Brand and its main attributes

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Discusses general concept of Brand and its attributes and why branding is important.

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Brand and its main attributes

  1. 1. What’s Brand Got To Do With It? Shannon Kavanaugh President and COO Go-To-Market Strategies Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  2. 2. What is a Brand? • A brand is more than a logo • A brand is more than a façade or image • A brand is the life of an organization, defined by – Brand positioning – Brand promise – Brand traits or core values – Brand story Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  3. 3. What is Brand Position? • Describes what the organization does and for whom • Identifies key benefit to customers who purchase your products or services • Demonstrates “unfair” advantage over competing brands • Developed as 25 word, 50 word, and 100+ word descriptions for consistent use, depending on available space, appropriateness, etc. Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  4. 4. What is Brand Promise? • The Brand Promise is the single most important thing that the organization promises to deliver to its customers • Consider what customers, employees, and partners should expect from EVERY interaction with you. It is your UNIQUE value proposition! • Weigh every business decision against this promise to be sure that a) it fully reflects the promise, or b) at the very least does not contradict the promise made Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  5. 5. What are Brand Traits? • Brand Traits illustrate what the organization wants its brand to be known for • Think about specific personality traits you want prospects, clients, employees, and partners to use to describe your organization • You should have 4-6 traits (5 is ideal), each being a single term (usually an adjective) Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  6. 6. What is a Brand Story? • Describes your history and background • Highlights how your products/services grew from that past background • Illustrates your unique philosophy or methodology and how it impacts what you offer • Summarizes your offerings Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  7. 7. What are Brand Associations? • Name • Logo • Tagline • Imagery • Colors • Fonts Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  8. 8. What is Branding? • The process of creating and enhancing the brand assets • Leveraging an organization’s personality to create a customer relationship • Delivering what’s promised, or more, but never less • Differentiation from competition • Built over time Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  9. 9. Why Brand? • Provides Value to Customers by: – Easy interpretation of what you do – Increased confidence in purchase decision • Provides Value to Company by: – Improving efficiency and effectiveness of your Marketing – Increase profitability potential – Establish competitive advantage – Build company equity or worth Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  10. 10. You Must LIVE it! • Roll it out to the entire company with great fanfare • Lead From the Top Down • Have each department develop how they would tangibly reinforce the brand operationally • Develop a brand book for reference Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  11. 11. One Mantra…Consistency • Marketing is BRAINWASHING. Brainwashing is REPETITION. You must be CONSISTENT! • Audit regularly for compliance – Review your communications and activities regularly for compliance with brand strategy – Poll your customers, partners, and employees at least once a month • Brand management requires a long-term commitment and willingness to invest in understanding the customer and market Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.
  12. 12. Thank You Questions? Integrating the magic of marketing with the science of sales. © 2002 Go-To-Market Strategies, Inc. All Rights Reserved.

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