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Brand Development &   Image Building Your Brand          Presented by          Devin Griffith    Transforming creative ide...
Definition of a strong brand:A special relationship that is the result of the contributionof the values, vision and purpos...
Definition of a strong brand:   The brand must communicate at 360º to all your audiences. The brand image is reflected thr...
What is a brand?A singular idea or concept that you own in the mind    of the customer or       the prospect.       Transf...
A brand must stand for something:• Instead of an imported beer;                       • Instead of an expensive Swiss watc...
Brands evolve:   Transforming creative ideas into business results                     6
Exercise: What do you see?     Transforming creative ideas into business results                       7
Exercise: What do you see?     Transforming creative ideas into business results                       8
Exercise: What is the Story?      Transforming creative ideas into business results
Exercise: What is the Story?      Transforming creative ideas into business results
Exercise: What is this story?                Transforming creative ideas into business results5/28/11                     ...
Exercise: What is the Story?      Transforming creative ideas into business results
Exercise: What is the Story?      Transforming creative ideas into business results
Brands: How They Work?                                                                             Loyalty                ...
Brands: Why Change?  Under New Management      Losing Customers            Boring Look        Confusing Look  New Products...
Branding: Who Benefits?                             Creates                             Loyalty Increases                 ...
Brand             Essence & Identity          The key promises and assets                 of your brand                  T...
Mission  What is the brand’s role in    society, or the public    benefit of the brand?           Transforming creative id...
VisionThe definition of the brand future: in what market do     we want to lead?         Transforming creative ideas into ...
Core ValuesWhat does the brand stand for in terms of its human attributes?                       • Trust                 •...
Character & Personality                 • Personal                    • Caring                   • Trusted        • Knowle...
Rational Brand Benefits  The rational reasons whyconsumers choose your brand        Transforming creative ideas into busin...
Emotional Brand Benefits  The emotional reasons why consumers choose your brand         Transforming creative ideas into b...
Promise to customersWhat promise will you make and deliver to your customers                  Transforming creative ideas ...
Positioning StatementHow do you want to be perceived in the market.             Transforming creative ideas into business ...
The Tangible BrandBranding is a marketing process bywhich goods and services can beclearly distinguished through the useof...
How does branding work?     Transforming creative ideas into business results   27
For the Consumer• Easier product identification• Communicates features and benefits• Helps product evaluation• Establishes...
For your business• Helps create loyalty• Defends against competition• Creates differential advantage• Allows premium prici...
Branding Examples5/28/11       Transforming creative ideas into business results   30
a battery is abattery is a batteryis a…but we keep goingand going…5/28/11           Transforming creative ideas into busin...
it’s about the                                               experience, not the                                          ...
overnight.                                                        when it absolutely,                                     ...
just do it.                                                       inspiring people                                        ...
Coke is really in the                                                      business of marketing                          ...
family safety first.                                            we understand that                                        ...
When you want tobe hip and fit with    the crowd.                      Transforming creative ideas into business results 5...
To show class.An effective status     symbol.                      Transforming creative ideas into business results  5/28...
Your computer,      your way    inexpensive     computers  made-to-order.5/28/11                                          ...
Is apple in the business of making computers?           Transforming creative ideas into business results
ExerciseDevelop Your Brand             Mission             Vision          Core Values    Character & Personality   Positi...
Thank You!          Transforming creative ideas into business results5/28/11                     42
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Yes brand seminar 05 11

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Brand Development and Image Building Slides. Yes, its kinda late

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Transcript of "Yes brand seminar 05 11"

  1. 1. Brand Development & Image Building Your Brand Presented by Devin Griffith Transforming creative ideas into business results
  2. 2. Definition of a strong brand:A special relationship that is the result of the contributionof the values, vision and purpose that you drive. Through being distinctive, relevant and consistent. Transforming creative ideas into business results 2
  3. 3. Definition of a strong brand: The brand must communicate at 360º to all your audiences. The brand image is reflected through the collective experiences gained at every touch point with which your stakeholders interact. Everyexperience modifies this impression. The brand is the single most important (intangible) asset any organization will ever own. Transforming creative ideas into business results 3
  4. 4. What is a brand?A singular idea or concept that you own in the mind of the customer or the prospect. Transforming creative ideas into business results 4
  5. 5. A brand must stand for something:• Instead of an imported beer; • Instead of an expensive Swiss watch; • Instead of the ultimate driving machine; • Instead of fast overnight delivery; • Instead of an affordable family oriented restaurant; • Instead of lean tender meat; Proper Pork Transforming creative ideas into business results 5
  6. 6. Brands evolve: Transforming creative ideas into business results 6
  7. 7. Exercise: What do you see? Transforming creative ideas into business results 7
  8. 8. Exercise: What do you see? Transforming creative ideas into business results 8
  9. 9. Exercise: What is the Story? Transforming creative ideas into business results
  10. 10. Exercise: What is the Story? Transforming creative ideas into business results
  11. 11. Exercise: What is this story? Transforming creative ideas into business results5/28/11 11
  12. 12. Exercise: What is the Story? Transforming creative ideas into business results
  13. 13. Exercise: What is the Story? Transforming creative ideas into business results
  14. 14. Brands: How They Work? Loyalty (Vouch For Me) Purchase (Buy From Me) Confidence (Believe In Me) Preference (Choose Me) Affinity (Like Me)Awareness(Know Me) Transforming creative ideas into business results
  15. 15. Brands: Why Change? Under New Management Losing Customers Boring Look Confusing Look New Products or Services New Competition Target Different Crowd Exporting Abroad Showing Success Transforming creative ideas into business results
  16. 16. Branding: Who Benefits? Creates Loyalty Increases Allows for PremiumProductivity Pricing THE TANGIBLE BENEFITS OF Branding Cuts through Saves Information Clutter Costs Affords Protection from Competition Transforming creative ideas into business results
  17. 17. Brand Essence & Identity The key promises and assets of your brand Transforming creative ideas into business results5/28/11 17
  18. 18. Mission What is the brand’s role in society, or the public benefit of the brand? Transforming creative ideas into business results5/28/11 18
  19. 19. VisionThe definition of the brand future: in what market do we want to lead? Transforming creative ideas into business results 19
  20. 20. Core ValuesWhat does the brand stand for in terms of its human attributes? • Trust • Integrity • Patience • Honesty Transforming creative ideas into business results 20
  21. 21. Character & Personality • Personal • Caring • Trusted • Knowledgeable • Innovative • Modern • Visionary Transforming creative ideas into business results
  22. 22. Rational Brand Benefits The rational reasons whyconsumers choose your brand Transforming creative ideas into business results 22
  23. 23. Emotional Brand Benefits The emotional reasons why consumers choose your brand Transforming creative ideas into business results 23
  24. 24. Promise to customersWhat promise will you make and deliver to your customers Transforming creative ideas into business results 24
  25. 25. Positioning StatementHow do you want to be perceived in the market. Transforming creative ideas into business results 25
  26. 26. The Tangible BrandBranding is a marketing process bywhich goods and services can beclearly distinguished through the useof individualized graphic marks thatallow for differentiation and positioningin the market. Transforming creative ideas into business results 26
  27. 27. How does branding work? Transforming creative ideas into business results 27
  28. 28. For the Consumer• Easier product identification• Communicates features and benefits• Helps product evaluation• Establishes product’s positioning• Reduces the risk in purchasing Transforming creative ideas into business results 28
  29. 29. For your business• Helps create loyalty• Defends against competition• Creates differential advantage• Allows premium pricing• Helps targeting/position• Increases power over retailer• Creates general interest• Develops the character of the product Transforming creative ideas into business results 29
  30. 30. Branding Examples5/28/11 Transforming creative ideas into business results 30
  31. 31. a battery is abattery is a batteryis a…but we keep goingand going…5/28/11 Transforming creative ideas into business results 31
  32. 32. it’s about the experience, not the beans. $3.85 for a coffee and a 10 minute wait.5/28/11 no problem. 32 Transforming creative ideas into business results
  33. 33. overnight. when it absolutely, positively has to get there on time.5/28/11 Transforming creative ideas into business results 33
  34. 34. just do it. inspiring people everywhere to reach their potential.5/28/11 Transforming creative ideas into business results 34
  35. 35. Coke is really in the business of marketing brands, with over 400 brands worldwide Some include Evian, Fanta, Sprite, Minute Maid5/28/11 Transforming creative ideas into business results 35
  36. 36. family safety first. we understand that there’s a lot riding on your tires.Transforming creative ideas into business results 36
  37. 37. When you want tobe hip and fit with the crowd. Transforming creative ideas into business results 5/28/11 37
  38. 38. To show class.An effective status symbol. Transforming creative ideas into business results 5/28/11 38
  39. 39. Your computer, your way inexpensive computers made-to-order.5/28/11 39 fast Transforming creative ideas into business results
  40. 40. Is apple in the business of making computers? Transforming creative ideas into business results
  41. 41. ExerciseDevelop Your Brand Mission Vision Core Values Character & Personality Positioning (Target Market) Promise (Slogan) Transforming creative ideas into business results 41
  42. 42. Thank You! Transforming creative ideas into business results5/28/11 42
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