Yes brand seminar 05 11

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

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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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