Branding 101


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Branding 101

  1. 1. Branding &Networking 101How you think about you and yourproduct as a brand
  2. 2. Branding & Networking 101Company Name / LogoThis one is obvious: its simply your business name. Canyou trademark it? Do you own the What does ittell the consumer about who you are and what you do?Company MissionWhat is your main business objective?Elevator PitchSuccinctly state what the business does. (High Concept: Itslike Rambo meets Little Women.)
  3. 3. Branding & Networking 101Market PositionHow do you want the consumer to think about you?Value PropositionWhat do you offer that your audience values?Key MessagesWhat are the supporting, fact-based claims you make?Company TaglineWhat would you say about yourself in 7 words or less?
  4. 4. Brand ElementsName: The word or words used to identify a company, product, service, orconcept.Logo: The visual trademark that identifies the brand.Tagline or Catchphrase: "The Quicker Picker Upper" is associated withBounty paper towels. "Can you hear me now" is part of the Verizon brand.Graphics: The dynamic ribbon is a trademarked part of Coca-Colas brand.Shapes: The distinctive shapes of the Coca-Cola bottle and of the VolkswagenBeetle are trademarked elements of those brands.Colors: Owens-Corning is the only brand of fiberglass insulation that can bepink.Sounds: A unique tune or set of notes can denote a brand. NBCs chimes area famous example.Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.Tastes: Kentucky Fried Chicken has trademarked its special recipe of elevenherbs and spices for fried chicken.Movements: Lamborghini has trademarked the upward motion of its car doors.
  5. 5. Identity / LogoSteve Jobs once called Paul Rand, “the greatest livinggraphic designer.” logo is a flag, a signature, an escutcheon, a street sign.A logo does not sell (directly), it identifies.A logo is rarely a description of a business.A logo derives meaning from the quality of the thing itsymbolizes, not the other way around. A logo is lessimportant than the product it signifies; what it represents ismore important than what it looks like.The subject matter of a logo can be almost anything.
  6. 6. Beyond the Tangibles"A strong brand integrates multiplecomponents, all of them necessary,including customer interactions,employee communications, corporatephilosophy and advertising/marketingefforts. Your brand extends to youremployees, customers, the media andeven the general public (word of mouth)"
  7. 7. Best Global BrandsBrand Rankings 2011 at pgs 69 & 70.
  8. 8. What You Should be Thinking AboutCreating Emotional ConnectionsCo-Branding - Strategic PartnershipsBrand Promise Fulfillment - Measuring itHow do you use social media to build brand awarenessBrand valuation as a measure of your success
  9. 9. BibliographySome of the Branding / Business Books on my shelf:Emotional Branding - Marc GobeBuilding Brand-width - Sergio ZymanBuyology - Martin LindstromMarketing Aesthetics - Bernd SchmittPrimal Branding - Patrick HanlonPurple Cow - Seth GodinLogo Savvy - Perry Chua & Dann IlicicThe Cluetrain Manifesto - Rick Levine, et alNetworking Books:Little Black Book of Connections - Jeffery GitomerAnatomy of Buzz / How to create Word of Mouth Marketing - Emanuel RosenThe Tipping Point & Blink - Malcolm Galdwell