Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Create your Brand Marketing 101
Similar to Create your Brand Marketing 101 (20)
More from Pyramid Connections
More from Pyramid Connections (20)
Recently uploaded
Recently uploaded (20)
Create your Brand Marketing 101
- 1. Create Your Brand Marketing 101 by Javed Mohammed javed_mohammed@hotmail.com
- 2. What is a brand? “A brand is a symbol that identifies a product, service or organization.” Javed Mohammed
- 3. Digging a little deeper “A brand is a promise, that defines your organization, by creating a unique personality that sets an expectation with your customer that your product or service will deliver certain results, in performance or experience through all touch points (including what customers see, hear, touch, taste or smell about your business.) by providing a feel and tone across all communications that over time build a trust and relationship to your organization or product/service.”
- 4. Brand: Differentiation • What do I want to be known for? (Word, Image, Color, Emotion)
- 5. What Problem are you solving? • Bad Customer Service • New needs or wants • Dissatisfaction • A better way of doing things
- 6. What is the trigger for need or want? • Lifestyle change • Financial change • Life stage change
- 7. Maslow’s Hierarchy of Needs Self-actualization needs (self-development, creativity, morality, spontaneity) Physiological (hunger, thirst, sexual desire) Safety (security, protection, employment, property) Social (sense of belonging, love, family, sexual intimacy) Esteem (self-esteem, respect, recognition, status) Differentiators Satisfiers Basic Expectations Satisfaction
- 8. Appealing to Outer & Inner UNIVERSAL CULTURAL PERSONAL Man vs Man, Man vs Self, Overcoming adversity, Love conquers all, Life & death cycle, Sacrifce & reward High Context vs Low Context, Tradition Good vs bad Selfless vs Selfish Beautiful vs Ugly Important vs Insignficant
- 9. Brand Factors Distinctive Relevant Memorable Extendable Deep Brand Awareness Brand Association Brand Loyalty Brand Equity
- 10. Brand Elements • Brand Name-name, tagline, logo, mascot, colors, taglines, fonts • Brand Position-how you are positioned wrt competition & customers • Brand Promise-What you guarantee • Brand Personality-Your persona (creative, fun, performance) • Brand Tone-edgy, humorous, conservative, subtle • Brand Story-Your past, present, and future • Brand Associations-image, perception, differentiation
- 11. Powerful brands, personality, image, and message
- 12. Brand Value or Equity • “Brand Value or Equity is the value added whether perceived and or real in the customers mind for the product or service.” STEAK: Price, Function, Support SIZZLE: Image, Style, BRAND EQUITY=SIZZLE+STEAK
- 13. Brand Equity: “The additional value obtained by branding” Brand Awareness Brand Loyalty Brand Quality Brand PromiseBrand Association Brand Image Brand Personality Brand Equity Brand Preference
- 14. Why Brand? • Brands offer your product, service, organization or the individual an identity. • Brands attract customers • Brands offer barriers to entry • Brands allow you to form lasting relationships • Brands signify quality and build confidence • Brands reflect values & build trust • Brands can allow you to ask for a price- premium over commodity products • Brands can offer legal protection (trademark) • Brands build loyalty • Brands create memorable experiences
- 15. Digital Strategy Bridges the gap between where you are TODAY And where you want to be NEXT
- 16. Digital Roadmap Digital Review SWOT, Customer Insights Competitive Analysis Digital Strategy Mission, Values Aspirations Goals Digital Plan Map Customer Touchpoints to their needs (Experience, Digital Mapping) Where am I? Where do I want to be? How do I get there?
- 17. A Brand Strategy must align with your organizations Values and Vision
- 18. Over 4,000 messages a day: Need 7-9 times exposure for brand recognition
- 19. Right Brain-Left Brain People decide with Emotions Brands appeal to Emotions Emotions Logic People validate decision with Logic
- 20. The Unattainable Triangle You can have only 2 of 3 sides Starbucks Hi Quality Hi Speed (but not low price) US Postal Service Low Price Hi Quality (but not high speed) QualitySpeed Price (Low) McDonalds Low Price Hi Speed (but not high quality)
- 22. Brand Logos
- 23. Brand taglines
- 24. Brand Mascots
- 25. Bringing the Brand Elements together Logo, Tagline, Mascot
- 27. How to build a brand! Image: http://www.marketingdonut.co.uk/
- 28. Understand the Buyers Journey Awareness Consideration Decision Problem Copyright K2 Vista LLC 2015 28 Need Recognition Information Search Alternative Evaluation Purchase
- 29. Brand Influence Thoughts Beliefs Experiences Values Emotions Images Information Expertise POST-EVALUATIONPre-EVALUATION EVALUATION Motivation Perception Learning Integration Attitude
- 30. How to build a brand RESEARCH Target Market Audience Profile (Personas) Personality & Culture Organizational Profile Perception/Cognition Beliefs Segmentation Competitive Analysis SWOT POSITIONING USP/Differentiation Messages Values Brand Positioning BRAND IMAGE Narrative Visual Elements Internal & External Campaigns Reputation Emotion Perception Impression Belief
- 31. 1 Research & Positioning Target Audience Need Brand Promise To fill need Brand Personality How you fill need Brand Voice Your tone of how you interact with your audience Brand Identity Your look Brand Positioning Where you fit in market Wrt competition Brand Experience Your Customers Perceptions about you
- 32. A Brand Personality Framework Adapted from Aaker (1987)
- 33. Brand Positioning/Development Strategy Product Category Brand Name Line Extension (Same name Same category Different recipe) Mutlibrands (Different names, same product category eg P&G multiple shampoos) Brand Extension (Same name New category) New Brands Existing Existing New New
- 34. Brand Positioning Strategy 1. Own an attribute 2. Target a specific group 3. Be First 4. Be Leader 5. Be the Maverick or Reverse positioning 6. Have a magic ingredient 7. Have a special process 8. Connect with a celebrity 9. Be a Cheapner 10. Align with a cause 11. Special Heritage 12. Create Scarcity 13. Go Green & Sustainable (courtesy of Breakthrough Branding by Catherine Kaputa)
- 35. Brand Map & Criteria CORPORATION (Purpose, Mission, Values) CUSTOMERS External Customer Insights (Promise, Experience) COMPETITION Competitive Analysis (Positioning) PERSONALITY CEO, Employees, Partners Celebrity Mascot IDENTITY Name, Tagline, Logo, Mascot, Color, Typography Aesthetic, Look-Feel CULTURE (Internal Review stakeholders) History, People, Traditions Language, Environment, Ethos, Pathos, Logos
- 36. Branding = 3 C’s + 4P’s • Learn & Understand the 3 C’s to understand your Target Market – Customers, Competitors, Corporation (you) • Your Marketing Plan is the sum total of your 4 P’s = Product + Price + Place + Promotion • A great brand = 3C’s+ 4P’s+ Execution + Timing + Luck
- 37. Designing the Brand Mantra Emotional Modifier Descriptive Modifier Brand Functions Nike Authentic Athletic Performance Disney Fun Family Entertainment Emirates Luxury Adventure Travel Victoria’s Secret Sexy Lifestyle Intimate wear
- 38. 3 Important Laws of Branding (adapted from Al Ries The 22 Immutable Laws of Branding) • The Law of Contraction: A brand becomes stronger when you narrow its focus. • The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. • The Law of Advertising: Once born, a brand needs advertising to stay healthy.
- 39. Building Brands Myth vs Reality • Myth: Pour enough money and PR/Advertising and you can build a brand over night • Reality: Building brands is about reputation. It takes time to build trust. A brand is not what “you” speak about you, it is what your customers say or how they collectively perceive you. There are no short cuts. Building a brand including engaging them and building community takes time, patience, consistency (internally & externally), repetition, reinventing yourself every so often and yes money helps.
- 40. Some Do’s & Don’ts • Do Market Research • Develop your Brand Strategy & Plan • Do get team and management buy-in • Address conflicting brand goals vs values, budget vs time/resources. • Execute and communicate • Be consistent • Measure, adjust and repeat • Don’t Stress & have fun
- 41. Before your customer will buy: You must, give them an unforgettable experience, have a dialog, build trust, a relationship, and something they want to shout to the world
- 42. Need Help with your Brand, Digital or Content Marketing Project? Contact me Javed Mohammed javed_mohammed@hotmail.com javedinc.wordpress.com 1 (408) 728-8920 Copyright K2 Vista LLC 2015 42
- 44. Resources • Adobe Color Wheel : color.adobe.com • Creative Commons resources for Photos (Flickr) and Video (Vimeo) • Pinterest: create a secret Mood Board • Wordpress: Blog/Website • Dropbox: Cloud storage • Mailchimp: Email marketing • Shopify: Slogan generator www.shopify.com/tools/slogan-maker
- 45. 10 Questions You Need To Ask When Building a Brand. 1. Who and what defines our brand’s target customers? 2. What is our brand’s story? 3. Am I offering a pain-killer or a vitamin? 4. What makes my team amazing? 5. In one line, describe what you do? 6. If I were stranded on a desert island, what 5 things would I want to have? 7. What values do I stand for? 8. What benefits do my customers get from our brand? 9. What emotions would I like my customers to take away from our brand? 10. Who is my enemy (competition) and why am I better than them?
- 46. Make your Brand Elements • Simple • Enduring • Memorable • Versatile • Appropriate
- 47. Your Tone of Voice • Formal or Informal • Optimistic or Realistic • Humorous or Business-Like • Excited or Balanced • Authoritative or Curious
- 48. What relationship do you want with your audience? • Mentor, Coach, Sponsor • Friend, Peer, Well-wisher, Ally • Leader, Advisor, Commander, Know-it-all
- 49. Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may want) • Adorable • Adventurous • Appealing • Artistic • Athletic • Attractive • Bold • Breathtaking • Bright • Business-like • Busy • Calm • Capable • Caring • Casual • Charming • Cheerful • Chic • Classic • Collaborative • Colorful • Comfortable • Conservative • Contemporary • Convenient • Cool • Creative • Custom • Cutting Edge • Daring • Dashing • Delicate • Delightful • Detailed • Dramatic • Dry • Dynamic Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
- 50. Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may want) • Earthy • Eccentric • Efficient • Elegant • Elevated • Enchanting • Endearing • Energetic • Ethereal • Excellent • Exciting • Exuberant • Fabulous • Familiar • Fancy • Fantastic • Fashionable • Festive • Fierce • Flirty • Formal • Fresh • Friendly • Fun • Functional • Futuristic • Glamorous • Graceful • Hip • Historic • Honorable • Impressive • Industrial • Informal • Innovative • Inspiring • Intense • Inviting • Lively • Lush • Majestic • Modern • Natural • No-nonsense • Nostalgic • Novel • Old • One-of-a-kind • Organic • Playful • Pleasant • Powerful • Predictable • Professional • Quaint • Quirky Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
- 51. Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may want) • Radiant • Rebellious • Relaxing • Reliable • Retro • Revolutionary • Ritzy • Romantic • Royal • Rustic • Scholarly • Secure • Serious • Silly • Sleek • Smart • Soothing • Sophisticated • Stable • Stimulating • Striking • Strong • Stunning • Stylish • Swanky • Tasteful • Tranquil • Trustworthy • Unconventional • Unique • Upbeat • Urban • Versatile • Vintage • Wild • Witty • Youthful Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html