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                                                          Program Area 3
 Program Area 1




      ...
Part Two: What IS A Brand, Anyway?
Part Two: What IS A Brand, Anyway?
Let’s Meet Bobbi


• South Dakota native
• SDSU graduate
• Background in
  advertising ...
Part Two: What IS A Brand, Anyway?
Some Brands I Have Helped Build
Part Two: What IS A Brand, Anyway?
Branding IS…NOT...…


• Getting a new logo
• Putting up a facebook page :-)
• Something...
Part Two: What IS A Brand, Anyway?
Branding CAN BE...




   Brands can be PEOPLE              Brands can be PLACES   Bran...
Part Two: What IS A Brand, Anyway?
Branding IS...


The entire process involved in creating
a unique name and image for a ...
Part Two: What IS A Brand, Anyway?
Branding IS...


Perhaps the easiest way
to think about branding is
to think of it as a...
Part Two: What IS A Brand, Anyway?
The Brand Promise


A brand’s promise is the
vision of what a brand must
BE and DO. In ...
Part Two: What IS A Brand, Anyway?
Beginning At...The Beginning




                                              Whoa.
  ...
Part Two: What IS A Brand, Anyway?
Beginning At...The Beginning


Let’s start with this thing called
a ‘brand pyramid’ – i...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                         Reso...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                         Reso...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                         Reso...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                          Res...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                         Reso...
Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid



                                         Reso...
Part Two: What IS A Brand, Anyway?
What’s Next?




                                     Questions?
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


1 Identity
2 Environment
3 History
4 Community
5 People
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


1 Identity
   • Name
   • Logo
   • Positioning Line
   ...
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


Consistency –
There are two schools
of thought:

• Do it...
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


2 Environment
   • Color Palette
   • Fonts
   • Imagery...
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


3 History
   • Tells your ‘story’
   • Builds connection...
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


4 Community
   • Strength in relationship
   • Strength ...
Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…


5 People
   • Everyone plays a part
   • Appearance/Atti...
Part Two: What IS A Brand, Anyway?
So, That’s Branding 101
Part Two: What IS A Brand, Anyway?
So, That’s Branding 101




                                     Make sense?
Part Two: What IS A Brand, Anyway?
What’s Next? …


• A look at how to implement a brand
  through various phases:
   – Di...
Part Two: What IS A Brand, Anyway?
Until We Meet Again…


Thanks very much
For your time and
Interest!

Bobbi Gaukel
605- ...
What is a brand, anyway?
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What is a brand, anyway?

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Branding expert Bobbi Gaukel of One8y Creative will introduce branding as it relates to nonprofit organizations. You’ll learn how to set your brand apart from the crowd, integrate your message and measure success in this webinar.

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Transcript of "What is a brand, anyway?"

  1. 1. Engage:SD Sponsor
  2. 2. Brought to you by...
  3. 3. What is Engage:SD? Program Area 3 Program Area 1 Program Area 2 Online Skill In-Depth Webinars Building Technical Workshops Assistance
  4. 4. Part Two: What IS A Brand, Anyway?
  5. 5. Part Two: What IS A Brand, Anyway? Let’s Meet Bobbi • South Dakota native • SDSU graduate • Background in advertising (since 1993) • Owner of One8y Creative (since 2001)
  6. 6. Part Two: What IS A Brand, Anyway? Some Brands I Have Helped Build
  7. 7. Part Two: What IS A Brand, Anyway? Branding IS…NOT...… • Getting a new logo • Putting up a facebook page :-) • Something that you pay someone to do, but don’t invest time in yourself • Only for big companies • Hard to understand!
  8. 8. Part Two: What IS A Brand, Anyway? Branding CAN BE... Brands can be PEOPLE Brands can be PLACES Brands can be THINGS (Oprah) (Howard, SD) (A hamburger)
  9. 9. Part Two: What IS A Brand, Anyway? Branding IS... The entire process involved in creating a unique name and image for a product, good or service in the consumers’ mind, through communications with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
  10. 10. Part Two: What IS A Brand, Anyway? Branding IS... Perhaps the easiest way to think about branding is to think of it as a promise that you make – to your customers, your competitors, and even to yourself.
  11. 11. Part Two: What IS A Brand, Anyway? The Brand Promise A brand’s promise is the vision of what a brand must BE and DO. In the end, a brand promise should be: unique, believable, and compelling.
  12. 12. Part Two: What IS A Brand, Anyway? Beginning At...The Beginning Whoa. How do I decide what my Promise will be?
  13. 13. Part Two: What IS A Brand, Anyway? Beginning At...The Beginning Let’s start with this thing called a ‘brand pyramid’ – it will help you define your brand promise.
  14. 14. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance Emotional Benefits Functional Benefits Personality/Character
  15. 15. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance Emotional Benefits Functional Benefits Personality/Character Start with your tangible assets (someone knows you exist)
  16. 16. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance Emotional Benefits Functional Benefits How you perform (function) and communicate (image) Personality/Character Start with your tangible assets (Someone knows you exist)
  17. 17. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance Emotional Benefits Opinions (judgements) and responses (feelings) Functional Benefits How you perform (function) and communicate (image) Personality/Character Start with your tangible assets (someone knows you exist)
  18. 18. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance Identification (with brand) Emotional Benefits Opinions (judgements) Responses (feelings) Functional Benefits How you perform (function) and communicate (image) Personality/Character Start with your tangible assets (Someone knows you exist)
  19. 19. Part Two: What IS A Brand, Anyway? The Beginning: A Brand Promise Pyramid Resonance RELATIONSHIP (What about you & me) Identification (with brand) Emotional Benefits RESPONSE (What about you) Opinions (judgements) Responses (feelings) Functional Benefits MEANING (What you are) How you perform (function) and communicate (image) Personality/Character IDENTITY Start with your tangible assets (Someone knows you exist) (Who you are)
  20. 20. Part Two: What IS A Brand, Anyway? What’s Next? Questions?
  21. 21. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 1 Identity 2 Environment 3 History 4 Community 5 People
  22. 22. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 1 Identity • Name • Logo • Positioning Line • Graphic Standards
  23. 23. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… Consistency – There are two schools of thought: • Do it once and do it right • Re-evaluate and react
  24. 24. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 2 Environment • Color Palette • Fonts • Imagery • Language • Location
  25. 25. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 3 History • Tells your ‘story’ • Builds connections • Adds credibility • Can be built upon
  26. 26. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 4 Community • Strength in relationship • Strength in a network • Strength in giving back Professional Organizations Mentoring Education Christian Service Gardening Vintage Vibes
  27. 27. Part Two: What IS A Brand, Anyway? 5 Basic Branding Components… 5 People • Everyone plays a part • Appearance/Attitude • Relationships matter
  28. 28. Part Two: What IS A Brand, Anyway? So, That’s Branding 101
  29. 29. Part Two: What IS A Brand, Anyway? So, That’s Branding 101 Make sense?
  30. 30. Part Two: What IS A Brand, Anyway? What’s Next? … • A look at how to implement a brand through various phases: – Discovery – Strategy – Articulation – Activation – Maintenance
  31. 31. Part Two: What IS A Brand, Anyway? Until We Meet Again… Thanks very much For your time and Interest! Bobbi Gaukel 605- 335-7971 bobbi@one8ycreative.com
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