There are some dirty rumors going around about branding.
Tonight, let’s set the record straight.
Let’s talk about these guys….
Budweiser. American Express. Allstate. Disneyland. Pepsi.
A Tagline is NOT a logo. A tagline is a memorable phrase that encompasses the brand position. Again, it’s a helpful shortcut to help us remember the brand.
Brands are not products!
A brand is NOTHING MORE and NOTHING LESS than a set of promises. A brand is an identifiable entity that promises value.
Brands live only in the mind and the heart. What do you think of/picture??? What do you feel???
We live in a branded world. We make purchase decisions based on brand every day.
Clothes? Cars? Food? Alcohol? Computer equipment?
Puffed Rice = $1.49 Rice Krispies = $3.49
Arizona Jeans = $20. True Religion Jeans = $600
Kia Sorento = $20,000. Cadillac Escallade = $60,000
There’s a big price difference between Macs and other PCs.
Coke’s business value = $50 Billion. WITH brand = $120 Billion
Mini recap: BRANDS are not Logos, Taglines or Products. They have REAL value. And they live in the hearts and minds of the people – not you.
The brand position is the place that your brands owns within consumers hearts and minds. We don’t DECIDE it, but we influence it.
Defining Your Brand: Requires awareness and ability to accept reality Do not deny your brand . Embrace it. Spin it to your advantage . Think about yourself. Know yourself and play the hand you got. Imagine your brand is a living person . How do you describe that person? What would you want people to say about it? What makes your brand unique ? What can we claim that no other group can claim? Let’s explore our brand. WHAT PROMISES CAN WE MAKE? When people think of you, what one image/phrase will come to mind? This is called your “Brand Position” – and it must be unique to be effective
Our brains are trained to filter information and identify differences. How many Zeros? (69). How many Threes? (1). Easy to identify the one that is different. What makes your brand unique ? What can we claim that no other group can claim? Explore your brand. WHAT PROMISES CAN IT MAKE? When people think of you, what one image/phrase will come to mind? This is called your “Brand Position” – and it must be unique to be effective
Defending Your Brand: Make everything you do, make, create, choose, enforce, etc consistent with your brand . Ask yourself with every decision – “is this good or bad for the brand? Is this consistent with the brand? ” If it’s not, DO NOT allow it . If you allow it, you are poisoning and discrediting your brand and wasting your time. You must say NO to diversion and choices that are not on brand (yes, this is scary) This takes attitude, conviction and discipline DEFEND YOUR BRAND’S HONOR
You can use these tools to help influence your brand.
Remember – you don’t own your brand. Others do.
Photos like these are easy to find. Your future employer WILL Google you. Your future boyfriend/girlfriend WILL Google you. Your family WILL Google you. WHAT WILL THEY FIND?
What barriers get in the way of staying true to your brand.
STEP 1: AWARENESS Don’t deny your brand. Embrace it. Spin it to your advantage. If your brand were a living person, how would you describe it? When people think of you, what single image/phrase/feeling will they experience?