand. What is a positive brand or a great brand anyway? What do these terms mean? 5 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell The CrediBiliTy- Based Brand Having a positive “credibility-based” brand gives us a direction for branding. Further, if credibility-based branding increased company sales, wouldn’t that be a good reason to adopt a credibility strategy in everything your company does? Credibility is strongly connected with messages being accepted. A credible source influences the message. It is also true that a lack of credibility blocks a perfectly good message. The reality is, we don’t typically believe a person who isn’t credible. The message is important, but the credibility of the company saying it determines if the audience will accept the message you are trying to deliver. 6 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell the point is that credibility is all about trust – and being credible makes what you are saying believeable, and in the end, that is selling. Credibility is best expressed through advertising, website and online content, public relations, product and packaging. Some believe that the company logo is the core of a credibility-based company brand. But, all marketing communication, including the logo, must work with credibility-based consistency to achieve a credibility- based company brand. 7 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell The eighT essenTials There are eight must-have criteria a Credibility Based Logo must have to be successful. They are: 1. identities/logos must be credibility-based This point is the most important. It is based on a simple principle: credibility persuasion. Just as credible people are more influential, so are corporate identities. Many studies in people to people communication conclude that if a person as the source of the message is competent or knowledgeable as well as trustworthy, then the message will be more readily accepted by the receiver. 8 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 2. logos must symbolize the company business to be credibility-based So how does a logo become credibility-based? It’s easy to understand that when a computer wiz talks about the best laptop to buy, he will be more influential on the subject than, say, a chef. And, if a chef talks about a new restaurant in town, he will be more influential on the subject than the computer wiz. Basically, just having some form of recognized expertise on a topic leads to increased trust. 9 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 3. logos must communicate that the company is trustworthy Possible traits of a trustworthy company include: “highly professional”, “competent”, “efficient” and “provides quality” workmanship. These are traits that contribute to a consumer’s belief that a company is an expert in its area of business. 10 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 4. logos must be planned. A great logo doesn’t come out of thin air. It has a basis for being. We know that succesful identities have relevant content and design form. But what content and what form? Content and design must work together to communicate what the logo is trying to “say” in order to be credible. This requires a plan. 11 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 5. logos must utilize the full spectrum of trademark architecture. There are three trademarking systems almost all logos fit into: there is the logotype only: Yahoo! there is the signature/icon: chanel there is the fusion of icon and logotype: target Besides being credibility-based, the logo must also be bold, express authority, and be interesting in an instant! All this without losing the prime objective that the logo must be credibility-based. 12 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 6. logos must communicate, communicate, communicate Here are the most common mistakes: • Adding too much to the identity often leads to confusion and a cluttered experience. Always remember, less is more. • Making the logotype and font selection work in harmony with the icon. This font is a design statement in and of itself abd should not be taken lightly. It is always complex and should always be simple while supporting the message. • In most cases the name and icon should be separated, with the icon over or beside to the left of the name. Otherwise, the visual confusion is obvious. 13 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 7. logos must be very prominent in application Frequency and consistency are the key points here. Frequency means that all areas of public contact must be utilized. Basic psychology tells us that the more frequent we experience something, the more likely we will remember it. And it should be the same, or consistent, each time. Consistency is the most common breakdown in logo application. 14 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 8. the icon and name must work together Logo symbology and the company name must both express credibility traits. The mark itself is a “visual” expression of company credibility. The name is a “verbal” expression of trust. Names like Mail Boxes Etc., The Closet Factory, and United Parcel Service are all descriptive of the company’s expertise. On the other hand, names like Cebit, Retrospex and Hebasco do not describe the company business, thus negating the opportunity to express their expertise in their respective fields. 15 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell CrediBiliTy-Based Branding the same credibility principles apply to all marketing communication. each touch point must be empowered with credibility attributes. however, it is imperative that the whole brand package works as a consistent, integrated system with credibility-based branding as the objective. this is promoting branding to sell. it works. 16 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell 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 17 < Back | home | nexT >
  • ebook Ser ies: Volume 24 the promise behind the brand. The power of Brandin g To Sell the power of branding to sell Based on the research of William l. haig, Phd. ©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. 18 < Back | home | nexT >