Brand Resources Online | Branding Strategy Websites | Internet Marketing Resources


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Brand Resources Online, Branding Strategy Websites, Internet Marketing Resources, articles, blog posts & technical brand advice, your source of information to build a strong technology brand.

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Brand Resources Online | Branding Strategy Websites | Internet Marketing Resources

  1. 1. Branding Resources :: Presented By ::
  2. 2. <ul><li>My Business and Branding? </li></ul><ul><li>Elements of Branding </li></ul><ul><li>Brand How? </li></ul><ul><li>Brand Big </li></ul><ul><li>Building the Brand </li></ul><ul><li>Employees and the Brand </li></ul>
  3. 3. What is a Brand? “ A brand is not a product. It is the sum total of everything a company does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.” My Business and Branding The Importance of a Successful Brand <ul><li>Establish personality. </li></ul><ul><li>Builds recognition/awareness. </li></ul><ul><li>Provide relationship-building experiences. </li></ul><ul><li>Creates a feeling of trust with customers. </li></ul><ul><li>Creates a loyal following of satisfied customers. </li></ul><ul><li>Successful brand can increase profits by anything between 10% and 20%. </li></ul>
  4. 4. A brand is a Promise and a mark of trust, delivering a clear message to your customers, partners, employees and stakeholders. Elements of Branding Elements of Brand Identity <ul><li>Name </li></ul><ul><li>Logos (corporate, product or sub-brand) </li></ul><ul><li>Visual identity (style, palette, images, guidelines) </li></ul><ul><li>Typeface </li></ul><ul><li>Tone of voice </li></ul><ul><li>Language style </li></ul><ul><li>Vision statement </li></ul><ul><li>Mission statement </li></ul>
  5. 5. The goal of branding is to discover, articulate and present your organization’s personality - its resources, expertise, modus operandi, style and aspirations. The process requires many stages - all enlivened by our passion to help you enunciate and market your organization’s unique strengths and identity. Brand How? Branding is a strategic marketing component that requires a small business owner's time, commitment, and patience. It should be treated as a critical part of your daily routine. However, many entrepreneurs don't understand the branding process and avoid at their own peril.
  6. 6. Brand Big If you think about a brand, one which you consider to be a strong brand, the probability that this would be a global brand is pretty high. But the most important thing from a small brands perspective is to be strong in its own defined market. Smaller brand has an opportunity to serve its customers in a more flexible and in a more creative way than its greater counterparts. Most of all that goes for small brands that live and breath closer to its customers than big, global brands. Many of small brands have a chance to get stronger if they stop having inferiority complex against the bigger brands and start to make their brands more clear and focused, and build their brand in a new and exiting way. It is easy to come to the conclusion that the only multinational companies build strong brands. It seems branding always can only be done through advertising and media, and big investments in media takes a lot of money. But no, brand building is not done solely through advertising and media. But the fact is, global brands are forced to invest heavily in media due to their lack of possibilities to be present locally every where, which simply would be even more expensive.
  7. 7. The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points. It can be generally thought of as having three stages. Elements of Branding Brand Audit <ul><li>Target & Insight </li></ul><ul><li>Competitive Assessment </li></ul><ul><li>Brand Inventory </li></ul><ul><li>Points of parity & difference </li></ul>Brand Strategy Brand Execution <ul><li>Equity Pyramid </li></ul><ul><li>Positioning </li></ul><ul><li>Personality </li></ul><ul><li>Objective & Matrix </li></ul><ul><li>Brand Elements </li></ul><ul><li>Communication Strategy </li></ul><ul><li>CRM & Community Building </li></ul><ul><li>Brand Experience Map </li></ul>
  8. 8. A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more. Employees and the Brand <ul><li>Is based on a proposition of genuine substance and value to the target customer </li></ul><ul><li>Communicates a clear and powerful brand definition </li></ul><ul><li>Communicates a clear ‘emotional charge’ </li></ul><ul><li>Communicates an attractive and relevant personality </li></ul><ul><li>Wins, builds and retains customer loyalty </li></ul><ul><li>Is well known by the target customer </li></ul><ul><li>Is held in high esteem by the target customer </li></ul>
  9. 9. Employees and the Brand <ul><li>Communicates and evidences a unique match between the company’s capabilities and the customer’s needs </li></ul><ul><li>Is a source of competitive advantage </li></ul><ul><li>Is an investment of increasing value that others will want to own </li></ul><ul><li>Maintains its relevance over time by evolving in response to changing customer expectations and perceptions </li></ul><ul><li>Increases the profitability of the business is consistent with the business strategy </li></ul><ul><li>Makes sense within the business’s brand architecture </li></ul><ul><li>Provides a protective ‘halo’ for growth strategies </li></ul><ul><li>Provides a barrier to entry for new entrants or substitutes </li></ul><ul><li>Is uniquely positioned in the market and creates a relevant space in the customer’s mind </li></ul><ul><li>Communicates and demonstrates a clear sense of value </li></ul>Cont…
  10. 10. <ul><li>Interacts consistently with the customer on as many fronts and on as many occasions as possible </li></ul><ul><li>Cements the brand definition into the customer’s mind through interactions and positive associations </li></ul><ul><li>Is managed and supported consistently over time </li></ul><ul><li>Has values that can be applied consistently and successfully to all parts of the marketing </li></ul><ul><li>Mix and through all promotional media </li></ul><ul><li>Makes people want to get their hands on it </li></ul>Employees and the Brand Cont…