What is a brand? And, what is the real value to business owners?


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What is a brand? And, what is the real value to business owners?

  1. 1. October 18, 2012
  2. 2. In this webinar we’ll cover…Definition of a brandBuilding a brand and creating brand awarenessHow are brands really differentWhat a brand means to customers - does it matter?Brand as a living, breathing component of a businessThe digital worlds effect on a brandThe importance of personal branding in todays competitiveenvironmentThe future of branding - what do tomorrows customersexpect?
  3. 3. What is a brand? A brand is a "Name, term, design, symb ol, or any other feature that identifies one sellers good or service as distinct from those of other sellers.“ - Wikipedia
  4. 4. Familiar Brands
  5. 5. How is a brand built?Brand development must be approached similarto a standalone business.Brand awareness must be job one at all levels ofan organization.Brand must be at forefront of all consumerinteraction.Brand integrity is paramount to the future of theorganization.
  6. 6. What makes a brand, and how are brandsreally different?
  7. 7. What makes a brand, and how are brandsreally different?
  8. 8. What does a brand mean to consumers… andultimately, to customers?Show me the meaning! Why should I buy from you? This is trouble for brands withno authentic meaning, whether high-end or low.What makes goods and services valuable and worth spending for will increasingly bewrapped up in the brand and what it stands for.The special meaning of a brand will continue to increase in importance as genericproducts continue to increase in popularity. Differentiation will be critical forsuccess.The consumer will decide what brand values and identities are believable, making itmore important than ever for a brand to have measures of authenticity andinnovation, and make an investment in engaging advertising, if consumers are goingto be convinced there is worthwhile value for dollar.Instant gratification hasn’t disappeared, products and services that resonate withvalue will still be purchased, even if regarded as an indulgence.if consumers trust the community, they will extend their trust to the brand, and thattrust will result in sales.
  9. 9. A brand lives and breathes…A brand must be planned.A brand must be nurtured.A brand must be allowed to grow.A brand must be invested in.A brand must be protected.A brand must be promoted.A brand must be cherished.A brand must be the center of theuniverse.
  10. 10. Brands in the digital worldBrands cannot be created and managed in a top-downapproach. In todays era of ever-expanding digitaltouch-points, brands need to be fluid and flexible toextend into spaces that are often more shaped by theconsumers than the company .
  11. 11. Point of entry… the first impression!Though consumers may be adept at tuning outtraditional, top-down marketing messages, theyre proactivelyusing technology to conduct their own brand research todecide whether or not to pursue a relationship. Like flippingthrough profiles on Match.com, consumers are searching forbrands that are right for them. In addition, whether spurred bya user review, a Google search, a brand site or a mobileapplication, technology has created multiple entry points toengage with a brand. And although it may be hard formarketers to predict that entry point, its a safe bet theinteraction will be digital. In fact, consumers first interactionswith brands are commonly through digital technology.
  12. 12. Many overlapping components…
  13. 13. A ConvergenceIn a Web 2.0 world, branding has converged withdesign and advertising. While both design andadvertising bring their respective skills and tactics tothe branding table, the disciplines have become sointertwined that they are best used when workingtogether.
  14. 14. So, what resonates with today’s consumer?Listening and responding to consumer feedback is poneof the biggest building blocks to cultivating a brandthat resonates in the digital space. In a clutteredworld, creating integrated marketing strategies built onproviding a valuable service and listening to consumersgoes a long to establishing a brand that resonates.
  15. 15. Personal BrandingDespite technology, people still buy from people, and peoplestill do business with people!Personal Branding is about identifying and thencommunicating what makes you unique and relevant anddifferentiated for your target audience, so that you can reachyour business goals. If you understand yourstrengths, skills, passions, and values, you can use thisinformation to separate yourself from your competitors andreally stand out.Personal branding is very powerful because it sends aclear, consistent message about who you are and what youhave to offer. A strong, authentic personal brand helps youbecome known for what you’re good at, sets you apart fromeveryone else, and can position you as a niche expert.
  16. 16. You and the brand!
  17. 17. Tomorrow’s CustomersTomorrow’s customers are today’sinfluencers.Tomorrow’s customers are verysophisticated and technologicallyadvanced.Tomorrow’s customers areinformation sponges.Tomorrow’s customers are brandloyal.Tomorrow’s customers aredemanding and commanding.
  18. 18. What does brand mean to a businessowner?Increased awareness by consumers.Increased awareness by suppliers.Increased awareness by lenders.Increased awareness by the media.
  19. 19. What does brand mean to a businessowner?Increased awareness by consumers.Increased awareness by suppliers.Increased awareness by lenders.Increased awareness by the media.Increased awareness by business buyers.Increased value in the business.
  20. 20. What must be done moving forward…
  21. 21. Thoughts, comments, etc…