Branding Success Webinar


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Slides from the Branding Success webinar presented by the Australian Businesswomen's Network as part of the Know-How Now! series.

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Branding Success Webinar

  1. 1. Stuck in No-Brand Land? Creating a stand-out brand can be easy when you use these hot tips to set yourself apart from your competition. The Branding Success webinar will help put you in the spotlight. sponsored by: Business Success Webinar Series. Know-How Now
  2. 2. Amy Lyden Ambassador, Australian Businesswomen’s Network Stuck in No-Brand Land?
  3. 3. Fiona De Zotti Australian Businesswomen’s Network Stuck in No-Brand Land?
  4. 4. Cheryl Hayman Hayman Strategy Stuck in No-Brand Land?
  5. 5. <ul><li>How much of your time and effort do you spend thinking about your brand? </li></ul>The Roots of the Challenge Stuck in No-Brand Land? <ul><li>10-20% </li></ul><ul><li>20-40% </li></ul><ul><li>40-60% </li></ul><ul><li>60-100% </li></ul>
  6. 6. The Roots of the Challenge Stuck in No-Brand Land? <ul><li>Yes always </li></ul><ul><li>No never </li></ul><ul><li>Sometimes (50-60% of the time) </li></ul><ul><li>Occasionally (20-30% of the time) </li></ul>Do you consider every business action you take for its impact and relevance on your brand?
  7. 7. The Brand Building Summit Stuck in No-Brand Land? Commit Devise Preferred Strategic Trend Options Evaluate Options to Address Trends Includes differentiation and brand attributes Examine all Relevant Trends, Dynamics, Attributes Choose your Marketplace
  8. 8. Importance of Customer Insights Stuck in No-Brand Land? Remember, brands are not built by Marketers… Brands are built in the consumers mind.
  9. 9. <ul><li>Products are made and owned by companies. </li></ul><ul><li>Brands , on the other hand, are made and owned by people … by the public … by consumers. </li></ul><ul><li>A brand image belongs not to a brand - but to those who have knowledge of that brand . </li></ul><ul><li>Advertising, packaging, price promotions have this in common: they are all within the control of the marketing company. To be rather more accurate: the transmission of these brand stimuli is within the control of the marketing company. </li></ul><ul><li>Their reception, however is not. </li></ul>The Brand Philosophy Stuck in No-Brand Land?
  10. 10. Stuck in No-Brand Land? Key Dynamics in your Market <ul><li>Do you know the Top 4 attributes driving consumer motivation in your category? </li></ul><ul><li>1.__________________________________________________ </li></ul><ul><li>2.__________________________________________________ </li></ul><ul><li>3.__________________________________________________ </li></ul><ul><li>4.__________________________________________________ </li></ul><ul><li>How does your Brand address these motivations? Is this different to your key competitor? </li></ul>
  11. 11. Stuck in No-Brand Land? Consider your Consumer: what insights do you have? <ul><li>Behaviourally </li></ul><ul><li>Attitudinally </li></ul><ul><li>Tastes </li></ul><ul><li>Habits </li></ul><ul><li>Traditions </li></ul><ul><li>Defining, Specific Characteristics </li></ul><ul><li>What does your consumer/target group value or want? </li></ul>
  12. 12. Stuck in No-Brand Land? Audience Opportunities for Your Brand <ul><li>Are there any untapped opportunities for targeting in your marketplace or category? </li></ul><ul><li>Is anyone stretching the boundaries well, or differently? </li></ul><ul><li>Are there categories, adjacent to yours, from which you can learn to think differently about targeting? </li></ul>
  13. 13. The Ultimate Business Goal Stuck in No-Brand Land? Build Strong, Successful, Lasting Brands <ul><li>Brand Differentiation </li></ul><ul><li>Brand Positioning </li></ul>
  14. 14. Effective Strategies for Brand Differentiation Stuck in No-Brand Land? The Belief: Differentiation is about the life and death of a brand. Defining the “why me” for a brand is critical. <ul><li>You have a recognisably differentiated brand/business idea. </li></ul><ul><li>You differentiate yourselves in the consumer’s mind. </li></ul><ul><li>You have achieved and/or evaluated, a truly differentiated position. </li></ul><ul><li>You use your differentiated idea against your competitor. </li></ul><ul><li>You focus everything against your differentiating idea to build the brand. </li></ul><ul><li>You look outside your immediate landscape , and even abroad, to learn from the best in the world. </li></ul>
  15. 15. Brand Differentiation - Tips Stuck in No-Brand Land? Helpful thought-prompts: <ul><li>How it’s made eg: Sony = Trinitron; Nescafe = 43 beans </li></ul><ul><li>Heritage: history and trust </li></ul><ul><li>Being the ‘first’: innovators </li></ul><ul><li>Being the ‘latest’: contemporary </li></ul><ul><li>Being No. 1 </li></ul><ul><li>Breadth of line </li></ul><ul><li>Specialty </li></ul>
  16. 16. Brand Positioning Stuck in No-Brand Land? The ultimate goal is to turn a differentiating idea into a full-scale programme of communication. Brand positioning is the roadmap which fully develops and enhances the differentiating idea.
  17. 17. Stuck in No-Brand Land? Brand Positioning Development
  18. 18. Brand Identity Elements Stuck in No-Brand Land? <ul><li>Brand Name </li></ul><ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><li>Personality </li></ul><ul><li>Design System </li></ul>
  19. 19. Leanne Griffiths Stuck in No-Brand Land? Griffin Theatre Company
  20. 20. Case Study Stuck in No-Brand Land? Virgin Blue Airline Evolving the brand from ‘low cost’ to a ‘new world carrier’
  21. 21. Stuck in No-Brand Land? When you think of Virgin Blue Airlines what is the first things that come to mind? Eg; Holidays? Richard Branson? Case Study
  22. 22. Stuck in No-Brand Land? Case Study <ul><li>History of Virgin Blue </li></ul><ul><li>Branding vision </li></ul><ul><li>Marketing plan </li></ul><ul><li>Competition forced changes </li></ul>
  23. 23. Stuck in No-Brand Land? How Virgin Evolve the Brand <ul><li>Formulated a strategy and a vision </li></ul><ul><li>Engaged critical departments (marketing/Sales/product development and operations etc) </li></ul><ul><li>Deployed each depts’ strategy – we will focus on branding/marketing for this case study </li></ul>
  24. 24. Stuck in No-Brand Land? What worked <ul><li>Focus groups were held (with Govt and Corp travelers) </li></ul><ul><li>Due to the low cost nature of the business the sales force (face to face) team was charged with ‘communicating’ the new brand message to the corporate and government traveler </li></ul><ul><li>Travel agencies were targeted as they became and ‘extension’ of the Virgin Blue sales team (where appropriate) </li></ul><ul><li>Couple of ‘big wins’ with high profile companies choosing to travel with Virgin Blue meant some great PR and word of mouth. </li></ul>
  25. 25. Stuck in No-Brand Land? What worked <ul><li>Sponsoring and networking at high profile industry events – brand awareness </li></ul><ul><li>Partnering and sponsoring with quality brands – brand association </li></ul>
  26. 26. Stuck in No-Brand Land? What Didn’t work so well… <ul><li>Marketing of business products aimed at the corporate traveler was not advertised or promoted well enough. </li></ul><ul><li>The advertising campaign was confusing and missed a great opportunity of telling the world about the brand evolution to a new world carrier. </li></ul>
  27. 27. Stuck in No-Brand Land? Key Point <ul><li>Important for Virgin’s brand to: </li></ul><ul><ul><li>Be easily recognisable </li></ul></ul><ul><ul><li>Key messages so the market knows what they are buying from your brand </li></ul></ul><ul><ul><li>Reflect the brand values that you want it to project and be known for </li></ul></ul><ul><ul><li>Be consistent (not try to be all things to all people) </li></ul></ul><ul><ul><li>Not confuse the market with marketing messages </li></ul></ul>
  28. 28. Know-How Now Business Success Webinar Series. Raising Capital and Finding Investors for Your Business Is your business investor-ready? Discover strategies for finding business angels and investors and pitfalls to avoid when raising capital. sponsored by: National - 3 September 2008
  29. 29. Belonging has Benefits Pay-as-you-go membership is just $20 a month
  30. 30. MentorNet Grow Your Business with the Help of a Mentor. Imagine the success your business could achieve with the help of a Mentor. Hurry! The next MentorNet program starts on 23 September .
  31. 31. <ul><li>Join the the Know-How Now! Community </li></ul><ul><li>Start a discussion </li></ul><ul><li>Participate </li></ul><ul><li>Network </li></ul>What’s Next? Know-How Now! the Online Community Thank you! Stuck in No-Brand Land?
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