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Brand Building
Advertising
Marketing Communications
Trademark and Domain Development
First Rule of Branding


“Where there is a perception,
     there is a brand.”
Second Rule of Branding


  “Branding happens
whether you like it or not.”
Third Rule of Branding


  “A logo is no more a brand
than a steering wheel is a car.”
Branding Steps

 Awareness
  Interest
    Trial
  Adoption
 Evangelism
Elements of Successful Brands

Clearly define what they stand for
  Consistent in their message
     Extensible and elasti...
6 Bs of Building a Personal Brand

Be Distinctive
  Be Clear         Be Beneficial
 Be Relevant      Be Accessible

      ...
Examples of Building Brand
Create Perceived Value
Be Disruptive and Memorable
State the Benefit
Tell an Empowering Story
What to avoid…
Change of Angle, Change of Meaning




         UK Office of Government Commerce
Unintended Secondary Images
Bad Letter-spacing
Brand happens.
      We can help.

           650-559-1914
           www.BrandRanch.com
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Brand Overview

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A short overview of branding fundamentals.

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Transcript of "Brand Overview"

  1. 1. Brand Building Advertising Marketing Communications Trademark and Domain Development
  2. 2. First Rule of Branding “Where there is a perception, there is a brand.”
  3. 3. Second Rule of Branding “Branding happens whether you like it or not.”
  4. 4. Third Rule of Branding “A logo is no more a brand than a steering wheel is a car.”
  5. 5. Branding Steps Awareness Interest Trial Adoption Evangelism
  6. 6. Elements of Successful Brands Clearly define what they stand for Consistent in their message Extensible and elastic Live the brand Tell great stories
  7. 7. 6 Bs of Building a Personal Brand Be Distinctive Be Clear Be Beneficial Be Relevant Be Accessible Be Your Brand
  8. 8. Examples of Building Brand
  9. 9. Create Perceived Value
  10. 10. Be Disruptive and Memorable
  11. 11. State the Benefit
  12. 12. Tell an Empowering Story
  13. 13. What to avoid…
  14. 14. Change of Angle, Change of Meaning UK Office of Government Commerce
  15. 15. Unintended Secondary Images
  16. 16. Bad Letter-spacing
  17. 17. Brand happens. We can help. 650-559-1914 www.BrandRanch.com

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